Turning food deliveries into a trial-to-purchase journey
Colgate Plax turned everyday food deliveries into product trials that led to purchase.
Objective
Build awareness and encourage purchase of Colgate Plax by bringing product trials into consumers' everyday routines.
DirectX Approach
DirectX paired an engaging sample pack with food-delivery partners including Swiggy, Box8 and Rebel. Zero-value billing recorded sample distribution, while purchase pathways connected consumers to BigBasket and Paytm Mall. A feedback mechanism turned the trial into a two-way interaction, giving the brand access to consumer responses for research.
Key Results
20% consumer feedback reported through the campaign. The activity was repeated year-on-year for three years. The deck also reports that BigBasket ran out of stock following the response.
