Case Study: Briggs & Stratton achieves 460+ consumer reviews and 1.4M social reach with Bazaarvoice Conversations

Briggs & Stratton Finds Innovative Ways To Collect More User-Generated Content

Briggs & Stratton, the world’s largest maker of gasoline engines for outdoor power equipment, needed new ways to collect authentic consumer-generated content to drive purchases and inform product development. The challenge was to increase review volume and social reach for nine new products beyond traditional market research.

Working with Bazaarvoice Conversations, Briggs & Stratton hosted a hands-on event at a spring-training baseball camp in Phoenix, capturing feedback on iPads and engaging bloggers and influencers. The campaign produced 460 ratings and reviews (average 4.77/5), 134 social posts and nearly 1.4 million influencer impressions, plus video testimonials — content now published on their sites and used to guide product decisions, including a 2016 mower that folds for storage and requires no oil changes.

Briggs & Stratton

Rick Zeckmeister

Vice President of Consumer Marketing and Planning, Briggs & Stratton