How Nokia increased their sales on Fnac and Darty with 313 online reviews

A Nokia health products case study on the impact of authentic online reviews on sales of Nokia health products.

The Nokia health products challenge

Acquired in 2016 by the Nokia group, the French company Withings saw its connected devices go under the banner of Nokia connected health products in June 2017. The complete series of products passed under the Nokia brand and overnight, its best connected devices, best-sellers for months, found themselves without any online reviews on the most important e-commerce sites. Nokia needed to organize a counteraction in time for the Black Friday promotions at the end of October, as well as the launch of their new products. Nokia wanted its flagship products to have significant authentic and honest reviews before an upcoming promotional campaign.

10

SKU’s

327

Authentic Online reviews

125

Average Word Count

It requires selling 93,100 units to get the same review results

One out of every 300 people who buy a wearable gadget like a Nokia Health smartwatch writes an online review by themselves. So to achieve the same results as what they got with our help, they had to sell 93,900 smartwatches in two weeks. That’s mission impossible right there.

“WE WERE LOOKING FOR A UNIQUE PARTNER TO SUPPORT MANY CAMPAIGNS IN DIFFERENT COUNTRIES.”

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Florian Chaumont
Channel Marketing Specialist
Nokia

The Stars and Stories solution

Nokia selected 10 different connected devices: scales, watches and even a thermometer. The goal was to collect 300 reviews on the most important French, Swiss and German e-commerce sites for the brand: Fnac.com, Darty.com, Digitec.com and Galaxus.com “We were seduced by the global network of e-merchants with whom Stars and Stories collaborates, in France and in Europe, notably by their exclusive access to the Fnac and Darty sites. For us it guaranteed the reliability of their solution” explains Florian Chaumont (Channel Marketing Specialist at Nokia). As soon as we had received the products, we began recruiting the reviewers. Less than a week after, the products were shipped.

The campaign results

After four weeks of testing, our reviewers left their reviews on the sites chosen by Nokia. And many more. The reviewers were so excited about these connected devices that they didn’t hesitate to share their experiences on other websites. We counted exactly 327 opinions shared on Fnac, Darty and Digitec only, of which 91.5% were positive, with an average of 123 words per opinion. “When we saw the objectives were exceeded, and especially when we saw the quality of the reviews, we were delighted with this operation.”

What was Nokia’s experience with us like?

“A very smooth campaign”

“It’s always a great moment when you release a new product. It’s hard to know what features will be most important to consumers, so when we saw that the objectives were exceeded, and especially when we saw the quality of the reviews, we were delighted with this operation.”