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Consumer Involvement in New Age Brand Communications

In Ads and other executions,Campaigns,Strategy on May 6, 2012 by Jox Tagged: , , , , , , , , , ,

By now we cannot deny that consumers have become wiser when it comes to digesting information. When they don’t like a commercial, they can just skip through it. In fact, they are moving towards activities and channels that enable them to be free from commercial pursuits. They know when you’re selling something and when they think you are such a phony, they can shut you off.

Nevertheless, it is a given that this is an enterprising world. How should we know? Despite the resistance of the most of us towards timeline, the transition has been inevitable. For what? For brands to better showcase themselves, know more about their consumers as easy reference for backyard research, and yes, to gather and convert brand loyalists.

Social networks and personal media sites have enabled consumers to consent their participation. They can join, discuss, praise, criticize, complain, and most importantly, share. Word of mouth has never been more empowered than today. Anyone can become popular and become an opinion leader. Bloggers are neo-journalists who chronicle their brand interactions for the rest to consume.

Marketers are aware of this phenomenon. In fact, they are ambassadors themselves of brands they believe in by pushing the subscribe button. Everyone’s equal in these new age communication platforms. Consumers are becoming more involved in brand decisions. The use of polls in product design and variant launches has become a staple. Consulting consumers has become convenient that it has served as buffer for possible losses for wrong business decisions.

Consumers want to be involved. They don’t just want to share information you pass to them. They want to be IN it. The viral component of a campaign becomes massive when it involves the consumer. The effect of push marketing has become diluted and collaborative communication has gained significance recently. Hotcow’s article on consumer creativity extensively discusses the need to bank on consumers when it comes to creating materials for brands.

By simply involving consumers, a brand is saying that “This is OUR brand. We should enrich it”.

Below are just some examples of remarkable campaigns:

Nike iD Generator Concept Store (Japan): Experiential and Digital Campaign

Nike has a cult following of its own. The brand has always banked on collective individuality of its loyalists but they brought the concept to life by capturing the vibrant fashion of Harajuku City, the ultimate melting pot of unique styles. There’s another campaign in London where opinion leaders get a one-on-one VIP consultation in creating sneaker designs. Nike is one of the strong advents of co-creation in product innovation.

Kotex Inspiration Day: Direct Marketing and Digital Campaign

Pinterest has become an advent of popularizing uniqueness and interest intersections. Banking on its increasing popularity, Kotex sent direct packages to targeted inspirational women based on their pinboards. In involving a consumer, marketers should speak to her personally and authentically. The campaign had massive viral online results.

Maybelline 8-in-1 BB Cream Commercial (Philippines): Be Gerald’s Girl Digital campaign

In this campaign, a mini-movie was shot with popular local heartthrob that every young woman desires to be with and also become the face of Maybelline! Users were directed to a site where they could upload their photo and generate a movie featuring the user and the celebrity. Delighted users spread their videos in their social networks. The word spread virally about the new product. The campaign won a Spikes Asia Award.

 (C) Copyright Brands and Pitches 2012

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