Student sampling experts Dig-In have partnered with Warrior Protein to introduce Warrior Creatine Plus to university students through targeted sampling to gather real student feedback on the product experience.

The samples and leaflets were included in branded tote bags delivered to 200,000 students across 1,003 halls in 130 UK cities on day one of their university experience. To measure the impact a brand study was carried out after the campaign to discover if trialling the product helped embed it into students’ fitness routines.

The campaign offered the brand a powerful opportunity to connect directly with students by placing the product straight into students’ hands - driving awareness, trial, and brand affinity at the exact time when purchasing decisions are being reset. While online retailers dominate the sports nutrition category a large proportion of students also purchase through supermarkets and everyday retail. The sampling campaign allowed Warrior Protein to introduce the product before the purchase decision was made - increasing the likelihood that it would become part of future buying decisions.

45% of the students reached actively use supplements on a daily basis, but 36% had never heard of Warrior Protein and 34% knew of the brand but have never tried it before. After the campaign 75% of students said that they were likely or very likely to purchase again, 84% loved the taste and 77% said that they would recommend it to a friend. With peer influence an extremely powerful tool within students who train together, this high recommendation score demonstrates a strong organic word of mouth potential for Warrior Protein. 

The campaign successfully introduced Warrior Creatine Plus to a new generation of fitness focused students - delivering strong feedback, high purchase intent, positive word of mouth potential and hundreds of real-time, genuine user generated social media content interactions.

Dig-In is changing how students can be reached. Each campaign includes product delivery, campaign feedback, and optional segmentation or targeting. Brands choose their audience, customise their experience, and receive results fast. This can be segmented by university, region, course, and lifestyle profile with targeting that allows for behavioural, psychographic, and time-of-year targeting — without relying on cookies or predictive guesswork.

The start of university is a once-in- a lifetime cognitive window where students are forming habits and making their first major purchase decisions which makes them open to new categories, behaviours, and new brands.  

University is all about stepping out on your own, creating 'first time' memories and establishing new routines. Being part of a bag gifted within important points of student life is the ideal route to guide brands like Warrior into the hands of those who will use it most. 

Dig In

Dig In is a trailblazing student marketing company. Since 2015, we’ve revolutionised how brands connect with the vibrant Gen Z demographic. Specialising in student sampling, we offer unparalleled access to over 500,000 students annually across 180 ...

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