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the real network-dialogue Case Word-of-Mouth Marketing Study for Sensodyne Pronamel toothpaste Sensodyne
the real network-dialogue Case Word-of-Mouth Marketing Study for Sensodyne Pronamel toothpaste Sensodyne

the real network-dialogue

the real network-dialogue Case Word-of-Mouth Marketing Study for Sensodyne Pronamel toothpaste Sensodyne

Case

Word-of-Mouth Marketing

Study

for Sensodyne Pronamel toothpaste

Sensodyne Pronamel helps preventing dental enamel abrasion caused by acidic foods and drinks. In order to effectively communicate this information, GlaxoSmithKline chose to launch the first ever word-of- mouth marketing campaign in the Hungarian market together with trnd on their Word-of-Mouth platform trnd.hu

Word-of-Mouth facts:

“Word-of-Mouth” is the private exchange of marketing-relevant information such as shopping tips or recommendations between customers. Recommendations from friends, family members, and acquaintances have an important impact on customers’ buying decisions. Across the globe, Nielsen (2009) has found that word-of-mouth is the most trusted source of product information for consumers. This is why many companies are now beginning to actually manage the word-of- mouth factor.

trnd Central Eastern Europe Kft. Kálvária u. 7. 2040 Budaörs Hungary

Phone (+36 30) 399 8080 Telefax (+361) 209 9362 info@trnd.hu www.trnd.com/hu/company

trnd facts:

trnd, “the real network dialogue”, is the word-of-mouth marketing pioneer in eight European markets and in Argentina. For the first time, trnd offers companies the unique opportunity to include the highly effective instrument Word-of-Mouth in their marketing mix, in a carefully planned and measurable way, to trigger private conversations between individual consumers (C- to-C marketing). To achieve this goal, trnd has created the necessary tool set, including its unique Word-of-Mouth Networks featuring thousands of active product ambassadors (communication hubs), and trndsphere, a technology platform designed to monitor and analyze Word-of-Mouth marketing campaigns. trnd was originally founded in Germany in 2004 and expanded quickly across Europe and to South America. Since 2004, trnd has planned, conducted and measured over 300 Word-of-Mouth marketing campaigns for clients such as P&G, Nestlé, Henkel, Smart, Unilever, L'Oreal, GSK, Wrigley, Bosch or Ferrero.

© 2011 trnd AG all rights reserved

http://www.trnd.hu/sensodyne-pronamel

Word-of-Mouth Marketing Supports an

Existing Product Range.

Word-of-Mouth Marketing Supports an Existing Product Range. In the summer of 2011, GlaxoSmithKline decided to support

In the summer of 2011, GlaxoSmithKline decided to support their marketing plan with a Word-of-Mouth campaign. The objective of the campaign was to inspire conversations about the acid wear of tooth, and Sensodyne Pronamel range across Hungary. 1,000 brand ambassadors were invited to the campaign with a clear objective: experience the product, pass samples on to friends, family members and acquaintances, generate conversations about the product and establish the idea that this special toothpaste helps preventing acid erosion.

The trnd system is a monitored and managed process, designed to plan and trigger peer-to-peer communications activity. It relies on real product experiences and is standardized to ensure the highest level of control and reliability. The process consists of the following five campaign phases:

select (selecting the right participants), connect (getting the participants in touch with the brand), spread (the participants themselves communicate among friends, family members, and acquaintances), support (during the campaign trnd is always available for the campaign participants), and measure (the large amounts of data that are collected during the campaign are thoroughly evaluated).

A trnd Word-of Mouth marketing campaign is based on the proven five-phase campaign process.

Select Connect Spread Support Measure © trnd AG
Select
Connect
Spread
Support
Measure
© trnd AG

Phase 1 Select.

The trnd Word-of-Mouth network includes opinion leaders and influentials (whom we call connectors) from a diverse range of fields. Identifying the right participants for each campaign is a major success criterion.

1,000 participants were chosen among the Hungarian members in the large trnd membership pool. The selection was based on four factors: predefined socio-demographic criteria as agreed with GlaxoSmithKline, the existing extensive interest profiles in the database, participants’ answers to a set of specific application questions, and a written application in which participants elaborate on why they should be invited into the campaign.

campaign photo
campaign photo
why they should be invited into the campaign. campaign photo First, 6,143 participants submitted an application
why they should be invited into the campaign. campaign photo First, 6,143 participants submitted an application

First, 6,143 participants submitted an application … in which they had to answer not only questions about themselves, but also specific questions about the product - this required online research and involvement with the campaign content.

