How to Generate Authentic Product Reviews: SumaNurica’s Successful Campaign

SumaNurica Review Subscription Strategy

In today’s competitive skincare market, staying relevant is essential. SumaNurica, in partnership with Social Soup, implemented a powerful ‘Review Subscription’ model that consistently generated fresh, authentic reviews across multiple product SKUs. This Review Subscription strategy ensured ongoing consumer engagement and kept the brand’s offerings at the forefront of customers’ minds.

The SumaNurica campaign wasn’t just a one-off effort; it was an always-on approach to drive recency and relevancy of reviews. By engaging targeted reviewers and educating them on the product benefits, Social Soup helped SumaNurica build a robust foundation of social proof. Here’s how this strategy enabled SumaNurica to exceed its goals and establish its products as essentials in skincare routines.

A Comprehensive Campaign Strategy

The SumaNurica campaign wasn’t just about product testing and reviews. It was a holistic marketing strategy designed to build awareness, create social proof, and gather invaluable consumer insights. Social Soup implemented a multi-faceted approach that included:

• Targeted Product Testing: Engaging women aged 30+ concerned about anti-ageing, ensuring the products reached the right audience.
• Survey-Driven Market Research: Conducting detailed pre and post surveys to gather feedback, understand consumer preferences, and identify barriers to purchase.
• Review Subscription: Encouraging authentic reviews to build trust and social proof for the SumaNurica brand.
• Targeted Amplification: Leverage video review content to amplify real customer testimonials to the relevant target audience.

This strategic approach allowed SumaNurica to not only showcase their luxury skincare products but also gain a deeper understanding of their target market.

Key Campaign Results

• Reviewers: 480 participants
• Reviews Generated: 752 reviews with an average rating of 4.5 stars
• Net Promoter Score (NPS): Increased by an average of 65 points pre vs post campaign, well above industry standards

These results highlight how Social Soup’s strategy turned product triallists into brand advocates, significantly boosting SumaNurica’s credibility in the market.

Lyn’s Video: The Power of Authentic Testimonials

One of the campaign’s highlights was Lyn’s video testimonial, which played a central role in the amplification strategy. You can watch Lyn’s video here.

• Real Results: Lyn shared her personal experience with the Nonapeptide Niacinamide Rejuvenating Serum, emphasising its positive effects on her skin.
• Effective Amplification: The video was strategically amplified, resulting in over 18,000 views, driving significant traffic to the SumaNurica website.

This authentic content resonated with the target audience, reinforcing the brand’s luxury and effectiveness.

Amplification Success: Extending Reach and Impact

To maximise the impact of Lyn’s testimonial, Social Soup executed a targeted amplification campaign. The results were exceptional:

• Video Views: Over 18,000 views, three times the expected amount
• Cost per ThruPlay: Just $0.03 AUD
• Website Traffic: Generated over 2,000 clicks to the SumaNurica website
• Engagement: Achieved 86,081 impressions, with nearly 3,000 viewers watching the video to completion

These figures demonstrate the effectiveness of a well-planned amplification strategy in expanding brand reach and driving meaningful engagement.

Almost 3,000 women in target audience heard how SumaNurica can replace Botox thanks to Lyn’s video review.

Deep Market Insights

Beyond engagement, Social Soup’s strategy also provided SumaNurica with valuable insights into their market. The survey-driven research revealed:

• Key Purchase Drivers: Luxury experience, effective results, and scientific innovation were the top factors influencing purchase intent.
• Barriers to Purchase: Price was identified as a significant barrier, with 36% of participants noting that the high cost might deter them from repurchasing.

These insights not only helped refine the current campaign but also provided direction for future marketing efforts.

Why Social Soup’s Strategy Works

Social Soup’s approach goes beyond traditional influencer marketing. By combining product sampling, review generation, and in-depth market research, creating campaigns that deliver tangible results and actionable insights. This strategy ensures that brands like SumaNurica not only reach their audience but also understand and meet their needs.

If you’re looking to maintain the relevance of your products through continuous consumer engagement, Social Soup’s Review Subscription could be the perfect solution. This strategy guarantees a steady stream of high-quality reviews, keeping your brand top-of-mind for consumers. Contact Social Soup, the leading influencer marketing agency in Australia, to learn how we can help you create a campaign that consistently drives results.