Building brand devotion through strategic communications and emotional engagement.
The challenge
A major CPG company asked us to help generate loyalty through a customer engagement (CRM) program. The program created a deeper level of emotional connection by encouraging repeat purchases based on lifecycle and purchase events.
The approach
We polled customers on their favorite scent and offered a promotion on the winning scented product.
Goals
Voting Emails
Build brand and engagement
See if teaser-type communications increase engagement and revenue.
Voting Posts
Build new relationships
Convert followers to subscribers.
Promo Emails
Drive sales
Follow with email promotion on the winning scent.
Audience
All subscribers
Instagram followers
Subscribers who voted for the winning scent
The solution
We developed a multichannel journey that built anticipation on which scented product would win.
The Results
promo email
open rate
more annual spend
among voters vs.
non-voters
Top
performance of
all campaigns
that year