Merries
How do you spark lifelong advocates? By putting quality first. Learn how Merries leveraged sampling campaign expertise to seed over 8,000 expecting moms in Singapore with premium diaper samples, tapping into our nurturing mindset to kickstart word-of-mouth and guide informed purchases.
Objective:
Establish brand affinity with affluent new moms who prefer high-quality, premium-priced diapers through strategic B2B marketing initiatives aimed at converting them into loyal customers.
Activity/Channels:
The sample packages were delivered directly to first-time moms via our extensive network of private hospitals, including Mount Alvernia. Through community marketing, Merries created genuine connections with their target audience.
Merries also utilised Supermom's first-party data to reach consumers digitally. The brand's message of prioritising comfort & quality over hard sells resonated with many mothers. Merries was able to acquire new users for its Rewards Programme and improved consumer retention rates.
The Formula for Sampling Success
A dedicated post on Supermom’s Instagram highlighted how Merries First Premium is specially designed for children with sensitive skin. Leveraging our established Asian parent networks, Supermom reached affluent new moms as choice recipients for Merries premium diapers.
Tapping on the network of private hospitals, Supermoms reached affluent new moms as choice recipients for Merries premium diapers.
This positive word-of-mouth sparked over 8,000 sample requests. Parents preferred Merries after having used their samples.
The effort underscores a willingness to directly place quality ahead of hard sells. It's the art of samples done right.
Results
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8,000 moms received Merries newborn samples
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Driving priority consideration as the choice brand for baby care amongst expecting parents in Singapore
This case study example demonstrates the power of strategic sampling combined with data-driven targeting to build brand loyalty.