Product
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14%
purchased during the campaign
653
reviews collected
76%
new to brand
About
Laughing Dog is a British pet food brand offering natural, oven-baked meals for dogs. Known for its commitment to simple ingredients and nutritional transparency, the brand sells directly to consumers and aims to build lasting relationships with pet owners who prioritise quality.
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Challenge
What the brand needed
Laughing Dog partnered with Sampl to grow its reach and drive measurable performance from a digital sampling campaign. The objectives were clear: attract high-intent dog owners, expand the CRM with qualified opt-ins, encourage trial and subscription sign-ups, and collect meaningful reviews to support marketing.
Barriers to success
The challenge wasn’t just reach—it was relevance. Most consumers had never encountered the brand, and the majority preferred shopping for pet food in-store. Laughing Dog needed to find the right people, deliver a strong first impression, and motivate action fast.
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Solution
Targeting and tools
Sampl ran Meta lead generation ads targeting dog owners with an interest in competitor brands and dog-related content, supported by a lookalike audience built from Laughing Dog’s CRM. With SamplMatch, every sign-up was vetted—those who didn’t own a dog or didn’t spend at least £10–15 on pet food were filtered out. This ensured the brand reached only high-potential customers.
Full campaign delivery
From creative to conversion, Sampl handled the full experience. One high-performing packshot ad drove 79% of total requests. Of the 18,050 initial sign-ups, 10,000 were approved and progressed into a product journey that included direct-to-consumer messaging, email prompts, and subscription offers. Review requests and post-trial surveys gave the brand not just feedback, but deeper insight into shopper preferences and intent.
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Results
Campaign highlights
The campaign delivered across every key metric, showing strong engagement and commercial impact:
- 56% marketing opt-in rate, adding thousands of engaged pet owners to Laughing Dog’s CRM
- 14% of participants purchased the product during the campaign
- 47% said they would definitely or probably buy
- 653 product reviews collected, with a 6.5% response rate
- 76% of recipients were new to the brand
Lasting impact
The brand grew its CRM, boosted trial, and saw real sales impact—all with zero wasted samples. The success gave the team a clear understanding of their highest-converting audience, offering a roadmap for future growth and more targeted campaigns.
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Conclusion and insights
Sampling isn’t just for awareness—it’s a driver of revenue and relationship-building when done properly. Laughing Dog’s campaign shows that combining smart audience filtering with thoughtful execution leads to results that matter.
When you know exactly who you're reaching, even one sample can make a sale.
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