Seven customer experience case studies that generated loyalty and ROI

Delighting the consumer is the number one priority for all customer-facing companies.

Right now, consumers have never had more choice, but when there’s an endless array of businesses offering similar products and services, how does any company stand out from the crowd?

By offering a personalised, relevant and completely human relationship that goes far beyond a single ecommerce transaction. 

A whole lifetime relationship between a customer and a company can be fostered under the customer experience (CX) banner, but this kind of loyalty can’t exist without first shaping a sustainable consumer-centric culture and delivering them compelling experiences.

Join us at our Festival of Marketing, a two-day celebration of the modern marketing industry held in November, where we have an entire stage devoted to CX so you can learn how successful marketers optimise experiences to increase satisfaction and loyalty.

In the meantime, let’s take a look at some other useful case studies.

What is storytelling for brands and why do you need it?

‘Storytelling!’ It’s up there with ‘big data’ as a phrase that’s kind of annoying but has yet to be improved upon by a better alternative. 

Ultimately shorthand phrases are necessary because they save time. I’ve been guilty in the past of going ludicrously around the block to avoid the phrase ‘big data’. I believe if you look back through my previous articles you will find far more instances of me saying “the massive volume of available data” rather than “big data”.

I realise now that this is stupid. Most digital marketers know what you mean when you use ‘big data’ so therefore just say it. The annoyance comes from when people either use it wrong or use it blindly, this is why buzzwords are so excruciating. 

So how about ‘storytelling’ then? It’s not only a phrase we’ve all heard at conferences and meeting rooms for a number of years now, but it’s also one we’ve grasped from our earliest days. 

10 of the best branded Instagram videos of February 2014

Here are some of the finest branded Instagram videos from February 2014, or Instavids as nobody in their right mind calls them.

Last week I discussed the future of Instagram video and Vine in the post has Instagram really killed Vine?

It seems that since the introduction of Instagram’s 15 second video capability, brands and regular users alike have begun to ignore Vine in favour of a social media platform they were already signed up to anyway.

I round-up the best branded Vines on a monthly basis (here are the best branded Vines of February) and I personally feel that there’s still massive potential for the only one-year old Vine when it comes to improving brand perception and connection. 

So what separates Vine from Instagram video apart from the obvious technical differences? Perhaps by looking at these examples of Instagram videos from brands we’ll be able to understand how each platform can exist side-by-side whilst remaining different enough to be worthy of separate time and investment.

How Cadbury took Google+ by storm

Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.

Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.

I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.

Eight of the most interesting social campaigns from October

As November is only days away it’s time to round up some of the most interesting and noteworthy social campaigns we’ve seen this month.

This time it includes efforts from Cadbury, Doritos, Coke and Visa, as well as a flurry of Twitter Q&As.

If you’ve spotted any other decent social campaigns in October please flag them up in the comments…

How retailers can use Pinterest to drive sales

Pinterest users follow an average of 9.3 retailers, while Pinterest shoppers in the USA are also spending on average between $140-$180 per order, compared to the $60-$80 Facebook and Twitter shoppers are spending.

The business case for investing in Pinterest is well past the tipping point. With over 70m global users, Pinterest is now the third most popular social network, and there are claims that Pinterest, in many cases, drives more sales than Facebook.

So what can your business do to engage with this rich seam of potential customers?

It’s official, Cadbury’s Facebook ads are better than its TV ads (sort of…)

Facebook campaigns are better than TV! That’s the overall message that one could have taken from Jerry Daykin’s talk at our JUMP conference last week, where the Mondelez EU social media manager shared some insights from the brand’s recent Crème Egg campaign.

But before you write an angry letter to the editor, there are obviously a number of caveats involved that will be explained forthwith.

Mondelez has a strong heritage of creating outstanding social content thanks to its various sub-brands which include Oreo and Cadbury.

One obvious case study is the over-hyped Oreo’s Super Bowl tweet that has become renowned in marketing circles for being the very definition of real-time advertising.

How Cadbury uses Facebook, Twitter, Pinterest and Google+

Cadbury appears to be readymade for social marketing as it is a historic brand with products that people love.

However it hasn’t simply rested on its laurels and expected the ‘likes’ to come rolling in.

In the past year we’ve reported on Cadbury’s use of Facebook and Google+ for product launches, as well as its shift away from traditional media thanks to its success in social media.

Therefore I thought it would be interesting take a closer look at how the brand uses Facebook, Twitter, Pinterest and Google+.

This post is the latest in a series that has already examined the social strategies of several other major consumer brands, including ASOS, Tesco, McDonald’s and Red Bull.

Heinz reaches 11m people and adds 30k fans with Facebook product launch

When it comes to using social to create buzz around new products, Heinz and Cadbury are two of the brands to beat.

Cadbury now defaults to social for all its product launches, having previously used Google+ and Facebook to build excitement around its new Bitsa Wispa and Dairy Milk Bubbly bars.

And Heinz called on its Facebook community to help promote new variations on its Ketchup and soup products.

At Social Media Marketing 2012 last week We Are Social’s Tom Ollerton gave some insights into how Heinz generated buzz around the launch of its latest Five Beanz product.

The Heinz Beanz Facebook page has a highly engaged community of 150,000 fans that call themselves the Beaniez, with some even posting photos of their Heinz tattoos.

Cadbury reveals 1800% boost in positive tweets using Promoted Trends

Cadbury has revealed that a Twitter campaign using Promoted Trends increased ‘positive’ brand mentions on the social network by 1800%.

Furthermore, the ‘Retweet for Sweets’ challenge associated with this saw engagement levels of 25%.

These stats are a good advert for Twitter’s ever-evolving ad platform, but the results need to be viewed in context. The fan base for many of Cadbury’s brands are socially-savvy, and it’s seen great success in this area before.

Cadbury’s top five best practice tips for Google+

Google+ is still a mystery to many brands, but some brave souls have been using the fledgling social platform to build a new community of brand advocates.

As of this week Cadbury has been added to more than 500,000 G+ circles, making it the most popular consumer brand on the social network.

We recently reported on its G+ product launch, but what other tactics has the confectionery brand used to build its community?