Kaya Skin Clinic, an Indian company specializing in skin products and services, decided to use online video to promote its new offering – Kaya Bridal. Online videos were chosen as a social media strategy engage with consumers via visual content. The video was published on leading indian and international video sharing sites. The results were phenomenal and established brand Kaya as the skin experts. It also helped break a popular mis-conception that Kaya’s services are expensive and spread the word that it’s value for money Case Study
To grow awareness, market share and sales, OPI, one the top brands for both home and salon manicures, came up with a strategic plan to spread word-of-mouth promotion of the brand. OPI along with SheSpeaks, a leading word-of-mouth marketing network decided to target female consumers with direct dialogue. The program involved nearly 9,000 SheSpeaks members sampling OPI’s Nic’s Sticks nail polish. The campaign generated close to 800,000 conversations and 120,000 unit sales which proves its high success. Case study
Unilever took the support of word of mouth marketing campaign to raise awareness regarding its new skin care segment and their new product, Dove Summer Glow. The campaign aimed at educating the consumers regarding correct usage of the product and motivated them to speak more about the product to their friends and family. For the same 30 conversation starters were identified that networked in their local communities and were invited into and social groups as guest speakers. They also targeted groups such as mothers’ playgroups, school groups, sporting associations. Case study
The face to face campaign by Nivea for Men stood out to be huge marketing success. In order to create awareness for daily face care regime for men, the company targeted women to encourage their partners to try Nivea’s products. For the same conversation starters were invited into women’s community groups where they spread the message regarding the benefits of daily face care regime for their partners. The women were also provided a trial pack to take home. Nearly 42,000 women were targeted in the entire 6 months of word-of-mouth campaign and results displayed that 58% of survey participants
had gone on to recommend the product to their friends. Case study
The interactive online campaign by Unilever to popularize its brand AXE received more than 30,000 visits and four times the number of entries as compared to previous AXE competitions. The company launched an online contest and created a website AXERide.com for the registrants to interact. The contest directed contestants to upload a digital photo of his car and explain in a short essay how tricking out his car would help him get the girl. Case study
Johnson & Johnson launched its first lubricant K-Y INTRIGUE in an unusual way by inviting young female Influencers to talk on intimate topics to the customers. Different kinds of parties in sensual themes were hosted for the VIPs where sensual dance teachers and sex educators increased the bold nature of INTRIGUE. Lingerie fashion shows and sensual acts showcased the brand. 73% participants were positive about it and client-defined goal exceeded by 135%. Case study
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