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OPI Grows Word-Of-Mouth

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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