Driving Sales with
Direct to Consumer
Product Sampling

Social Sampling Campaign for Dilmah

CAMPAIGN

Dilmah’s objective was to reach 1,000 new Indian
consumers with a social sampling campaign, get
feedback and drive post-trial purchase.

Engagement

120,000

People saw the campaign on Facebook, Instagram and Google

1,320

Consumers registered and received Dilmah sample

Building client list

41%

Consumers referred a friend so that they could get a free sample

2,300

Additional consumers left their contact details to receive samples in the future

Getting feedback

38%

Consumers left feedback and reviews

89%

Consumers said they would recommend Dilmah tea to a friend

Driving purchase

59%

Consumers said they were likely to purchase Dilmah tea

21%

Consumers purchased Dilmah tea as tracked through post-campaign activities with coupons and contests

OBJECTIVE

  • Dilmah gave 1,000 consumers the opportunity to claim Dilmah samples via Facebook posts and Google ads
  • The brand decided who they wanted to target and how much they wanted to spend
  • We controlled the ad’s creative, targeting and spend whilst utilising Wisent’s platform, data, fulfilment and analytical capabilities.

RESULTS

CUSTOMER REACH

 

CUSTOMER DEMOGRAPHICS

CUSTOMER FEEDBACK

“Great Product”

“Found it refreshing and with rich flavour…”

“Will Buy It”

“Loved it and will buy it next time…” 

“Great Gift for a Friend”

“Loved the tea and it was also fun way to surprise my friend with a gift…” 

CUSTOMER PURCHASE

59%

Consumers said they were likely to purchase Dilmah tea

21% 

Consumers purchased Dilmah tea as tracked through post-campaign activities with coupons and contests

BRAND FEEDBACK

We asked Dilmah what they thought

We really loved working with the Wisent team. They have an impressive understanding of the e-commerce and social media in India and are great to work with. 

Tea market in India is very competitive so we welcomed a sampling campaign as a way to get our tea in front of our target consumers. 

We found Wisent sampling campaign much more efficient than what we tried before. This time we could decide who exactly was going to get our samples, got their contact details, feedback and many consumers actually used the promo coupons and bought our products.

Overall, we got a fantastic ROI and a lot of intangible brand value. We also got a few requests from distribution partners as a result. 

Vijay Kumar, General Manager, DCJ

(in charge of sales & distribution for Dilmah India)