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