Case Study: Procter & Gamble engages Tier 2 and 3 India consumers with ValueFirst

Procter & Gamble samples 100 million products with ValueFirst

Procter & Gamble faced the challenge of engaging customers across India's tier 2 and 3 cities and distributing product samples through its vast retail network. The goals were to onboard hundreds of thousands of retailers, ensure measurable accountability for distributed samples, and create a frictionless, no-cost experience for both retailers and consumers. ValueFirst was engaged to develop a multichannel solution.

ValueFirst implemented a platform called iTrial that used Interactive Voice Response (IVR), SMS, and a Missed Call service to orchestrate the sampling campaign. The solution streamlined retailer enrollment and allowed consumers to onboard themselves and select offers via a simple missed call. This scalable system successfully distributed approximately 100 million product samples and was awarded the GOLD award at the India Digital Awards.

Procter & Gamble