The Story:
While this story is from last Fall, I came across it recently and was intrigued by the initiative of this online retailer, Diapers.com. Leading up to Black Friday and Cyber Monday in the US, Diapers.com started an online social media initiative via facebook to engage its consumers and gain valuable feedback. They called it “Battle of the Brands” and they chose particular brands which they carried and which customers were particularly passionate about. They put similar brands of baby clothes and products up against each other and asked people to vote. There were ten brands selected as winners, and their line of products or clothing was discounted by 30% from Black Friday to Cyber Monday in order to stimulate sales.
Reflection and Analysis:
I think this was a great initiative to get consumers involved and engaged in experiential marketing. Diapers.com also did not require that the customers ‘like’ the facebook page before voting or purchasing, only that they participate. This is a great way of going about building a strong and lasting brand community since customers don’t feel that they are pushed into ‘liking’ something. It objectively brings people together and since there is a definite trend emerging of new moms on facebook, this was a perfect promotion.
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