RAM: Look-Look Buzz-Buzz
"We feel that a focus group is an artificial setting," explains Brandy Fons, Look-Look's spokeswoman, adding, "We try to have meaningful conversations with our audience and their peers in their natural environment to gain honest insight."
Look-Look has spent the better part of a decade building an online youth network of people aged 17 to 35. Look-Look now employs this virtual army of 35,000 to research, advertise, and even package their clients' products and services.
When Look-Look clients such as Calvin Klein or Lucky magazine want to create buzz about a new product, network members start creating blogs and designing packaging. In fact, it was Look-Look's network that approved the name of Calvin Klein's scent Crave. What better way to reach the tween, teen, and young adult markets than to have them promote their own products?