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OPI Creates an Army of Brand Ambassodors and New Customers
Long a favorite for both home and salon manicures, the OPI brand has a cult-like following, as much for the quality of its products as for the quirky names assigned to the colors. SheSpeaks, the leading women's insight and word-of-mouth marketing network, worked with OPI to establish a direct dialogue with targeted female consumers. Through its unique relationship with a diverse, national network of 100,000 female members, SheSpeaks helped OPI spark new interest, obtain candid feedback, grow word-of-mouth awareness, build long-term brand advocates and drive sales.
The program that SheSpeaks ran for OPI had 9,000 SheSpeaks members sampling OPI's Nic's Sticks nail polish. Program results have been very strong. SheSpeaks members have generated close to 800,000 conversations and 120,000 unit sales!
This is an average of 13 sales per member and close to $850,000 in revenue.
Importantly, the SheSpeaks program was designed to test the role and value of WOM in the marketing mix witha coupon offer being tested through 1) SheSpeaks 2)national beauty magazine and 3) newspaper free standing inserts (FSI). The SheSpeaks coupon showed a 300% increase in redemptions vs. the national magazine and a 1,200% increase over the newspaper FSI insert.
Finally, tremendous insight was generated for OPI with ideas for potential product enhancements.
Client: OPI Cosmetics
Agency: SheSpeaks
Budget: Undisclosed
Date of Campaign: April 2008-June 2008
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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