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Building loyalty with gamification: Success stories from Clorox
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report explains how Clorox, the consumer products manufacturer, has used gamification as part of its marketing strategy in the US.
This event report explains how Clorox, the consumer products manufacturer, has used gamification as part of its marketing strategy in the US. Three approaches to gamification are described - building, buying and renting - with examples for each. Building is describes as creating the brand's own custom gaming experience, which means getting exactly what is required but requires a lot of planning and resourcing and carries risks. Buying involves adapting a partially completed offering created out-of-house that allows customisation without the difficulties of creation from scratch. Renting takes the form of attaching the brand name to a pre-existing property and is most suited to when marketers want to move quickly and utilise the scale of their partner. Gamification could also be extended inside companies as a way of motivating employees.
Shout Out Louds: The Ice Record Project
Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2013
This case study describes a campaign for Shout Out Louds, the Swedish indie band, that used an influencer strategy to create interest in an upcoming album launch.
This case study describes a campaign for Shout Out Louds, the Swedish indie band, that used an influencer strategy to create interest in an upcoming album launch. The campaign targeted existing and potential fans by creating an exclusive experience, in contrast to widely accessible digital music formats. Listening kits were sent to key influencer groups globally, including fans and bloggers, with the hope of creating social media buzz. The campaign created over one hundred social media impressions and received broadcast media coverage in several countries.
Tip Top: Feel Tip Top
Direct Marketing Association - US, Diamond - Best in Show, DMA International ECHO Awards, October 2013
This case study describes a campaign in New Zealand by Tip Top, the ice cream brand, to make it more relevant and modern to consumers.
This case study describes a campaign in New Zealand by Tip Top, the ice cream brand, to make it more relevant and modern to consumers. Tip Top enjoyed strong recognition, as an old, established brand, but was finding it difficult to connect with younger consumers. The campaign sought to increase consumption and improve brand momentum. An emotional message was used, demonstrating the pleasure ice cream creates with the slogan 'Feel Tip Top'. People were able to nominate someone through social media to receive ice cream, which the company would then deliver. These deliveries were filmed and shared on television and online. Tip Top received 31,000 nominations from members of the public, delivered 20,000 ice creams, increased sales by 1.5 million units, and exceeded the brand momentum target score.
Clavin: The Erection Blister
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign by Simply You Pharmaceuticals, the healthcare company based in the Czech Republic, which sought to reposition a product to appeal to younger consumers.
This case study describes a campaign by Simply You Pharmaceuticals, the healthcare company based in the Czech Republic, which sought to reposition a product to appeal to younger consumers. The company redesigned the packaging and handed out free samples of the product to young men in nightclubs. The quirky design created earned media coverage and increased sales.
Fonterra: Feel Tip Top
The Communication Agencies Association of New Zealand, Silver, New Zealand Effie Awards, 2013
This case study describes a campaign by Tip Top, the New Zealand ice cream brand, which wanted to increase sales by targeting adults without children.
This case study describes a campaign by Tip Top, the New Zealand ice cream brand, which wanted to increase sales by targeting adults without children. Although it had strong brand recognition and positive association, particularly among families, it wanted to expand its reach. Through a combination of television ads and social media, Tip Top encouraged people to nominate someone who deserved to 'Feel Tip Top'. Deliveries of ice creams to the nominated people were then filmed and used in further ads. The campaign increased engagement with the brand and successfully increased sales by 16.7%.
How Vanish succeeded by marketing with, not at, consumers
Asit Gupta, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the re-launch of Vanish, the stain removal brand, in China through a participatory campaign targeted at mothers.
This case study describes the re-launch of Vanish, the stain removal brand, in China through a participatory campaign targeted at mothers. Vanish had previously been launched and withdrawn twice in China, and so this campaign faced a challenge to engage consumers. The strategy chosen to meet this challenge was to market 'with' consumers rather than 'at' them. A stain removal testing kit was developed and sent to mothers who had applied to take part. Within eight weeks 60,000 mothers had used the test kit and generated online and offline recommendations, creating a successful product launch.
Tiger Energy Biscuits: Tiger Energy Lunchbox
Gabriela Loren Bade, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Tiger Energy Biscuits, the Filipino biscuit brand, repositioned the brand in order to halt a decline in sales.
This case study describes how Tiger Energy Biscuits, the Filipino biscuit brand, repositioned the brand in order to halt a decline in sales. The brand enjoyed awareness but had not translated this into sales. The campaign targeted mothers through television and print, by arguing that Tiger Energy Biscuits would fill an important nutritional gap for school children. As a result penetration, sales and brand relevance increased.
Coca-Cola: The World's Largest Karaoke Machine
Linda Chi, Joanne Chu and Milka Wang, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign from Coke, the beverage brand, which targeted the youth market in Taiwan.
This case study describes a campaign from Coke, the beverage brand, which targeted the youth market in Taiwan. Coke created a giant outdoor karaoke which attracted 34,000 people over four weekends, and a Facebook app to support the events. Celebrity singer A-mei was recruited to begin the event, and the resulting karaoke video was made into a television ad. Internet searches and social media posts about the events and brand increased during the campaign, and the 'top of mind' metric grew by 35%.
Illumina Colour: See colour in a new light
European Association of Communications Agencies, Bronze, Euro Effies, 2013
This case study explains how Wella, the hair colouring brand, targeted hair professionals in Europe with a new product launch.
This case study explains how Wella, the hair colouring brand, targeted hair professionals in Europe with a new product launch. Research found that the target market trusted other stylists more than product claims, and so product samples were given to stylists before the launch in order to generate testimonials. The media strategy also encouraged consumers to ask stylists about the product. The product launch was successful, exceeding the sales target by 134%.
Parachute Advansed Ayurvedic: Recommended by those who care about you
Yousuf Rangoonwala, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Parachute Advansed Ayurvedic Hair Oil, a treatment for female "hair fall", developed a campaign to follow a successful launch in India.
This case study describes how Parachute Advansed Ayurvedic Hair Oil, a treatment for female "hair fall", developed a campaign to follow a successful launch in India. The launch had been unique, engineering a chain of personal one-to-one letters of recommendation between hair-fall sufferers. Analysis of the letters of recommendation showed that the relationship between sufferers was the source of the brand's efficacy. This insight was then used to trigger recommendations between sufferers who cared for each other through a mobile campaign, a print campaign, and a TVC. The campaign was successful: generating 10 times more recommendations than the launch, acquiring the highest number of new entrants into the category, and becoming the second largest hair-fall brand in its markets.
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