Case Study: MAM Partners Since 2017
MAM has grown 23%-43% YOY since sampling and including content & advertising within ‘My Custard Journal’ (from Sept 2017).
Achieving the most vigorous brand growth in our market.
C&C impact:
- 35% Increase in brand awareness (Base: 2,053. Oct 20)
- 92% are likely to try their bottle sample (Base: 1,812. Oct 20)
To which MAM quotes:
‘’The sampling program we have with Custard & Crumble has played a huge part in our continued success...with our brand seeing the highest growth. The sampling strategy and audience we have is of such high quality and extremely targeted. We love working with such a great team” - From MAM UK
Over time MAM have also been able to look at long term customer loyalty:
“We are very confident that the sampling with C&C has had a direct impact on our success. We have carried out further research revealing that a high number of our loyal MAM users are those who first received a MAM sample while pregnant through our campaign with C&C’’. From MAM UK
How we achieve outstanding results:
- Following an exciting, positive prenatal experience this is the ONLY true gift pack .
- Gifted in a moment all about baby, leads to positive brand equity ‘brand love’.
“After such an amazing experience, it just makes you feel so special receiving such a lovely present as well!” - We ask for no data. Our lack of data may seem a draw-back, however in terms of efficacy of your actual sample – think again! Consumers are loving the ‘pay it forward’ attitude of a brand asking for nothing in return but experiencing their product. Our feedback shows it is achieving trust, trial, further direct and Halo brand purchases from this approach:
“It seems high quality. We’re also interested in the 2-in-1 breast pump”
“I will buy more MAM bottles as I like their self-sterilizing function” - Our distribution ensures no duplication or wastage. This is a huge USP, and very important to us when we are trusted with your costly samples.
- Timing: it is hugely important, not only to impact in a positive, trusted environment (private scanning clinic), but also before initial purchasing and research. Our research shows that by 27 weeks; 62% have started researching wipes & 45% have already started buying and for nappies its 66% and 46% respectively (Base: 519. Feb 20). Buggy research & purchases are even earlier. In essence, the earlier the sample is received, the less wastage, C&C timing on average 19 weeks (12-32 weeks) is a main ingredient of our incredible results.
What our recipients say
Overall feedback: we continually ask recipients for feedback. Using Survey Monkey, we check on satisfaction levels constantly, tweaking, adapting and working with our scanning unit partners to further develop our Gift Packs in line with our audience’s needs.
Why consumers love brands involvement:
My Custard Journal puts brands within parents personal Journey. Brands can sponsor relevant content or notes pages, to support and be part of the consumer journey.
Be Present. Be Helpful. Be Understood... Be Chosen.
We have a collection of research on print effectiveness, which we can share. With print more scarce than ever today, our own research reinforces why all our long-term print partners have been achieving brand growth.