For CPG brands, free samples can provide a major return on investment: 83% of consumers who sample products feel more comfortable with buying them. Savvy OTC brands like Mucinex and Salonpas take advantage of this strategy to secure loyalty, offering an instructive lesson to other brands in the sector.
L2’s Digital IQ Index: OTC Health Care finds that for three out of the 10 OTC brands with the highest traffic in January, more than 10% of that traffic came from sampling sites like CrowdTap.com and GetItFree.us.
For example, CrowdTap boosted Mucinex’s visibility by promoting the Genius brand’s samples across social media. As a result, Mucinex recorded the second-highest site traffic among Index brands, with over 200,000 unique visitors in January.
Underdog Salonpas also benefited from sampling. Being featured on GetItFree.us multiplied the brand’s site traffic by 14 times and quadrupled Facebook engagement, suggesting that other CPG companies might do well to adopt similar strategies.