Interactive marketing is vital for all types of businesses. Below will display how our interactive experience boosted our client British Airways in today’s case study!
British Airways (BA) is the largest airline in the United Kingdom. Earlier this year, BA partnered with Comic Relief to create their ‘Flying Start’ campaign. British Airways want to help give children in the communities which they fly to have a brighter future.
British Airways needed an interactive platform where customers could engage with their campaign and decide how their £200,000 bursary should be distributed across the UK and international charities.
The four categories were: Domestic and gender-based violence; Homelessness and street children; Employability and education using sport; and HIV and AIDS.
Participants watched a video for each category, detailing its importance to help them make their decision. After this, they chose the category they thought most needed BA’s help.
The final screen thanked participants for voting and gave them the opportunity to donate to Flying Start. So far, British Airways have raised £16,256,000.
Objectives: Customer insight and engagement Increase donations
All successful marketing begins with good data — because data drives personalisation, and personalisation drives conversion.
Types of data
Personalisation strategies have traditionally looked at three types of data to work out interests and intents of consumers.
These three well known types of data are: > First-party data is any information that is collected through a direct relationship with a consumer. > Second-party data is data that users are not giving directly, but that brands are obtaining through a direct relationship with another business. > Third-party data is implicit, often outdated, collected by an entity that doesn’t have a direct relationship with consumers (for example cookies, browsing behaviour, credit score, …).
The problem is that a lot of it is based on inferred and observed data. And we know that assumptions are often wrong.
Another problem is data Privacy. Following large data breaches governments introduced tighter regulations. We know The General Data Protection Regulation (GDPR) here in Europe and more recently the California Consumer Privacy Act (CCPA) this year.
Following these events Forrester introduced the term zero-party data defined as follows:
“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context and how the individual wants the brand to recognize her.” – Forrester
Why is zero-party data hot?
As competition grows marketers face increasing pressure to deliver personal experiences to engage.
Zero-party data is considered the most accurate customer data to deliver personalisation at scale because it reflects on current consumer experiences and provides insight into consumer intent.
Marketers rather than relying on perceived or inferred information are directly asking consumers, who are intentionally and proactively sharing in return.
Zero-party data is based on concepts of privacy and value.
Consumers are open to share personal data with brands when they receive better experiences. Brands must in exchange be transparent about how they collect and use the data.
Creating engaging experiences that build trust in the way consumer data is used is the best way to drive true personalisation.
By taking the zero-party data path, marketers build direct relationships with consumers. As a result, marketers better personalise marketing communications and product recommendations.
When collecting zero-party data consumers need to be entertained, engaged, and receive something in return for their attention and personal data. Consumers provide zero-party data as a direct value exchange.
To motivate consumers to intentionally and proactively share their data marketers can use incentive mechanics such as instant wins, exclusive offers, coupons, gifts, loyalty points, …
Successful zero-party data collection is based on interactive conversations and enables consumers to create their own experience while interacting with the brand.
For marketers to succeed they need to create experiences led by inspiring design and empowered by data and technology.
Via interactive content (swipe survey, a personality test, game, playful poll or quiz) brands can collect zero-party data.
For example with a “tinderesque” swipe survey we helped Central England Co-Op collect preferences and interests from their audience.
Summer goes hand in hand with fun times for many reasons. This often the time people spend on holidays and online shopping tends to slow down in the summertime whilst people are travelling and enjoying outdoor fun.
According to Forbes most e-commerce stores, summertime means lower revenues, with gross sales dropping by 30% from top sales months like December. It is important to stay ahead of the competition to sustain business growth.
The smash experience is popular for your audience. It allows your audience to get tips, or just see your products from a new perspective. Watching your products in action can help them make more educated decisions.
The Wheel of Fortune (Summer)
The Wheel of Fortune is an excellent way to grab your audience attention. The experience allows lead capture, improve conversations and create an emotional connection.
The sunshine Quiz
The quiz is a lovely way to build a relationship with your audience. The audience plays for points, and a leaderboard shows everyone who is in the lead. With fun elements attached to the experience, your brand stands out.
This experience provides valuable insights from your audience. It gives a deeper understanding of their preferences. This fits with the general idea of the profiler and led to a very strong conversion rate for your brand.
Peel to Reveal Summer
The experience allows you to interact with your audience in a fun and exciting manner. Thinking outside of the box makes you stand out and drive more revenue.
The experience is an excellent way to draw new subscribers and turn them into consumers. The experience helps to make it more memorable and more engaging.
The experience generates a demand for your products by adding gamification elements to your content and sweepstakes. Show off your latest products and discounts to keep your audience excited and informed.
Memory sunshine game
One of the best ways to reinforce new information is to give people the opportunity to use that information in some way. The audience will be able to differentiate your products from the competitors.
The experience is pure fun for your audience. The lights flash, bells ding, and bumpers thump as the points rack up making it easy to focus on the game and lose track of everything else.
Summer Selfie Experience
This experience allows you can encourage your visitors to utilise your product. Create a photo contest in which your visitors will share the photo of their makeup.
Odicci is the first ZERO-Party Data platform to achieve ISO27001 certification. It reinforces the commitment to the highest standards of information security and data protection.
Odicci, a leader in interactive customer engagement, today announced that interactive engagement platform was awarded the ISO27001 certification.
The ISO/IEC 27001 certification displays that odicci has met the complex international standards in ensuring the privacy, confidentiality, and availability of the entire odicci customer engagement platform.
‘’We know that every customer engagement and data collection decision we make has a security component to it, and our customers and their data is at the forefront.’’ – Jacques Prothon (Odicci CEO)
Odicci’s customer engagement platform enables users to create interactive experiences to build strong relationships and loyalty with new and existing customers.
Now with the ISO/IEC 27001 certification, we have a compliance commitment to monitor the best practises through repeatable processes including data transmission, logging, storage access controls operations and tracking of threats, and continuous improvement.
“We are setting the standard of thriving for the excellence and our strategic investment in maintaining a robust engagement platform and the completion of this internationally recognised certification process illustrates our dedicated commitment to security and the protection of customers data.’’ – Jacques Prothon (Odicci CEO)
ISO/IEC 27001:2013 is an Information Security Management System (ISMS) standard announced in October 2013 by the International Organization for Standardization (ISO) and the International Electrotechnical Commission (IEC).
The standard guarantees that corporations have established methodologies and a framework of business and IT processes to support identify, manage, and reduce risks.
odicci expands on ISO27001 certification July 30th, 2020Jacques Prothon