Digital Sampling

Personal Care & Beauty

December 2022 - January 2023

Nivea's Sampling for First Party Data

Nivea embarked on a transformative digital sampling campaign aimed at boosting product awareness and engagement across India. The campaign focused on offering samples of Nivea products directly to consumers, facilitating a deeper connection between the brand and its target audience.

Client

Sampling Partner

Digital Sampling

Personal Care & Beauty

December 2022 - January 2023

Nivea's Sampling for First Party Data

Nivea embarked on a transformative digital sampling campaign aimed at boosting product awareness and engagement across India. The campaign focused on offering samples of Nivea products directly to consumers, facilitating a deeper connection between the brand and its target audience.

Client

Sampling Partner

Digital Sampling

Personal Care & Beauty

December 2022 - January 2023

Nivea's Sampling for First Party Data

Nivea embarked on a transformative digital sampling campaign aimed at boosting product awareness and engagement across India. The campaign focused on offering samples of Nivea products directly to consumers, facilitating a deeper connection between the brand and its target audience.

Client

Sampling Partner

Unique People Reached

10+ Million

Purchase Action

14%

Introduction

Nivea launched a strategic digital sampling campaign to directly engage with consumers and allow them to experience the quality and effectiveness of Nivea products firsthand. This approach was designed to overcome the barriers of traditional marketing channels and create a more personalized brand experience.

"I love Nivea Product and I received the hamper! This expereince was great!"

Anusha Bhattacharyya

Nivea Sample Claimaint

Challenges and Opportunities

The main challenge Nivea faced was enhancing product trial and visibility in a saturated market. Sampling was chosen as the method to bypass traditional advertising clutter and provide a tangible experience that could lead to increased consumer trust and product adoption.

Campaign Strategy

The campaign aimed to increase product trials, collect consumer feedback, and enhance purchase conversion rates. The objectives were set to not only drive immediate sales but also gather consumer data to inform future product development and marketing strategies.

The Journey

The campaign journey involved an integrated approach combining digital targeting, consumer interaction through advanced chatbot technology, and logistical execution for sample delivery. This ensured that samples reached the intended demographic effectively and efficiently.

Implementation

Digital Targeting and Ad Setup: Utilized hyper-targeted ads on social media platforms to attract a specified demographic (females aged 18-35) across major Indian metros.

Chatbot Integration: Developed conversational flows within chatbots to interact with potential consumers, understand their skincare routines, and qualify them for sample claims.

Logistics and Feedback Collection: Managed the distribution of samples and automated the collection of consumer feedback to assess the impact on purchase behavior.

Post campaign analysis

The campaign successfully engaged over a million unique individuals, with significant interactions leading to a robust data collection of consumer preferences and behaviours. Feedback from the campaign showed that 30% of sample recipients provided responses, with a notable 12% converting to purchase actions based on their trial experience.

We provided the brand with GeoAnalysis City-Wise with the Best Performing Cities highlighted, insights into their customer behaviour such as claimants look for a natural glow and deep cleanse from a face wash they purchase, etc, breakdown of which product the customers were more inclined to purchase with solid metrics to back the insights.

FreeStand's Nivea campaign was able to drive staggering metric:

  1. Total First Party Data Collected: 32,60,713

  2. Geographies covered: 1,452 Cities

  3. Total samples claimed: 80,000

  4. Feedback rate: 30% Claimants shared

Conclusion

Nivea’s digital sampling campaign marked a significant milestone in how beauty products can be marketed and sold in the digital age. By leveraging direct consumer engagement and digital technology,

Nivea not only enhanced its brand presence but also gained deeper insights into consumer needs, driving more targeted and effective marketing strategies.

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Made with ❤️ in Delhi

©2024 Freestand Pvt. Ltd.

Security | Privacy Notice | SaaS Agreement | Data Processing Agreement | Cookie Policy

Made with ❤️ in Delhi

©2024 Freestand Pvt. Ltd.

Security | Privacy Notice | SaaS Agreement | Data Processing Agreement | Cookie Policy