Case Studies

 
 Programs enhance product lanches, sampling programs and word-of-mouth
  
Situation   

As social media becomes a more integral part of consumers’ daily media consumption, brands of all sizes are experimenting with these new forms of media with the goals of building engagement and generating product trial, awareness, and positive word-of-mouth among their target customers. Several leading CPG brands turned to Viewpoints Network, a social media and technology company, to help get their new products into the hands of influential consumers who actively review products online.

Solution

The brands engaged Viewpoints to deliver product samples to a select group of Social Influencers – prominent, active contributors inside the Viewpoints community.

From more than 250,000 members, Viewpoints identified individuals who fit each brand’s target consumer – whether it was a homeowner, a busy mom, or a foodie – and then selected the most targeted consumers, ranging from a few hundred to several thousand, to receive a full size sample of the product. In exchange for the free sample, Viewpoints members were simply asked to write an honest review of the product.

In their written reviews, these Social Influencers provided comprehensive product feedback, suggestions and opinions, including rich details about their experience with the product, a 1-5 star rating, pros and cons, uploaded photos and an ultimate recommendation. To increase exposure, reviewers were encouraged to spread the word via email, Facebook, Twitter, and their own personal networks and their written reviews were aggregated and presented on search engine-optimized pages on Viewpoints.com. In addition, favorable testimonials were identified and featured in follow-up media campaigns and selected reviews were integrated on the brand’s product site.

 
  
Results

Each of our clients was able to generate significant positive word-of-mouth for their new product. Viewpoints reviewers overwhelmingly enjoyed the latest releases from well-known brands and also appreciated the opportunity to try newer brands. They talked extensively to their family and friends about the new products, positively reviewed and recommended them to others, and finally, overwhelmingly indicated they would buy them again themselves.

Along with facilitating conversations between reviewers and their personal networks, Viewpoints took steps to maximize exposure by extending and amplifying positive reviews of the product

beyond the Viewpoints site. Special enhanced brand and product pages were created on the site and then organized and search engine-optimized to make contributed reviews easily found by search engines. In addition, custom text was   
specifically written so that the Viewpoints pages would rank high in organic search results, making the reviews a free, ongoing asset to influence consumers searching for product information.

Credible, Consumer-Generated Word-of-Mouth

The Social Influencers that make up the Viewpoints community are everyday consumers who are enthusiastic about sharing their opinions about products and services and interacting with others in the community. Their comments and conversations about our clients’ new products were captured on the site and are visible to all future consumers searching for related product information.

Our Values, Our Promise

The power of Viewpoints is in the credibility of our content. While we can activate our members around specific campaigns, we will never do so in a way that is not honest, transparent, straight-forward and consistent with all word-of-mouth best practices and guidelines. We do this because we care about our brand and yours.

Download Viewpoints SI CPG Case Study