CLIENT SUCCESS STORY
Scotch-Brite™
Company Profile
www.scotch-brite.co.nz
www.3m.com
Consumer Products,
Healthcare
Scotch-Brite™ Brand,
New Zealand
Bazaarvoice Solution
Conversations
Client Since
2014
About Scotch-Brite™
Scotch-Brite™ Brand
is one of 3M’s world’s
best-known brands in
its consumer business
that supplies an array
of innovative products
that keep homes cleaner,
offices organized and
buildings well-maintained
Scotch-Brite™ Brand Soaks Up Consumer
Feedback with Bazaarvoice Conversations
Encouraging fans to evaluate new products on behalf of the brand was the goal of ScotchBrite™ Brand of 3M New Zealand when it launched its Ratings and Reviews program with
Bazaarvoice. Scotch-Brite™ Brand competes in the grocery cleaning category, where high levels
of private label penetration require the company to continue to stand out to succeed. To do this,
Scotch-Brite™ Brand introduced new innovation to the category and added the Bazaarvoice
Conversations Ratings and Reviews feature as a way to publicly display consumers’ experience
with its products.
“We needed to sample a new and innovative cleaning product, but needed to facilitate the use of
ratings and reviews to further drive trial of the new product,” said Philippa Griffith, Brand Manager
at Scotch-Brite™ Brand New Zealand. “With a low involvement category, such as cleaning, the
power of referrals is incredibly valuable in encouraging consumers to try something new.”
Driving review volume
with product sampling
and promotion
At the same time that Scotch-Brite™ Brand
New Zealand added Ratings and Reviews
to its website, the team also launched a
new product, Scotch-Brite™ Brand Stay
Clean, and leveraged best practices from
Bazaarvoice as well as other 3M brands
across the globe. A product sampling
campaign was run in conjunction with
Bazaarvoice, so Scotch-Brite™ Brand
decided to encourage these early adopters
to offer their opinions on the product
via Ratings and Reviews as a means of
driving increased reviews to the site.
Bazaarvoice research and previous 3M
rating and review programs highlighted the
importance of a high number of reviews.
“As part of the launch, Bazaarvoice allowed
consumers to provide their feedback on
the new range of innovative products
and cleaning claims,” said Griffith. “This
was part of a larger sampling campaign,
and perfectly complemented the overall
campaign.”
The consumers who were given samples
could leave a rating and a review of a
Scotch-Brite™ Brand Stay Clean product,
via two emails and website banners which
were used to inform people about the
promotion.
The promotion was a success, driving
close to 400 reviews in 30 days with a 98%
approval rate and an average rating of 4.2
out of 5 stars.
Solution at a glance
Challenge
In a competitive, low involvement category, Scotch-Brite™
Brand needed to encourage consumers to try its products,
especially products with new innovations.
Solution
Scotch-Brite™ Brand launched Bazaarvoice Conversations
to collect consumer feedback with a promotion to invite
reviews on a brand new product, Scotch-Brite™ Brand
Stay Clean.
Quality of Product
Benefit
Asking for feedback increased engagement with
Scotch-Brite™ Brand fans and increased review volume.
Continuing the engagement
Adding Bazaarvoice Conversations to its website has given
Scotch-Brite™ Brand a new way to engage its consumers and
use feedback as a means for improvement.
Ratings and Reviews provides
honest and trusted feedback
to help others. We now have
consumer reviews to entice
prospective customers and to
reinforce the products’ features,
attributes and benefits.
Consumer reviews for Scotch-Brite™ Stay Clean products
Using feedback to gain insight
Now that Scotch-Brite™ Brand has feedback from
consumers at its disposal, the team has begun to use this
information internally. Scotch-Brite™ Brand continually
monitors Ratings and Reviews to gain general impressions
of their products and to identify product improvement
opportunities.
In fact, Scotch-Brite™ Brand has already seen an
opportunity; it has changed its messaging slightly to clarify
that there are different products for different cleaning jobs.
“One tool doesn’t necessarily work for all types of cooking
clean-up!” said Griffith.
Philippa Griffith,
Brand Manager
Scotch-Brite™ Brand New Zealand
Building on its success, Scotch-Brite™ Brand hopes to continue
to engage and activate its consumer base with sampling and
promotion campaigns that increase reviews on its brand sites.
“Even small targeted sampling campaigns will help increase
review numbers,” said Griffith.
Bazaarvoice Pte. Ltd.
80 Raffles Place, UOB Plaza 1, Level #36-03, Singapore 048624
Tel: +65 6248 4703
www.bazaarvoice.com | [email protected]