Nicole Nic’s Sticks by OPI: Results from a Field Experiment Using Traditional Media and Viral Marketing to Launch a New Nail Lacquer Product Harvard Case Solution & Analysis

Nicole Nic’s Sticks by OPI: Results from a Field Experiment Using Traditional Media and Viral Marketing to Launch a New Nail Lacquer Product Case Solution

Abstract:
This case explains a viral advertising project run by a business called SheSpeaks (New york city) for OPI, among the world's top brand names in nail lacquer. OPI releases a ingenious and new nail lacquer product, "Nic's Sticks", utilizing viral marketing and standard marketing. The case explains the viral project and a field experiment carried out to determine which customers are the best efficient "seeds" in regards to spreading out word-of-mouth about the item and producing sales.

Pedagogical Goals:
This case could be utilized as an intro to buzz/viral marketing as a tool for releasing new items. It has a great deal of information on seeding techniques (who must be chosen as customers at the beginning of the project to spread out word-of-mouth) and explains a clinical field experiment where various seed qualities were compared with see which were more reliable.

This is just an excerpt. This case is about Marketing

published: 29 Nov 2010

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Nicole Nic’s Sticks by OPI: Results from a Field Experiment Using Traditional Media and Viral Marketing to Launch a New Nail Lacquer Product

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