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BrandExtract Launches National SoSilk BioPlus campaign

September 16, 2011

HOUSTON, September 16, 2011 - Houston brand experience firm, BrandExtract, launched an online campaign for SoSilk BioPlus hair care products this week to promote six products in more than 600 Kroger stores across the United States. The campaign, consisting of three components: campaign, Facebook social media and Yahoo!, was planned on a very limited budget and offers consumers varied discounts from $1.50 off to Buy One Get One Free on any SoSilk BioPlus Color Care Shampoo or Conditioner, Silk Shine, Silk Drops, Shape and Play Hair Spray and Shape and Play Plus Hair Spray. 

"Given the client's very limited budget and the challenge of achieving pull-through in more than 15 markets including Houston, Dallas, Atlanta, Denver and Phoenix, this campaign had to be very targeted and offer consumers high value to induce product trial." Mark Hayden, Chief Communications Officer, BrandExtract, said.

Along with and Yahoo!, the company launched a Facebook campaign allowing visitors to download a Buy One Get One Free coupon just for "Liking" the brand's page. 

"The Facebook campaign has been a huge success growing the SoSilk's fan base from just 65 fans in early August to more than 2100 today. Most of that traffic was grassroots viral because once the coupon bloggers caught wind of the offer, they spread it around to their network of coupon-clippers," Hayden said.  

To keep momentum going on Facebook, BrandExtract created a persona on Facebook and Twitter to engage the predominately female audience. The persona posts about topics ranging from what happens in the club scene to health and beauty secrets. This engagement has kept attrition from those just seeking the Buy One Get One coupon to a minimum.

The coupon-focused campaign seems to be timed right. With a down economy, consumers are clipping coupons at record rates as they seek to save money on the products they purchase every day. According to eMarketer, 88.2 million US Internet users will redeem an online coupon for either online or offline shopping this year, up from 83.6 million in 2010. 

SoSilk Advertisement on Yahoo


SoSilk Facebook Page

About BrandExtract, LLC.
BrandExtract is a brand experience company that provides savvy business solutions and creative, compelling marketing that help clients grow. The company analyzes all customer touch points-from operations and service to promotions and sales-and develops sound, strategic approaches executed with engaging creative that deliver measurable results. Visit for more information.