2006 “Shave Everywhere” campaign

imediaconnection

2006 “Shave Everywhere” campaign

Philips Norelco

2006 “Shave Shave Everywhere”

Everywhere

campaign


Philips Norelco: “Shave Everywhere”

campaign

• Goal: Generate awareness and involvement with the

brand and achieve the sales goals

– By developing a website worthy of “word of

mouth”

– Quantify degree to which consumers intend to

“pass along the message” and the degree to

which traffic is generated by “pass along”


Bodygroom a small budget, BIG impact launch

• The challenge for Philips Norelco

– New product concept (Bodygroom)

– Media saturated audience (young men 25-45)

– Small budget -


Shaveeverywhere.com – ‘welcome page’ and

music video roll


Results: Pass-Along and Content Drove Purchase

• Traffic from pass-along – 31%

• Propensity to pass along among

those visiting the website – 47%

• Sales of product - 300% of goal

This is a standout among the many advertisement sites on

the Web. It’s immersive, interactive and viral. In other

words, it’s perfect for the audience (as proof: it received

more than one million visitors during its first month).*

* source: designinteract.com


Consumer response has been overwhelming

Engaged audience = brand disciples

Visitation to site (uniques):

– 1 st week: 313,675

– 1 st two weeks: 613,632

– 1 st month:1,047,058

– YTD: 1,727,904

Retail Response

– #1 on Amazon.com in HPC for 8 consecutive weeks

– #3 best-selling SKU in men’s grooming at Target stores

– One of the most successful product launches in

amazon.com history

Consumer Response

– Featured on over 500 blogs with positive feedback on product and campaign

– 4-star product score on amazon.com 103 product reviews with very positive

consumer feedback


Website Analysis: ShaveEverywhere.com

Website Specific Questions Website Exit

[n = 246]

Have you talked about the shaveeverywhere.com website with a friend? 35%

Have you sent or do you plan to send the website link to a friend? 47%

Did you see a “buy now” section on shaveeverywhere.com? 40%

Website Specific Questions Website Exit

How did you hear about shaveeverywhere.com? [n = 246]

A friend, family member, or colleague sent me the link 31%

I did an online search for the Bodygroom 3%

I did an online search for body hair trimmer/groomers 3%

I heard about it on the radio 1%

I read an editorial about the site 3%

I heard about the website from a friend 6%

An advertisement directed me to the site 7%

I was directed there from another site 10%

Other 9%


Content distributed via pre-existing

social networks.


The Social Network


The Social Network: The Hunter

The Hunter

The “arbiter” of the social network

Actively seeks out and forwards content

Derives status from being first

Lives in fear of being told “Dude, I’ve seen it”


The Social Network: The Gatherers

The Gatherers

Validates Hunter

Quick to forward something on

Is a deputy hunter


The Social Network: The Network Effect


In the mind of the Hunter….

entertaining novel a find news-worthy

-interesting, funny - fresh, inventive, new - hasn’t been seen

before

- relevant, worthy, just

has to be shared


“Is that real?” “WTF?”

Caught “How’d they

On Tape do that?”

Geek Chic 1

Geek Chic 2

Stepping

down from

the ivory tower

How far Mainstreet Mainstreet

will they go? Hollywood Mashup


The Intricacies of a Great Viral or Word-of-

Mouth Marketing Program

PANELIST:

Jason Woodmansee VP, Strategic Accounts / Digitaria


About TaylorMade – adidas Golf

• Founded in 1979 – invented the Metalwood

• Became golf unit of adidas in 1998

• Is No. 1 in the Metalwood category

• Leads with relentless innovation


About Digitaria

• Full service interactive agency & technology firm

• Offices in San Diego & Los Angeles

• Works with TaylorMade on all digital marketing

initiatives


The Challenge

How do you enter a market with a dominant

player?


The Challenge

You do the opposite.


The Goals

• Establish TaylorMade in the premium golf ball

market

• Get consumers talking

• Awareness, Interest & Trial


The Plan

• Communication Phases

Phase 1: Prepare

Phase 2: Use consumers

Phase 3: Product Seeding

Phase 4: Official campaigns

FEB MAR APR MAY JUN


Phase 1

Prepare the field


Phase 2

Use consumers to do your marketing


Phase 2


Phase 3

Get the product in the hands of influencers


Phase 4

Start the official marketing campaigns


Phase 4


Phase 4


Conclusion

• Best selling premium ball in company’s history

• Outreach to online community still paying

dividends


Thank you

jason@digitaria.com


Ingredient B2B and Word of Mouth

Marketing

PANELIST:

Gary Spangler, E-Business Leader, DuPont Electronic &

Communication Technologies


B2B Opportunity

Health care

Information

Construction

Finance &

insurance

Manufacturing

Retail trade

Largest economy sectors (excluding wholesale)

Source: www.census.gov


Business Environment

• Long buy cycle

– 1-2 Years

• Considered purchase

• Ingredient manufacture

– Ingredient brands (e.g.

Kevlar®, Nomex®)

• External interests

• Internal stakeholders

• Ethics

Channel Conflict Potential

Company

Converter

Distributor

End User

Consumer

Collaboration/Conversation

What We Make Who We Are


Sustainable B2B WOM:

Audience and Content (Not Just Creative)

Customers

Information Flow

Company

End User Manufacturers

Consumer


Stories Still Sizzle Even for B2B

To public

• Entertaining, surprising,

educational

To business

• Case studies,

application profiles

• Protection from tornado

& hurricane-blown

debris*.�

• Trainloads of corn

replace tankers of

oil*.�

• Protecting people who

protect us*.�

*Source: www.dupont.com


However, . . .


Join In the WOMM Channel

• Monitor online conversations - Good and Bad

• Create website content which addresses online discussions.

• Create SEM initiative inviting visitors to your content through relevant

keywords.

• Use keywords to optimize site’s organic search results.

• Add voice to the conversation.

– Offer opt-ins (email and RSS)

– Direct advertising message to influencers

– Blog (with care)


If You Decide to “Add Voice,” Consider . . .

• Joining WOMMA

• Adopting its Code of

Ethics:

– Honesty of

Relationship

– Honesty of Opinion

– Honesty of Identity

• Holding services providers

(agencies), employees and

company accountable.

www.womma.org


How to Start a WOMM Campaign

• First, practice saying “Word of Mouth Marketing”

without cracking a smile, then . . .

• Declare yourself a WOMM champion and actively

educate and (self) promote.

• Mine online conversations for insights and direction.

• Pilot an idea online.

• Maintain control.

• Socialize learnings across organization; recommend

next project, scale the pilot.

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