Sampling types
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33%
lower CPL than previous campaigns
88%
opt-in rate (vs. 50% target)
27%
response rate (vs. 20% target)
13%
lift in brand awareness
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About
Colgate-Palmolive is a leading global consumer products company with a portfolio of over 40 iconic brands, including Colgate toothpaste. With customers in over 200 countries, the company improves health and wellness through oral care, personal care, home care, and pet nutrition products.
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Challenge
Scaling CRM growth and product reviews without manual effort
Growing the company’s European CRM database to support customer acquisition had become a key priority for Andreas de Beauregard, Colgate-Palmolive’s Western Europe Data Acquisition and CRM Manager. “One of our main objectives was to double the number of CRM opt-ins in our database by the end of the year,” Andreas says.
The company had an established product launch plan, which included collecting high-quality product reviews to build credibility for new launches. This review generation would also increase the volume of opt-ins, so Colgate-Palmolive needed a way to target consumers who were likely to become loyal customers and willing to share meaningful feedback.
One of Colgate-Palmolive’s main concerns was that managing multiple vendors for sampling, data acquisition, and review collection would be complex and time-consuming. He needed a seamless solution that wouldn’t require excessive manual effort from his team.
When Colgate-Palmolive’s UK team recommended Sampl, Andreas realised he had found the right solution to support product launches: a sampling campaign that delivered high-quality product reviews and opt-ins at scale.
“We had ambitious goals to double our CRM database through high-quality product reviews. Sampl offered a way to do both seamlessly.”
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Solution
Streamlining high-quality review generation and opt-ins with Sampl
The Sampl team worked closely with Andreas and his team to create a project timeline and launch several test campaigns. Sampl’s end-to-end platform streamlined the process by handling everything from sample distribution to data collection and CRM opt-ins.
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The result was a full-service sampling programme that supported the company’s new product launches with:
- SamplMatch qualification: With Sampl’s filtering technology, Andreas and his team identified audiences most likely to engage with Colgate-Palmolive’s brand and provide high-quality reviews. To increase opt-ins, tailored pre-qualification surveys excluded current customers and focused on new audiences.
- End-to-end campaign management: Sampl managed all logistics, from shipping and email follow-ups to review syndication, allowing Andreas to focus on campaign strategy rather than execution. The ease of implementation also played a key role in his decision to add five more campaigns across France over two years.
- Incentivised opt-ins and review generation: Instead of sending a small sample size, Colgate-Palmolive’s French division distributed full-size products, leading to higher engagement rates, more reviews, and stronger brand affinity.
- Data collection and analysis: Through Sampl’s built-in data collection and reporting, the Colgate-Palmolive team gained valuable first-party insights into consumer preference and engagement trends. By segmenting this data, the company retargets customers through personalised monthly emails and cross-brand promotions.
“Sampl’s all-in-one service has been invaluable. We provided the creative assets, but Sampl handled the rest, from shipping and product distribution to data collection, review gathering, and reporting.”
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Results
Boosting customer engagement with an 88% opt-in rate
With Sampl’s targeted sampling and CRM integration, Colgate-Palmolive achieved significant cost savings and surpassed engagement targets:
- 33% lower CPL than previous campaigns
- 88% opt-in rate (vs. 50% target)
- 27% response rate (vs. 20% target)
- 13% lift in brand awareness
This success led to a 200% increase in campaign frequency with Sampl over two years. Looking ahead, Colgate-Palmolive plans to explore new digital acquisition channels like TikTok, building on their success with Sampl to drive continued growth and engagement.
“We’ve planned six campaigns with Sampl, all linked to big product launches for three of our brands. We’re excited to build on the successful results we’ve seen over the last two years.”
Grow your CRM with your next launch
If you have a launch coming and you need clean, opted-in contacts landing in your CRM, Sampl can do that. Colgate-Palmolive nearly doubled their opt-in target and cut CPL by 33% versus their previous campaigns, without adding work for their team.
We can do the same for your next launch. Book a call and we'll show you what a campaign for your brand would look like.
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