By filtering members for socio-demographic criteria trnd ensures that participants are in suitable age and demographic ranges and checks for factors such as educational level or marital status. (Criteria can also include a regional focus.)

At the next level, members are filtered for their interest profiles which our participants regularly fill out or expand, based on their personal interests.

Finally, applicants also had to write a “prose application” … which helps trnd gauge authenticity of the application and genuine interest in the campaign.

This multi-layered recruiting process provides a rich combination of data that enables trnd to choose only the most engaged and interested participants.

© 2011 trnd AG all rights reserved

http://www.trnd.hu/sensodyne-pronamel

Overview of the selected product ambassadors:

1,000 participants from Hungary

Average age: 34.1 years. Gender: 78% female, 22% male. Education: 46% have a higher secondary education/university degree. Marital status: 22% single, 30% living with their partners, 39% married, 57% have children.

Phase 2 Connect.

The best Word-of-Mouth happens when customer are positively surprised. Successful brands and products provide a compelling experience which helps establish an ongoing connection.

The campaign really kicks off when participants receive their starter-kits. The starter-kits provide products for the participants, samples which they can share with others, and loads of information that is fun to talk about.

Product ambassadors were equipped with:

1x Sensodyne Pronamel 75 ml toothpaste.

Market research sheets, to ask friends & relatives.

Project schedule with extensive insider information.

To pass on to friends:

30x Sensodyne Pronamel 20 ml sample

30x Sensodyne Pronamel information flyer.

The kit also provides insider information about the product and the brand it turns participants into ‘brand VIPs’ who know more than others about the product and the company. Additionally, a guideline leads the participants through the campaign. To provide the VIP information and the guideline, trnd creates a so-called ‘project schedule’ – a campaign brochure filled with product information and history, great Word-of-Mouth ideas and lots of other information that participants need for the campaign. It gives them an information advantage over their friends, contacts, and colleagues and helps establish them as trustworthy brand specialists.

trnd-partners (participants registered with trnd) and “their” product.

registered with trnd) and “their” product. Another important element for the success of the campaign is
registered with trnd) and “their” product. Another important element for the success of the campaign is
registered with trnd) and “their” product. Another important element for the success of the campaign is

Another important element for the success of the campaign is a direct connection between participants and a brand representative. Research has shown that customers like to recommend a company with which they feel a personal connection. trnd uses a range of web-tools and the existing relationships with its members in order to provide and transfer these connections for the brand during the course of the campaign.

The very first feedback already shows how the selected participants are getting involved and actively engaged with the campaign.

are getting involved and actively engaged with the campaign. © 201 1 trnd AG – all

© 2011 trnd AG all rights reserved

A key tool for this in every campaign is an introductory blog post it is used to personally introduce a brand representative to the participants. In addition to a photo, a personal text expresses the brand’s interest in feedback, ideas, and insight from the participants. This is a very valuable sign of personal involvement for the participants. For the Sensodyne Pronamel campaign, trnd introduced Zoltan Rantal (from the Sensodyne Pronamel brand team); his posting received 400 comments an unusually high number for blogs.

http://www.trnd.hu/sensodyne-pronamel

Phase 3 Spread.

Word-of-Mouth is a conversation among friends. What is so interesting about it is the exponential growth that these conversations can have, as they are passed on between generations of speakers.

The participants are invited to follow a very simple process that leads to a very natural dissemination of Word-of-Mouth: First, they are asked to try the product for themselves, to find out how they feel about the product. Then, they are asked to share the experience with friends, colleagues, and family members to find out what others think about the product, and to report back

to trnd about it. And finally, if they like it, everyone is invited to tell more people about the great new

product.

A key trnd-principle is that participants are asked to solicit honest feedback from their friends,

rather than promoting and/or justifying the product. Another very important fact is that participants do not receive any payment, and neither are they told to use any prefabricated statements. Instead, they are asked to discuss their honest opinion about Sensodyne Pronamel with interested friends, contacts, and colleagues. Finally, they are also asked to distribute samples so that others can develop their very own opinion.

