Product sampling is a powerful way for brands to drive word-of-mouth, collect user-generated content (UGC), and receive product feedback from credentialed experts. ExpertVoice Product Sampling Campaigns help brands deliver samples to targeted expert audiences in exchange for authentic reviews and social media content.
This comprehensive guide walks through how to create, manage and evaluate a product sampling campaign on ExpertVoice.
Why run a product sampling campaign?
Sampling campaigns allow your brand to:
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Build product awareness and credibility through expert reviews
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Collect high-quality photos and testimonials
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Target specific communities of professionals and enthusiasts
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Generate buzz pre-, during, or post-launch
You’ll gain authentic, influential content from trusted voices in your industry, with a structured timeline and tools to manage the experience end-to-end.
Campaign setup overview
1. Discovery and planning
Before launching, align with your Customer Success partner or Project Manager to complete a discovery brief that outlines:
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Campaign goals (e.g., reviews, UGC, social buzz)
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Timeline
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Target audience
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Product availability
2. Creating your campaign
In the Advocacy Platform:
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Go to Campaign Manager and click Create New Campaign > Product Sampling
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Name your campaign (internal use)
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Follow the step-by-step configuration to set up:
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Targeting: Choose which experts can see/apply
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Application: Create 10–12 questions to vet applicants
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Segments: Organize experts into logical groups
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Messaging: Customize how the campaign appears to experts
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Activities: Define what experts must do (reviews, photos, etc.)
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Availability: Set campaign start/end dates
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You can preview and save progress at every step.
Application best practices
The application helps you identify qualified experts. Keep it short, focused, and engaging:
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Recommended: 10–12 total questions
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Max: 50 questions
Question types
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Multiple choice: single or multiple answers
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Text: freeform
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Shipping address
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Instagram account (linked profile)
Experts should show:
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Authenticity
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Product fit
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Potential value (e.g., quality content, influence)
Reviewing applicants
In the Applicants tab, you can:
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Approve or decline applicants (individually or in bulk)
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Filter by answers or profile criteria
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Assign experts to segments
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Add internal notes or star ratings for reference
Tip: Don’t leave experts in "Needs Review" limbo. Approve or decline promptly to improve experience and campaign flow.
Using segments effectively
Segments allow you to tailor messaging and track progress by expert groups:
Segment examples:
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Geography (e.g., "Western US")
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Product version (e.g., "Backpack A" vs. "Backpack B")
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Demographics or interests (e.g., "Female Hikers")
You can:
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Customize instructions per segment
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Track progress (applications, shipments, activities)
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Use filters by segment in reporting
Experts are assigned to a segment once approved and cannot be moved.
Defining campaign activities
Activities are divided into two types:
Initial activities (required)
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Receive the product
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Experts confirm they received the product
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Get to know the product
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Experts gain experience and prepare to share content
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Each triggers automated instructions and reminder emails.
Content-sharing activities
Experts complete after testing the product:
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ExpertVoice photos (recommended)
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ExpertVoice reviews (recommended)
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External reviews (optional)
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Instagram posts (optional)
All activities are required once enabled. Activities cannot be turned on/off after the campaign is live.
Activity messaging and deadlines
Set specific deadlines for:
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Expected ship-by date
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Gain experience by date
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Content-sharing due date (auto-applied across all activities)
Use clear, segment-specific instructions to guide experts through what to do and when.
FTC disclosures and compliance
Experts must disclose that they received products for free.
Requirements:
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Disclose "free" or "complimentary" at the beginning of reviews or captions
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For Instagram: within first 125 characters
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For video: disclose at beginning and on-screen
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Include required hashtags (e.g., #ad, #expertvoice)
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Tag @brand and @expertvoice
Experts agree to these requirements in the Terms of Use and campaign application.
Shipping and fulfillment
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You are responsible for product shipping
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Include an optional insert with instructions or brand messaging
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Upload tracking info in the Shipping tab
Track progress:
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Product "In Transit" or "Received"
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Activity completion
Campaign analytics and content access
In the Campaign Manager, monitor:
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Application progress
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Segment status
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Review/photo submissions
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Instagram post links
All ExpertVoice-generated content is accessible via:
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Content Manager (photos)
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Review Manager (product reviews)
FAQs and support
Q: What if I miss a campaign deadline?
A: Notify your Customer Success partner. Delays impact expert experience and response rates.
Q: What about tax implications of free product distribution?
A: Consult your company’s tax advisor or the IRS.
Q: Can I edit the application once it's live?
A: Edits are limited after publishing. Preview thoroughly before launch.
Q: Can experts be in more than one segment?
A: No. Experts are assigned to one segment only.
Get started
To launch your Product Sampling Campaign:
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Connect with your Account Executive or Customer Success partner
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Complete your discovery brief
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Access the Campaign Manager in the Advocacy Platform
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Follow the guided setup
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Track, manage, and evaluate results in real time
For help or questions, contact your Customer Success partner or support@expertvoice.com
Overview
An FTC disclosure is a prominent statement that provides consumers transparency about a person's relationship with a brand that pays them to sponsor or promote their products.
As more people are being paid to share their opinions about products online, the FTC wants to clarify when endorsements (a.k.a. opinions, product reviews, and recommendations) are made after a brand connects with the person sharing the endorsement.
While the FTC has published endorsement guidelines, they can be vague. We want to help both brands and experts understand what the FTC is looking for, so we put together this expert-facing overview article to help make compliance easy. Also, we've shared more information below about product sampling campaigns.
How experts will share their FTC disclosures
Experts participating in product sampling campaigns must abide by the disclosure rules outlined in our user terms and conditions. Brands can also reinforce the FTC disclosures in their campaign application and messaging.
When posting on social media and/or reviewing these products online, experts must:
- Disclose that they received the product(s) for free for testing purposes by explicitly stating "free" or "complementary" at the beginning of their written caption or video introduction. We recommend the expert state, "I received this product for free from (brand name) and ExpertVoice in exchange for my honest review."
- For Instagram in-feed posts: The disclosure must be within the first 125 characters of the caption before the "...more" button (if it's a more extended caption).
- For videos: The disclosure must be stated at the beginning and displayed on the video. It can be displayed on the video, written on paper, and displayed to the camera.
- You can use the appropriate hashtags as outlined in the brand's campaign communications and rules on the brand's campaign landing page.
- If the expert tags multiple Instagram accounts, adds a list of hashtags, or includes extra links in their post, they need to separate the FTC disclosure so it stands out.
It's each expert's responsibility to make FTC disclosures in their social media photos and product reviews, be familiar with the FTC's Endorsement Guides, and comply with laws against deceptive ads.
You can learn more about FTC disclosures and how experts should disclose them adequately in any online product reviews and/or social media posts that they share for a brand's ExpertVoice product sampling campaign in the appropriate expert support articles.