A little bite goes a long way: 94% would consider switching to Mikado as their new go-to biscuit after sampling

125% increase in leads versus forecast.

£0.13

average cost per lead (94% lower than forecast)

98%

had already * or planned to buy the biscuits within the next six months

94%

would consider switching to Mikado as their new go-to biscuit

Mikado, a part of Mondelēz, wanted to reignite interest in their Milk Chocolate Biscuits among a younger audience demographic.

While competitors poured millions into more traditional advertising channels like TV and print, Mikado sought a fresher and more efficient approach to cut through the noise and engage their ideal target audience.

Enter SoPost’s strategic digital sampling…

We collaborated on a digital sampling campaign on Instagram, Facebook, and through our SoPost-owned community, productsamples.com, offering targeted and qualified 25-35 year olds a sample of Mikado’s Milk Chocolate Biscuits.

We then took them through a fully branded sampling experience to collect marketing opt-ins, feedback and reviews and drive post-trial sales.

Results

A little bite goes a long way! By shifting to strategic digital sampling, Mikado not only generated a substantial lead volume at a fraction of the expected cost, but they also boosted consumer engagement and gained invaluable consumer insights.

Let’s “crunch” some numbers…

The campaign blew past expectations, raking in more than double (+125%) the anticipated number of leads while spending just 14% of Mikado’s entire media budget.

The average cost per lead? £0.13, an incredible 94% lower than forecast and the lowest across ALL Mondelēz brand campaigns in 2023. Talk about efficient lead generation!

94%

lower cost per lead versus forecast

Campaign engagement was also at an all-time high, with marketing opt-in rates 17% higher than the UK food and beverage average, arming Mikado with thousands of new contacts to remarket future offers to.

And what about consumer feedback? Overwhelmingly positive.

94% would consider switching to Mikado as their new go-to biscuit and 43% had already bought the biscuits within just two weeks of sampling (and counting!), with an additional 55% likely to buy in the next six months.

Using our AI-powered review summaries, we also uncovered key insights. Consumers loved the rich chocolate flavor, perfect crunch and convenience of the packaging, making it a great on-the-go treat.

Their only gripe? They’re too easy to gobble up in one go – something we certainly agree on!

* within two weeks of sampling

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