Examples from the word-of-mouth reports:

“Egy kollegám több mintát is vitt, ő tovább fogja adni a barátainak otthon, ezáltal több ember fogja kipróbálni, és több kérdőívet fogok tudni majd kitölteni, ezzel is segítve a promóció sikerességét“

“Egy volt kolléganőm jött el hozzám, és szokás szerint gyümölcslével kínáltam, mint általában a vendégeimet. Mintegy mellékesen megkérdeztem, hogy gondolná-e, hogy a gyümölcslé is lehet annyira ártalmas a fogaknak, mint a csoki. […]“

Participants engage in Word-of-Mouth activities:

some digitally via blogs and forums, others more traditionally, by passing the real product on or by sharing stories.

campaign photo
campaign photo
campaign photo
campaign photo
campaign photo
campaign photo
campaign photo
campaign photo
campaign photo campaign photo campaign photo campaign photo Depending on campaign objectives and specific needs of

Depending on campaign objectives and specific needs of the product, the focus of the campaign can be placed on offline or online Word-of- Mouth. Many fast-moving consumer goods benefit most from strong offline activity, many technical products or gadgets need to get a substantial share of online Word-of- Mouth. At any rate: trnd members are active online users, so even offline-focused campaigns will generate noticeable online Word-of- Mouth as well.

© 2011 trnd AG all rights reserved

http://www.trnd.hu/sensodyne-pronamel

Spread across multiple conversational generations. First, the product-ambassadors speak with their friends, family members and colleagues about the product then, these people again speak to others. As these chains get longer, they can reach a surprising number of people. The initial conversation partners are happy to share their new discovery with their own friends and contacts, these in turn also distribute samples and information. As a result, the marketing message can spread rapidly into further generations (G1, G2, G3, …). The following examples show how this can happen surprisingly quickly:

Exponential spread: Reports from our participants provide evidence that the different generations of receivers (G1, G2, etc.) are reached quickly.

Conversations spread across generations:

“Édesanyám (G1) elégedettségét az is tükrözi, hogy vitt be munkahelyére egy pár fogkrémet, hogy megoszthassa jó tapasztalatait közvetlen munkatársaival (G2), valamint már vásárolt is

Sensodyne Pronalmel fogkrémet. [

]“

“[

munkatársainak (G2) és a testvéreinek (G2), mert nekik érzékeny foguk és kaptak termék mintát is.[ ]“

]

Az ő fogai nem érzékenyek és csak azért próbálta ki mert én kértem. Ő (G1) ajánlotta

“[…] Munkatársaim (G1) kipróbálták és mai napon mindannyian beszámoltak tapasztalataikról. Pozitívan csalódtak a fogkrémben, eddig még nem használták és a családtagjaik (G2) is […] kipróbálhatták.“

Phase 4 Support.

In Word-of-Mouth marketing, the consumer is not just a passive ad recipient, but an active marketing participant. Providing these participants with direct personal access to the brand is essential.

During the campaign, trnd staff are available online virtually 24/7 (in some cases even by phone), to answer whatever questions the participants want to ask. For each campaign, our WOM center provides a dedicated team that is meticulously trained to carefully answer every single e-mail, report and question that participants send in. This helps establish the trnd partners as true VIPs within the marketing process, who receive all the brand’s attention, and who are taken seriously with all their ideas and opinions. That way, we build a real dialogue that supports and amplifies Word-of-Mouth.

Every participant is invited to share his or her Word-of-Mouth experiences on the trndsphere platform with the campaign team. The platform provides a reporting tool that allows participants to enter both qualitative and quantitative data. Over the course of a campaign, thousands of these reports are entered, and most importantly each and every one of them receives a personal reply! That way, trnd can achieve two goals at the same time: one, to constantly re-engage the participants; two, to collect large amounts of data. Additionally, a public dialogue is maintained on the campaign weblog that serves as the publically visible online hub of the campaign.

Phase 5 Measure.

The trnd-system makes Word-of-Mouth marketing measurable in quantitative and qualitative terms, providing the foundation for its professional integration in the marketing mix.

