BAZAARVOICE TIPS

The social apps arm of Bazaarvoice were looking for a way to leverage their retailer network by running campaigns with brands to increase brand equity. It was a 10 month project that culminated in a successful pilot run with clients (such as Clinique and Wiggle) in both the UK and US.

Role:

I was one of two product UX/UI designers. We supported six developers and worked closely with two PMs.

In association with:
Bazaarvoice

Status:
Concept only. We ran a pilot with four clients in both the UK + US. Each client had between 200k – 3M facebook followers and ran between 5-10 campaigns with us.

The Pilot

A brand would run a facebook campaign through our pilot (which was responsive, and covered most devices). Brands would ask their facebook fans for tips about their products, and use our pilot to collect an image and a text tip for the campaign. The hypothesis was that we would be able to use this content on the retailer site to increase brand equity.

What we learnt:
* Incentive (either small (a facebook feature) or large (win a prize worth £500)) increased submission rates.
* The call was important, the more broad, the better the submission rates (ie show us how you wear this vs show us your look today)
* The quality of photos was variable.
* The quality of the text content was even more so.
* Brands prefer to curate their content.

Disclaimer:

All visuals you see here is work that I produced. Brand assets are property of the brands.