Connecting with California park visitors in an authentic way to demonstrate its strong commitment to the environment, Yuban provided targeted sampling to drive product trial and purchase.
Objectives
- Provide a quality sampling experience to prospective Yuban consumers
- Sample the new Pacific Coast Blend to Yuban’s stronghold market: California
- Garner feedback from consumer survey cards with Yuban-selected questions
- Provide a high-quality and consistent brand interaction and experience
- Distribute samples by trained Brand Ambassadors and Park Officials in State
Parks events, campgrounds and visitors centers - Distribute 10,000 product brochures with high-value coupon to incentivize trial
Results
- Over 33,000 samples served
- Over 1,500 survey card responses
- Over 200 survey takers provided email addresses
- Yuban received 1.2 million brand impressions from the in-park signage (this includes the signage for events, park entrance gates, visitor centers and campgrounds, based on visitation during the sampling period)
- Yuban also received TV News coverage which resulted in 102,359 bonus
impressions - Coupon Redemption: 5.2% [versus average promotional redemption of less than 1%]
- 3,000 branded T-shirts handed to consumers