What are some examples of brands launching campaigns or new product based on the behaviors/social conversation of their current audience?

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What are some examples of brands launching campaigns or new product based on the behaviors/social conversation of their current audience?

INTRODUCTION

Thanks for asking Wonder about example brand campaigns based on user behavior and social conversation. The short answer is that this type of marketing channel critical to driving meaningful awareness and brand engagement. According to Deloitte, 60% of consumers trust feedback from friends and family and customer reviews more than any other source when considering purchases. With social platforms and mobile device ubiquity consumers have become both critics and creators, influencing what others buy as much or more than the brands themselves. The most savvy brands actively monitor social conversation to measure whether its messaging is connecting and what might need to change in its outreach efforts. Below you'll find several examples of brands tapping users to help drive engagement.

CAMPAIGN EXAMPLES

Noticing that its customers were sharing pictures of coffee cup doodles, the Starbucks White Cup Contest was launched in April 2014. Starbucks asked customers to submit pictures of their customized cups using the hashtag #WhiteCupContest. The submissions served as entries in a contest where the winning entry would be used as a template for a limited edition Starbucks cup. Starbucks received 4,000 submissions in three weeks.

In 2013, Pepsi harnessed Pepsi vs. Coke conversation by building a campaign where customers shared pictures and videos espousing why they preferred Pepsi Max over Coke. Pepsi used Instagram and a dedicated mini-site to facilitate the conversation and the best entries where eligible for prizes including a year's supply of Pepsi. Over 7,000 entries were submitted and the site received 50,000 unique visits with the average visitor spending six minutes on the site.

Heineken noticed increased conversation on social media indicating interest in more original beer styles. In 2012, it launched the 'Reinvent the Draft Beer Experience'. The campaign gave customers opportunity to share video, pictures and ideas to change the Heineken experience.

Three is a UK-based mobile phone operator. It noticed that around the holidays, its users were using 71 times the amount of data they normally used. This usage increase was primarily driven by posting images and videos to social media while on vacation. Powered by this insight on customer behavior, Three launched its #HolidaySpam campaign, where they allowed their customers to use their phones and data plans abroad at no extra cost. They paired this with 60-second TV spots warning viewers about the upcoming onslaught of 'holiday spam' photos along with images of people sending generic holiday videos and pictures to friends and family. The campaign led to a 90% increase in Three's social conversion volume.

Danone Nutricia built a campaign around its popular Karicare + Toddler Milk product and its users behavior of posting pictures of their children with the product. It built a contest around the submission of these pictures through a dedicated social channel, with prizes including family vacations. As part of the posting process, customers provided the company with contact details and opt-in to additional marketing campaigns.

Some brands go beyond listening and reacting to organic conversation and empower customers to help co-create products. LEGO has created an online community called LEGO Ideas where members can discover creations by other customers and submit their own designs for new sets. If a project gets 10,000 votes, LEGO reviews the idea and picks a winner for an official LEGO Ideas set to be created and sold worldwide. The creator receives a percentage of sales and is featured in marketing campaigns.

Others are looking to make a more direct link between marketing and e-commerce. Amazon has pushed the concept of s(ocial)-commerce allowing for a trigger on social media to initiate a purchase path. Amazon has partnered with Twitter to accomplish this through functionality that allows users to reply to a tweet containing an Amazon product link with the hashtag #amazonbasket. This then links to a quick checkout workflow on Amazon.

Per Hubspot, launching a user generated content campaign can be one of the most effective ways to build a brand. The keys to a successful campaign include matching the promotion to the audience, requesting entries that can be used in a campaign, and making the effort required to participate commensurate with the reward.

SUMMARY

In short, there are many examples of brands successfully leveraging user conversation to drive awareness and engagement. Thanks for using Wonder and let us know if we can help with anything else!




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