Product
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84%
purchase intent
15%
review rate
43%
CRM Opt-Ins
94%
Consumer Satisfaction
Introduction
Encore, a luxury pet food brand known for high-quality, natural ingredients, needed to stand out in a competitive category. With multiple brands vying for consumer attention, they wanted to ensure their Tuna & Crab Broth was seen, tried, and trusted by new cat owners.
The goal was simple but critical: drive trial, collect reviews, and build first-party data that could fuel future growth.
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Challenge
Encore faced a classic problem: a high-quality product without enough awareness or customer data to match. They needed a sampling approach that delivered measurable value, driving brand discovery, converting trial into purchase, and generating first-party insights from consumers most likely to become loyal customers.
Specifically, the Encore team aimed to:
- Capture new first-party data for CRM growth
- Generate high-quality reviews to build trust
- Drive trial among cat owners not already buying Encore
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The solution
Encore partnered with Sampl to deliver a high-impact digital sampling campaign using SamplMatch to exclude existing customers and focus exclusively on new, high-intent prospects.
Key tactics:
- SamplMatch filtering to exclude existing customers and prioritise cat owners likely to purchase
- Integrated educational email journey (41.3% open rate) to build product understanding and nurture intent
- Review request emails that drove a 15% review rate and 4.7-star average rating
The campaign ran across Meta, TikTok and ManyPets, driving targeted reach with performance tracked and optimised in real time.
The results
The Encore campaign achieved exceptional results across every metric that mattered:
- 84% purchase intent, with strong uplift among new audiences
- 15% review rate, well above industry benchmarks, generating 719 authentic reviews
- 2,126 CRM opt-ins, a 43% opt-in rate with enriched consumer profiles
- 94% of participants liked the sample, reinforcing the product’s appeal and potential for repeat purchase
- 41% educational email open rate, demonstrating strong engagement and relevance
- 5,000 samples delivered and over 18,000 engagements across the campaign
- Meta drove 48% of sample requests, with the lowest CPL (£0.05), while TikTok and ManyPets achieved the highest email engagement and review rates
- 82% of samplers preferred Encore to their current brand, and 87% of Gourmet brand buyers preferred it, revealing a key opportunity to convert premium shoppers
Most importantly, the campaign succeeded in reaching the right people. Nearly half (47%) of participants had never heard of Encore before sampling, and 84% now intend to buy.
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Insights for pet brands
Encore’s campaign proves that precision matters. By filtering out existing customers and focusing on new, high-intent audiences, the brand unlocked genuine trial and captured data that will power future growth.
For pet food brands competing in a crowded space, Sampl offers:
- High-performance CRM acquisition
- Authentic, high-volume reviews to boost trust
- Actionable insights on audience preferences, behaviours, and purchase channels
- Cost-efficient reach with measurable ROI
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With Sampl’s precision sampling and consumer-first approach, Encore achieved remarkable results: 84% purchase intent, a 43% CRM opt-in rate, and hundreds of glowing reviews. It’s a clear example of how smart sampling drives awareness and meaningful business outcomes.
Ready to launch with impact?
Let’s talk about how Sampl can help you turn sampling into scalable growth.
Book a demo or get in touch with our team to get started.
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