ZYFE SOAP BRAND LAUNCH

Mind & Metrics performed a cost-benefit analysis and built a lead generation strategy made to drive conversions for Zyfe by distributing free samples. We used probability modeling to predict the cost-effectiveness of our campaign initiatives before executing to ensure maximum ROI and to ensure that the brand launch was strong.

To determine the number of samples to order with the greatest amount of ROI, we took into account expenses such as:

• Marketing
• Conversion Rate Benchmarks
• Paid media
• Shipping
• Manufacturing

A total of 55,000 samples were ordered by our client, with the expectation of breaking even if a purchase was made by 5,500 sample recipients.  This prediction was based on the average profit earned from each purchase.

In addition to lead generation, our tester environment offered another benefit: Gaining customer feedback. 

The survey was linked to the sample packaging through a QR code, and a 10% off coupon was given to respondents upon completion of the survey. Through the survey, insight into potential future sales and customer satisfaction could be gained.

Additionally, the NPS survey ensured that if the samples did not drive as many sales as predicted, the reasons behind it would be known, and a new strategy could be pursued.

After the website was published and launched, our next objective was to drive traffic and build brand trust. 

To do this, a free sample strategy campaign for Zyfe was initiated. The method also included a paid media strategy on Facebook and Instagram.

The ad targeting was directed to the buyer personas created for the brand. The objective was to reach individuals that were:

• Heads of their households
• In charge of purchasing for their families
• Price-conscious or looking for deals
• Concerned with making eco friendly decisions