8Greens
Guerilla Product Sampling
8Greens leverages product sampling as the centerpiece of their GTM strategy
The health and wellness brand, 8Greens, activated two guerilla sampling cart teams in New York City’s Financial District to engage people with conversations, samples, and incentives to make purchases.
People on their way to work were greeted with complimentary samples inside a beautifully designed fold-open card highlighting 8Greens’ health and wellness story, benefits, and promo codes to spark DTC subscriptions.
Each street cart bike displayed fresh veggies and fruits to visually communicate what 8Greens represents.
Two sampling bikes teams, 12 event days, 144,000+ engagements
Why were the sampling teams were deployed throughout New York City’s Financial District?
Well, it’s known for high-stress, early starts, and working into the night job roles – an ideal audience – people in need of a simple, quick, and on-the-go way to stay healthy.
The guerilla sampling teams greeted people on their morning commute, and during lunch break hours.
To enhance the effort, subway station and digital outdoor billboard advertising campaign was initiated at the same time to create a multiplier effect.
Why was this DTC brand marketing campaign super smart?
Tracking
Ability to track effectiveness and attribution with unique promo codes.
Content
Street sampling provided daily content for Instagram stories and other social channels.
Trust
Giving away product samples connects with people unlike everything else while building essential brand trust.
If you have a health brand seeking to connect with New Yorkers, just introduce yourself!
