Sampling types
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91%
purchase intent
87%
new-to-brand
99%
marketing opt-in rate
About the campaign
Dylon ran a UK sampling campaign for its newly launched Sport Detergent, a full-size detergent formulated for sports and gym clothing, designed to neutralise odour, maintain fabric performance, and extend the life of sportswear.
The objectives were to build awareness among gym-goers who didn't know the product existed, drive consideration through an opted-in competition mechanic, convert trial into purchase through a multi-touchpoint education journey, and generate consumer feedback to power future marketing claims.
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The challenge
Dylon Sport was built for a use case many gym-goers had never considered: a detergent designed specifically for sports and gym clothing. Introducing it to an active audience who didn't know it existed, in a context where it would land, was the brief.
That meant reaching gym-goers at the right moment and building a post-trial journey that would return measurable signals on awareness, consideration, and purchase intent.
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The approach
The campaign ran across 68 Bannatyne gym locations, with changing room vinyls and roll-up banners carrying QR codes displayed in-venue for 5 weeks. Digital placements on the Bannatyne rewards platform ran alongside the OOH. Between them, the media had the potential to reach over 200K Bannatyne members.
Consumers entered a competition for a chance to win one of four Lululemon vouchers. As part of that entry, they provided marketing consent, submitted a request for a full-size product, and answered a SamplMatch question about their laundry habits.
SamplMatch validation filtered out duplicate entries and ensured data quality, while the laundry habit data was captured for audience insight and future retargeting. Every entrant opted in to marketing communications as a condition of entry.
Execution
Full-size product was distributed to 5,000 qualifying entrants, who then moved through a structured 10-step journey designed to educate and convert:
→ Competition entry with SamplMatch question and marketing opt-in captured at the point of request
→ Request approval and full-size product dispatch with brand education materials and physical insert
→ Pre-delivery email
→ Post-trial feedback survey and review capture
→ Dedicated sales email directing consumers to purchase on Amazon
Every sample reached a verified, opted-in consumer.
What the campaign proves
The Dylon Sport campaign demonstrates what a structured sampling approach delivers when objectives, mechanics, and post-trial journey are aligned.
→ A competition entry mechanic with mandatory opt-in produced a consented CRM audience alongside the trial
→ 91% purchase intent from a new-to-brand audience is a direct signal of what the product can deliver at scale
→ OOH and digital worked together to drive entries, with digital accounting for 80% of volume, — a useful reference for future budget allocation
→ 500 post-trial survey responses generated structured feedback to power future marketing claims, directly in line with the campaign's fourth objective
The campaign returned commercial signals across all four objectives it was designed to deliver.
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If you're facing similar questions around who your samples reach, how trial translates into intent, or how to generate feedback that powers future marketing decisions, we're always happy to share how this approach works in practice. Connect with us here.
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