Illustrations & drawings by Kitty Wong, Hong Kong. Inspirations and ideas from everyday and new exploration in life journey.
A customer insight became an added brand value to consumers. See a world-class award-winning case of Nivea.
July 4, 2014
Nivea Sun Kids launched their sunblock products for kids in 2014 with an app to help parents track their kids while they are playing at the beach, park or club.
The idea came from a strong consumer insight about parents’ anxiety about letting their children play outdoors.
While sunblock protects kids from the harmful effects of the sun, Nivea went a step further. Tracking bracelets help parents use their smartphones to see where their kids are – giving parents added peace of mind. The video link provides an overview of the campaign and its results.
This campaign has already won a Bronze in Mobile at Cannes Lions 2014. It’s not just good use of customer insight and a clever use of technology, but it has strong proposition on “protection”, a proposition that Nivea holds as a brand value.
With this new techy idea, the brand also changed consumer perceptions about its image; it made the brand modern and trendy. In addition to that, you can imagine Nivea could put this bracelet as an on-pack promotion this summer.
So how can local brands identify customer insights using new technology while building their unique propositions? It takes more effort to get an idea that drives emotional buy-in and ties to a true customer insight as well as being true to a brand’s value for the long term. Going this “extra mile” bridges the gap between good and great.
Customer insights – Firstly, consider what customer needs are not being answered today by anyone else. Can your brand fill this gap? Nivea had the insight that parents face anxiety when it comes to keeping kids safe. Another great case is Nike+, the app that helps runners enjoy an immersive running experience (i.e. beyond selling shoes).
Technology – Think about the basics of how you can provide convenience and reach at the right time and locations. For example, using Google Map to find store locations, check-ins to get coupons for next visits, appointment reminders, and more. If it is possible, add some fun – perhaps a new virtual experience. For example, Ikea Europe offered a mobile experience that lets people decorate their rooms with Ikea products before visiting to the store. Fiat let people explore features of new cars using online cameras (akin to using Facetime) to communicate with real-time car dealers prior to booking test drives.
Brand proposition – In a highly competitive market, how can brands be outstanding and liked by consumers? It comes down to brand’s proposition – the basis behind its products, services, image and personality. Customers are connected through multiple channels. They are influenced not only by officially pushed marketing message but also by social media. Marketers must build every consumer touch point and interaction in a way that delivers an overall experience in line with the brand’s values. It goes beyond product and service offerings. Most importantly, it is about customer service – whether that be through hotlines, websites, marketing campaigns, staff training and business developments. A proposition is not just about having a nice slogan, it’s about doing business in a way that truly reflects the organisation’s values.
Contact us at www.cheerbox.com.hk if you’d like to discuss how to add brand values for your customers.