Bliss extends its WOM focus with SheSpeaks partnership

Share this article:

Bliss, a national spa with a beauty care product line, has teamed up with word-of-mouth marketing network SheSpeaks to promote the launch of its new Best of Skintentions daily moisturizer. 


The goal of the campaign is to help Bliss build awareness by reaching 125,000 women nationwide through the social network SheSpeaks. 


"The objectives of the campaign are to drive brand awareness and online chatter and bring buzz to the offline world," said Kerry O'Day, marketing director at Bliss. "We wanted to make people aware of our new product launch as we start to grow our spa footprint."


Women in the SheSpeaks network that fit the profile Bliss is trying to target —18- to 45-year-olds who have spent $30 or more on skin care at a premium retailer and who live in the NY, Chicago, Dallas, Atlanta, San Francisco, LA or Scottsdale, AZ areas — were contacted via e-mail and asked if they would like to receive free product samples and a $5-off coupon.


Once they receive the products, prospects will then be contacted for feedback about them on the SheSpeaks Bliss forum. They are also encouraged to pass along the page to share their thoughts on the brand.


"We always start with targeting and responsiveness to the message first, because we are very much driven by our response," said Aliza Freud, founder/CEO of
SheSpeaks. "This audience is highly engaged... you are not only getting the directly targeted people, but also people who are waiting for the product in the mail."


For Bliss, marketing is all about word-of-mouth. In fact, the brand doesn't advertise, but instead runs campaigns that involve the community to build buzz before opening a spa in the area.


For example, when Bliss opens a new spa in a city, it begins the "You be the fudge" campaign, in which consumers can vote on three bakeries who are competing to be the signature Bliss brownie provider in that town.


"We do not advertise as a brand, so most of our awareness has been about PR and word-of-mouth, " added O'Day. "We are always looking at how we can make the brand appealing on a local level. This helps us build a local database and brings the fun factor of the brand to life in a new market." l


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.