To reach an audience that has become volatile, communication strategies are no longer only made for, but by the audience for which they are intended, soliciting several registers of emotion and participation. Focus on 5 collaborative campaigns that have succeeded!
Loews: when customers talk to customers
To showcase its infrastructure to its public, the Loews hotel group used the photos of its own customers on Instagram. The brand made a first selection, under the signature #TravelForReal, which then became an advertising campaign fueled by contributions from holidaymakers. To go further, Loews also published it on its site and its social networks under the banner “Nobody tells our story better than you”.
Why does it work? By calling on its customers and not the service of a professional, Loews responds to a double challenge: that of credibility, with photos of real customers under retouching; and that of loyalty since the collection values the content of its customers and contributes to the emergence of a sharing community. The art of speaking true and to everyone!
Adobe: when consumers investigate
Although it is a benchmark in the industry, Adobe’s graphic design software, Photoshop, remains complicated to master for novices. In order to educate the general public about the different features of Photoshop, Adobe launched an interactive game in which Internet users were asked to solve a criminal conundrum by using the software’s functionalities (magnifying glass, filters, rotation, etc.). Clues are also disseminated on Facebook and Twitter.
Why does it work? Adobe offers a fun and concrete discovery of its software by allowing novices and experts alike to use its various possibilities. A gamification (or “gamification”) model that can be defined as the integration of game codes in so-called “serious” areas: the acquisition of knowledge, but also the participation of employees in the company for example. A concept that has the wind in its sails, so think about it!
Target: when everyone shares their emotions
The mass retailer Target invited young Americans to film their reaction to one of the most important moments in their lives: the opening of the acceptance letter at the university. The videos were then compiled in an advertising spot that recalled Target’s commitment to education.
Why does it work? With amateur videos, Target is associated with a strong and intimate moment of a student and his family in which everyone can find themselves. An emotional membership that echoes its philanthropic donations: the consistency between the medium chosen and the action on which we communicate is simply optimal.
Ikea: when a catalog becomes everyone’s business
In order to produce a version of its catalog adapted to social networks, Ikea asked its customers to take photos of the pages of the paper version, then to publish them on its social networks with a dedicated hashtag. To motivate the contributions, the Swedish brand won one of the products photographed by its customers every week. Hundreds of thousands of photos were collected, forming a catalog accessible on Facebook at any time.
Why does it work? In addition to consolidate its community, Ikea creates a new product in collaboration with its customers, allowing an effective advertising campaign and especially at lower cost. Cost of the operation: some furniture, and therefore some customers happy and rewarded for their loyalty.
Milka: when a game becomes a moment of sharing
Riding the wave of mobile video games, Milka launched in 2015 its own application offering 9 mini-games. From 1 to 9 players, they are inspired by the most popular concepts in this area and are used in the visual universe of the brand. A success since the application became one of the most downloaded at the time on the Appstore and Google Play, with more than a million downloads!
Why does it work? Through a platform that encourages entertainment, sharing and conviviality, Milka embodies its brand values and stages its products, protagonists of mini-games. The brand thus becomes present in the lives of its customers outside the time of consumption of its products.