Social-Driven Campaign Turns Professional Product into Passion Purchase

Our proprietary research showed us the next generation is concerned less about status and more about serving causes, belonging to a group, and expressing their personalities. This led us to a new strategy: Transform Littmann stethoscopes from a professional product into a passion purchase by shifting the brand from a status symbol to a brand of achievement and personal expression. We reached out on Facebook, Twitter, mobile and the web with buyer-driven content and conversations.

We energized enthusiasm for the brand with a buyer-focused engagement campaign. Buyers were invited to share their stories on how their Littmann stethoscopes are part of both their profession and lives. For the 2014 holiday season, we created a custom Facebook app allowing users to “Drop the Hint” that they want a Littmann stethoscope. They could select a scope and post their request to Facebook where loved ones can easily click the post and buy.