Product
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11,909
high-intent leads
$0.84
CPL
1,106
quality reviews
4.52★
average rating
About
CocoaVia™ is a supplement brand specialising in heart health. Their lead product, Cardio Health Powder, is a cocoa flavanol-based drink mix that supports circulation, energy, and cardiovascular function. Used daily or as a natural pre-workout, it appeals to health-conscious consumers seeking both performance and long-term wellness.
CocoaVia had strong clinical credentials, but they needed to break into new segments, earn trust quickly, and scale their direct-to-consumer strategy through qualified CRM growth.
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The challenge
The brand was facing three clear challenges:
- Low brand awareness in priority consumer groups, particularly outside their current base.
- Insufficient reviews to build trust at point of sale, limiting conversion.
- Slow CRM expansion: The team needed more high-quality, opted-in leads to fuel future campaigns.
Complicating matters further, a previous sampling initiative with another provider had fallen through. The team came to Sampl with a clear ask: drive trial that converts, not just exposure.
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The strategic approach
CocoaVia didn’t just want to give samples away, they wanted to build a qualified audience, educate consumers, and create advocates. That required more than media reach. It meant reaching people who were most likely to engage, try the product properly, and convert.
Our strategy focused on:
- Tight targeting of supplement users and fitness-focused audiences.
- Segmentation by motivation, using SamplMatch to separate pre-workout users from heart health seekers.
- Education-led communications, helping consumers understand cocoa flavanols and how to use the product.
- Review generation and CRM growth as key performance outcomes, not secondary goals.
The solution
Working with media agency Group M, Sampl helped CocoaVia run a Meta lead generation campaign, refined through SamplMatch filtering. Non-supplement users were excluded, and approved participants entered a tailored email journey based on their profile.
Key components of the campaign:
- A gated sampling request form to screen for relevance.
- Two email tracks, one for fitness, one for cardiovascular wellness.
- A printed leaflet with product benefits and how-to-use guidance.
- Review prompts sent 19 days after sample delivery.
- Syndicated reviews published via Yotpo to retail and eComm channels.
This allowed the team to build a CRM filled with people who understood the product and were primed for next steps.
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The results
The campaign delivered clear business value and surfaced insights the brand can act on immediately.
Reach and efficiency
- 224,000+ consumers reached
- 36,000+ unique clicks driven from Meta ads
- Cost per lead: $0.39 (well below industry average)
CRM and data growth
- 11,909 marketing opt-ins
- Opt-in rate: 46.9% (above 45% target)
- $0.84 per marketing opt-in, feeding directly into their Klaviyo flows
Building trust at scale
- 1,106 reviews generated
- Average rating: 4.52★
95% would recommend the product to others
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Clear signals for future strategy
- 84.6% felt more informed about cocoa flavanols after sampling
- Pre-workout users made up 55% of purchases, despite being only 24% of email clickers, highlighting a high-conversion niche
- 77% had never heard of CocoaVia before receiving their sample, proving the brand reached a genuinely new audience
These were not passive sign ups. They were qualified users who engaged, reviewed, and expressed clear purchase intent, that are now sitting inside CocoaVia’s CRM.
Looking ahead
Although no immediate follow-up is planned, mainly due to stock and shifting marketing priorities, the insights from this campaign are already shaping CocoaVia’s channel and audience strategy.
Here’s what they learned:
- Pre-workout users convert faster and need less education, ideal for short-term growth.
- The broader heart-health audience is curious and primed for nurturing.
- Retail insight was clear: Amazon, Walmart, and Target are top purchase destinations, making in-store visibility and Amazon content optimisation high priorities.
- Some users wanted more clarity on benefits and pricing justification, a cue to revisit packaging and PDP messaging.
This campaign was a learning loop that fed directly into product, content, and acquisition planning.
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Fuel your growth with digital sampling
Turning free samples into genuine sales doesn’t have to be guesswork. If you want to replicate these results and build a CRM full of high-intent, engaged customers, get in touch with Sampl. We’ll help you identify the right audience, generate reviews that boost purchase confidence, and nurture long-term loyalty, just like we did for CocoaVia.
Book a quick intro call with the Sampl team today.
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