Earlier this week at M2W: the Marketing to Women Conference, Mindy Davis, SVP of Professional Services at Crowdtap, joined Mariana Rodriguez, Senior Account Director at Beeby Clark+Meyler to co-present a case study around a recent Skintimate program that leveraged technology and community to build a powerful program with UGC at the core.
Here’s a recap of the case study, along with with some key learnings for marketers:
Objective: Today’s women are looking for more out of their relationships with brands. They want to participate in marketing activities and have a voice that matters. Moreover, they are increasingly relying on social media and peer recommendations to make their purchase decisions. Millennials, in particular, are leading the way when it comes to forging more authentic relationships with brands.
Skintimate recently partnered with Beeby Clark+Meyler and Crowdtap to increase Skintimate brand awareness, engagement and relevance among Millennial women through digital and social platforms.
Strategy: Beeby Clark+Meyler leveraged Crowdtap’s People-Powered Marketing Platform to put real Millennial women at the heart of the digital program. Crowdtap built a community of 19,000 brand enthusiasts and leveraged its proprietary technology platform to gather agile insights, facilitate product trial, and activate the community to spread word-of-mouth and create authentic content.
Solution: The specific program goals were to drive ongoing awareness and social buzz, facilitate socially-amplified product trial, and generate a steady stream of repurposable UGC. To achieve these goals, Beeby Clark+Meyler partnered with Crowdtap on four main program components:
* Influencer Activation: To drive conversations at-scale, Skintimate tapped into the built-in audiences of topical experts to create authentic branded content in the form of blog posts and videos. (You can read more about BCM’s approach to influencer marketing here.)
* Content Sharing: Skintimate also leveraged Crowdtap’s community to inspire real women to share authentic content relevant to the program’s core themes. This content was repurposed across the brand’s earned and owned channels, and used as inspiration for brand-created content that appeared in social and on platforms like Tumblr.
* Sampling & Hosted Parties: Online ratings and reviews are a powerful tool for CPG brands like Skintimate, since they are trusted almost as much as a recommendation from a friend. To inspire genuine, meaningful product reviews, Skintimate launched a sampling effort within the Crowdtap community and asked real women to share their candid feedback of the products. The effort effectively drove product trial and seeded hundreds of authentic ratings and reviews.
* Agile Insights: Finally, to dig deeper into the hair removal habits of Millennial women, Skintimate leveraged Crowdtap’s agile insights tools to survey 5,000+ women. Beyond informing future product and marketing decisions, the insights were shared back to the community in the form of a sharable infographic that lived on the brand’s Tumblr page.
Results & Key Learnings: The consumer-centric program drove hundreds of millions of earned media impressions and increased Skintimate’s online share of voice by 25 percent. By leveraging technology to establish a direct and ongoing relationship with its community, Skintimate was able to build authentic connections that drove real business impact.
The big takeaway: By leveraging technology and community, marketers can approach digital not as a broadcast medium, but rather as a means for elevating the consumer voice and capturing valuable, agile insights from people who are eager to participate with brands.