Consumer Campaign Personalization - Case Studies
Cadbury, Starbucks, and Coca-Cola are three companies who have successfully used personalization in their consumer campaigns. Cadbury's personalized video campaign; Starbucks games and rewards program; and Coca-Cola's Share A Coke campaigns are examples of personalization in successful consumer campaigns.
- Cadbury decided to embark on a personalized marketing campaign because the company realized that TV ads were not achieving the kind of engagement they wanted(source 1)
- Cadbury embarked on this campaign to increase market penetration in Australia and increase brand awareness.
WHAT WAS DONE
- Cadbury worked with Idomoo on this personalized video campaign. An app called flavor matcher was used to determine consumers personality type after they pick their favorite flavor. Then based on information gathered from their Facebook profile, a video was automatically created containing personal information of the user that can be shared on social media.
- 90% of people watched the video to the end. Cadbury saw at least 65% click through, and 33.6% conversion as people offered up their data to enter a competition.
- Starbuck engaged in this personalized campaign to reward loyal customers, encourage them to try new products, and visit stores regularly.
WHAT WAS DONE
- Starbucks created personalized games with information generated from past visits and digital interactions. These games reach the customer via email or app.
- The reward games give users 2 points for every dollar spent. Members get other benefits like free in-store refills, free beverage on the user’s birthday, personalized suggestions based upon past orders, special member offers/events, mobile payment, and pre-order. One gets more points when they spend more at Starbucks.
- As a result of this campaign, Starbucks’ marketing campaign results tripled, email redemption doubled, mass marketing spends reduction, and a threefold increase in the incremental spending of customers who redeem offers.
- With this game/ rewards program, Starbucks has generated an instant digital relationship with the 14.2 million active US reward program members. The loyalty game rewards program has seen an 11% growth in users in the second quarter of 2018 and reward program members in certain places spend more, representing 39% of the entire chain’s sales.
- Coca-Cola's "Share A Coke" campaign was introduced to resolve the issue of stagnant sales.
WHAT WAS DONE
- The campaign started in 2011 in Australia, and the company traded its logo for 250 of the country's most popular names. Consumers were encouraged to look for bottles carrying their names and to post on social media with the hashtag #ShareaCoke.
- Knowing that some names were not so popular, Coca-Cola created a 500-stop, cross-country "Share a Coke" tour where mini cans were customized for fans and a second one for someone special. There were preprinted options with titles such as BFF, bestie, etc. for those who couldn't find their names.
- People could order personalized Coke bottles via Facebook, and in some countries, every coke bottle had a different name.
- The share a coke campaign resulted in 7% increase in sales, a total of more than 18 million media impressions, and traffic on the Coke Facebook site increased by 870%, with page ‘likes’ growing by 39%.