Why has it become so important for brands to engage with customers? Is there a need to do that and if there is, would you want to invest time and resources to create those experiences?
Core values are different for different brands. Core values define what the brand stands for. Brands built with the sole purpose, which is its customers, it is clearly evident as to how these brands do things differently.
Let’s see what some brands are doing to keep their customers engaged.
A while ago, Nestle built a campaign to engage with its customers via one of its chocolate brands KitKat. This had a subtle message around the tagline. Customers who know what the tagline is understood the value proposition of what they are trying to do here: ‘Have a break, have a Kit-Kat’. Check out the video below.
The World’s First Massage Billboard from KitKat. Placed in few locations across Columbia, anyone tweeting about being stressed, tired or just needing a break, was replied to with a message from KitKat with the location details of where to find one of their special Massage Billboards.
This was indeed a very well designed campaign and one of the best examples out there on customer engagement and how this brand’s customer-centric approach was effective.
Why are brands investing so much in trying to engage customers? One of the main reason I believe is to ensure that customers are able to recall their brand name when shopping for products or services. In this case, every person who has watched the video, who was part of the campaign, will have no problem recollecting their touch point with the brand.
We see a lot of ads by brands that provide travel services. How many of them were successful in giving people the experience of travel before they even avail their services? It is tough to experience services without actually consuming them. This is what one travel provider did to engage their customers without actually making them use their service.
To promote their travel service, the railway company SNCF teamed up with ad agency TBWA Paris to create an amazing experience that gives pedestrians the illusion of travelling to other European cities—simply by opening a door.
Now after watching this who wouldn’t want to travel by SNCF? Even though I didn’t get a chance to be a part of this campaign, I sure would love to try them out if I ever go to Paris, wouldn’t you?
As you can see how creative brands have become when trying to figure out how to engage their customers and be more customer-centric.