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Bahlsen Choco Leibniz Turns Targeted Sampling Into First-Time Trial and Advocacy

  • Feb 26
  • 2 min read

Updated: Mar 12

Bahlsen Choco Leibniz target activation case study


RESULTS AT A GLANCE

  • 98% of samples reached new & lapsed users

  • 95% awareness lift driven directly by sampling

  • 8 in 10 consumers purchased or intended to purchase

  • 81% would recommend the product

  • 4.8-star rating across 1,800 consumer reviews

  • 1.5M impressions generated through social amplification


CHALLENGE & INSIGHTS


CHALLENGE:

Bahlsen Choco Leibniz Milk Cookies needed to increase awareness and drive trial among consumers who had never purchased the product before. As a premium cookie brand, the challenge was introducing new consumers in a way that would motivate trial, build credibility, and convert interest into purchase. Success required moving beyond awareness alone to create a firsthand product experience and advocacy. Key objectives included:

  • Drive first-time trial among new consumers

  • Increase product awareness and familiarity

  • Encourage advocacy and word-of-mouth

  • Convert trial into purchase or purchase intent


KEY INSIGHTS:

  • Sampling is a powerful driver of first-time trial for premium food brands

  • Firsthand product experience significantly increases awareness and purchase intent

  • Authentic reviews and word-of-mouth endorsements extend credibility beyond the trial moment


ACTIVATION STRATEGY & TACTICS

Bahlsen launched a targeted sampling activation designed to introduce Choco Leibniz Milk Cookies to consumers who had never purchased the product. Sampling was supported by digital and social amplification to extend reach beyond physical distribution and encourage reviews, recommendations, and advocacy. The primary objective was to drive trial and convert product experience into measurable awareness and purchase intent.


ACTIVATION STRATEGY:

  • Targeted Trial Sampling

  • Awareness Through Experience

  • Social Amplification

  • Advocacy & Reviews

ACTIVATION ASSETS:




RESULTS & IMPACT

  • 98% of samples reached new & lapsed consumers.

  • 95% first became aware of the product through sampling

  • 81% would recommend Bahlsen Choco Leibniz

  • 29% had already endorsed the product, generating 13,000 word-of-mouth mentions

  • 4.8-star rating across 1,800 consumer reviews

  • 8 in 10 consumers purchased or intended to purchase

  • Social amplification generated 1.5M impressions


STRATEGIC TAKEAWAY

Targeted sampling, when paired with social amplification and advocacy, is a powerful driver of first-time trial and conversion. By turning product experience into shared endorsement, brands can extend the impact of sampling well beyond the moment of trial.


Let’s create a sampling activation that drives trial, advocacy, and measurable results. Contact Target Activation Today!

 
 
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