Already a popular household brand name, Crest wanted to increase brand awareness of its Crest Kids product line among parents of school-age kids. Crest turned to School Family Media’s PTO influencer network to sample to parents at contextual, high-touch school family events.
School Family Media developed a custom sampling program and an added value contest to drive product trial, increase purchase intent, and elevate brand awareness of the Crest Kids product line among 300,000 parents at elementary schools. PTO and PTA leaders from 1,200 schools enthusiastically opted in to hand-deliver samples to parents at school family events during the month of February to align with Children’s Dental Health Awareness month.
Participating PTOs and PTAs received 250 Crest Kid’s toothpaste samples and coupons to give away to attending parents.
In addition, a select number of schools in five designated market areas with high household incomes also received complimentary Tooth Fairy in a Box gift sets to generate product awareness among parents during contextual sampling. PTO and PTA groups received a Tooth Fairy in a Box kit valued at $60 to give away as a door prize at their events, as well as 25 Tooth Fairy in a Box booklets to give to younger students.
The “Why I Smile” contest further engaged families that attended, and prompted kids to write or draw about something that makes them smile on a Crest-branded printable. To enter the contest, parents posted a photo of their child’s work on social media using the program hashtag. Winners received a Crest Kid’s Cavity Protection toothpaste, an Oral-B Kids rechargeable electric toothbrush, and The Littlest Tooth Fairy bedtime book. In addition, their school parent groups were given $50 gift cards.
Parent response to the program was overwhelmingly positive: 84% of parents surveyed said they will purchase or are likely to purchase the Crest Kids product line for their children, and 69% said they would recommend the products to colleagues, friends, or family members.
Positive brand perception of Crest Kids increased significantly among parents and influential PTO and PTA leaders at participating schools, too. Before the sampling program, 90% felt very positive or positive about the Crest Kids brand. That figure rose to 97% after the program.
samples handed to parents
purchased or likely to purchase
feel very positive or positive about the brand
Niedermeier Elementary, Newport, Mich.