Ghost Energy Drives 122% Purchase Intent Lift Through Strategic Sampling Campaign
Partnering with Recess to reach over 101,000 consumers across university housing, fitness studios, and coworking spaces nationwide
The Challenge
Ghost Energy needed to increase brand awareness and drive product trial in a highly competitive energy drink market dominated by established players like Red Bull, Monster, and Celsius.
The brand sought to reach active, health-conscious consumers where they live, work, and exercise, creating authentic brand experiences that would overcome barriers to entry and drive measurable purchase intent.
The Solution
A nationwide sampling campaign targeting consumers at key lifestyle moments
Strategic Venue Selection
Distributed 8.4 oz cans across 156 university housing locations, 31 fitness studios, and 19 coworking spaces in major markets including New York, Los Angeles, Chicago, Dallas, and college towns nationwide.
Perfect Timing
Leveraged key moments like college move-in season, midweek coworking pickups, and pre/post workout opportunities to position Ghost Energy as the ideal energy solution.
Comprehensive Measurement
Designed and executed a consumer insights study with over 1,400 responses, measuring exposed versus unexposed consumers to quantify campaign impact on purchase intent and brand perception.
Campaign in Action
Bringing the Ghost Energy experience to life across multiple touchpoints
The Results
Measurable impact across brand awareness, trial, and purchase intent
Purchase intent increase among consumers who had never purchased Ghost before versus unexposed group
Increase in likelihood to purchase among all exposed consumers compared to control group
Of consumers stated they would not have considered purchasing without receiving a free sample
Of regular energy drink consumers said they would purchase Ghost over Red Bull after sampling
Partner Feedback
The results exceeded our expectations. Not only did we reach over 100,000 consumers, but the 122% purchase intent lift among new customers proves that sampling works. Recess made it easy to execute nationwide while providing the data we need to prove ROI.
Key Learnings & Recommendations
Strategic insights to inform future brand activations
Sampling Overcomes Competitive Barriers
In a crowded energy drink market, physical product sampling proved critical. The 122% lift in purchase intent among first-time users demonstrates that once consumers taste Ghost Energy, they're significantly more likely to switch from competitors.
Significant Brand Awareness Opportunity
With 25% of consumers unfamiliar with Ghost and 38% having never purchased, there's substantial room for growth. Continued sampling programs can build the brand awareness needed to compete with market leaders like Red Bull and Monster.
Strategic Timing Creates Loyal Customers
Meeting consumers at key moments—college move-in, midweek work slumps, pre/post workout—positions Ghost as the solution to their energy needs. The 86% increase in purchase quantity shows sampling doesn't just drive trial, it builds loyal, repeat customers.
Ready to Drive Similar Results?
Partner with Recess to reach engaged audiences through strategic product sampling and experiential marketing with measurable ROI.
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