The participants are asked to report their experiences in as many ways as possible. The trndsphere platform enables trnd to measure not only how Word-of-Mouth conversations have taken place and began to spread, but also the reaction of the conversation partners. That way, the trnd-platform makes it possible for the first time to gather specific information about the relevant content of Word-of-Mouth conversations and to use this information for future marketing initiatives. Digital spread and visibility on the web are also analyzed and evaluated on an on-going basis.

web are also analyzed and evaluated on an on-going basis. © 201 1 trnd AG –
web are also analyzed and evaluated on an on-going basis. © 201 1 trnd AG –

© 2011 trnd AG all rights reserved

http://www.trnd.hu/sensodyne-pronamel

Key data from the campaign.

35,755 direct conversations (Generation 0 to Generation 1) campaign participants interacting with friends, acquaintances, colleagues and relatives, sharing experiences, opinions and ideas about Sensodyne Pronamel.

An estimated additional 150,171 conversation (Generation 1 to Generation 2), which are recommendations from friends who had heard about the product from the trnd participants (viral effect exponential spread).

This means that in generation 1 and 2 alone, more than 185,926 conversations were generated about Sensodyne Pronamel. (Additionally, we need to consider that conversations do not stop at the end of the campaign, and they also get carried further, to generation 3 and beyond.)

Additional CGM - Citizen Generated Media on the Internet, including photos on our photo gallery and reviews on many relevant portals as well as on personal blogs.

Semantic SEO: much of the content has an increased presence on Google, for search terms like Sensodyne Pronamel“, or “saverózió“ (acid erosion).

Word-of-Mouth as an effective marketing component.

Conclusion.

The campaign shows how a well-chosen group of ambassadors can trigger a substantial number of conversations between consumers and thereby effectively amplify the marketing message through authentic consumer-to-consumer marketing. These conversations among friends provide the brand with credible testimonials all across the country.

“We are a leading global pharmaceutical company, and as such we are providing advanced professional products for our consumers. Our toothpaste brands, especially Sensodyne, are widely acclaimed and recommended by dental professionals around the world. On the other hand, the most recent developments in the science of oral care - like the erosion of tooth enamel due to acidic wear -, call for communication channels we tended to disregard in the past. Needless to say, Sensodyne will continue to follow the highly successful communication model addressing the trio of professional, consumer, and shopper, but we will continue to look for cost effective solutions to convey more complex messages. It was great to observe the level of enthusiasm of trnd-members and the interaction of consumers with our product during the whole course of the campaign. trnd is a great professional partner with whom the cooperation was very smooth throughout the process of introducing our brand to more consumers, and thus is a great partner in helping them do more, feel better, and live longer.“

Zoltan Rantal

CEE Marketing Manager Sensitive Category GlaxoSmithKline

© 2011 trnd AG all rights reserved

http://www.trnd.hu/sensodyne-pronamel

Examples of blog posts and Citizen Generated Media.

Examples of blog posts and Citizen Generated Media. Usually, advertising campaigns and their impact end with
Examples of blog posts and Citizen Generated Media. Usually, advertising campaigns and their impact end with
Examples of blog posts and Citizen Generated Media. Usually, advertising campaigns and their impact end with

Usually, advertising campaigns and their impact end with the end of the campaign. A WOM campaign does not we know from research that participants keep talking about the product long after the end of a campaign.

Additionally, the media content (612 photos in the project photo gallery, 1,021 comments from real enthusiastic users on the trnd campaign blog) remains visible: 142 unique daily visits over a three week period after the end of the campaign show how the “online enthusiasm” about the product keeps working on its own, and will do so in the future. Honest personal opinions about the product were also published across the Web on blogs, social networks, Forums, or consumer sites, which also remain accessible.

trnd Central Eastern Europe Kft. Kálvária u. 7. 2040 Budaörs Hungary

Phone (+36 30) 399 8080 Telefax (+361) 209 9362 info@trnd.hu www.trnd.com/hu/compan

© 2011 trnd AG all rights reserved

trnd AG / trnd International Winzererstraße 47 d 80797 Munich Germany

Phone +49 89 307 668 250 Telefax +49 89 307 668 123 info@trnd.com www.trnd.com/company

http://www.trnd.hu/sensodyne-pronamel