Since Melissa Sowry joined Burt’s Bees in July 2010, she’s grown the brand’s Facebook fan base from 98,000 to more than 370,000 by creating compelling content that consumers want to interact with and discuss. That content, ranging from quizzes and video to sampling offers and behind-the-scenes access into the world of Burt’s Bees, is helping extend brand loyalty and generate powerful online viral engagement.
Sowry and her colleague Gabrielle Prohn, manager of public relations, spoke with eMarketer writer/analyst Tobi Elkin about the role word-of-mouth plays in beauty purchases, the brand’s Facebook content strategy and what gets people talking about beauty products.
eMarketer: What role does word-of-mouth (online and offline) play in the health and beauty purchase process?
Melissa Sowry: Our company was essentially built on word-of-mouth over 25 years ago. It’s very important to health and beauty brand purchase consideration—if you like a product or brand, you’re more likely to share that positive experience with friends. Consumers were introduced to Burt’s Bees through friends and sharing their experiences with the products. Our experience in the social space has allowed us to continue and extend that part of our brand heritage. We see and interact with passionate consumers every day on our Facebook wall.
eMarketer: What drives online word-of-mouth for your brand?
Sowry: Beauty is a category where people take recommendations from their friends and talk about what’s new. They also look to experts for suggestions. For example, if we get a placement in Marie Claire or Lucky where they’re raving about the new tinted lip balm, we might share the link to the page.
We also find fans of the brand are recommending products to one another in this space. That’s the normal activity that takes place around beauty products. It’s mostly women talking to other women and finding out what works, but it’s taking place online in social media venues. For example, a mother might ask other moms about products that stop diaper rash: “What works for you?” These are important conversations and I think online social media is a place where people trust one another to get that information.
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