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To raise trial usage, a major provider of OTC heartburn medication
enlisted Response Media to enhance its existing sampling programs
with a digital, direct-to-consumer program. The challenge: drive
trial usage and cost-effectively scale a database of new, highly
qualified consumers — those who experience and/or treat heartburn
frequently.
Using performance-based strategies, Response Media distributed
consumer acquisition capabilities across multiple digital channels and
networks to reach heartburn sufferers at their online destinations of
choice. This distributed model enabled Response Media to maximize
consumer reach, acquisition opportunities and sample requests at
significantly lower costs than traditional sampling programs.
Over the course of the campaign, Response Media helped the OTC
brand distribute an additional 1.4 million samples.
Furthermore, a sampling effectiveness study revealed the campaign
surpassed expectations by achieving a 40% higher trial-to-conversion-to-
purchase rate. Additionally, the frequency-of-future-purchase rate
for consumers acquired by Response Media was 1.5 times greater
than the benchmark.
Overall, Response Media’s strategies produced the most valuable
consumer-to-brand introductions for sample requestors, thus
delivering the highest ROI for the campaign.
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