How Rafaello used product sampling to drive trail and raise brand awareness.
Rafaello is a spherical coconut-almond truffle that Italian manufacturer Ferrero brought to the market in 1990.
Their strategy for this sampling campaign was to drive trial of their product and to increase brand awareness through sampling.
As they were looking to target an ABC1 female audience aged between 20-40 years old, we paired them with our partners, Roccabox and Glossybox to run a sampling campaign. Both retailers produce expertly approved boxes full of luxury products straight to your door.
Adding Try.Love.Buy to these campaigns was key to capturing campaign data and consumer insights. Which saw a response rate of 1,122 entries.
Here were some of their findings:
61.3% had a positive opinion change of the brand as a result of the sampling
32.2% had never tried the product before
63.7% had not seen Rafaello advertised recently
77.7 NPS score. This indicates most of the respondents are advocates for the brand and will talk about it with their peers
96% agreed/strongly agrees that Rafaello had a great taste
93% said they would probably/definitely purchase the product
By having Try.Love.Buy included in their sampling campaign they were able to validate the audience, provide usable quotations for marketing on likes & enjoyment plus it provided evidence that 2 out of 3 recipients had a positive opinion change of the brand.