Digital Product Sampling
Baby Care & Parenting
Sep-Oct, 2022
Customised sampling for Piramal Little’s
Piramal's Little's campaign targeted parents of infants, promoting baby products through advanced digital sampling to build trust and loyalty.
Client
Sampling Partner
Customer Satisfaction (95.4%)
4/5 Stars
Personalisation
Qualification + Automated SKU selection
Introduction
The Piramal Little’s campaign was developed to introduce and familiarise young parents to Piramal’s baby product line through firsthand experience, using targeted digital interactions to distribute samples efficiently.
"Not a lot of people give selection choice for baby products, this was a unique and pleasant experience"
Sanjana
Piramal Sample Claimaint
Challenges and Opportunities
Facing the challenge of establishing reliability in a market flooded with baby care products, Piramal chose digital sampling as a strategy to break through the clutter. This approach allowed them to directly reach parents of infants, providing them with a tangible experience of the product quality and effectiveness.
Campaign Strategy
The main objective was to enhance product visibility and drive adoption among new parents by providing them an opportunity to trial the products with custom diaper sizes according to sample claimant requirement.
The campaign also aimed to gather valuable consumer feedback to inform future product and marketing strategies.
The Journey
The journey included identifying and targeting the ideal customer profile — parents with infants under 12 months old — and engaging them through sophisticated digital channels to offer a personalised product experience.
We personalised the claiming journey through Assured Qualification according to the age of the child the parent has along with Automated SKU selection of the Piramal Diaper size.
Implementation
Targeting and Consumer Interaction: Implemented a chatbot to engage potential customers, asking specific questions about their babies to qualify them for a sample.
Sample Distribution: Managed logistics to deliver samples directly to qualified parents, ensuring a smooth customer experience from online engagement to physical product trial.
Feedback Collection: Automated feedback collection post-sample delivery to gauge customer satisfaction and gather insights on product effectiveness.
Post campaign analysis
The campaign successfully engaged thousands of parents, with 3,216 conversions on our targeted ads and we were able to receive 33% confirmed sample claims leading to 15% actual purchase intents recorded.
Feedback was overwhelmingly positive, with 95.4% parents giving 4 out of 5 stars, a significant percentage of parents praising the product’s quality and expressing a willingness to purchase.
Conclusion
Piramal Little’s campaign effectively demonstrated the power of digital sampling in the baby care industry. By providing parents with a risk-free way to trial products,
Piramal not only enhanced its brand reputation but also established a solid foundation for customer loyalty. This case study underscores the strategic value of digital sampling in building brand trust and accelerating consumer adoption in targeted demographics.
