Social Soup successfully launches in UK
with Air Wick Campaign
Word of mouth campaign grows sales by 35% in one month
27 March 2013: Social Soup, Australia’s leading influence agency, has successfully launched its new United Kingdom operations, running a significant product launch campaign for the New Look Air Wick Freshmatic, by Reckitt Benckiser.
The UK expansion follows the opening of Social Soup in NZ last year, where they have since run successful launch campaigns for Purina Fancy Feast Broths and L’Oreal Elvive Extraordinary Oils. L’Oreal have now re-signed Soup to head up a new campaign off the back of the success of the first campaign. Social Soup NZ have also won a launch campaign for Anchor Milk.
Social Soup is a word of mouth agency connecting brands with influential consumers to try out products, help shape them, and then share their experiences with their social networks.
Sharyn Smith, Soup CEO and founder says the measurable success of Social Soup’s campaign work is an important differentiator for clients.
“Social Soup use robust research methods to show the direct link between our word-of-mouth influencer campaigns and product sales. For the Air Wick campaign we used a test and control methodology across two comparable areas where Social Soup was the only variable. This revealed 35 per cent uplift in sales in the area where Social Soup was activated after just one-month. This is very significant sales result, and testament to the power of our influencer channels,” said Ms Smith.
Social Soup’s expansion has been driven by growth in digital channels, making a word-of-mouth strategy a vital inclusion in any marketing schedule.
“Word-of-mouth has always ranked highly on consumer marketing schedules, particularly for FMCG brands,” she said. “But the explosion of online networks means it is now commanding even greater attention as a media channel in its own right – attracting significantly greater investment by brands.
“The UK is one of the most sophisticated word of mouth markets and also one of the most competitive. The scale and diversity of the UK presents a great opportunity for Soup, and we anticipate a busy year across all our operations.”
Social Soup’s word-of-mouth campaign for Air Wick Freshmatic targeted influencers who are house proud and regular entertainers. These influencers trialled the product range in their homes, and hosted a sharing occasion with their friends and families. The conversation continued as the influencers shared their experiences offline and across their social networks.
It generated 758,312 offline conversations and reached 58,428 people online. There were 1600+ online reviews were generated with a highly positive average rating of 4.2 out of 5. These reviews left a strong digital footprint for the brand and have resulted in ongoing search impact.
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About Soup: Founded in 2006, Social Soup is Australia’s leading influence agency. Born out of insights that personal recommendations are more trusted than traditional advertising, Social Soup was the first Australian agency to harness the power of word of mouth and influence as a marketing channel. Soup specialises in connecting brands with influential consumers, working with a community of more than 120,000 influential consumers who try out products, help shape them, and then share their experiences with their social networks. Soup has worked with companies in every major marketing category. Clients have included the Commonwealth Bank, Panasonic, Arnott’s, Coca-Cola Amatil, Kimberly-Clark, Lion Nathan, Nestle and Reckitt Benckiser. Soup is a 2011 BRW Fast Starter; winner of the Telstra Business Awards People’s Choice NSW; and winner of the best ‘Business to Consumer’ campaign at the 2011 Australian Marketing Institute (AMI) Awards for its work with the Commonwealth Bank.