Brand Content Inspiration Across the Customer Journey
Case studies on Nescafe Milano 2.0 Espresso machines, Otter Pops brand freezer bars, Seagate hard drives and storage technologies, and Electrolux appliances have shown how these brands leverage content marketing across all stages of the buyer's journey. These products were chosen because consumers enjoy or need these products, though they do not typically "love" them the way sexier products like luxury cars or fashion and apparel are loved. The customer journey includes awareness, consideration, evaluation, commitment, and advocation.
NESCAFE MILANO 2.0 ESPRESSO MACHINES
Nescafe's marketing strategists worked to change previous brand conceptions for the Milano 2.0 espresso machine, as customers did not find relevancy in the campaign messages previously used by the company. The company desired to change interests into leads.
The company solved this problem by using audience insights to create a trend report. They then used this report to convey key product differentiators, which allowed the brand to inspire an immersive experience and extend creative executions that followed the customer journey. By using native advertising, email marketing, sponsored content, social media advertisements, and paid and unpaid searches, Nescafe was able to drive consumers from awareness to advocacy.
During this campaign period, over 170 Milano 2.0 espresso machines were installed by consumers, and over 240 leads were captured. The company also saw over 54,000 content interactions after instituting this campaign.
OTTER POPS FREEZER BARS
Otter Pops brand of freezer bars initially started out as being only recognized on the West Coast of America by Generation X consumers and baby boomers. The brand aimed to reach other audiences, including Millennials and Generation Y consumers by creating a positive experience among consumers.
To create this change in consumerism, Otter Pops developed a photo contest called #OtterPopVibe. This campaign was created to target consumers who enjoy sharing photos online, specifically Millennials and Generation Y consumers. The company created and sponsored posts for this contest and responded to user comments on social media platforms that were used to share these photos. This was done to increase brand awareness, engagement, and advocacy. Otter Pops created a paid search campaign that was used to reach consumers on Facebook, Twitter, and Instagram. Engagement with the brand was encouraged, and sweepstakes entries were also provided to increase engagement. This campaign allowed the company to increase awareness and drive this awareness to consumer advocacy.
Because of this campaign, Otter Pops reached over 4.25 million people, and the company experienced a 3.5% increase in social media followers on Facebook, Twitter, and Instagram. They also exceeded the goal for sweepstakes entries by 33%.
Seagate, a company that produces premier hard drive and storage technology, aimed to increase brand awareness by identifying consumer themes, produce and repurpose content relevant to these themes, map the marketing strategy to the customer journey, and measure overall gains.
To achieve these goals, Seagate focused on search engine optimization (or SEO). By utilizing SEO, the company was able to understand consumer behavior, how the consumer searches for products, and providing an easy-to-use website. This, in turn, created more consumer awareness and pushed the customer across all stages of the buyer's journey, ending in consumer advocacy.
Since the company began focusing on SEO, Seagate has seen a 20% increase in traffic growth as well as a consistent increase in new visits to the Seagate website.
Electrolux is the world's second-biggest appliance developer. However, when online purchasing habits increased, Electrolux fell behind. To fix this, the company's CMO opted to restructure the company to create a better consumer experience that focused on content.
To properly restructure the company, Electrolux focused on consumer trends, what importance the consumer placed on home appliances, and how the consumers shop for products. Electrolux also focused on the inspiration behind the consumer's decisions, including how the consumer cooks, how they feel about sustainability, and the ways in which they discuss food.
Experimentation was used to discover what works and what does not work for consumer content engagement, and then relevant content was shared to reach out to those consumers. Electrolux focused on online engagement with the consumer before the consumer even started searching for new products in order to create a relationship. The transition from print and television advertisements to digital advertisements (social media ads, blogs, virtual reality, etc.) worked to increase this consumer relationship at an earlier stage and stay with the consumer through all stages of the buyer's journey.
To conclude, many companies have been paying more attention to consumer habits and behavior trends in order to leverage content marketing across all stages of the buyer's journey. Nescafe has altered their brand conceptions to appeal more to the consumer, while Otter Pops focused on increasing brand awareness and advocacy among different generations. Seagate utilized search engine optimization to understand consumer behavior and product searching habits, and Electrolux worked to create a relationship with the consumer before the consumer was even in the market to buy a new appliance.