Case study · Product launch · Digital sampling
A black water nobody had seen. A ₹15 lakh launch, run end to end.
Madhur Tyagi is an AI growth partner for founders, brands and creators, based in India. Earlier in his career he was in the founding team at FreeStand, a product sampling company. There he ran a digital sampling project: the Evocus H2O Black Alkaline Water launch in Delhi and Gurgaon, end to end.
At a glance
- Brand
- Evocus H2O, Black Alkaline Water
- Where
- Delhi and Gurgaon
- How
- Digital sampling: an ad, a chat, a claim, the sample at home
- Scale
- A ₹15 lakh launch campaign
- My role
- I was in the founding team at FreeStand and worked on this project. We moved sampling from malls to people's phones, and I ran it end to end: from building the campaign to the final product delivery.
The problem
Sampling used to happen offline. A person stood outside a mall, handed out a product or let people taste it. For Evocus I tried something new: digital sampling.
Black water looks strange. People don't buy a strange drink from an ad. They want to try it first.
And the samples had to reach the right people: health conscious buyers who could pay for a premium drink, at addresses we could actually deliver to.
What I did
Step 1
Instagram and Facebook ads to the right people
Ads aimed at affluent, health conscious people in South Delhi and Gurugram, built around one question: why is this water black?
Step 2
A chat funnel that explained first
Everyone who clicked landed in a chat on WhatsApp or Facebook Messenger, run by a chat funnel I built. It answered the black water question, explained the health benefits, asked qualifying questions, and checked the address and pincode before a sample was promised.
Step 3
Sample claimed in the chat, delivered home
People who qualified claimed their sample right in the chat, and it was delivered to their home, in pincodes we could reach. No bottles wasted on people who would never buy.
Step 4
A follow up after every sample
When a sample was delivered, the chat sent a follow up: what did you think, would you buy? The answers went back into the ad targeting.
Results
- ₹15 lakhlaunch campaign, run end to end
- 2 citiesDelhi and Gurgaon, from the first ad to the final delivery
FreeStand published this campaign as a case study on their own site. Links below.
What this means for you
People don't buy what they don't understand. So we explained first, and only then asked them to try it.
If your product has to be tried before it's bought, or explained before it's trusted, the ad is not the hard part. The hard part is what happens after the click: answering questions, sorting buyers from browsers, and following up without a person chasing every lead.
That is the part I build. The same chat funnel idea now runs in the Lead Responder, built today with AI: a reply in minutes, questions that qualify, and follow up that doesn't forget.
Check it yourself
FreeStand published this campaign as a case study on their own site. I also wrote about it on LinkedIn.
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