Driving a Lift in Sales for the Tom’s of Maine Brand:
Tom’s of Maine Wicked Fresh! Toothpaste combines flavorless licorice extract and great-tasting natural mint oils that’s proven to fight bad breath germs while providing fresh breath without the use of synthetic ingredients or alcohols.
Goal: Drive Targeted Trial and Sales
Tom’s needed to increase awareness of their newest all-natural toothpaste and came to BzzAgent to drive awareness, advocacy, and sales.
Campaign Strategy: Exclusive Experience and Targeted Product Trial
10,000 women interested in fitness, health, and “green living” participated in this campaign. They were given a BzzGuide with product information and activities, their own campaign home page with guided activities and social media integration, a full size product sample, and 3 trial samples to share and Bzz with.
Results: Measured Lift in Sales
- Conversations reached over 1 million people via in-person and online conversations
- Each Agent influenced an average of 110 people
- Increased positive online word of mouth for the Tom’s of Maine brand overall
- Generated significant amount of user-generated content and online share of voice for the brand
- Purchase Intent and likeliness to recommend the brand and product greatly increased from pre- to post- campaign
- Nielsen’s Matched Panel Analysis proves a measured lift in sales for the Tom’s brand in markets where where Agents participated