Creating word of mouth by targeting a small group of big talkers

To create buzz for Gwen Stefani’s new fragrance line, “Harajuku Lovers,” Matchstick — a Canadian-based word of mouth agency — reached out to 50 influential female fashion, beauty, and lifestyle bloggers in Canada and sent each of them a Harajuku Lovers Fragrance Kit filled with samples and giveaways.

The bloggers responded with a bunch of posts, in-depth reviews, and video postings.  It all resulted in a bunch of online and offline word of mouth, and helped make the fragrance the top seller at area retailers.

The Lesson: You don’t have to hit 1,000 influential bloggers to create word of mouth. Rather, a targeted, relevant outreach inviting select key talkers to review and share your product can lead to some great conversations about you.

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