Increase revenue, Strengthen customer relationships
From letter box to brand experience with PromoPost Sampling
Lindt & Sprüngli
Lindt distributes 20,000 Easter bunnies – study confirms: likeability, intention to buy and advertising recall increase.
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The campaign: our approach
Before Easter, Lindt distributed 20,000 unaddressed boxes of chocolate Easter bunnies to the letter boxes of single- and multi-family households near four Coop branches in German-speaking Switzerland. The campaign was a complete success: the advertised arts and crafts event in the branches was well attended.
The impact study: objectives, methodology and results
Study objective
Swiss Post Advertising wanted to investigate the impact of haptic advertising materials and tracked PromoPost Sampling with an impact study. The focus was on the unaided and supported awareness of chocolate providers, the recall of the sampling and the behaviour triggered by it.
Data collection and methodology
The study took place in 141 selected municipalities where the samples were distributed around the four Coop branches. The sample consisted of people in the distribution zone who received a sample (target group) and people in the distribution zone who did not receive a sample (control group). The advertising impact of the sampling was examined using an online survey of the resident population in these municipalities. The niche sampling method was used to reach the regionally limited target and control group. This is an ad-hoc recruitment of respondents via social media. Invitations were sent to suitable people using targeting criteria.
Results
The impact study shows the significant successes of the sampling campaign: likeability ratings for Lindt rose by an impressive 46 percent among people who received a sample, the intention to buy increased by 28 percent and advertising recall improved by 13 percent compared to the control group. The study shows that Lindt was not only able to attract attention with its samples, but also to create emotional brand experiences and strengthen brand loyalty in the long term.
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Sending Lindt Gold Bunny samples not only ensured high visibility in households, but also strengthened the emotional bond to the brand in the long term. The study additionally demonstrates the effectiveness of cross-channel communication and the relevance of physical touchpoints in the modern marketing mix.
Fabian Messmer, Product Manager EASTER, Lindt & Sprüngli (Switzerland) Ltd
Key findings
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Sampling increases likeability
People who received the Gold Bunny were much more likely to rate the product as “very likeable” (67%) than those who did not receive any samples (46%). The increase of 46 percent is statistically significant.
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Cross-media works
The study shows the strength of cross-channel communication: people who received the sample have much better recall of Lindt advertising overall. The proportion of people with advertising recall is 13 percent higher in this group.
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Haptic contact is persuasive
Physical contact with the product has a strong impact: people who received the Gold Bunny recall it just as well as a TV advertisement. Sampling therefore has a comparable effect to TV.
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Samples strengthen intention to buy
People who recall the Gold Bunny show a significantly higher intention to buy. 64 percent of them rate their likelihood of buying at 5 or 6 points on a scale of 1 to 6 – 28 percent more than in the control group.
Study results
