The problem
With the winter season approaching fast, Dragon Alliance wanted to ensure their new cutting-edge ski goggles were supported with enough authentic online ratings and reviews. As one of the world’s most sought-after ski and snowboard equipment brands, it was imperative that they social proof their products in time before product demand increases for ski season. At the time they approached Stars and Stories, Dragon Alliance had no such credible reviews to vouch for their new products.
The company asked us to execute a strong review marketing campaign by delivering 150 authentic online ratings and reviews within a six-week timeframe across multiple channels.
According to the Wella website, Color Motion+ products maintain “color care beyond anti-fading” and improve dyed hair in three areas: color protection, vibrancy, and hair strength. Using our campaign, Wella let the users decide through their reviews whether these claims live up to their expectations.
Objective and strategy
To put this mountainous task into perspective: data shows that consumers are very unlikely to leave unsolicited reviews for outdoor products. In fact, the review conversion rate in this Industry is 1:150, meaning for every 150 products sold, only one unsolicited review is written. If Dragon Alliance were to reach their goal through unsolicited reviews, they would have had to sell 22,500 goggles in six weeks before the winter season officially kicked off. Simply put, it would have been impossible to achieve this task.
Dragon Alliance sought our services at the beginning of December, giving us until mid-January to reach our target goal of delivering 150 authentic online ratings and reviews for their following products: the Dragon X1S Transitions with the slick tint-changing lenses, the Dragon D1 OTG (tailored for people who want to wear glasses underneath), and the super anti-fog Dragon NFX 2 model.
An initial 200 reviewers from our Reviewclub community signed up to test the goggles above, showing promise of genuine interest. Our campaign managers filtered that number down to 90 reviewers to select those who fit the ideal customer profile for the Dragon Alliance brand.
We then asked reviewers to test and try the goggles over the winter holiday season while making sure they paid attention to the usability and durability of the goggles’ features. We invited them to share their honest feedback on both Coolblue and the Dragon Alliance website upon their return from their ski vacations.
The results
The execution of the Dragon Alliance campaign was not only a testament to the speed but also the effectiveness of our process. We delivered 90 written authentic online ratings and reviews by the 15th of January and brought in 60 more before the end of the month, reaching the exact target goal of 150 reviews set by Dragon Alliance at the beginning of the campaign.
Shortly after we published the reviews on the respective channels, all three goggles we launched campaigns for sold out completely!
150
Authentic online ratings and reviews delivered
90
Samples
4
Week turnaround
"We have had the pleasure of testing the Bosch MUMS2TW00 for a few weeks via Reviewclub. We have made both soft and hard cakes, as well as regular bull dough. It has done all the tasks well, however, the whisk was not so effective at whipping cream. But for thicker doughs, we think it has good power, it does not seem strained or so in the engine. There are many accessories which are good. It has a slim and modern design and looks good on the kitchen counter! All parts are easily washed in the dishwasher."
Joost van de BeldBrand Activation & MarCom Specialist at Sony Benelux 
“First of all, I think the design is quite nice. You can choose between different skins to customise it. The delivery includes a storage case and several of these black rubber attachments. You can practise inserting the skins in front of the mirror, but it’s also very intuitive. So far, I have always had the problem that all earplugs become loose or slip out at some point. During a concert, I was constantly busy adjusting the earplugs. That’s definitely over now because the wings make them sit perfectly. I no longer have to worry about accidentally losing them. Now for the important part – the sound. You can still have a conversation without any problems. The sound is not dull, it is still clear, but simply quieter and therefore more pleasant. You can easily clean them with water. All in all, I am really thrilled and have finally found my favourites!”
Martijn BraamBenelux Director | iRobot
"Like this sharply. Feels solidly built and stands extra extra firmly with the help of the suction cups at the bottom. The engine does a good job. Both for simpler tasks such as whipping cream, but also when putting dough and other heavier jobs. The sound volume is perfectly okay. What I like most is all the accessories you can complement it with. This means that it can completely replace a number of household appliances. It is also good in size, feels compact but still strong. Looks so good that you can have it in the kitchen."
E. EngqvistLindt
When I unpacked [the coffee machine] for the first time, I was surprised at how big and powerful the coffee machine looked. Although I knew the dimensions when ordering, it still looked even larger in real life. If you only have limited space in the kitchen, this will probably be a bit difficult. Otherwise, the coffee machine makes a valuable impression with its titanium look… The taste of the coffee is full-bodied and very tasty. Whether it’s an espresso in the morning or a latte macchiato at noon, I’ve never had a coffee that I didn’t like. I was completely won over by the fully automatic coffee machine despite the high acquisition costs. You quickly have a really tasty coffee that is cheaper in the long run and better for environmental reasons than our previous capsule coffee machine.
E. EngqvistLindt
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