1. Clairol Nice & Easy
Anatomy of a WOM campaign

2. Intro
Based on our own experience with WOM campaigns, were always interested to see what brands are doing
We received an email from Clairol inviting us to apply to become a brand advocate
This preso shows screen grabs from the email, website and application process
Please note this is not the work of Content Formula we are merely showing it as an example of a WOM campaign
3. Clairol Nice & Easy WOM campaign
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/.
As incentives they are giving away a free product and 4 vouchers to share with friends. They also plan to run ongoing competitions.
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.
The community site is not yet live
4. Invitation email
5. Homepage
6. 7. 8. The application form to become an advocate