TAGS: Word of Mouth / Consumer Insights / Loyalty
This summer Labello launched a Word-of-Mouth campaign to promote its new Caregloss & Shine products. Icemedia introduced a new mechanism to stimulate Word-of-Mouth and to generate consumer insights at the same time. The platform that Icemedia developed is called IceVibes, which stands for the creation of positive vibes around goods and services. This case study will give you some insights into the striking results of the Labello IceVibes case.
CAMPAIGN FACTS
• A Labello IceViber (G0) speaks on average with 13.4 others (G1) about Labello
• These others (G1) consequently talk each with 4.6 people (G2) about Labello
• Each IceViber reaches 61.64 persons
• More than 82% of the Labello Vibers give actively feedback online
• The Net Promoter Score is 5.6% higher at the end of the campaign
• Purchase intentions are 25% higher at the end of the campaign
OBJECTIVES AND TARGET GROUP
• Target group: Young girls who like for Labello
• Generate Word-of-Mouth around Labello & Labello Caregloss & Shine
• Gain consumer insights
CAMPAIGN SETUP
Icemedia created a Labello IceVibes platform to activate the brand Labello Caregloss & Shine in the minds of consumers through Word-of-Mouth communication. Labello fans are stimulated to talk voluntarily about Labello with other girls, they like to do this as they feel involved with Labello.
Via a selection questionnaire a group of Labello ambassadors was selected. These ambassadors all received a nice Labello package with 6 of the new Labello Caregloss & Shine products, a letter from Labello and a Labello styled booklet with Labello information and Vibing tips. The Labello IceVibers distributed the Labellos among their friends and talked about it. In the beginning and in the end of the campaign the Vibers were asked to fill in a questionnaire with questions that measured their opinion of Labello and their experiences in the Word-of-Mouth process. Besides the two questionnaires, IceVibers could post as much feedback as they liked on the Labello IceVibes platform.
Icemedia handled the whole process for this campaign; from the design of the website, questionnaires and packaging to the communication with the Labello IceVibers and the measurement of the statistical results.
CAMPAIGN RESULTS
The results of the Labello IceVibes campaign are very promising! The response rate was extremely high (more than 82%) and the open feedback reports really showed the high level of involvement of Labello ambassadors. A Labello IceViber talks on average with 13.4 girls about Labello who consequently also speak with 4.6 people each. These results imply that one Viber reaches 61.6 other people by just talking about Labello and by giving the samples out. By asking people (in the beginning and in the end of the campaign) what their purchase intentions are and how likely they are to recommend Labello with a friend we could measure the effect of the Labello IceVibes campaign. The Net Promoter Score has increased by 5.6% while consumers’ purchase intentions have increased by 25% at the end of the campaign.
Triggered by this example of a successful Word of Mouth campaign? Contact us and find out what we can mean for your brand.
CAMPAIGN LINKS
IceVibes website: http://www.icevibes.com
Visuals Labello IceVibes Package
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