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Clairol Nice & Easy<br />Anatomy of a WOM campaign<br />
Intro<br />Based on our own experience with WOM campaigns, we’re always interested to see what brands are doing<br />We re...
Clairol Nice & Easy WOM campaign<br />An email and community site from Clairol designed to drive WOM by encouraging users ...
Invitation email<br />
Homepage<br />
The application form to become an advocate<br />
Clairol Nice & Easy WOM campaign
Clairol Nice & Easy WOM campaign
Clairol Nice & Easy WOM campaign
Clairol Nice & Easy WOM campaign
Clairol Nice & Easy WOM campaign
Clairol Nice & Easy WOM campaign
Clairol Nice & Easy WOM campaign
Clairol Nice & Easy WOM campaign
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Clairol Nice & Easy WOM campaign

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A presentation showing screen grabs from Clairol's Nice&Easy WOM campaign

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Clairol Nice & Easy WOM campaign

  1. 1. Clairol Nice & Easy<br />Anatomy of a WOM campaign<br />
  2. 2. Intro<br />Based on our own experience with WOM campaigns, we’re always interested to see what brands are doing<br />We received an email from Clairol inviting us to apply to become a brand advocate<br />This preso shows screen grabs from the email, website and application process<br />Please note – this is not the work of Content Formula – we are merely showing it as an example of a WOM campaign<br />
  3. 3. Clairol Nice & Easy WOM campaign<br />An email and community site from Clairol designed to drive WOM by encouraging users to try the product and then retell their experience on the site http://www.confidencetoshine.com/.<br />As incentives they are giving away a free product and 4 vouchers to share with friends. They also plan to run ongoing competitions.<br />Not everyone is eligible. You need to apply by completing a lengthy survey where you are asked questions related to your brand loyalty, social habits, online behaviour and likelihood to recommend products to your friends.<br />The community site is not yet live<br />
  4. 4. Invitation email<br />
  5. 5. Homepage<br />
  6. 6.
  7. 7.
  8. 8. The application form to become an advocate<br />

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