Turning Sampling into the Purrfect Lead Generation Tool for Pet Brand Royal Canin

The Challenge

Royal Canin needed to reach new pet owners in Italy, grow its CRM database, and improve conversion through product trial. Historically, cost-per-lead in the category had been high and conversion rates from sampling activity had been difficult to prove.

The Strategy

Royal Canin partnered with Sampl in early 2024 to run a targeted sampling campaign using SamplMatch, Sampl's proprietary qualification and targeting engine. 30,000 kits were delivered to qualified puppy and kitten owners, supported by personalised follow-ups and vouchers designed to drive purchase conversion.

The Work

The campaign utilised a simple yet highly effective approach to personalisation and efficient audience targeting. The seamless execution journey and innovative use of data capture allowed the team to connect directly with the target market and prove meaningful conversion from sampling activity, addressing the historic difficulty of attributing commercial outcomes to sampling programmes.

Results

The campaign achieved a 64.7% CRM opt-in rate, 88% purchase intent, a 22.4% review rate, and a cost-per-lead significantly below the historical benchmark. Royal Canin has since distributed more kits in Italy and expanded the programme into Germany and Austria.

The Judges' Verdict

"An exceptional example of how targeted product sampling can be optimised to drive consumer conversion and measurable brand growth."