Dig In

Can your GenZ marketing channels do this? 74% of GenZ's who received a free Nivea sample indicated intent to purchase after sampling. Check out this case study on ExchangeWire, that shows how NIVEA worked with Dig In to reach 500,000 brand new shoppers, and drove serious purchase intent. https://lnkd.in/eiJYcDnq #GenZMarketing

The power of physical-world marketing and how Nivea drove 74% purchase intent. This is our second year working with the brilliant marketing team at Nivea. This year we helped promote their Nivea Men Black & White Deodorant products to half a million brand-new shoppers. For context, every September, 500,000 students leave their family homes to embark on university life in a new city, with a new home, and instantly become first-time shoppers. Nivea placed deodorant samples into the welcome bags that Dig In delivers to university students in their dorms, on their first day at university. As well as delivering 100,000 Nivea deodorant samples to these brand-new shoppers, we also ran a student survey to measure recall and purchase intent. Results, from over 3,500 survey responses: • 74% said they were likely to buy again after sampling. • 86% would recommend to friends or family. • Common feedback: “Smells great,” “Doesn’t stain clothes,” “Long-lasting protection.” • Hundreds of students shared organic content on TikTok and Instagram, turning trial into advocacy for Nivea, and bridging the gap between the physical world and the digital. I think there is perhaps an over-reliance on digital advertising today. When you see the product advertised, then get the chance to feel and use the product, it’s a powerful combination that can lead to shoppers for life. At Dig In we work with some of the biggest brands in the world to help them connect with the largest cohort of new shoppers every year, with both digital media and physical product solutions. 💬 Happy to share full details of this case study if you drop me a note. Dig In | #GenZMarketing #Nivea #Sampling #Brand

Marketers: here’s how to find half a million brand-new shoppers in your category. Clearly, persuading somebody who has never bought toilet roll to buy your brand of toilet roll is far easier than persuading someone who buys your competitor’s to switch. The biggest migration of humans in the UK happens every September, when 500,000 students leave their family homes to embark on university life. Virtually every category is new to somebody who has just moved out of their parents’ home for the first time! At Dig In, we work with some of the biggest brands in the world to help them build a 12-month relationship with half a million new shoppers that lasts a lifetime. Not only does it help your brand, but it shuts out competitor brands from accessing this valuable audience. We deliver your physical brand samples into the dorms of university students - directly into their bedrooms - from their first day at university and right the way through the year. The journey starts with a welcome bag on their very first day and continues with digital comms via email, CTV, OOH, Display, and Mobile. 💬 Drop me a connection request note if you would like to learn more about putting your brand into the hands of half a million brand-new shoppers. Dig In | #Marketing #GenZMarketing #Brand

The hidden benefits of targeting net new shoppers: what marketers often miss. Marketers of the biggest brands in the world already know that every year in the UK, 500,000 brand new shoppers are created – it’s the biggest migration of humans in the UK each year. These new shoppers are created on the day that they move out of their parents’ home and into university digs. Suddenly, the onus is on them to buy everything that was previously bought by mum or dad in the family home, which causes a flurry of new purchase decisions. These first days of university life are a key time for brands to influence purchasing decisions that could turn into lifetime shopping habits. But there is a secondary benefit that marketers often miss, and this happens when those 500,000 teenagers go back to their family home for the holidays and ask why mum and dad haven’t got X, Y or Z brand in the fridge. At Dig In, we work with brands to deliver physical products into the hands of 500,000 students via our university sampling, as well as digital reach via email, mobile, CTV, OOH and display. 💬 Let me know if you’d like to know more? #GenZMarketing #Marketing #RetailMedia

Can you remember the last time somebody handed you a brand sample in the street? I always find it quite fun to ask people that in meetings, and it’s rare that they can remember - then I ask them if they can remember their first day at university, and to date, nobody has ever said no to that one. That’s one of the powers of Dig In - we deliver your brand into the hands of 500,000 people on their first day at university - one of the most memorable days in their lives - and on the day that they become independent shoppers for the first time. I speak to marketers today who can still remember what products they got in their Dig In box (now a bag) eight years ago! 👀 For brand marketers, it’s a way to start a relationship with 500k new shoppers which could last a lifetime. 💬 - Let me know if you would like to get your brand into the hands (or newsfeeds) of 500,000 new, independent shoppers? Dig In | #GenZMarketing #Sampling #Marketing

Lifestage marketing, when done well, is like rocket fuel for brand sales. Throughout my career I have always looked for purchase triggers - those moments when people are ready to consider a new brand. Mostly we shop on habit, but during the various life stages such as living independently for the first time, buying a new home, getting married, or having children - we are open to considering new products and new brands for the first time. I would argue that leaving the family home for the first time is one of the most important moments for brands - going from having everything bought for you, to buying for yourself for the first time. At Dig-In, we reach 500,000 students on their very first day of university, when their senses are heightened because everything is new - the city, the digs, the people, the shops ... These giffgaff playing cards are still remembered by students I speak to years later, and helped to generate 20,000 new giffgaff customers - just one of many examples that show reaching people before shopping habits are formed is a powerful growth strategy for marketers looking for new customers. - Drop me a note on LinkedIn if you’d like to learn how you can put your brand into the hands of half a million new shoppers every year with Dig-In. Dig In | #GenZ #Marketing