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Getting Bloggers Onside
Problem:
The launch of the Nokia 6682 SmartPhone, a cool technology-forward niche product without the budget of a mass launch, posed the challenge: How to get influential bloggers onside, to create awareness and sales?
Solution:
Nokia worked with Matchstick to develop a simple and innovative word of mouth marketing campaign.
To solve the marketing challenge, Matchstick screened and recruited influential bloggers and seeded them with the 6682. In a departure from past technology product seeding campaigns, Influencers were screened for key urban Influencer lifestyle characteristics, rather than simply technology knowledge.
Results
- Word of mouth for the Nokia 6682 both online and offline
- Each Influencer spoke to an average of 84 people offline about the Nokia 6682
- At least 193,000 blog visitors were exposed to posts about the 6682 within a four-week period
- 73% of Influencers became more interested in Nokia and Nokia products after receiving their 6682
- 69% of Influencers knew someone who purchased or is intending to purchase the Nokia 6682 because of their influence
Credit Information
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Client: Nokia
Agency: Matchstick
Budget: <$100,000
Date of Campaign: Summer/Autumn 2006 |
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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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