Colgate-Palmolive Campaign Delivers Over 98,000 Trials:

With the launch of its newest product, Palmolive wanted to gain recognition for its efficacy as well as the absence of unnecessary chemicals or heavy fragrances. The BzzCampaign for Palmolive Pure and Clear not only got the word out, but also drove trial and sales impact along with long-term advocacy.

Goal: Drive Targeted Trial, Awareness and Sales

Palmolive needed to increase awareness of its newest product, Pure and Clear and came to BzzAgent to drive trial, advocacy, and sales.

Campaign Strategy: Exclusive Experience and Targeted Product Trial

7,500 Agents, ages 25-54 participated in the 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, 8 pass-along samples and 20 $1-off coupons to share and Bzz with.

Results: Strong Trial and Continued Advocacy

Reach

• The campaign reached over 430,000 people
• 89% of those reached had not previously heard of the product, introducing new consumers to the brand

Trial

• Increased positive online word of mouth for the Palmolive brand overall
• 98,000+ people tried the product as a result of the campaign

Purchase

• The BzzCampaign successfully reached new customers and drove incremental sales, resulting in positive ROI for the Palmolive brand
• Over 75,000 purchases were made

Reached Over 1.5 Million Scrapbookers:

Elmer’s and X-ACTO teamed up to launch a new scrapbook line of tools for the crafty scrapbooker.  Scrapbookers can easily spruce up edges with the X-ACTO decorative edge scissors and ensure pictures stay put with Elmer’s CraftBond permanent tape runner. Elmer and X-ACTO hoped to make the tedious task of compiling photos and clippings one of leisure and simplicity.

Goal: Increase Reach, drive traffic to specific locations (Wal-Mart- only retailer for these products)

With such well-known brand names synonymous with sturdy projects and decorative edges the team needed to drive awareness to their new product line.

Campaign Strategy: Target Consumer, Sample Experience

BzzAgent targeted moms, from 25 to 55 years old, with an interest in scrapbooking to participate in this campaign. 10,000 Agents participated and 250 of them were active bloggers. Each Agent was sent samples from the entire product line as well as product education focused on performance and value. This product information included activities to drive creation and sharing of original user generated content.

Result: Increased Reach, User-Generated Content, Brand Perception

Increased Reach

• Reached over 1.5 million people via in-person and digital conversations.
• Each Agent influenced 159 conversations (Well over the BzzAgent average)

User-Generated Content

• Created thousands of posts and pieces of content via guided activities

• 3,380 Facebook posts
• 830 Blog posts
• 690 Tweets

Brand Perception

• Increased purchase intent for Elmer’s by 38 percentage points from pre to post-campaign, with 94% of participants likely to purchase the brand

Driving Truck Sales for Dodge:

With the launch of a newly redesigned truck, Dodge wanted consumers to learn about its capabilities and get others excited about the launch.

Goal: Increase Sales

Through an integrated marketing program, the client used multiple touchpoints to communicate the truck’s value proposition. As part of this plan, BzzAgent created awareness, drove web traffic, and ultimately generated sales for the brand.

Campaign Strategy: Guided Activities, Exclusive Discounts

20,000 Agents across the US who owned a pick-up truck, or who lived in a community with a high percentage of pick-up truck owners were included in the BzzCampaign. They all received a BzzKit that included 5 online sweepstakes decoders, 3 die-cut flyers and 2 brochures as well as 1 branded sticker, a preferred pricing offer and a BzzGuide with vehicle facts and tips on how to spread the word.

The Results: Increased Awareness, Web Traffic, Generated Test Drives and Increased Sales

Built Awareness

• Reached nearly 1 million consumers, exceeding the goal set for the program by 17%
• 43% were still Bzzing after the campaign ended, further extending campaign reach

Web Traffic

• Strong engagement with online assets (including user-generated video, sweepstakes entry and other product info) seen from both Agents and BzzRecipients
• 30,000 high-quality site visitors resulted in 1,400 registrations to the site

Generated Test Drives and Increased Sales

• 27% of Agents test drove the brand’s truck as a result of the campaign; 41% know at least one person who test drove the brand’s truck as a result of their Bzz
• At least 33 auto/truck sales were directly attributed to the campaign

Michelin is a premium brand whose tires typically stop sooner, last longer and get better gas mileage.  But Michelin had stagnating market share as consumers believe tires to be a commodity, a misperception reinforced by seemingly similar options and big price swings across brands.  Michelin needed to reframe the conversation, build brand affinity and justify its price premium in order to get back on track.

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