Power of Small
The problem with Web 2.0 and social marketing is that, by now, everything’s already been done at least twice. Now that the novelty’s worn off, peer-to-peer recommendation marketing has a much harder time making an impact and the PR effect threatens to turn into a “metoo” stigma. In addition, more specialized products towards the right end of the long time, have a hard time mustering up the critical mass that’s at the bottom of every viral success.
Unilever’s Vaseline Clinical Therapy hand moisturizer has made a virtue out of necessity and created a high involvement website for as low involvement a product as moisturizing creme.
Prescribethenation takes the product to the place where it’s needed most - and that probably has the lowest population density available in the US: a small town in Alaska. There, they give the product to only one woman who can recommend it to friends and family who, in turn, can recommend it on.
Everyboy who comes in touch with the product is then video-interviewed in an approachable amateur style but with enough technical prowress (the lighting is certainly professional) to create highly emotional images. The website documents the initiative, using social network iconography, tying into the peer recommendation concept.
The site is tailored to the size of the participating group. No global viral campaign, no need to worry about amount or quality of submissions. The initiative, on the other hand, is open to the wider public. And over 50.000 participants (who used the online “prescription” cupon for themselves or a friend) in 13 weeks go to show that the campaign performs, too.
