Prospecting: Viral Marketing With Free Samples Grows Yogi’s Mail and Email Lists

The samples are limited to one per household, but well-wishers can send them to as many contacts as they'd like. That's a hard working viral marketing campaign. From its launch in January 2010 through June, 36,000 well-wishes have been sent, according to Yogi's Brand Director Melanie Haliburton.

"Yogi wanted to raise awareness of the brand among its core LOHAS ["lifestyles of health and sustainability"] consumers while expanding its consumer base," says Haliburton. "Guided by Yogi's 'Flavor with Purpose' brand promise, Well-Wishes was designed to drive trial, generate online buzz and showcase Yogi's herbal and wellness expertise by featuring a variety of flavorful and functional teas."