US-based social media content specialist PowerReviews has acquired product sampling and influencer marketing company BzzAgent from dunnhumby. Terms of the deal were not disclosed.
Originally acquired by dunnhumby's parent Tesco in 2011, in a deal thought to be worth in the region of $60m, BzzAgent specializes in word-of-mouth campaigns which it initiates by sending client products and/or coupons to a sample of individuals it calls 'BzzAgents'. These agents are chosen for their demographic profile and they then conduct a campaign among their network on social media and report back on their individual initiatives. The results are analyzed and then passed back to clients.
PowerReviews says the deal builds on its own success of combining product sampling with review syndication for greater scale. This service enables clients to target the right audience from a database of one million consumers, and then distribute samples, collect reviews, and syndicate content across the firm's Open Network to reach more than one billion active shoppers monthly across hundreds of eCommerce retailers. The buy also complements the recent launch of PowerReviews' Social Suite and will allow clients to increase the impact of sampling by asking consumers to share their reviews on social media and have these reviews shown directly on brand and retailer eCommerce sites.
PowerReviews CEO Matt Moog (pictured) comments: 'These new features give brands and retailers a turnkey solution for increasing review coverage and tapping into the power of the everyday social influencer across the customer journey. We look forward to continuing to innovate on the next-generation of sampling and everyday influencer marketing solutions for brands and retailers everywhere'.
Web sites: www.powerreviews.com and www.bzzagent.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.