“What a WOM!”
says Fiskars
How do you market new gardening pruners? Fiskars relies on a campaign on a popular gardening website.
In the sales of its new pruners, Fiskars PowerStepTM, Fiskars trusts in Word of Mouth (WOM), which is one of the fastest growing marketing channels. We created an interactive campaign for Kotipuutarhuri.com, a digital meeting point for gardening enthusiasts. At first, we looked recruited 30 enthusiastic experts to tet the scissors.
Then, in this open web campaign, users were asked to tell "What would you cut", in words and pictures. Every week a new pair of pruners was up for grabs amongst the participants. We received a flood of good stories and pictures. Many visitors also rated the pictures that had been sent in, and acquainted themselves with the illustrated user instructions for the new shears. This campaing website structure, which proved to be good, was also used in the next campaign.
Producer’s comment
“The campaign website has been constructed so that it can be easily updated. In future campaigns, we can take full advantage of the visuals and structure, the customer can save money and we can produce the material more quickly.”
Irene Dahlman
Customer Manager, Dialogi
Designer's comment
“We created an easy-to-use, lively campaign website, which inspires its users to send their Fiskars anecdotes as pictures and to learn about the products.”
Ari Hallami
web designer, Dialogi