About HaveYouHeard
Have
YouHeard is South Africa's first specialist Word-of-Mouth marketing agency. We believe so strongly in the value of an honest recommendation (from a friend) that we've built a successful business around stimulating conversations for brands and products. We focus on getting influential individuals sharing their opinions - about your products - with their peers.
Peer-to-peer recommendations are considered the most trusted, credible, valuable and actionable form of marketing. With this in mind we know that what we do adds real tangible value to any organisation's bottom line.
Its high return-on-investment, measurability, reach, impact and effectiveness makes Word-of-Mouth marketing the required addition to any successful marketing campaign.
The HaveYouHeard Way
We employ methodology, expertise and our Influencers to unleash (action-provoking) conversations about your product in the marketplace.
Our approach gets Influencers interacting with your brand in the most powerful trial process ever.
Every aspect of the campaign is measured ensuring feedback (from our Word-of-Mouth campaigns) is both enlightening and actionable.
Click here to see what and how we measure our campaigns.
1. Connect and Engage
We connect and engage, on behalf of your brand, with our team of
Influencers.
The
Influencers are empowered to create and share credible opinions (with their peers) about your product, through hands-on product experience and consumer friendly product information.
2. Empower and Unleash
We empower
Influencers to unleash (experience-based) conversations in their peer groups.
These conversations are the ultimate form of recommendation - one from a trusted and valued source.
3. Solidify and Analyze
We solidify the
Influencer's product experience and elicit feedback.
Case Studies and Testimonials
Campaign Launch Date: 01 December 2008
What is Genacol?
Genacol is an all-natural collagen boost for the body that produces phenomenal results when applied, both internally and externally, to the skin. It greatly improves general skin condition, reduces wrinkles and dramatically reduces the appearance of cellulite.
For more information on Genacol visit
www.genacolsa.co.za
The Objective
Have
YouHeard was tasked with generating tangible word-of-mouth, within the defined target market, about the specific benefits of Genacol.
The approach was simple - use the Genacol word-of-mouth marketing campaign to increase the following:
1. Brand credibility.
2. Brand recognition.
3. Peer-to-peer brand recommendations.
An increase in any or all of the above would result in, the ultimate goal of this word-of-mouth marketing campaign, an increase in sales.
Our Method
Have
YouHeard identified 1000
Influencers within Genacol's target market.
These
Influencers had to meet 2 strict requirements. Firstly they could not have been exposed to the brand before this campaign i.e. they couldn't already be using Genacol. Secondly they had to fit the profile of those extremely likely to become Genacol consumers.
Process:
The
Influencers were asked to join the Genacol WOM campaign. This opt-in action ensured that only really interested
Influencers decided to take part in the campaign.
Once the
Influencers had opted-in they had a product package delivered to their doorstep.
This package consisted of:
- A workbook that included easy to read and understand brand and product information.
- Enough Genacol to trial for 1 month.
- Genacol product coupons to share with friends or use themselves.
Throughout their trial process
Influencers were asked to honestly communicate their Genacol experience to their peers and Have
YouHeard.
This constant communication served two purposes:
- It stimulated the consistent spread of information or recommendations from a trusted source. These recommendations are critical to the growth of any product.
- The constant communication between HaveYouHeard and the Influencers enabled consistent monitoring of the Influencers experiences. If anything went wrong, or an influencer was having a less than fantastic experience, HaveYouHeard could step in and rectify the situation immediately.
Outcome
The Genacol experience was both exceptional and expectation exceeding. This is exactly what it needed to be for the campaign to be successful. This is because the amount Word-of-Mouth generated hinges on the
Influencer's experience of the product. Therefore if brands want to maximise their Word-of-Mouth exposure their products need to wow the
Influencers.
During, and after, the Genacol Word-of-Mouth Marketing campaign the
Influencers' shared and spread their opinions about Genacol with their family and friends. The
Influencers' opinions were based on their own experiences and they shared them freely and extensively. They became the most believable adverts for Genacol.
Results
The final results are still coming in. However, based on the feedback we've received from the
Influencers, the campaign will generate a positive Return-on-Investment for Genacol.
