Leading fabric care retailer has 4.5X improvement in trial rate
Target:

Men and Women 18-69, current non-user of all the brand’s Pods products but active in the category, with high likelihood to try and convert the specific Pod, which had a strong scent element.

Method:

Twenty-Ten identified target consumers received a D2C mailer and single use pod at-home. Exposed consumers were matched to NCS frequent shopper database for true trial measurement at POS.

Fabric1-Graphs-Charts

RESULTS:

Final selected target group saw trial rate of 11.4%

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