Starting from Zero: Building Trust and Enthusiasm for an Unknown Brand

This case study session will teach attendees how Alice.com successfully validated an unknown brand and built recognition, affinity and trust with key influencers through an integrated social media strategy.

New companies don’t have the luxury of relying on brand affinity or a big budget for new product or service launches. Alice.com faced that unique problem. And while its co-founders were experienced entrepreneurs, they had no experience with their target demographic of young moms, and needed to introduce an unfamiliar idea to key influencers to ensure a successful launch.

This session will cover the six months prior to the Alice.com launch and how Alice used a social media hire, three company blogs, Twitter, Facebook, and more to vet and connect with a list of key influencers. The presenter will describe how the company whittled its list of influencers to 31 which ultimately resulted in 160 blog posts on the day of the company’s launch. The session will highlight the blog strategy and campaigns Alice implemented to build both anticipation and respect for the brand before even having a product to sell. The presenter will also describe how Alice.com continues to leverage social media to introduce an unknown entity to consumers through communities like Facebook, their community blog, and mom blogs, all of which have contributed to the site’s traffic doubling each month and an astounding 25% closure rate.