DIGITAL HAS BROKEN UP FRONTIERS, LOWERED ENTRY BARRIERS AND FOSTERED COMPETITION
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HOW
Use digital tools to...
TELL YOUR STORY
GRIMBERGEN The legend of the phoenix
Through its website and an interactive story which looks like a video game, Grimbergen narrates its legend and welcomes consumers into its universe. A way to stand out from the crowd while creating a sense of premium value (link to the website)
CAFÉ PRIMA Thank you Aid-parcels For its 25th anniversary, Prima coffee joined the celebration of 25 years of freedom in Poland, using social media to tap into memories of 30 million aid parcels that brought hope to Soviet-occupied Poland in the form of food, clothes and – most often – coffee. A way to connect with people by making yourself part of their History. (Link)
SHOW WHAT YOU HAVE TO OFFER, WHAT MAKES YOU UNIQUE
ORANGE RELOCK LOVE Before the mayor of Paris gets rid of all the locks chained to the Pont des Arts, Orange photographed during 7 months all those symbols of love, and created an online version of the bridge thanks to the Orange cloud storage capacity. An entertaining way to demonstrate the utility of your offer. (link)
EMBODY YOUR PURPOSE
BIOCOOP Recycled tweets
So as to demonstrate its commitment to a better planet, the retailer Biocoop created a story based on a text made of a series of tweets recycled (retweeted) from other accounts, posted months or years ago. A brilliant way to embody your purpose rather than proclaiming it. (link)
DIGITAL HAS CREATED A WORLD OF OVER-STIMULATION
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HOW
Use digital tools to...
TRANSFORM THEIR LATEST MEETING POINT INTO YOUR NEW PLAYGROUND
ESKINOL (UNILEVER) Wattpad Wattpad is one of the buzzing platforms among teens in the Philippines. It makes it possible to create stories and share them with the community. By creating its own story on Wattpad, the 70-year-old facial cleanser brand Eskinol found a clever way to connect with Gen Z. (link)
SHOW THAT YOU UNDERSTAND THE INSIGHTS OF THE DIGITAL GENERATION
NESCAFÉ Really friends By understanding the growing feeling of discomfort towards social networks because of their lack of authenticity, NescafÊ built a campaign around a young man who decides to knock on the door of his Facebook friends and share a coffee with them. Each reaction is filmed and posted online. A way to connect with consumers preoccupations, while reaffirming its DNA : coffee as a moment of shared conviviality. (link)
SHOW THAT YOU ARE A PART OF THE DIGITAL WORLD CONVERSATION
NEWS JACKING Surf on what’s trending, and add your voice to the conversation. A way to gain visibility through trending topics, and prove that you are evolving onto the same playground as your consumers
GET TO A MORE LOCAL LEVEL
NIKE La goutte d’or
In this campaign only broadcasted on YouTube, Nike tells the story of a young man from La Goutte d’Or, an underprivileged but hyper vibrant neighbourhood in Paris. A way for the mega brand to connect on a more local level, and appear as less mainstream and less disconnected from its target. (link)
ADIDAS BOOST BATTLE RUN
A running competition between Paris neighbourhoods, with advertising campaigns broadcasted on YouTube, a Facebook app and a digital ecosystem allowing runners to create the coat of arms of their team etc. A way for a global brand to get involved in local social life, and engage consumers. (link)
TALK TO COMMUNITIES
ORANGINA MISSION 404
In this short film showned on YouTube, Orangina uses references that only digital natives can grasp, while the storytelling acts as a tribute to “Games of Thrones�, one of the most successful TV shows among this generation. A way for the brand to bond ties with Gen Y and Z by building a relationship based on connivance. (link)
GUINNESS SAPEURS
Guinness has launched a short documentary on YouTube on the “Sapeurs”, African people who worship clothes and style. A way for the brand to prove its own values by association with communities and subcultures, instead of just claiming them. (link)
BE FRIENDS WITH THE NEW IDOLS
L’ORÉAL Destination beauty
Having understood that trendsetters in fashion and beauty were definitely bloggers, brands are multiplying their partnership with them. Destination beauty, a hub for vloggers sponsored by l’Oréal, is just one of the numerous examples of bloggers and brands collaboration. (link)
SEE ALSO... GEMEY MAYBELLINE GO NUDE CAMPAIGN (LINK) Use beauty vloggers to launch a new line of eyeshadows
DIGITAL HAS SHIFTED THE BALANCE OF POWER IN FAVOUR OF CONSUMERS
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HOW
Use digital tools to...
