Dragon Alliance is the go-to brand for the coolest mountain riders out there. The brand nail the ‘’pretty vs. practical’’ balance perfectly. When fierce colours, galaxy hues and creative patterns meet smart lens design, you know you have a winner. Better still, their goggles aren’t just for aprés-ski fashionistas and hardcore snowboarders; Dragon Alliance goggles cater for your average skier on the slopes too – UV protection and increased skiing visibility comes first. So with all these glowing features, it came as a complete surprise to discover that nobody was spreading the word online. There were plenty of beautifully designed goggles out there, but no consumer voices to vouch for the product.
So, in a bid to shake their digital presence up, Dragon Alliance finalized their target: they wanted to secure 30-40 authentic online reviews before the snow season truly kicked-in. Quite a challenge, considering the entire Dragon Goggles collection lacked a single online review, not just on their website, but on other sales channels as well. More difficult still, *cue Game of Thrones theme tune*, winter was coming.
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Wencke Lesterhuis
Marketing Manager Benelux
Marchon Eyewear
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.
“We got 28 reviews in before the 15th of January. Perhaps it was a coincidence but shortly after the reviews appeared in our webshop, the Goggles were sold out.”
What made this campaign such a success?
First off, Dragon would have to sell a dizzying 4,000 goggles just to get the equivalent amount of online reviews as we gave them. Secondly, we acted at a speed worthy of the black slopes: it took us just three weeks to generate the target review number, from kick-off to finish-line. Thirdly, the quality and responsiveness of our community shone through; within a brief 24 hours we found more than 100 eager snow-freaks, off on an early wintersport break. Even better? We quickly found the perfect 20 people, poised and enthused to take time out of their precious slope-surfing schedule to give us their honest opinion.
“Without Stars and Stories we would never have been able to get the same amount of reviews in such a small amount of time. We’ve got a taste of how Stars and Stories can help us and will keep on using their expertise to help us out.”
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