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May 08, 2008

WOMMA WOMM-U: OPI Cosmetics Case Study

By Li Evans

Judy_stonefield_opi Judy Stonefield begins by explaining some myths in marketing.  Then she shows a video of super star impersonators at Hollywood and Vine who they interviewed about OPI.  What did they learn?  That they should make a line of colors for super heroes, yes, that is funny!  However, this isn't where their customers are.

OPI and SheSpeaks commissioned a survey of 600 women of what brand nail polish and where they bought it.  IRI measure Food, Drug & Mass Sales, not Salons, Beauty Supply & Beauty Chain stores.  When they included these, it showed, 1 in every 4 bottles of nail polish is OPI.

Internet WOMM campaign.  They created a community, members got an OPI Lip coulor as a thank you gift.  Thousands of women talked about OPI.  She speaks generated thousands of more in WOMM advertising than any print advertising.  Now they are going to also use coupons to help track with conversions.

Fiona Pietruski of SheSpeaks now shows us what SheSpeaks is all about.  Their network consists of over 50,000 women with a common voice to be heard and share their views.  She speaks builds brand advocates that deliver results for clients by giving out members the tools they need to communicate with the members.

Opi_case_study Who are SheSpeaks Women?  50% are employed full-time, 20% employed part time.  75% have children.  75% have at least some college.  75% want to be heard and over 30% of the members own their own blog.

Case Study is with OPI's Nic's Sticks WOM Test.  The objectives for Nic's Sticks where to:

  • Raise awareness and excitement
  • Gather Consumers Insight
  • Drive Sales
  • Measure ROI

How did they go about this?  Product sampling is key.  As well as exposing both offline and online content with messages about the product.  Community is the basis for an engaged relationship with the audience.  WOM Referrals are also imperative.

Qualification:  OPI defined desired member profile.  Qualify members invited via email.  Members register for participation at SheSpeaks. Member complete survey.

Member experience:  Sent to members 25-50 and interested in beauty products.  Sending samples in a nicely packaged way helps with WOMM which also includes a coupon.  The members are then exposed to its community and in this community it shows how to use Nic Stikcs (Shake Pump Paint).  The women start talking about the product before they even receive.  It is really an open conversation as the women are constantly commenting.

There's no "leading" like in a focus group.  These women give their honest opinion.  To quantify all of these opinions, they give a survey.

WOM Referrals:  Sent the members reminders and thank you's.  Members are encouraged to pass along special offers and discounts directly from the SheSpeaks site.  This has resulted in 40 conversations per member.

So how is the word being spread?  Over 20% of members posted and entry about Nic's Ticks on their own blog.

Results:  96% of members had discussed Nic Sticks.  74% recommended intent, 73% Purchase Intent, over 40,000 Coupons passed, 220% Net Promoter Score - Sales and New Customers are still being pulled together.

In person conversation is the best way to get WOMM.  The coupons are being passed - 85% of them were given to friends of the members.

WOM vs. Traditional Channels - OPI is testing this.  Ads in Glamour vs. this WOM program.

1)  create community - give consumers the chance to connect
2)  transparency (don't sensor) - allow both positive & negative
3)  brand engagement - let consumers know you are listening to them

What's next?  Nic's Sticks Test will run through June.  Roll out a non-sampled members (coupon only) in the next round.  OPI will release results later in the year.


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