Ghost Energy Drives 122% Purchase Intent Lift Through Strategic Sampling Campaign

Partnering with Recess to reach over 101,000 consumers across university housing, fitness studios, and coworking spaces nationwide

98,316 Samples Distributed
101K+ Consumers Reached
122% Purchase Intent Lift

The Challenge

Ghost Energy needed to increase brand awareness and drive product trial in a highly competitive energy drink market dominated by established players like Red Bull, Monster, and Celsius.

With 25% of target consumers unfamiliar with the brand and 38% having never purchased Ghost products, the challenge was clear: break through the noise and convert skeptical consumers into loyal fans.

The brand sought to reach active, health-conscious consumers where they live, work, and exercise, creating authentic brand experiences that would overcome barriers to entry and drive measurable purchase intent.

The Solution

A nationwide sampling campaign targeting consumers at key lifestyle moments

Strategic Venue Selection

Distributed 8.4 oz cans across 156 university housing locations, 31 fitness studios, and 19 coworking spaces in major markets including New York, Los Angeles, Chicago, Dallas, and college towns nationwide.

Perfect Timing

Leveraged key moments like college move-in season, midweek coworking pickups, and pre/post workout opportunities to position Ghost Energy as the ideal energy solution.

Comprehensive Measurement

Designed and executed a consumer insights study with over 1,400 responses, measuring exposed versus unexposed consumers to quantify campaign impact on purchase intent and brand perception.

Campaign in Action

Bringing the Ghost Energy experience to life across multiple touchpoints

Students energized during college move-in week

Pre and post-workout sampling at fitness studios

Midweek pick-me-up at coworking spaces

Eye-catching displays with QR codes for survey participation

The Results

Measurable impact across brand awareness, trial, and purchase intent

• 122% New Customer Lift
  Purchase intent increase among consumers who had never purchased Ghost before versus unexposed group

• 31% Overall Purchase Intent
  Increase in likelihood to purchase among all exposed consumers compared to control group

• 42% Sample Impact
  Of consumers stated they would not have considered purchasing without receiving a free sample

• 78% Preference Over Red Bull
  Of regular energy drink consumers said they would purchase Ghost over Red Bull after sampling

Partner Feedback

"The results exceeded our expectations. Not only did we reach over 100,000 consumers, but the 122% purchase intent lift among new customers proves that sampling works. Recess made it easy to execute nationwide while providing the data we need to prove ROI."

Marketing Team, Ghost Energy

Key Learnings & Recommendations

Strategic insights to inform future brand activations

Sampling Overcomes Competitive Barriers

In a crowded energy drink market, physical product sampling proved critical. The 122% lift in purchase intent among first-time users demonstrates that once consumers taste Ghost Energy, they're significantly more likely to switch from competitors.

Significant Brand Awareness Opportunity

With 25% of consumers unfamiliar with Ghost and 38% having never purchased, there's substantial room for growth. Continued sampling programs can build the brand awareness needed to compete with market leaders like Red Bull and Monster.

Strategic Timing Creates Loyal Customers

Meeting consumers at key moments—college move-in, midweek work slumps, pre/post workout—positions Ghost as the solution to their energy needs. The 86% increase in purchase quantity shows sampling doesn't just drive trial, it builds loyal, repeat customers.