"FreshNetworks has really helped develop our online presence. They worked with us throughout the whole process – from designing the look and feel of the site, to handling the community management and moderation."
Drive innovation
Case study: Vitabiotics
Aims
Vitabiotics, manufacturers of innovative health care products like the Perfectil(c) range of supplements, was suffering from low customer engagement and brand awareness. It wanted to generate buzz about its products and become a thought-leader in the field of beauty and anti-ageing.
As well as generating buzz, Vitabiotics was keen to develop a social media strategy that could be used to test its products, in order to drive innovation and encourage online customer collaboration.
Solutions
We started with a detailed planning process that looked closely at other anti-ageing sites to decide on the best positioning for Vitabiotics. We felt that an online community that offered practical tips and advice about beauty and anti-ageing, as well as an area for testing products, was the best approach.
FreshNetworks set about developing a rich community site called TalkPerfection.com. The community includes a rotating panel of beauty experts that answer members' questions, and an "Ask the expert" video site to help engage customers.
The community has also been used to test Perfectil products. Members were asked to trial products and write about their findings and experiences in a daily blog post. This has helped to drive product innovation, as Vitabiotics can use feedback from real customers to develop future products.
Results
Talkperfection.com now has around 8,000 members and an average of 140 visits per day.
We have ensured that the community is made up of 98% females, with an average age of 39 - the perfect target audience for Vitabiotics health supplements.
TalkPerfection.com is also the biggest discussion about anti-ageing on the internet. Nearly 500 blogs have been written by community members and hundreds of community questions, covering a variety of health-related topics, have been answered by the rotating panel of experts.
Vitabiotics has used the site to engage new and existing customers by trialling new products and driving word-of-mouth. It's also carried out extensive research within the community, enabling it to develop new products based on customer feedback.
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