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The Latte Lite BzzCampaign
Measuring WOM in a Test/Control Environment
Matt McGlinn, Director Campaign Analytics
BzzAgent

Overview
• About BzzAgent
• Case Study: The Latte Lite BzzCampaign
• Objectives
• Methodology
• Results
• Summary
Slide 2

About BzzAgent
• BzzAgent is the leading word-of-mouth media
company that enables clients to organize and
manage honest, real-world communications
between everyday consumers.
• 240,000 volunteer agents
• Over 8,000,000 communications
• 260 programs for 150 companies
Penguin Group USA
Slide 3

The BzzCampaign Process
Measurement
Segmentation Trial & Training Two-way Dialogue
& Analytics
53.7
60
36.9 37
40
+ + + 16
20
-42.8
0
Latte Lite (Pre- Latte Lite (Post- Dunkin' Donuts® National Median BzzCampaign
Campaign) Campaign) (Post-Campaign) Average (Past
-20
Campaigns)
-40
-60
• Experience
• BzzAgents Profiled • Opinions created • Data analyzed
• Education
• Invited to join • Conversations occur • Objectives measured
BzzCamaign • Training & Support • BzzReports submitted • WOM insights delivered
Slide 4

The Latte Lite BzzCampaign:
Goals and Objectives
1. Generate WOM about Latte Lite launch
2. Increase awareness and trial
3. Isolate behavioral
differences in Dunkin
Donuts’ segments
4. Understand how WOM
affects sales
Slide 5

The Latte Lite BzzCampaign: Methodology
• 3,000 BzzAgents -- 12 Week BzzCampaign
• 6 “Be My Guest Cards” – Good for (1) Latte Lite
• BzzGuide & on-line training
TEST MARKET CONTROL MARKET
New York City (48%) Philadelphia
Boston (41%) Hartford
Detroit (7%) Chicago
Cleveland (5%) Atlanta
Slide 6

The Latte Lite BzzCampaign: Participants
Consumer Segments
Age Breakdown
45-54 Segment E
8% 18-24 13%
Segment A
21%
27%
Segment D
10%
35-44
27%
Segment C
18%
25-34 Segment B
44% 32%
Slide 7

The Latte Lite BzzCampaign:
Conversation Measurement
• 3,000 BzzAgents
• 111,272 Communications
• 5,004 Reported WOM Actions (BzzReports)
• Over 8,000 ‘Be My Guest’ cards utilized
• 58% of Reported WOM Actions mention
a purchase of a Latte Lite
Slide 8

The Latte Lite BzzCampaign:
Sample BzzReport
“ Was hanging out with my friends Laura and Kimberly, and after many-a-
They both heard me talk about BzzAgent…
shopping stops we were ready for a break. I convinced them to come try
a new drink at Dunkin' Donuts. They both heard me talk about Bzzagent
Kimberly (26) likes sweet about. Kimberly (26) likes sweet
so they new exactly what it was all
coffee drinks…..
coffee drinks like the frapuccino, so she was happy with her latte lite.
Laura (39) likes strong coffee and doesn't take sugar so she found it too
…like a treat but only 100 calories was great.
milky, but once they added an extra shot of espresso she was happy with
it. This time around I chose an iced latte lite with hazelnut and toasted
Kimberly told me itshe has continued to was great.
almonds, knowing that was like a treat but only 100 calories
get this
drink andtold me she has continued to getof herand even got ato try it.
Kimberly
even got a bunch this drink friends
bunch of her friends to try it. So far this product is a success and Dunkin
”
Donuts coffee in general is a HUGE hit!
Slide 9

The Latte Lite BzzCampaign:
Conversation Measurement
• 30% of Reported WOM Actions took
place at work
• Work-located WOM Action reports
comprised 35% of Recipients reached
• 29% of Recipients were documented as
friends and 15% were relatives
Slide 10

The Latte Lite BzzCampaign:
Net Promoter® Score
Pre- and Post-Campaign Net Promoter® Scores
37
40
25
10
-5
-20
-35
-43
-50
Pre-Campaign Post-Campaign
Slide 11

The Latte Lite BzzCampaign:
Net Promoter® Score
Post-Campaign Net Promoter® Score by Segment
47
50
39
40 36
34
33
30
20
10
0
Segment A Segment D Segment B Segment C Segment E
Slide 12

The Latte Lite BzzCampaign:
Conversations vs. Sales
WOM vs. Sales
Reported Receivers (BzzReports)
200 2000
35% of all
Beverage Category Sales
25% lift
Receivers
180 1600
in sales
160 1200
140 800
120 400
100 0
k0 k2 k4 k6 k8 10
We e We e We e We e We e k
We e
Test Market Sales Receivers
Slide 13

The Latte Lite BzzCampaign:
Conversations vs. Sales
WOM vs. Sales
35% of all
Reported Receivers (BzzReports)
200 2000
25% lift
Receivers
Beverage Category Sales
25% sales
in lift
180 1600
in sales
160 1200
8.9% lift
140 800
in sales
120 400
100 0
k0 k2 k4 k6 k8 10
We e We e We e We e We e ek
We
Test Market Sales Control Market Sales Receivers
Slide 14

Summary
• We’ve made great progress
• Delivering ROI: You can isolate WOM
• The WOM industry has challenges
• More willing partners
• Deeper understanding of WOM impact
• Sales
• Other media
• Universal metrics
• How big is WOM?
• What is the value of a recommendation?
Slide 15

The Latte Lite BzzCampaign
Measuring WOM in a Test/Control Environment
Matt McGlinn, Director Campaign Analytics
BzzAgent