Maximizing marketing impact According to information surfaced from consumers’ online reviews, 9 out of 10 Abreva users recommend Abreva to other cold-sore sufferers. Bazaarvoice helped Abreva leverage this compelling finding in shopper marketing activities.

With the “9 out of 10” claim integrated across all major marketing and advertising channels, consumers find the same strong, consistent message on the Abreva brand website, on retailer websites, in store aisles, and in traditional print and broadcast advertising. This ensures the compelling voice of the customer is shared throughout the shopping journey.

“The cost to build a claim like this is usually very expensive and time intensive,” explains Sharon, “but the value of it is beyond important in marketing success. With Bazaarvoice, we leverage the insights gathered from the social data and launched a new campaign, that resonated well with our audience, quickly and cost-effectively.

Customer conversations make a strong case for Abreva to consumers everywhereBazaarvoice is helping Abreva get people talking about something few are eager to share: cold sores. Those conversations enabled Abreva to establish a formidable brand presence with powerful integrated marketing techniques sharing the word – or more specifically, consumers’ words – about Abreva products and their effectiveness.

“We are trying to make sure the consumers hear from each other, rather than just hearing from the brand,” says Amy Sharon, GlaxoSmithKline brand manager for Abreva, as she explains what originally sparked interest in customer reviews and other forms of consumer-generated content. “It validates for them that what the brand is saying is actually true.”

Abreva received GSK Brand Edge Award for consumer voice activations.

Bazaarvoice Conversations At a Glance

9 out of 10 users recommend Abreva to other cold-sore sufferers

134x the number of reviews when leveraging syndication

34% year over year sales growth for Abreva since implementation of ratings and reviews

Company Profilehttp://www.abreva.comhttp://www.gsk.comConsumer Products, Healthcare

Bazaarvoice SolutionConversations

Client Since2011

About GlaxoSmithKlineGlaxoSmithKline was formed in 2000 with a mission to improve the quality of human life by enabling people to do more, feel better and live longer. At the core, GlaxoSmithKline is a company with anopportunity to improve the well being of millions of people around the world and help people live healthy, happy lives.

CLIENT SUCCESS STORYAbreva

Abreva asked reviewers to rate product’s effectiveness and worth, then leveraged the results in all major marketing and advertising channels

Is an effective treatment and worth it

“Additionally, Bazaarvoice offers a unique advantage in the ability to syndicate review content from the Abreva site to sites operated by retailers who are also Bazaarvoice clients – a growing network of ecommerce sites. So when, for example, a consumer posts their review of an Abreva product, it also appears on a retail drugstore site where shoppers are filling their virtual basket.”

Bazaarvoice benchmarked this fluid syndication of reviews through multiple channels. Reports show an increase in volume close to 134 times the number of reviews when leveraging syndication and also display a boost in the average star rating by 19%. In fact, Abreva’s average star rating jumped to 4.7 after syndication was introduced.

“Overall, we’ve experienced 34% year-over-year sales growth for the Abreva brand since implementing ratings and reviews,” says Sharon, “and more specifically, we’ve seen the brand awareness grow across the customer decision journey.” Increasing sales and

expanding distributionAbreva uses the consumer-demand findings from its reviews to add sales distribution channel. Upon discovering that 11% of all reviews mentioned the desire to have Abreva products in multiple locations – at home, in the office, in a pocket or purse – the product team was able to recruit a top national warehouse-style store to sell multi-packs of Abreva products at affordable prices to address this demand.

3900 N. Capital of TX Hwy. Suite 300, Austin, TX 78746Toll-Free: 866.522.9227 | Phone: 512.551.6000 | Fax: 512.551.6001www.bazaarvoice.com | info@bazaarvoice.com

It’s really opened up the dialogue between the brand and those who love the brand. Before we had ratings and reviews, we were limited in how we join the conversation, but the Bazaarvoice platform facilitates integration across channels, and that enables us to communicate with our customer and acknowledge their experience. It’s created new opportunities to grow our business with customer-centric strategies.

Amy Sharon, Abreva Brand ManagerGlaxoSmithKline

Solution at a Glance

ChallengeUse word of mouth to promote products for a health issue consumers have traditionally been reluctant to talk about.

SolutionImplement Bazaarvoice Conversations to elicit consumer comments about Abreva and share the results across marketing and social channels.

Benefit

Establish a strong, consistent presence across marketing channels; increase review volume and average ratings; increase sales and distribution channels; and improve customer communications.

Embracing the benefits of socialAbreva has also integrated social activity beyond ratings and reviews into its marketing, using a “test and learn” strategy for fine-tuning social channels. For example, Twitter is a viable communication medium for identifying and interacting with customers, advocates and potential customers. The product marketing team uses Twitter to proactively reach out with coupons and special offers to people who tweet about cold sores and to encourage people who respond positively to submit product ratings and reviews. For the integrated and innovative voice of the customer strategies, the Abreva brand team won the GSK Brand Edge Award for consumer first initiatives.