Stores Activated
600+
Total number of Claimaints
75,000
Introduction
The campaign was designed to utilize the high traffic and targeting capabilities of the LoveLocal app to deliver Zandu Nityam samples directly to consumers purchasing related digestive products.
"For Health care products always start with getting your customer to trust the product & try is first"
Sneh Soni
CBO, FreeStand Sampling
Challenges and Opportunities
Zandu faced the challenge of enhancing product visibility and consumer trials in a saturated market. Sampling was chosen to directly influence purchase decisions and boost brand recognition by engaging consumers at the point of sale.
Campaign Strategy
The primary objective was to increase brand recall and conversion rates for Zandu Nityam by delivering a hands-on product experience to potential customers.
The Journey
The journey involved a meticulously planned collaboration between digital targeting and physical distribution, ensuring a seamless consumer experience from online engagement to physical product trial.
Implementation
Targeted Digital Campaigns: Initiated pre-sampling marketing on LoveLocal to prime potential customers.
In-Store Execution: Strategically handed over samples alongside purchases made in stores, enhancing the consumer shopping experience.
Tracking and Analysis: Employed 30 and 60-day tracking metrics to monitor post-sampling purchase behaviors.
Post campaign analysis
The campaign successfully created over 75,000 happy customers and generated massive brand impressions, leading to significant increases in both short-term purchases and long-term brand loyalty.
Conclusion
This innovative campaign demonstrated the effectiveness of integrating digital strategies with traditional retail environments to boost FMCG product visibility and consumer engagement. Zandu Nityam’s strategic use of "phygital" sampling has set a benchmark for other brands in the industry.
