SoPost: The website that wants you to have free samples of your fave brands
By WGSN Insider

SoPost, a new start-up is bringing product sampling online, with innovative digital campaigns to turn samplers into customers. WGSN Director of Brand Extensions Lauretta Roberts reports

Dec 21, 2015

1 photo

It’s the season of giving and it seems some of the world’s biggest brands are queuing up to gift us (and our friends) for free. But they haven’t just been consumed by seasonal goodwill, it turns out giving us free stuff is a very good way of creating extremely loyal customers. So this is one trend we can expect to last well beyond the holiday season.

Of course free samples given out in shops, at events and on the streets are nothing new but exploiting consumers social networks to distribute free samples is. One young entrepreneur, Jonathan Grubin spotted this opportunity and conceived SoPost, which neatly combines the world of free samples, social media advocacy, publicity, customer acquisition and loyalty in one simple process.

Brands come to SoPost to create a campaign, which allows users to click on a link to redeem their free sample. That campaign is then pushed out to the brand’s social channels whose advocates pick it up and share with their friends. Their friends in turn click on the link, provide their contact details to receive their free sample (and can opt-in to receive further information from the brand), and hopefully then go on to be fully fledged customers.

SoPost already works with leading consumer brands, including Benefit cosmetics, Liz Earle, Britvic and Cadbury’s, which has just completed its second #CadburySnowball Christmas Campaign with SoPost. Twitter users were able to “hit” each other with a #CadburySnowball Tweet and when the recipient input their postal details, they received a free gift pack of Cadbury’s seasonal Snow Bites treats.


It’s too early to reveal the results of the campaign (but that Cadbury’s has come back for seconds suggests it works, as do some of the recipients tweets), however after a recent campaign with Benefit, SoPost claims 97% of the 14,000-plus recipients of a sample of its new POREfessional product said they would go on to buy another Benefit product.

They do say it’s better to give than receive and here’s a very good example of why.

For more retail news, brand strategy and to understanding other markets, join WGSN.

SoPost: The website that wants you to have free samples of your fave brands

Please enter a valid name
Please enter a valid name
Please enter a valid email address
Please enter a valid email address
Please enter a valid website
Please enter a valid website
Add a comment...
Please enter a valid comment

Liza Park
Oct 23rd, 2016

Love trying new products and giving my honest opinion

Julie Feathers
Oct 14th, 2016

How do I sign up to SoPost would love to sample and review products

Linda Morling
Oct 13th, 2016

Would love to test and comment on products

Jacqueline Abrego
Oct 05th, 2016

so how do i sign up.

Lisa Newell
Sep 24th, 2016

Sounds exciting, love trying new products. How do you get signed up to SoPost?

Diane Ayres
Sep 09th, 2016

Just tested and reviewed the Elvive fibrology hair range for you. Would love to do more tests. Don’t know if you have a ‘sign up’ page so am commenting here.

Elizabeth obrien
Sep 04th, 2016

Love love n love some more

Kim Styles
Aug 29th, 2016

I would love to receive review and pass on your quality items

Leonardo Gaton
Aug 26th, 2016

I would love to try the new Gillette Fusion

Joanne Exley
Aug 15th, 2016

Would love to try new products

Julia Wilkes
Aug 14th, 2016

Love to try new products, it’s the only way to know if you like it after all!

Aug 14th, 2016

Sign me up!!

amani khan
Aug 11th, 2016

Always good to try before you buy

Charlotte Phillips
Jul 31st, 2016

Product testing in exchange of honest review

Yvonne king
Jul 15th, 2016

Sounds interesting testing products

Jul 15th, 2016

I’m interested in trying various products

Jul 07th, 2016

benefit and other make up please

katie davis
Jul 07th, 2016

I trial and review items for other project teams would lobe tonrecieve samples .

martyna jakobowska
Jun 28th, 2016

how do i join?

Jun 15th, 2016

Plz sign me up

vicky mcmasters
May 29th, 2016

Would love to join how can i please.

Gail Alderson
May 29th, 2016

Would love to join

Jo hosier
May 29th, 2016

Would love to sign up to free samples.

Lynn Reid
May 23rd, 2016

Would love to join

Ema Senior
May 19th, 2016

Count me in. I love a good freebie and so do the Followers on my FB page Single Mum Saving. :)

Vladimir Visochenko
May 13th, 2016

Sign me up,please

May 05th, 2016

Sign me up,please

Iris Tilley
Apr 25th, 2016

Yes please

Russell briggs
Apr 21st, 2016

Sign me up

Russell briggs
Apr 21st, 2016

I want join so post

Pam Lawrence
Apr 05th, 2016

I sometimes get sent a sopost gift by friends. How do I join so that I am the one who knows first, and gives first????

karen baldwin
Mar 08th, 2016

OK so how do I join ?

christine mcintyre
Mar 08th, 2016

Fantastic idea as I love trying things to help me make up my mind before I buy full size

julie short
Mar 08th, 2016

How do I join?

Liz Kelly
Feb 24th, 2016

Fantastic idea – love trying out new products prior to buying full size items – hope to get opportunity to try a lot of different brands now – good luck – thank you

F. Abraham
Feb 17th, 2016

Would love to try out the samples and be introduced to the old and new stuff available out there, specially the things I may not be aware of, thanks!

ashley g copus
Feb 04th, 2016

love too try new things.. and always love samples gives me chance too try.. and give feed bck and its fun too get in the mail.. its like Christmas!!

Michelle long
Feb 03rd, 2016

Love sopost

Kerrie Haywood
Jan 30th, 2016

Would love to try out some brand samples please x

gaynor spanswick
Jan 29th, 2016

Would love to try out some brand samples please

Maria barton
Jan 29th, 2016

Would love to try out some brand samples please x

Jan 29th, 2016

Hi I was wondering if u have any samples I could try please

amanda smith
Jan 18th, 2016

hi there i was wondering if you have any samples i can try please

Subscribe to WGSN

Experience the leading provider of consumer foresight.

Related stories

3 photos
Pink: How important is a colour to your brand's retail strategy

2 photos
Harvey Nichols X CIFF: Breaking the buying chain

Julie Zerbo and the rise of fashion law

Glossy Forum, organized by Digiday
1 photo
Why the motivation for going to a retail store has changed

1 photo
Is creativity dead? How big retailers are adopting a start-up mentality