Nissan Leaf campaign
This Nissan Leaf landing page is great.
It doesn’t permit the Nissan brand to shout about how great its own products are, but allows customers to interact with each other, and takes ownership of conversations previously taking place over at publishers and on online review platforms.
With 87% of new-car buyers using the web for research, number of visits to a dealership before making a purchase has come down from eight to somewhere between 1.2 and 1.8.
This means the opportunity for brands to affect the customer decision is pretty much entirely online.
The Nissan campaign is called “Real Owners. Real Questions.” Current LEAF owners share their stories about what it’s really like to go electric.
Tiles and search functionality allow the consumer to explore the many answers that are largely practical and constructive, without ever making the Leaf look bad.
Video is used effectively to showcase current owners, and this will likely increase time on site, as well as putting a real, trustable person’s face in the window.
HSBC Expat Explorer
HSBC had tremendous success with its expat campaign, which featured educational community-based content aimed at a group of potentially high-value customers.
With most people only considering banking late in their research process, HSBC wanted to engage earlier.
The bank created useful ‘informal’ content for this niche audience in the form of hints and tips, alongside some country comparison tools. The Twitter account @expatexplorer proved very popular, and was used to direct consumers to the website.
You can find out more about this campaign in Econsultancy’s marketing case studies library.
If you’ve got more examples of brands creating an educational or community resource around a product, please let me know in the comments.