LISTEN TO COMPLAINTS
LIDL BOSSE’S MILK When the Swedish citizen Bosse Elfgreen posted a complaint on Lidl Facebook wall, criticizing the brand for sourcing its milk in Germany, the brand had to prove him wrong. And to be sure the message came through, the brand put bosse’s face on every bottle of milk, making him in an acknowledged spokeperson for the brand. (link)
CREATE A LAST GENERATION CRM
AMAZON mAYday button
After Genius bars, CRM on Twitter or Facebook, instant video services will provide brands with new opportunities to deal with customers’ issues. Amazon has already added a “Mayday” button to its tablet, which enables employees to help customers and guide them step by step. (link)
ALSO... TOPMAN PERSONAL SHOPPER (LINK) Use interactive video for a new shopping experience
HELP THE COMMUNITY
AMERICAN EXPRESS Small business saturday
In 2010, American Express launched the “Small Business Saturday� in order to help small businesses within the US difficult economic context. Amex provided small businesses with a dedicated Facebook page, with all the necessary tools to help them develop their own communication tools. President Obama even twitted about the initiative. (link)
PROVIDE UTILITY
LOWE’S Fix in six
The DIY retailer Lowe’s used the Vine’s short film format to create 6 seconds videos of tricks and quick fix you can use in various situations you may already have been confronted with. A way for the brand to become a partner in everyday life. (link)
ALSO... COMMONWEALTH BANK APP (LINK) An app which Uses augmented reality to provide real estate info in real time, And offer loans adapted to your personal situation
DIGITAL HAS MADE IT SO EASY TO CHANGE YOUR MIND AT THE VERY LAST MOMENT, AND SHOP ELSEWHERE
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HOW
Use digital tools to...
CREATE ENTERTAINING DISCOUNTS
E-MART SUNNY SALE
MEAT PACK HIJACK
Meat Pack is a trendy shoe store in Guatemala. To engage their customers and blow away the competition, the brand created an interactive discount, sent when customers were entering a competitor’s store, which decreases over time. To benefit from the highest discount, customers should run to Meat Pack store, helped by geolocation. (link)
REDUCE THE DISTANCE BETWEEN « MAYBE THAT WOULD LOOK NICE ON ME » TO « I BUY IT »
ZOOMDLE APP FLASH AND BUY
Point-and-buy technology like Zoomdle opens a world full of promises for brands, as an efficient way to reduce the path to purchase. Zoomdle allows to flash products presented in a magazine, buy them instantly, and receive them within 48 hours. The start-up has already partnered several fashion magazines and brands in France. (link)
DEVELOP HYPER TARGETED OFFERS
KLEPIERRE INSPIRATION CORRIDOR As a European specialist in shopping center properties, KlĂŠpierre has created what could be the future of the shopping experience. When they enter the inspiration corridor, a Kinect camera and body scanning technology analyse what people are wearing, and make tailored suggestions according to their style and real-time inventory. The more the person interacts with the screen, the more precise the suggestions get. Then the selection is synced with the KlĂŠpierre app, and the customer is guided to it within the store thanks to in store geolocation. (link)
4C
which should help brands
navigate in this wild digital world
?
CLAIM YOUR IDENTITY CARE
CARE
CONNECT
CLOSE THE DEAL
And a wide variety of digital ways to help you leverage those key factors of success
CLAIM YOUR IDENTITY Use digital tools to : • Tell your story • Show what you have to offer, what makes you unique • Embody your purpose
CONNECT
Use digital tools to : Use digital tools to :
• • • •
• Transform their latest meeting point into your new playground • Show that you understand the insights of the digital generation • Show that you are a part of the digital world conversation • Get to a more local level • Talk to communities • Be friends with the new idols
CARE
Listen to complaints Create a last generation CRM Help the community Provide utility
Use digital tools to : • Create entertaining discounts • Reduce the distance between « maybe that would look nice on me » to « I buy it » • Develop hyper targeted offers
CLOSE THE DEAL
Thank you
TRENDCANCAN Bénédicte ibert trendcancan.tumblr.com https://fr.linkedin.com/in/benedicteibert