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Campus Trendsetters
   &SkynIceland
  National Campaign
      Fall 2011
Before they used skynICELAND
ABOUT THE TRENDSETTERS
-60% have combination skin                               Pre-purchase intent: 19.51%
-73% are price-conscious                                 (Pre)Net Promoter Score: -20
-19% look for brand name products
-63% typically purchase skin care products at a
 drug store or pharmacy
-53% make their product decisions based on
 offline word-of-mouth advertising
-95% look for acne-fighting properties in skin care products
-70% find natural ingredients to be important
-56% look for wrinkle prevention in skin care products

                                TRENDSETTERS OPINION ON skynICELAND
                                -100% were unfamiliar with the brand
                                -80% were unlikely to purchase
During the trial

                  41 Campus Trendsetters participated


Facebook
-   22% of trendsetters posted an average of 1
    post about the product


                                     Twitter
                                     - 28% of trendsetters posted an average
                                     of 1.5 times about the product
Top Trendsetters
Caitlin Ewals                Impressions
                             Facebook: 2,932
                             Twitter: 928
                             Total:    3,860
Top Trendsetters
Danielle Gagliardi           Impressions
                             Facebook: 1362
                             Twitter: 690
                             Total:    2,052
Top Trendsetters
Krista Firkins
                                Impressions
                                Facebook: 1453
                                Twitter: 864
                                Total:    2,317
AFTER USING skynICELAND
•   68% said that they were likely to purchase
•   44% found that it worked better than other productss
•   42% found that it worked similarly to other products
•   86% found that it was a good use of natural ingredients
•   61% found that it had good acne-fighting properties
•   59% found it helped prevent wrinkles
•   65% rated skynICELAND as a “good” or “excellent” brand name
•   47% rated the product’s availability as “good” or “excellent”
•   70% found the product’s price to be “okay”
•   50% said that online or offline word of mouth is the best way to
    advertise

                                   Post Purchase Intent: 68.08%
                                   (Post) Net Promoter Score: 8
Final results
• Trendsetters purchase intent rose 48.57%
  after using skynICELAND
• The Net Promoter Score rose 28 after
  trendsetters used the product

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Campus Trendsetter and SkynIceland

  • 1. Campus Trendsetters &SkynIceland National Campaign Fall 2011
  • 2. Before they used skynICELAND ABOUT THE TRENDSETTERS -60% have combination skin Pre-purchase intent: 19.51% -73% are price-conscious (Pre)Net Promoter Score: -20 -19% look for brand name products -63% typically purchase skin care products at a drug store or pharmacy -53% make their product decisions based on offline word-of-mouth advertising -95% look for acne-fighting properties in skin care products -70% find natural ingredients to be important -56% look for wrinkle prevention in skin care products TRENDSETTERS OPINION ON skynICELAND -100% were unfamiliar with the brand -80% were unlikely to purchase
  • 3. During the trial 41 Campus Trendsetters participated Facebook - 22% of trendsetters posted an average of 1 post about the product Twitter - 28% of trendsetters posted an average of 1.5 times about the product
  • 4. Top Trendsetters Caitlin Ewals Impressions Facebook: 2,932 Twitter: 928 Total: 3,860
  • 5. Top Trendsetters Danielle Gagliardi Impressions Facebook: 1362 Twitter: 690 Total: 2,052
  • 6. Top Trendsetters Krista Firkins Impressions Facebook: 1453 Twitter: 864 Total: 2,317
  • 7. AFTER USING skynICELAND • 68% said that they were likely to purchase • 44% found that it worked better than other productss • 42% found that it worked similarly to other products • 86% found that it was a good use of natural ingredients • 61% found that it had good acne-fighting properties • 59% found it helped prevent wrinkles • 65% rated skynICELAND as a “good” or “excellent” brand name • 47% rated the product’s availability as “good” or “excellent” • 70% found the product’s price to be “okay” • 50% said that online or offline word of mouth is the best way to advertise Post Purchase Intent: 68.08% (Post) Net Promoter Score: 8
  • 8. Final results • Trendsetters purchase intent rose 48.57% after using skynICELAND • The Net Promoter Score rose 28 after trendsetters used the product