Nicole Nic’s Sticks by OPI: Results from a Field Experiment Using Traditional Media and Viral Marketing to Launch a New Nail Lacquer Product Case Solution
Abstract:
This case explains a viral advertising project run by a business called SheSpeaks (New york city) for OPI, among the world's top brand names in nail lacquer. OPI releases a ingenious and new nail lacquer product, "Nic's Sticks", utilizing viral marketing and standard marketing. The case explains the viral project and a field experiment carried out to determine which customers are the best efficient "seeds" in regards to spreading out word-of-mouth about the item and producing sales.
Pedagogical Goals:
This case could be utilized as an intro to buzz/viral marketing as a tool for releasing new items. It has a great deal of information on seeding techniques (who must be chosen as customers at the beginning of the project to spread out word-of-mouth) and explains a clinical field experiment where various seed qualities were compared with see which were more reliable.
This is just an excerpt. This case is about Marketing
published: 29 Nov 2010
Related Case Solutions & Analyses:
Continuing Power of Mass Advertising
GAZ Group Russia: The Gazelle Light Commercial Truck
Pearle Vision: Clearly Different?
The Kinkajou Bottle Cutter
Monocle
Riding the Wave of Technological Change at RE/MAX, LLC
Troubles at Tesco, 2012
Sy.Med Development, Inc.
Verne Global: Building a Green Data Center in Iceland
Nike and Liu Xiang: Crisis Management in Celebrity Endorsement
