WEB 2.0ʹS MARKETING IMPACT ON LOW-INVOLVEMENT CONSUMERS

What happens if you create a campaign based on the target segmentʹs dreams of being a designer, in combination with a recognized brand and medium that have the same target segment? For SCA Libresse, the relationship with its consumers is a vital competitive factor. From dialogues with the target segment, the companyʹs marketing managers recognized that many young girls have an interest in fashion and design. Therefore, SCA Libresse developed its campaign: Libresse, Letʹs Design. The winning contribution was to be sold in 180 stores in Nordic countries. The result was overwhelming: 90,000 designs were submitted, and the number of Web site visitors doubled. Most important, SCA Libresse witnessed an increase in sales during the campaign period. Using the Libresse, Letʹs Design campaign, this article discusses how brand awareness and positive attitude toward a brand can be created by use of the Internet in an interactive and social way.