Relationships beyond the review How to translate meaningful reviews into business impact

Melissa Rossi Associate Brand Manager Playtex Baby, Energizer Personal Care

Andrew Bolton Senior Manager of Strategic Relationships Crowdtap

Crowdtap is the People-Powered Marketing Platform

Crowdtap is the People-Powered Marketing Platform

1 in 3 of the world’s most powerful brands partner with Crowdtap.*

*Source: Tenet Partners CoreBrand® Index 2015

Agenda

How to inspire meaningful reviews from real people

The business impact of relationships beyond the review

Case Study: Playtex® Baby & Crowdtap

Q&A

Challenge:

You Need Authentic Reviews at Scale

“A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.”

Scott Cook, Founder and CEO, Intuit

Online Ratings & Reviews Have Become a Critical Piece of the Marketing Mix

50% trust based on

quantity of reviews (SCALE)

50% trust based on

quality of reviews (AUTHENTICITY)

88% of People Trust Online Reviews as Much as Personal Recommendations

Source: BrightLocal (2014)

Source: Havas Prosumer Study, September 2014

45% “Brands play an essential

role in my life.”

45% “I have the power to help a

brand succeed or fail.”

45% 16-34

35% 35-54

25% 55+

45% 16-34

38% 35-54

29% 55+

People Genuinely Want to Have a Voice

Savvy Consumers are Wary of Fake Ads

7 in 10 people question the

authenticity of reviews Bazaarvoice, 2015

10 to 15% of online reviews

are fake Gartner, 2015

Solution:

Inspire Meaningful Reviews from an Engaged Network

Reviewer is brand-educated;

knows how to use product

Authentic reviews that tell compelling

stories about your brand

Reviewer is engaged and

feels valued by the brand

Engagement + Education = Meaningful Reviews

Unlimited distinct segments can co-exist within the community.

Community is built based on brand’s custom demographic

and psychographic criteria.

Distinct segments will receive custom user experience based

on brand marketing goals.

Step 1: Build a Network of Real People

Step 2: Nurture the Best Consumers for Sampling

Step 3: Get Product in the Hands of Brand-Educated Consumers

Step 4: Identify Consumers with a Positive Sampling Experience

Step 5: Gather Meaningful Feedback & Syndicate Reviews

One Step Further:

The Impact of Relationships Beyond the Review

Product innovation & co-creation

Agile brand & category insights

Advertising refinement & validation

Premium content from topical experts

Authentic peer-created content (UGC)

Product trial

Online ratings & reviews

Social buzz & amplification

Empower Reviewers to Drive Your Marketing

Build Community

Facilitate Product Trial & Sampling

Drive Ratings & Reviews

And Generate Incremental Business Impact

Product innovation & co-creation Collaborate with your customers on product development; gather creative feedback so you can go to market with confidence

Agile brand & category insights Unearth powerful insights that inform the way you position your brand; gain insight into category trends so you can stay ahead of the pack

Premium content from topical experts & authentic UGC

Inspire consumers to create compelling branded content that can be leveraged across earned, owned and paid channels

Social buzz & amplification Boost and shape conversations and engagements around marketing activities; generate social buzz and positive word-of-mouth

Future product trial & more reviews Revisit the community with new products and product updates, driving even more meaningful online ratings and reviews

Case Study:

Building Relationships Beyond the Review

Objective:

Raise awareness of Playtex® Baby brand & products among expecting & new mothers

Solution: Build a community of 7,800 brand advocates to drive meaningful reviews via sampling,

generate authentic UGC, spark conversations & capture actionable insights.

Facilitate product trial via sampling

Inspire authentic UGC & drive social buzz

Generate actionable consumer insights

Drive meaningful reviews at scale

Sampling powers meaningful reviews from Crowdtap’s engaged community of brand-educated Playtex® Baby enthusiasts

“My sweet Bean and I sampled the Playtex VentAire Bottle with a Naturalatch nipple. She loved the design of the bottle and was able to feed herself. I loved the micro-channel VentAire technology that keeps air at the back of the bottle so that NO AIR gets into the milk. We both loved how her tummy felt afterward: no burps, loud gurgles or gas! Thank you Playtex for yet another great product for babies and their Mama’s!”

LINDSEY B.

Meaningful reviews are seamlessly syndicated to the Bazaarvoice Network & amplified across brand and retailer websites

But the story doesn’t end there: Always-on community of engaged brand enthusiasts leads to incremental impact

Build community, facilitate sampling & inspire meaningful reviews

One-off sampling & review programs

Inspire authentic user-generated content; drive social buzz, & capture actionable consumer insights

But the story doesn’t end there: Always-on community of engaged brand enthusiasts leads to incremental impact

Build community, facilitate sampling & inspire meaningful reviews

One-off sampling & review programs

Always-on relationship programs that continue to deliver value over time

Always-on program inspires a steady stream of authentic UGC that can be repurposed across earned, owned, & paid

“My baby loves the Playtex VentAire bottle! It’s easy to hold and has a perfect built-in angle for better milk flow. A must-have for every new mom!”

SARAH F.

Online panel of 300 Playtex® Baby crowd members allows us to better understand our category & customers while building affinity

43%

24%

33% Baby will not take to the bottle nipple

Baby will not take to the formula

Baby will prefer the bottle nipple more

When breast and bottle feeding, what is your biggest concern?

Where is the biggest opportunity for improved convenience when it comes to the

current bottle you use most frequently?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Preparing the bottle Feeding my baby Cleaning the bottle

35% 18

%

47%

+14% FAMILIARITY

+21% FAVORABILITY

+42% NET PROMOTER SCORE

+11% PURCHASE INTENT

Results: The Impact of Relationships Beyond the Review

*Affinity lifts among Playtex® Baby community in Crowdtap

471K Engagements

7.7MM Impressions

6.9K Playtex® UGC

created

430 Reviews

Thank You!