This case study session will teach attendees how Alice.com successfully validated an unknown brand and built recognition, affinity and trust with key influencers through an integrated social media strategy.
New companies don’t have the luxury of relying on brand affinity or a big budget for new product or service launches. Alice.com faced that unique problem. And while its co-founders were experienced entrepreneurs, they had no experience with their target demographic of young moms, and needed to introduce an unfamiliar idea to key influencers to ensure a successful launch.
This session will cover the six months prior to the Alice.com launch and how Alice used a social media hire, three company blogs, Twitter, Facebook, and more to vet and connect with a list of key influencers. The presenter will describe how the company whittled its list of influencers to 31 which ultimately resulted in 160 blog posts on the day of the company’s launch. The session will highlight the blog strategy and campaigns Alice implemented to build both anticipation and respect for the brand before even having a product to sell. The presenter will also describe how Alice.com continues to leverage social media to introduce an unknown entity to consumers through communities like Facebook, their community blog, and mom blogs, all of which have contributed to the site’s traffic doubling each month and an astounding 25% closure rate.
Rebecca manages community and PR at the start-up company Alice.com in Madison, Wisconsin. Alice.com is changing the way consumers shop for and purchase Consumer Packaged Goods (CPG) like toilet paper, and provides eCommerce and interactive marketing services exclusively to the CPG industry. The company’s eCommerce platform allows CPG manufacturers to create branded storefronts that make it easy for the mainstream consumer to buy all of their household goods online. Alice has been featured on CNN, Rachael Ray, The Today Show, and more, due in large part to Alice.com’s social media efforts. The Alice co-founders Brian Wiegand and Mark McGuire have an entrepreneur track-record that includes three previous start-up successes including their last company Jellyfish.com which sold to Microsoft. Rebecca’s favorite brand of toilet paper is Cottonelle.
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