# JUST Egg’s strategy nets 30,000 high-intent customer data points per year

## The plant-based egg made by Eat Just, learned that 90% of consumers who taste their product go on to buy.

### 300 events nationwide

JUST Egg wanted to use a large initiative to encourage brand awareness.

### 90% tasting conversion rate

Although JUST Egg has a good product, their main barrier was getting people to try it.

### Over 100 data points per event

At the end of 300 events, JUST Egg had 30,000 high-intent customer data points to use.

### JUST Egg plans 300 activations

JUST Egg, a plant-based egg made by Eat Just, learned through market research that the biggest barrier to getting consumers to try their product was hesitation about whether a plant-based egg could taste as good or better than one from a chicken. Yet, **90% of consumers** who taste the product go on to buy it.

Heading into 2022, field marketer Adrian Santos and his team planned **300 events nationwide** with a goal to **double** the number of eggs in mouths every quarter. From prior experience, Adrian knew that setting up a **data-centric program** would help him to [prove the value](/content/solutions/events/activations-and-pop-ups/index.html) of his field marketing investment to the company’s C-suite.

#### Upon working with AnyRoad, JUST Egg wanted to:

- [**Better** understand](/content/platform/feature/experience-surveys/index.html) and serve new and existing JUST Egg customers
- [**Grow** their database](/content/platform/feature/live/index.html) with marketable contacts **‍**
- **Drive** greater brand awareness and more purchases of JUST Egg products

### Just Egg’s first-party data strategy with AnyRoad

JUST Egg used [AnyRoad Live](/content/platform/feature/live/index.html), an iOS app, and QR code-based data-capture platform, to get **first-party data** on-site through product giveaways, followed by **a pulse survey** to attendees after the events.

Through this method, they gained **over 100 data points** per activation, which means by the end of their 300-event strategy, they had over **30,000 data points** from high-intent customers to use for their marketing, outreach, and planning.

Immediately after the event, Adrian checked Atlas, [the platform’s **analytics engine**,](/content/platform/atlas/index.html) to better understand who the attendees were, how they impacted them, and how to improve.

### Results

After each event run [using AnyRoad](/content/platform/index.html), JUST Egg was **better positioned** to understand their consumers, capture **valuable first-party data** to add to their marketing efforts, and **gather insights** to improve future activations.

#### “Why does digital marketing get to have all the fun with data? Field marketing should be able to leverage the power of data too.”

Adrian Santos, Director Of Field Marketing | Eat Just, Inc

- **Feedback —** They discovered a critical product problem: the egg was served with spinach and tomatoes on a sandwich, but event attendees reported that the vegetables made the sandwich soggy.
- **Vital location info —** Although the event was in the Washington, D.C. area, many attendees were from New York.
- **Shifting Events —** With the NYC demographic interested in JUST Egg products, JUST Egg realized they should add more events in New York to the schedule.