Product
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83%
Purchase intent rate
14%
purchasing by the end of the trial
13%
Review response rate
4.36
Average star rating
About
Amberen, a leading brand of perimenopause and menopause supplements, empowers women to take control of the symptoms that occur with hormonal changes, offering clinically proven supplements to provide relief.
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Challenge
Amberen hoped to increase awareness of perimenopause symptoms
Many women attribute perimenopause symptoms to other factors like stress or busy lifestyles, unaware that they’re entering a new hormonal phase. This lack of awareness posed a core challenge for Amberen when marketing their highly effective supplements.
“There’s a pretty significant barrier to entry to get people to try something for perimenopause when they may not even be aware that they’re in perimenopause,” Leslie Dimino, Senior Brand Manager at Amberen, says.
The lack of symptom awareness translated to brand awareness, too. As Amberen later discovered during their product sampling campaign, 74% of product samplers had never heard of the brand before.
The second challenge was overcoming consumer skepticism about the efficacy of supplements, especially in a crowded industry. Leslie explains that there’s a lot of noise from other brands in this industry, and consumers have tried things that haven’t worked in the past. So they’re hesitant to invest in something new.
But Leslie knew that once a perimenopausal woman tried Amberen’s products, they would see the benefits. The solution was clear: a sampling campaign.
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Solution
Sampl helped Amberen grow brand awareness with valuable social proof
Before Amberen could convince women to buy their products, they needed to make them aware that their symptoms were related to perimenopause. They also needed to convince them that the supplements worked.
To increase awareness, Sampl designed a custom campaign targeting relevant consumers with samples and asking them for reviews.
To find the right participants and achieve their goals, Amberen relied on Sampl for:
- Precise targeting: To find the most relevant audience for the campaign, Sampl ran Meta ads targeting women aged 35 and older who’d shown interest in products related to symptoms of perimenopause, such as fatigue, mood swings, headaches, and lack of concentration.
- Qualification: Then, Sampl’s SamplMatch feature allowed Amberen to ask pre-qualification questions to ensure that potential samplers met critical safety criteria.
- Comprehensive campaign journey: Sampl created a series of touchpoints throughout the sampling process to educate prospects on their symptoms and keep them engaged. This included tester approval notifications, review requests, and follow-up emails. Toward the end of the trial, they sent emails suggesting testers buy supplements from Amberen.
- Review syndication: To help overcome shopper hesitance and generate critical social proof, Sampl strategically timed review requests. Then, Sampl’s integration with Bazaarvoice syndicated the reviews to Amberen’s website and their retail partners’ sites.
- Data collection and analysis: The Sampl platform also provided Amberen with detailed analytics on their campaign performance, including awareness metrics, review rates, and purchase intent. This allowed them to refine their campaign for even better results.
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Results
Amberen increased brand awareness with an 83% purchase intent rate
Sampl helped Amberen reach customers who could benefit from their products: 74% of samplers were new to the brand. What’s more, the reviews generated from the campaign improved awareness overall.
Amberen also transformed excess inventory into a powerful marketing tool. By proving their products’ value to a cross-section of perimenopausal women, they set the stage for continued growth and long-term customer relationships.
Overall, Sampl helped Amberen achieve some amazing results:
- 83% purchase intent rate
- 14% purchased before end of trial
- 13% review response rate
- 4.36 average star rating
Looking ahead, Leslie knows the wealth of positive reviews generated from the campaign will continue to support Amberen’s future marketing efforts, overcoming buyer resistance and educating potential customers on product effectiveness.
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