PRODUCT SAMPLING CASE STUDY
MUNCHKIN HYP03
THE SITUATION
Munchkin was launching a brand new product specifically for parents with kids in diapers - HYP03. It is a category-first diaper rash spray. The brand needed to educate parent influencers about the new product and provide opportunities for trial while generating word of mouth buzz among parents and daycare/preschool staff.
HOW WE HELPED
ITK Collective recruited 1,000 daycare/preschool locations nationwide to participate in the product launch campaign. Participants received full-size product samples to use at their location and/or to share with parents, posters, and branded content for parents from Munchkin.
1,000
DAYCARE/PRESCHOOL LOCATIONS
- Coordinated all outreach and communciation with daycare/preschool locations.
- Developed custom content and materials - like a product information sheet, product poster, and growth charts for parents.
- Handled all fulfillment and shipping logistics and ongoing communication with locations.
- Fielded custom research among daycare/preschool staff and parents to measure KPIs such as product likes/dislikes, purchase intent, and word of mouth.
THE RESULTS
The program was well received among staff and parents. Everyone appreciated being able to try a new product and 70% of parents were likely to buy the product. Parents ranked childcare staff as the top source of product recommendations for their children (tied with friends/family and above pediatricians) confirming the channel as an ideal space to launch a new product.
94% of daycares said they would participate again and 92% said they would recommend the program to other locations.
82%
OF STAFF WOULD RECOMMEND PRODUCT TO PARENTS
79%
OF PARENTS SAID RECOMMEDATIONS FROM THEIR DAYCARE/PRESCHOOL ARE VALUABLE
