© BRAND LEARNING 2015
Inspiring people. Lifting capabilities. Growing organisations.
Driving customer-centred growth
World class customer
engagement
© BRAND LEARNING 2015
To succeed, customer engagement needs to be three things…
BE CREDIBLE Brand purpose that matters
BE RELEVANT Engage people in context
BE CONTAGIOUS Cut through, talked about, shared,
participated in
1 2 3
© BRAND LEARNING 2015
Always Like a Girl – turning an insult into a confidence movement
4
IMAGE SOURCE: http://i.ytimg.com/vi/XjJQBjWYDTs/maxresdefault.jpg
BE CREDIBLE Clear purpose to give teenage girls confidence
BE RELEVANT Smartly targeted at young girls and their Mums
Connects deeply on a variety of social media platforms
BE CONTAGIOUS Viewed 84 million times worldwide - an anthem
for empowerment 4.5bn global media impressions
#2 spot for AdAge’s viral chart (7/1)
© BRAND LEARNING 2015
Volvo UK Life Paint – a great example of being credible
5
BE CREDIBLE Volvo thinking beyond cars to get their safety message across in a
compelling, innovative way
IMAGE SOURCE: http://theupscout.com/wp-content/uploads/2015/03/Volvo-Life-Paint-clear-reflective-paint-price.jpg
© BRAND LEARNING 2015
ALS Ice bucket challenge – a highly contagious idea
6
IMAGE SOURCE: http://blogs-images.forbes.com/matthewherper/files/2014/08
/boston-e1408567034546-1940x1091.jpg
BE CONTAGIOUS A simple big idea that everyone could participate in
Engaged countless celebrities and instantly became ubiquitous Used social media as rocket fuel to spread the idea fast
Generated more than $100m dollars in one month vs. $13.5 m in the previous year
© BRAND LEARNING 2015
Vodafone red light application –
Highly credible
7
IMAGE SOURCE: http://assets.creativity-online.com/images/work/print/v/o/d/Vodafone_RedLight14.jpg
BE CREDIBLE Vodafone brand purpose is about
empowering everyone who uses it The red light application is supporting
domestic abuse victims in Turkey and demonstrates how far
Vodafone is prepared to go to live their purpose
© BRAND LEARNING 2015
Apple world gallery – highly relevant & contagious
8
IMAGE SOURCE: http://theinspirationroom.com/daily/print/2015/6/shot_on_iphone_6_hattan_ahmed_billboard.jpg
BE RELEVANT
Each photo handpicked for the location & curated for each publication genre –
it engages people in context
BE CONTAGIOUS The online community shared sightings and opinion leaders wrote about the world’s first
world gallery
162 photos, 25 countries, 10,000 installations, 6.5bn media impressions, 255m online
impressions from 73 countries
© BRAND LEARNING 2015
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This presentation/document contains the copyright work of The Brand Learning Partners Ltd and contains trade marks which are the property of The Brand Learning Partners Ltd (including, without limitation, Brand Learning ®, the Brand Learning Propeller ® device and the “Brand Learning Wheel™” (the “Marks”).) No rights, of ownership or otherwise, are hereby granted in or to the Marks; which may not be used or reproduced without the prior written consent of The Brand Learning Partners Limited. This presentation/document also contains materials, such as illustrations, photographs and trade marks, owned by third parties (“Third Party Materials”) and which are subject to restrictions and other conditions on use. You are required to obtain the consent of the relevant third party to any reproduction or other use of the Third Party Materials and nothing in this presentation grants or implies any grant of any such rights on the part of The Brand Learning Partners Ltd. © The Brand Learning Partners Limited, 2015.
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