{"id":2831,"date":"2011-03-30T21:19:52","date_gmt":"2011-03-30T21:19:52","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=2831"},"modified":"2011-03-30T21:19:52","modified_gmt":"2011-03-30T21:19:52","slug":"advocacy-drives-%e2%80%9csocial-sampling%e2%80%9d","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/03\/advocacy-drives-%e2%80%9csocial-sampling%e2%80%9d\/","title":{"rendered":"Advocacy Drives \u201cSocial Sampling\u201d"},"content":{"rendered":"<p>Kleenex made waves with its recent\u00a0<a href=\"http:\/\/adage.com\/article\/news\/social-sampling-scores-big-kleenex\/149272\/\">\u201cSoftness Worth Sharing campaign,\u201d<\/a> which encouraged people to have FREE Kleenex sample packs sent to friends and family.\u00a0 Earlier this month, a reported 1 million Kleenex packs had been sent on behalf of Kleenex consumers!<\/p>\n<p>What made this innovative campaign so successful?\u00a0 Kleenex\u00a0<strong>gave consumers the chance to not only interact with their product, but to also easily give their friends\/family the same experience.<\/strong> In other words, Kleenex identified\u00a0<a href=\"http:\/\/blog.zuberance.com\/blog\/10-definitions-of-a-brand-advocate\/\">Advocates<\/a>, who in turn sent more samples and encouraged their networks to do the same\u2026 they were energized and mobilized.\u00a0 Social sampling at its best!<\/p>\n<p>One important part of this campaign was providing a way for people to track the campaign online \u2013 including their own \u201cchain of sharing,\u201d\u00a0 where a consumer can see if their sample-sending inspired someone else to send sample(s).\u00a0 When consumers can see the impact of their action, it can easily inspire them to act again and spread the word to their friends about this \u201ccool thing you\u00a0<em>have<\/em> to check out!\u201d\u00a0 Again, it energizes and mobilizes Advocates.<\/p>\n<p>We know how important it is to give our Brand Advocates the tools to market our products for us, and now Kleenex has taken this concept one step further by giving consumers the tools AND THE PRODUCT (samples) to share with their networks.\u00a0 They have\u00a0<a href=\"http:\/\/blog.zuberance.com\/events\/the-key-to-energizing-advocates-make-it-easy\/\">made it easy <\/a><a href=\"http:\/\/blog.zuberance.com\/events\/the-key-to-energizing-advocates-make-it-easy\/\"><em>and<\/em><\/a><a href=\"http:\/\/blog.zuberance.com\/events\/the-key-to-energizing-advocates-make-it-easy\/\"> fun for Advocates to create a buzz<\/a> around a specific product and to\u00a0<em>share<\/em> the<em>experience<\/em> of the product.<\/p>\n<p>Successful social sampling campaigns rely on\u00a0<a href=\"http:\/\/blog.zuberance.com\/blog\/the-wisdom-of-friends-powers-brand-advocacy\/\">consumer-to-consumer connection<\/a>, and your Advocates are the most powerful way to create those ties.<\/p>\n<p>Ted Rubin<\/p>\n<p><em>Originally posted at <a href=\"http:\/\/blog.zuberance.com\/blog\/advocacy-drives-%E2%80%9Csocial-sampling%E2%80%9D\/\">Zuberance<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kleenex made waves with its recent\u00a0\u201cSoftness Worth Sharing campaign,\u201d which encouraged people to have FREE Kleenex sample packs sent to friends and family.\u00a0 Earlier this month, a reported 1 million Kleenex packs had been sent on behalf of Kleenex consumers! What made this innovative campaign so successful?\u00a0 Kleenex\u00a0gave consumers the chance to not only interact &#8230; <a class=\"read-more\" href=\"https:\/\/www.thesocialcmo.com\/blog\/2011\/03\/advocacy-drives-%e2%80%9csocial-sampling%e2%80%9d\/\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[928,276,1164,32,30,1029,897,1165,3],"class_list":["post-2831","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-brand-advocate","tag-brand-loyalty","tag-kleenex-softness-worth-sharing-campaign","tag-marketing","tag-social-media","tag-social-media-marketing","tag-social-media-strategy","tag-social-sampling","tag-ted-rubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2831","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=2831"}],"version-history":[{"count":2,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2831\/revisions"}],"predecessor-version":[{"id":2833,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2831\/revisions\/2833"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=2831"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=2831"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=2831"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}