Monday, April 28, 2008

Love that glove: A b2b viral marketing campaign that delivered

In this post, we give you the chance to judge the success of this campaign. Read the post and then cast your vote using the three-second survey underneath the video.

Can a viral video contest generate results for a business to business company when the pool of prospects is much, much smaller than for a consumer campaign?

It seems it can, especially when you think about the power of video to keep on generating hits for months, even years, after the original launch.

I recently interviewed Alvin Chapital, marketing segment manager, at Kimberly-Clark Professional in Roswell, GA, about the "Love that glove" contest. It was launched earlier this year to promote Kimtech Science Sterling Nitrile Exam Gloves (a new product by Kimberly-Clark).

Q. What was your challenge?

A: We wanted to see if we could raise awareness for a new b2b product, a lab glove, with a viral video campaign. And we wanted to kick off the launch of this new product by generating excitement for end users and our sales team.

Q. What sort of marketing have you done to business prospects in the past?

A: The usual dry b2b approach stressing features and benefits. Historically, we'd provided non-emotional stuff, a cure for insomnia. In the past, we'd used print, trade shows, direct mail and public relations.

This time, we wanted to tap into our buyers’ emotions with a video contest.

Q. Why the big change?

A: We only had a tiny budget, a fraction of what we'd had in the past. The b2b division of KC operates nearly like a small business with a small budget.

Q. Were your prospects Web savvy?

A: Yes, we knew our prospects, lab technicians, surfed the Web and watched YouTube in the lab. They often had some free time between experiments. And many were in their 20s and 30s.

So we decided to break with tradition with a video contest.

Love that glove, love those sales

Q. Did you provide any guidelines?

A: Yes, each video had to use our gloves to demonstrate a benefit compared with rivals’ products.

We suggested contestants:
• show how they loved our product and used it in the lab
• do something crazy with it, and
• let their imaginations run wild.

And they could also ask for a free sample of our gloves.

Q: How many entries did you receive?

A: We didn’t get a huge number of entries, just 10, but they generated the attention we wanted.

Q: What was the ROI?

A: We spent $15,000 including prize money. For that, a total of 4,000 prospects out of a potential 40,000 potential users visited our microsite. The videos have been watched thousands of times on YouTube. We’ve sold $1.4 million worth of the new product, about 30% more than forecast.

You can see the winning video below:

What do you think of this campaign? Vote here.

Posted by Internet Marketing Report Online blog editor Julie Power on Monday April 28 at 9 a.m.


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