I love this concept from PRIMPED.
The smart girls over at 'the go-to in how-to in beauty' website are turning the tried & tested 'gift with purchase' subscription driver into a very useful tool to;
1. Drive quality user-generated-content
2. Recruit new employees
3. Refresh their site with relevant opinions & perspectives without actually having to pay people to do it
Overall, they are empowering their most engaged users to contribute to their site over & above regular commentary. It is an appealing promotion for their current users but also a great opportunity for brands to road-test their products and get rich consumer feedback.
This concept has been in place for a long time, driven by agencies such as The Soup and T-Garage's Vibe Village. The difference here is that audience are already engaged, they're well defined and they are motivated to share their opinions because they know they'll be heard (as the site is a source of beauty information not just an aggregator of opinions from panel based triallists).
If I represented a beauty client, I'd be on the phone to Ms Foster to strike a deal before my competitor beat me to it.
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