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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