Let’s put this mountainous task into perspective: we calculated Dragon Alliance’s review conversion rate, and found that for every 100 Dragon goggles purchased, just one organic review was posted. This 1% conversion rate meant that in order to get a mere 40 reviews posted , Dragon Alliance needed to sell an eye-watering 4,000 Goggles. Now no one likes to see those kind of ratios, but luckily Dragon Alliance sought our help, and we rose to the challenge.
It was the 4th of December when we got the job, and we needed to move fast if we wanted to get 30 to 40 reviews before the 15th of January. We decided to take some inspiration from the Dragon Alliance name. To succeed, we needed to think like a team and act like dragons: powerful and fiery. We sent word out to our community, telling them of an exciting opportunity that would make their winter sports holiday a little more interesting. Dragon Alliance had three different goggles they wanted reviews for: 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. With this range of the coolest Dragon goggles and a strong and engaged reviewing community, it was game on. Initially, we found around 100 people who wanted to test the goggles. After some careful thought by our Campaign Managers, we whittled that down to a carefully selected 20 – the perfect reviewers to join this alliance. They were asked to write their reviews while on holiday, and we made sure they paid attention to the unique features of each goggle. After they had submitted their first review on Coolblue.nl, we waited until they were at home before we asked them to write a second review on the Dragon website, ensuring unique reviews instead of copy & pasted stories.