AFFRESH
Clean Appliances Start with affresh® Appliance Care
Developing a Sampling Program to Help Build Product Awareness and Consumer Insights.
LAUNCH CASE STUDY VIDEO
Challenge
affresh® delivers easy and effective solutions to cleaning appliances. With the dishwasher cleaner category facing the challenge of new competition, how do we make people aware of affresh® cleaning products, help keep affresh® top of mind and get them to experience the impressive results for themselves through trial and repeat?
Challenge
affresh® delivers easy and effective solutions to cleaning appliances. With the dishwasher cleaner category facing the challenge of new competition, how do we make people aware of affresh® cleaning products, help keep affresh® top of mind and get them to experience the impressive results for themselves through trial and repeat?
Solution
BTI and affresh® collaborated on a national sampling program using a variety of channels that would allow consumers to sample affresh® cleaning products: Samplits (a digital sampling platform), Hello Fresh (a meal kit service) and Grocery Gateway (Longo’s grocery delivery service). An on-site kiosk was also set up in Toronto at Union Station for 3 consecutive days, allowing the sampling program to benefit from a location with guaranteed high foot traffic. The kiosk included customized signage and digital screen creatives based on key product messaging. Printed promotional cards were handed out on-site and/or shipped with samples to customers for further discounts on future purchases. Digital creative was also developed for email distributions, website landing pages and online digital flyers, and consumer insight surveys.
Solution
BTI and affresh® collaborated on a national sampling program using a variety of channels that would allow consumers to sample affresh® cleaning products: Samplits (a digital sampling platform), Hello Fresh (a meal kit service) and Grocery Gateway (Longo’s grocery delivery service). An on-site kiosk was also set up in Toronto at Union Station for 3 consecutive days, allowing the sampling program to benefit from a location with guaranteed high foot traffic. The kiosk included customized signage and digital screen creative based on key product messaging.
Printed promotional cards were handed out on-site and/or shipped with samples to customers for further discounts on future purchases. Digital creative was also developed for email distributions, website landing pages and online digital flyers, and consumer insight surveys.
Result
The campaign allowed BTI and Whirlpool to gain further insights and data analytics on awareness, usage, preferred retailers, and most importantly purchase intent. Engagement within each channel achieved higher than industry standard; majority of the consumer respondents rated the product 4 or 5 stars and communicated strong purchase intent. Grocery Gateway showed an increase in product purchase post sampling. Overall, the sampling succeeded in meeting the desired objectives.
Result
The campaign allowed BTI and Whirlpool to gain further insights and data analytics on awareness, usage, preferred retailers, and most importantly purchase intent. Engagement within each channel achieved higher than industry standard; majority of the consumer respondents rated the product 4 or 5 stars and communicated strong purchase intent. Grocery Gateway showed an increase in product purchase post sampling. Overall, the sampling succeeded in meeting the desired objectives.
