Case study: Low cost blogger engagement marketing strategy as Gillette reaches out to key influencers

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A smart example of blogger engagement marketing strategies, low cost online PR that gets bloggers authentically engaged with the brand. 86 of Turkey’s top bloggers were sent a direct mail piece modelled on a bathroom cabinet. The brand variant was that the shave was so comfortable it would let guys minds wander, so they created a web page where people could write their thoughts. All that was needed was a single laptop prize, and the creative energy among the 86 had led – in just 10 weeks – to 1.3m unique visitors to the new website, and 44 active bloggers.

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Gillette Fusion Power - Procter & Gamble | Media: Online PR | Country: Turkey | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Format: Blogger engagement marketing strategies »

This combination of offline approaches to reach bloggers is under-used by most brands, and providing you have something relevant to talk about, there is massive scope to create communications ideas that really cut through. The key success factor is to create an experience that’s motivating and engaging for the bloggers themselves. PR and marketing teams need to get close to their bloggers and understand the differences between this community and regular PR approaches to journalists.

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