Sampling program using digital

Being a market leader carries the onus of expanding the category. Category growth is driven by getting new consumers into the “organic fold” after they try the product and experience the benefits themselves. The challenges in achieving this include the following: Based on past consumption data, the brand believed that those who experience the products through sampling are likely to make the switch to organic products. The expectation is that such consumers would buy only a few SKUs, to begin with, but gradually buy more SKUs from the brand. Therefore, sampling could directly help scale sales.

Being a market leader carries the onus of expanding the category. Category growth is driven by getting new consumers into the “organic fold” after they try the product and experience the benefits themselves. The challenges in achieving this include the following:

1. The ‘switch’ from conventional to organic needs customer education. This is difficult and requires a significant upfront investment.
2. There’s no tried and tested way to substantiate claims related to health benefits from using organic products. The brand could leverage the several anecdotal pieces of evidence shared by consumers of how they feel healthier when they make the switch. But, such observations will need to be backed by research studies and statistical data.
3. Finally, driving sampling needs to be done at scale.

Based on past consumption data, the brand believed that those who experience the products through sampling are likely to make the switch to organic products. The expectation is that such consumers would buy only a few SKUs, to begin with, but gradually buy more SKUs from the brand. Therefore, sampling could directly help scale sales.

Consumer interactions led to some good insights which became input for the campaign. These insights were: The brand chose to tell the story about what it entails to go back to the roots and create organic food. How purity is ensured and why it is hard work. The idea was to use the inherent expectation of the consumer that everything virtuous requires hard work and sacrifice. Growing pure organic food is no different. The fact that farmers must nurture their farms over a period of time to make them pesticide-free implied that they would commit and stay the course for a few years in order to switch to organic. By making this connection, the consumers were expected to understand why organic food is valuable and worth the effort. The communication #OrganicIsEarned came with a call to action suggesting that while growing organic was difficult, the brand was making it easy for consumers to make the switch by helping them use some products and experience the benefits first hand.

Consumer interactions led to some good insights which became input for the campaign. These insights were:

• •Consumers believe that anything precious needs sacrifice. Short cuts imply compromises.
• •Consumers are not aware of the effort needed to grow organic food, especially in comparison to conventional food.
• •There is awareness about use of excessive pesticides and chemicals in food, but a lack of awareness that purer choices are available.

The brand chose to tell the story about what it entails to go back to the roots and create organic food. How purity is ensured and why it is hard work. The idea was to use the inherent expectation of the consumer that everything virtuous requires hard work and sacrifice. Growing pure organic food is no different. The fact that farmers must nurture their farms over a period of time to make them pesticide-free implied that they would commit and stay the course for a few years in order to switch to organic. By making this connection, the consumers were expected to understand why organic food is valuable and worth the effort. The communication #OrganicIsEarned came with a call to action suggesting that while growing organic was difficult, the brand was making it easy for consumers to make the switch by helping them use some products and experience the benefits first hand.

A microsite was created that became the hub of all the action points related to the campaign. The microsite had informative content and a simple call to action which required consumers to:

A microsite was created that became the hub of all the action points related to the campaign. The microsite had informative content and a simple call to action which required consumers to:

1. State their health objectives or questions.
2. Register for an organic “starter kit” and pay a nominal amount to reserve the sample.

Users were directed to the microsite through a series of engaging yet informative display ads that told the ‘Organic is earned’ story of the brand in an impactful manner.

Users were directed to the microsite through a series of engaging yet informative display ads that told the ‘Organic is earned’ story of the brand in an impactful manner.

Motivational consumer stories were further documented on the microsite in a section called ‘Organic Champs’. This section had stories from people who had made the switch to organic food and had experienced positive health and lifestyle because of the switch.

Motivational consumer stories were further documented on the microsite in a section called ‘Organic Champs’. This section had stories from people who had made the switch to organic food and had experienced positive health and lifestyle because of the switch.

The campaign turned out to be a huge success with overwhelming results:

The campaign turned out to be a huge success with overwhelming results:

• •Reached 30,000,000 (30 million) people, over a period of 3 months.
• •56,773 people engaged with the expert panel through Q&A
• •Over 50,000 consumers requested the organic “starter kit.”