Little Bee is an American cosmetics brand. Its products are green and natural, with a naturalness level of over 95%. The baby skin care products are close to 100%. What’s interesting is that this brand never advertises. Its founder says it is “for the sake of environmental protection.” At the end of last year, the Little Bee brand conducted a social marketing campaign, which achieved very good results in terms of brand communication, consumer reputation, and online product sales. The integrated marketing activities were completed with my suggestion and participation. I will also share the entire social marketing process with you, hoping to give you some inspiration.
The idea we adopted in this case is: brand placement - brand interaction - word-of-mouth sharing and dissemination - sales promotion
Brand placement
First, Little Bee chooses a suitable implant platform, community and SNS group to gather the sources of consumer word-of-mouth, and then gradually spreads outward through word-of-mouth sources. Finally, we chose to establish Little Bee’s brand Club on Weiyi.com, gathering nearly 400,000 people. The young female cosmetics community is a precise consumer group with a strong interest in cosmetics-related topics, and the interactive effect is very good. The most important thing is that such a platform is the most suitable for word-of-mouth sharing and dissemination. We have also added Little Bee's products to the "Baby" channel of Weiyi.com (cosmetic product library, where consumers can review products) to enhance the word-of-mouth effect and drive all word-of-mouth of the overall product line and overall brand attention.
Brand interaction
In the trial experience activities of Little Bee, female users showed extremely strong interest in the community. In one month of community activities, the call-up post received a total of more than 150,000 views and more than 3,000 replies. It can be said that a very great achievement has been achieved. The interactive effect was enthusiastic, and many netizens showed great concern for Little Bee products and a strong desire to buy them. Through brand interaction, the Little Bee brand has achieved very good brand exposure, which has enhanced the popularity of the Little Bee brand on the Internet and its brand influence among targeted female groups.
Word-of-mouth sharing and dissemination
Experience activities are convened through the community, and the trial center filters and screens users to select trial users who are most in line with the Little Bee brand positioning group. Netizens who have obtained trial opportunities are also willing to actively share their trial experiences with more people. They publish their trial reports in Little Bee's brand Club (Little Bee's forum), becoming the source of online word-of-mouth marketing. Through the sharing mechanism (incentive nature) of Weiyi.com, the user will repost the trial report written by her to other well-known female communities, such as: Ruili.com, Onlylady, Yoka, Sina Beauty Forum, etc. I will share the final data with you:
The event PV is nearly 300,000;
The community call post was clicked 152,124 times and replied 3,216 times;
The Little Bee Forum has added more than 200 new posts and more than 5,000 replies. The number of posts is far more than the number of L'Oreal forums;
Total number of products distributed: 250 copies;
Number of trial reports: 142 (word-of-mouth acquisition rate 57%);
111 reports of about 500 words (high-quality word-of-mouth accounted for 78%);
The trial report was actively reprinted 642 times (spread rate 6), while the passive reprints snowballed like snowballs;
Covers 64 women-related forums, SNS, groups and other community media, and 32 BSP blog platforms;
According to incomplete statistics, the reprinted trial report received a total of 356,432 views and 5,169 replies (as of January 18, 2009);
Baidu and Google have seen a certain increase in the number of Burtsbees-related collections. Searching for keywords such as "Burtsbees Trial" and "Burtsbees Trial", more than 50% of the content on the first three pages is word-of-mouth comments created by Weiyi.com users.
The event is expected to have a direct communication audience of 600,000 and an interpersonal communication (SNS) audience of 4 million.
At this time, the word-of-mouth spread of Little Bee has affected many potential consumers. Many people are asking where to buy, and many users have reported whether they can participate in group buying activities. It can be seen from this point that conventional brand marketing cannot generate enough interest in consumers to purchase, but consumers' reputation has a significant impact on potential consumers' decision-making.
boost sales
We mainly did two things. One was to promote the Little Bee purchase website along with the event itself. During the event, the number of people who came to consult and purchase on the website increased compared with before.
Another thing is that due to strong feedback from consumers, we conducted a group buying event (one week). Compared with the high enthusiasm, the group buying orders were not many, only about 20. Later, we analyzed: First, the time was in a hurry a year ago, and getting ready to go home affected the purchase; second, more people were still in the attention stage, and it was a good product that was not popular; third, the word-of-mouth cycle was too short to trigger the possibility of large-scale purchases. We held another group event in February after the new year, and the results were much more enthusiastic than the previous one. Little Bee placed more than 60 orders a week, and the unit price was also higher.
It is obvious that with the deepening of brand communication, the impact on consumers is becoming greater and greater, and the number of people purchasing is gradually increasing. The word-of-mouth effect is transferred from trial users to first-time buyers, and from the first-time buyers' word-of-mouth to more Potential consumers, the purchasing group becomes larger, and the frequency of repeat purchases increases. If word-of-mouth activities cycle and continue to spread, sales will gradually advance, and the accumulation of consumer groups will become larger and larger.
In this process, there are several key points:
1. Establishment and accumulation of word-of-mouth sources
Many word-of-mouth marketing will focus on short-term results, but in the long run, it is difficult to sustain without push. Word-of-mouth cannot be effectively accumulated and turned into communication power, but becomes fragments, and its power gradually weakens. In the case of Little Bee, the brand Club established on Weiyi.com has gathered loyal consumers of Little Bee. Initially, trial users contributed word-of-mouth, and gradually people who purchased it contributed word-of-mouth. These word-of-mouth topics gradually accumulated and generated more More exchanges and discussions, and at the same time more word-of-mouth is reprinted and shared to other women's media, affecting search engines and becoming a continuous power of communication.
2. Frequency and consistency of activities
Because the entire program reflects a strong purpose in the process design, and is also relatively appropriate in terms of marketing mix, it achieves interaction between the brand and consumers at a suitable frequency and cycle (a combination of long-term and short-term). When many experiencers share In addition to word-of-mouth, it actively stimulates consumers' shopping desires and needs, and combined with corresponding shopping guide strategies, captures shopping needs during the event to a certain extent. The group buying activities that followed the next year once again captured the consumer groups influenced by word of mouth.
3. Continuity of word-of-mouth marketing
From the Little Bee case, we have also gained important revelations. Intensive word-of-mouth activities will have a significant impact on brand communication and product sales. A year ago, we conducted four consecutive experience activities on a weekly basis, and all data were better than the cases operated by other customers. Therefore, we recommend that brands establish long-term sources of word-of-mouth communication, periodically promote word-of-mouth marketing, and assist interactive marketing activities at periodic intervals to achieve good exposure frequency, deep interaction, and broad spread.
Of course, there are inevitably shortcomings in this process, such as the accelerated pace of activities and lack of preparation, how to effectively mine consumer data, buyer tracking and feedback, etc., but overall, it is still a classic online word-of-mouth marketing communication. case, and to a certain extent, it has changed the problem that marketing activities are difficult to directly drive sales. Although the effect is not immediate, it may provide inspiration to more people. This article is contributed by the webmaster of www.bjzxhl.net