The Pangamine nutritional supplement made from brewer's yeast has been a customer favourite since 1958. Older generations know it very well, but for young consumers, it seems to be non-existent. Pangamin has taken a number of steps to make its product and brand more attractive to them. It has expanded its range to include products that are in line with today's nutritional trends - naturally based, of course! The problem is the lack of feedback from young people telling us about their priorities, whether they are interested in dietary supplements and if so, which ones they prefer to buy. That's why Pangamin partnered with Brand Testing Club to test a new product, Pangamin B12, which is almost the ideal dietary supplement for a younger audience, especially those whose lifestyle is vegetarian or vegan. The testing was able to collect 552 market research input questionnaires, get 76 reviews from testers selected according to precise criteria with a rating of 4.5, increased sales and awareness of the product and website traffic.
For a well-known brand like Pangamin, an outside observer would not expect problems in the market. No one needs to be convinced about the effects and benefits of B vitamins, including vitamin B12 in the biological binding of yeast. Moreover, the older generations are loyal customers of the brand and their long-standing loyalty is a testament to the quality of the product. However, with the new generation coming of age, Pangamin has run into a problem - young people either don't know about the product or remember it from home where their parents used it, but many have forgotten and see no reason to buy it. Although the brand has taken the necessary steps such as a new modern packaging design, sponsorship on TV or banners on the internet, this has not translated sufficiently into sales. It also wasn't known who the new generation of buyers was, what they wanted and what they thought of Pangamin.
Finding this out and knowing how to better target the new generation was the goal of our tailored campaign, in addition to increasing sales and supporting the website.
Finding out how successful this product could be with young people was not difficult at all for Brand Testing Club. Our goal was to get 100 input questionnaires focused on customer behaviour and thinking about food supplements. Although this goal seemed overly ambitious to the client, through our experience with our testers, we knew this number was more than realistic. Instead of 100 questionnaires, we managed to get 552.
Our clients can always specify exactly who their target audience of testers is so that they can get feedback from exactly those whose opinion they need to know. The opportunity to select the most suitable candidates for testing was perceived very positively by Pangamin. As a result, they now have information about the exact group of people they are interested in and can better target their marketing campaigns. Amongst other things, traffic to the e-shop has been boosted and the product has reached new and young consumers.
Each of our testers has the task of taking a good photo of the product being tested. Many of them have really enjoyed taking photos of Pangamine B12 and have produced aesthetic or creative photos that not only capture the true form of the product, but also make it easier to engage. These materials can be used by Pangamin in their other campaigns, on social media or on their product page. People always subconsciously prefer authentic materials when surfing online, and thanks to our testers, Pangamin's marketing team can take advantage of this.