TAGS: drive webtraffic / word of mouth / build database / consumer insights
Since its founding by Franz Ströher in 1880, Wella AG has established itself as the leading seller of hair cosmetics and fragrances in over 150 countries. In 2003 Wella AG was acquired by Proctor & Gamble.
To create a buzz in the Netherlands around Wella’s renamed sub brand Scratch Your Style, which is targeted at youngsters, a viral marketing campaign with icecards was used.
CAMPAIGN FACTS
• Online: 99,000 unique visitors / 317,000 pageviews
• Offline: 25,000 consumer activations / 390,000 skins impressions
• Database: 25,000 records
OBJECTIVES AND TARGET GROUP
• Reach a target group in the age of 12 – 20 years
• Rebranding within young target group
• Create buzz around new brand name
• Generate a database
• Generate website traffic to www.scratchyourstyle.com
CAMPAIGN SET UP
Wella ran a campaign of 25,000 sets, each set containing 20 icecards. Consumers could
order their personalized icecards on www.scratchyourstyle.com. Because consumers fill in their personal data for on their icecards, automatically a trustworthy database is generated.
Promotion of the icecards campaign was done via an occasional link on www.tmf.nl, and TV promo’s for www.scratchyourstyle.com.
A small questionnaire was included in the ordering process to get insights into which hair products are mostducts popular among the target group, and into the perceived quality of different Wella hair products.
CAMPAIGN RESULTS
Because many friends handed their icecards to each other a viral effect was created, which quickly resulted in a buzz around Scratch Your Style. The icecards had a high online and offline reach, with 128,000 online visitors, and offline 500,000 distributed icecards. The campaign generated a consistent high demand and peaks of over 1,000 orders per day.
85% of the orders represented young consumers in the age of 12 – 20 years. The average age of the people ordering cards was 24 years, peak lying at 15 years. As expected, the majority of the orders was female (72%).
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