A sample from your China supplier is on a tester’s kitchen counter. They liked the launch reel and opened the parcel. Then they put the product away because the first step was unclear. If the next campaign report only counts deliveries, the team may buy another wave of samples without fixing what happens at the counter.
Recruitment and use are different milestones
An October 21, 2026 Danone launch notice carried by CanalDis MediaHub described participatory Instagram sampling for Griego Proteína in Spain. Roastbrief’s November 5 campaign report said people could nominate families or groups. The accounts show how the invitation worked; they do not establish a first-use or purchase rate.
Send an ONCE first-use card with the sample
Record the sample version, the moment to try it, one action to take, what a completed action looks like, and where to get help. For a hypothetical adjustable drawer divider, the sourcing lead verifies the size range and installation method; the customer card asks the recipient to fit one divider in a compatible drawer and check that it sits securely. Ask someone outside the launch team to try the exact package and instructions. Watch where they stop before asking for opinions.
If the tester cannot find the guidance, fix the insert or its destination. If the guidance is easy to find but the orientation is hard to explain, ask the production team for a close shot of the correct ends, the placement and the result. If the result does not hold even when the instructions are followed, route the problem to product. Have the supplier confirm that the trial unit represents the shipped product; ONCE’s guide to shoots before the final sample covers what to do when it does not.
Review the pilot before buying a wider rollout
Choose a follow-up window and track valid deliveries, confirmed first use and optional feedback separately. Confirmed first uses divided by valid deliveries gives a floor for observed uptake; people who do not respond remain unknown. Track any feedback or later orders separately, and keep samples independent of positive reviews. Start with a small cohort, fix the first recurring point of friction, and then decide whether the next spend should go to more reach or better onboarding.
