Why has it become so important for brands to engage with customers? Is there a need for brands to do that and if there is, how many brands can invest in creating those experiences.
The reasoning behind this lies in the core values which make up the brand name. If the brand is created with the sole purpose, i.e., for its customers, you would be able to see the amount of effort these brands put in to engage with its customers.One of my favourite examples is the brand Nestle. A while ago, Nestle created a new way of engaging with its customers via one of its chocolate brands KitKat. Now everyone knows the value proposition of KitKat: ‘Have a break, have a Kit-Kat‘ . This video that I have shared below does exactly that.
The World’s First Massage Billboard from KitKat. With a bunch of locations across Columbia, anyone tweeting about being stressed, tired or just needing a break, was replied to with a message from KitKat and 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.
Why are companies investing so much in trying to engage customers? One of the main reason I believe is to ensure consumers able to recall my brand when shopping for products or services. In the case of the above campaign, every person who has watched the video or was part of the campaign will never forget their engagement with KitKat.
We see a lot of ads by companies that provide travel services. How many of them have given people the experience of travel before they even avail their services? It is tough to experience services without actually consuming them. What one travel provider did to engage their customers without actually making them use their service.
To promote its travel service, railway company SNCF teamed up with ad agency TBWA Paris to create an ad campaign that sends pedestrians to other European cities—simply by opening a door.
Now after watching this who wouldn’t want to travel by SNCF? , which is a French railway. Even though I didn’t experience what travelling with SCNF feels like, I sure would love to try them out if I ever go to Paris, wouldn’t you?