CASE STUDY: THE LAUNCH OF CREST PRO-HEALTH HD
Crest was launching a new revolutionary 2 step toothpaste system at an elevated price point with specific target consumers in mind. The challenge was how to generate ratings and reviews prior to the actual launch as well as creating a “social storm” around the launch.
A Shopper Army Product Trial Mission with Ratings and Reviews was undertaken. Hundreds of 2 step Crest HD toothpaste kits were shipped to the targeted consumers’ homes based on the brand’s proprietary custom segmentation. The products were tried in a natural setting and quantitative and qualitative feedback was obtained throughout the mission - including pre trial concept evaluation which was then contrasted with actual receipt and trial experience. An engaged Crest Shopper Army was available for continuous support of the brand including posting of reviews on Amazon and via the Bazaarvoice network of ecommerce sites as well as for participation in the brand’s social media strategies including participation in a Twitter party.
Over 100 reviews appeared on Amazon before product launch and hundreds more appeared via ecom retailer syndication. The Brand earned the Shopper Army “Top Ranked” credential (based on BrandSpark Shopper Product Benchmarks) and the brand leveraged this credential within their Amazon product listing picture. The Shopper Army Product insights also helped guide the brand towards specific targets and also highlighted some potential product challenges. The Brand was able to better target and refine communication as well.
“I was really impressed by the quality and usefulness of the genuine credentials and content generated quickly by the BrandSpark Shopper Army engaged community platform. We were able to integrate the testimonials and Top Ranked credential quickly into our new product launch plans. I was also surprised by the richness of actionable new insights that we received even though we had a lot of insights for our launch . It was exciting to work with the BrandSpark team.” Assistant Brand Manager, Crest
CASE STUDY: Dr. Oetker Mug Cake Innovation
Mug Cake was a very innovative and differentiated product that was not meeting expectations, even though it had achieved acceptable CLT (Central Location Testing) scores. The company wanted to know if the issue was related to “product” or “marketing”.
A wide scale Shopper Army Product Usage Mission was undertaken where hundreds of targeted shoppers were recruited to receive and try the product at home in a natural environment. Because of the Shopper Army interactive platform, Shopper Army members were able to share feedback during their consumption experience including hundreds of great pictures and testimonials. Shopper Army was able to capture in depth feedback on various aspects of the product consumption experience.
The Shopper Army results identified some strengths and weaknesses with the Mug Cake product that came to light because of the BrandSpark Shopper Product Benchmarks. The company was able to make a decision that a reformulation was required before further marketing efforts should be undertaken. Shopper Army has since mobilized again to provide feedback to the client about the new formulation, including having some members from the initial Product Trial Mission.
“The level of engagement from your Shopper Army members and the valuable qualitative and quantitative information delivered incredible actionable insights at a tremendous value” Brand Manager, Dr. Oetker
CASE STUDY: Finish Dishwasher Cleaner
Finish was a strong dish cleaning brand but was having trouble breaking through with a product designed to clean the dishwasher itself and not just the dishes. This product had been in the market for a number of years and the Finish team wanted to build awareness of the need to periodically wash the dishwasher to obtain optimal performance and longevity.
Finish engaged Shopper Army to help build awareness via social media and using relevant User Generated Content that could be amplified. 5,000 coupons were mailed out to Shopper Army members to purchase the product for free and Shopper Army members provided ratings and reviews sharing their experience with the Finish dishwasher cleaner directly onto the Finish Facebook page. Finish was also featured on a Shopper Army Global Morning show segment.
Thousands of high quality and influential Shopper Army reviews were quickly and efficiently posted directly onto the Finish Facebook page helping boost awareness and understanding of the need and value of the Finish Dishwasher Cleaner.
“I was very impressed by the speed, quality and efficiency of the Shopper Army platform and it’s ability to adapt to the specific requests we had about populating our Finish Facebook page with high quality real consumer experience reviews. I was also very pleased with how Finish was presented and exposed on the Shopper Army Global Morning Show” Brand Manager, Finish