We investigate the influence and purchase with consumers who applied but didn't get selected.
Will there be negative feelings towards the brand?Or did they care just as long as it was free?Is it a waste of marketing with that many applicants?
We investigated this by asking non-selcted consumers through an email three months after they received the news that they didn't become a test pilot. The campaign in question was a classic daily grocery and comparable to many others. There were a total of 890 applicants.
With this campaign, which should apply to similar groceries, the theory and practise works. If you create interest with a message that appeals to today's consumers, then that will also affect the consumers' purchasing and attitude to the brand.
You can read more about how the test pilots are affected here!
Do have a look at smartson.se to see our industry colleagues application numbers, and contact us to discuss your brand and your products.
*These 30% bought, on average during the three months, 3,33 products each. If the non-selected test pilots buy as many as the chosen test pilots, the number of purchases during the period will be as many as the number of non-selected test pilots. This would mean that some of our clients campaigns are covered by those thousands who did not participate. That's something to think about for the brands that are unable to run with 3,000, 5,000 or 10,000 test pilots but maybe want to try the concept of sharevertising with fewer number of test pilots. Many applicants is always good business!