Clamato, the tomato-plus-seafood beverage that has occupied a unique space on grocery shelves for years, became interested in word-of-mouth marketing after reading an article on BzzAgent's tactics.
The company - with a 75% Latino customer base - turned to the agency for BzzAgent's first Hispanic-targeted campaign, aiming to strengthen brand loyalty and expand Clamato's reach.
Clamato markets exclusively to the Latino community, so BzzAgent rounded up 2,000 of its "agents" with Latino ties to help tout the drink.
"We have a very loyal following of core consumers, but the issue has always been to gain enough traction with new consumers," says Georg Rasinski, director of brand management for Clamato and Mixers. "Just getting people aware also didn't really do it for us."
The aim: to get people to actually taste the product.
BzzAgent sent its agents "Bzz kits" in Spanish and English, featuring facts about Clamato, product samples, and coupons. Vanesa Guerra, BzzAgent's account director on the project, says the inclusion of cocktail recipes and serving suggestions sparked wider interest among consumers. The agents got to work promoting the drink. One reported converting his buddies at the gym; another, her sister, who discovered Clamato was a good mixer for cocktails.
BzzAgent's preferred metric, a "net promoter score," measures the ratio of supporters to detractors of a brand. Clamato's score was 50, versus an average of 16. Also, BzzAgent says 64% of its agents became what it calls "brand evangelists" for Clamato. Rasinski admits that specific sales impact is hard to track, but says the consumer feedback was invaluable.
BzzAgent's Hispanic practice has since grown. Clamato is considering future word-of-mouth efforts.
PR team: Cadbury Schweppes' Clamato (Plano, TX) and BzzAgent (Boston)
Campaign: Promoting Clamato through "Bzz"
Duration: September to December 2005
Budget: Significant discount on standard rate of $130,000