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OPI and SheSpeaks Collaborate to Present A Word of Mouth Case Study
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Case Study presented to Marketing to Women Conference, Chicago and Word of Mouth Association University in June, 2008
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New York, May 1, 2008 -
SheSpeaks, the leading womens insight and word-of-mouth network, and OPI, the # 1 producer of nail laquer in the US, have partnered in an extensive word-of-mouth marketing campaign for OPI’s latest product ’Nic’s Sticks’
OPI’s objectives for Nic’s Sticks include raising awareness and excitement around the Nic’s Sticks product capabilities; marketing messaging to consumers; driving sales through word of mouth supported by special product offers and lastly measuring ROI on sales attributable to the SheSpeaks network versus other channels.
For this ongoing campaign SheSpeaks targeted members 25-50years old who indicated a strong interest in beauty products. The OPI campaign was made available to 10,000 target members from the SheSpeaks 75,000 plus network of influencers. While the campaign will run through June 2008, SheSpeaks was able to provide the following from the Nic’s Sticks evaluation survey data at the mid-point of the campaign.
1st generation Word of Mouth: Each SheSpeaks program member told an average of 10 friends about Nic’s Sticks
2nd generation Word of Mouth: Each of those 10 friends tell an average of another 4 friends about the product
Further insights from this study were:
*The number 1 method of WOM comes from in person conversations which have the highest level of impact in generating purchase and recommendation intent
* Over 20% of members posted an entry about Nic Sticks on their personal blog
* 96% of SheSpeaks program members showed a high level of recommendation intent (rated 8-10 on a 10 point scale)
* 80% of all coupons were passed on to friends
* The Net Promoter Score was 220%
* SheSpeaks will provide sale per member coupons redeemed and new customer data to all interested parties at the conclusion of the test.
Nic Sticks evaluation survey data is consistent with historical SheSpeaks insights and word of mouth campaigns. Please note that SheSpeaks does not pay or incent their members. Responses are reflective of their desire to influence products and those that consume them.
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