Consumer-generated Content Proves Successful for Turtle Wax

Content Manager

Turtle Wax drove 1.3 million page views with its content when it added consumer-generated content to its website. The goal for Turtle Wax was to transform a static website into a dynamic place where showcasing its products was a priority.

Prior to implementing consumer-generated content, the brand realized it was losing relevance and trust with its target consumers. Turtle Wax worked with Bazaarvoice to make this change possible.

Turtle Wax realized it needed to get content to its customers, and that its business could benefit from other types of consumer-generated content as well. The company also shares consumers’ photos and videos which display the use of Turtle Wax products.

In less than six months, Turtle Wax was able to curate photos posted online to its product pages; the content has seen more than 125,000 interactions.

“Once we started to get these really great reviews on our website, we wanted to figure out how to push that content out and get more consumers to read the reviews,” said Courtney Lauer, marketing manager for Turtle Wax. “We also wanted to expand the types of consumer-generated content we shared, since our product category lends itself so well to showing results through visual content, not just reviews.”

Not only is Turtle Wax able to use consumer-generated content on its website, but other major retail websites where consumers buy its products.

“Consumers are often not going to go to your brand site when they want to buy your product, they’re going to go to a retailer’s site,” said Lauer. “With Bazaarvoice, we’re able to syndicate consumer-generated content across multiple retailers so that we’re amplifying consumer views of our ratings and reviews.”

Content syndication allows Turtle Wax to better partner with retailers, because the more consumer-generated content, the better equipped the retailer is to sell the product successfully.

“Our retailers are always looking for content,” said Lauer. “This is a great way they can leverage what we’re already collecting. And that’s not just product catalog information, but also content led by the consumer that’s going to help them sell more products.”

Turtle Wax has generated a high volume of reviews using the platform, which is especially helpful when competing head-to-head on a retail site with another company that doesn’t have as much CGC to share. It has also been able to show the images collected with Bazaarvoice Curations on retailers’ websites, providing the result proof points in a visually-driven category.

“We often have a hundred reviews where our competitors only have reviews in the single digits, if they have them at all,” said Lauer. “We’ve seen huge success as a result of this, including a year-over-year sales increase of over 50% at some of our retailers online.”

Turtle Wax also pursues other avenues to increase word of mouth: Sharing consumer-generated content on social media, through its monthly email newsletter and at trade shows.

Gathering consumer-generated content has also provided insights into its customers and products, helping the company understand them better and make quality improvements. Turtle Wax also uses the review submission page to capture information in order to understand its target audience.

“For example, we wanted to find out whether customers were mainly using Turtle Wax Ice Spray Wax for deep cleaning or for quick-cleaning occasions, so we asked the questions on the submission form,” said Lauer. “Turtle Wax also uses the submission form to get information beyond traditional demographics, such as the types of vehicles customers’ drive, how old the vehicles are, and so forth.”



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