TAGS: word of mouth / magazine launch / data aquisition
A viral communication campaign thru icecards was used to launch
CosmoGIRL!, a new magazine for young trendy women in The Netherlands.
CAMPAIGN FACTS• Online: 34,000 unique visitors / 91,000 pageviews
• Offline: 10,000 consumer activations / 156,000 card impressions
• Database: 10,000 records
• Send a friend mails: 15,000 OBJECTIVES AND TARGET GROUP
• Reach a target group of females between 14 – 18 years old
• Generate buzz and compel word of mouth around the new magazine
• Increase brand awareness among the target group
• Acquire CRM data
CAMPAIGN SET UP
CosmoGIRL!
ran a campaign of 10,000 sets, each including 20 cards. The campaign
was launched by an email shot to 14 – 18 years old females from the
Icemedia database. The link to order icecards was only communicated on
the cards and by using forward-to-a-friend functionality at the end of
the online ordering process.
This enabled Icemedia to measure
the spread of the viral effect and demographics of the target group
that was reached. Six months after ordering their icecards, the target
group was sent an email questionnaire. Its goal was to measure the
effects of branding and purchasing behaviour.
CAMPAIGN RESULTS
The
target group responded very positively on the campaign: all 10,000 sets
of cards were distributed in only 22 days. 99.1% of the brand advocates
were female, which is perfectly in line with the target group.
The
age of icecards orders stayed nearly focused around 14 – 18 years. The
average age was 16 years, peak lying at 15 years. The results of the
forward-to-a-friend functionality were also very satisfying, 70% of the
icecards orders used it – on average, the offer was forwarded to 2.4
friends.
The post-order questionnaire revealed the following results:
• 61% of girls who ordered CosmoGIRL! icecards completed the survey six months
later, indicating a high degree of loyalty and brand involvement.
• 91% of respondents bought CosmoGIRL! magazine after receiving CosmoGIRL! icecards.
• 70% of respondents said they had learned about CosmoGIRL! through icecards.
• 65% of respondents said they had visited the CosmoGIRL! website in the last month (this was six month after the campaign).
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