MostContagious2012.pdf - Contagious Magazine

personalisation /
here’s to you
But what about privacy? It seems that our growing personal data
literacy means people are becoming more receptive to a new value
exchange: a recent Accenture study found 61% of online shoppers
would trade privacy for personalisation, and three in four shoppers
actually prefer retailers that use personal information to improve
shopping experiences.
Our relationship with technology is changing, too, as digital personal
assistants like Siri become more sophisticated. We’re more
dependent on it, and brands like Google are starting to build digital
tools like Google Now based on our personal data to pre-empt our
every need.
AXE Anarchy / Personalised graphic novel
If a brand seeks out your creative input, recreates your profile picture
to flattering effect and integrates you into an online graphic
novel, wouldn’t you at least try the product? This strategy paid
dividends for Unilever when it rewarded AXE’s millennial target
audience with its 15 megabytes of fame. To promote Anarchy, the
brand’s first unisex variant, Razorfish, New York, partnered with
Aspen Comics on creating a crowd-sourced online graphic novel
starring AXE Facebook fans and Twitter followers. An initial trailer,
which attracted 3.2 million views, invited the 2.3 million-strong
social media fan-base to get involved. After opting in, people
posted 15,249 story suggestions to help steer the plot, with 34%
coming from females. Fans were rewarded by seeing animated versions
of themselves in the graphic novel which depicted scientists
attempting to hit upon a formula for attraction. Since launching in
January 2012, Anarchy has become the best-selling body spray in
the US. Take that, Old Spice. Contagious 30.
www.axeanarchy.com
Hellmann’s / Recipe Receipts
In a smart use of real-time data, Hellmann’s used personalised,
persuasive tactics to encourage Brazilian consumers to realise that
mayonnaise is more versatile than just a condiment for sandwiches
and potato salad. Using point-of-sale software, the brand generated
personalised recipes based on the products people bought
in 100 outlets of the country’s St Marche supermarkets. If a shopper
put Hellmann’s in their basket, they received a customised till
receipt which doubled up as a recipe card. The recipe included
Hellmann’s mayonnaise along with other products they were purchasing.
In-store signage informed shoppers: ‘If there’s Hellmann’s
in your cart, there’s a surprise in your receipt.’ The campaign,
through Ogilvy, São Paulo, generated a 44% rise in sales within
a month. ‘We wanted to prove that Hellmann’s can be used daily
in basic consumption without asking people to change anything in
their shopping carts,’ Ogilvy account supervisor Daniela Glicenstajn
told Contagious. Contagious 31.
www.hellmanns.com.br
Carvalho Hosken / The Social Home Tour
Visits to new-build homes can be tricky; it’s hard to imagine living
in a show-house because they feel so impersonal and generic. So
Rio-based estate agency Carvalho Hosken used Facebook content
to personalise display homes for potential buyers, helping them to
visualise themselves in the property. Via Artplan in Rio de Janeiro,
Carvalho Hosken decorated apartments with digital picture frames
containing personal photos from Facebook as potential buyers
looked around. They saw their favourite films playing on the TV,
also selected from their Facebook profiles, and heard their mostloved
tunes. While inside, they received an unexpected phone call
targeting them with a special offer. The social home tour helped to
convert 28% of visits into sales, a rate that was three times higher
than usual. Contagious 32.
www.carvalhohosken.com.br
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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