According to the survey of , consumer behavior has changed and this is mainly attributed to two factors: confinement and the widespread penetration of the internet. Consequently, 26% of consumers browse and 39% read news more frequently than before. Your customers are more connected and informed than ever. To generate with these hyper-connected and well-informed people, brands need to be innovative, avoid getting lost in a sea of content, and engage in meaningful communication with their audience.
Engagement level is a key metric for any marketer who wants to reach a wide audience. It is one of the best indicators to know if your audience is interested in what you are producing and to identify the actions to be reinforced to get your brand to position itself in the mind of the consumer.
But, How to increase the intensity and frequency of interaction between your audience and your brand? How to encourage them to interact with your products? How to build lasting relationships? behold 5 examples of actions made by recognized brands, so you can find inspiration and increase the level of engagement of your audience. These are actions that seek to establish relationships with your visitors and build customer loyalty through interactive and meaningful experiences.
As a bonus, at the end of the article you can download and build lasting relationships.
1. Activity and creativity in social networks
It’s obvious. But to achieve great results, you have to surprise, innovate. For example. Eurosport offered its users the opportunity to put themselves in the shoes of football coaches, and choose using a format of , the 23 players who would play in the next World Cup. In total, the campaign was shared 67,000 times on social networks.
Type: Creativity will help your message to have a greater reach on social networks, conquer new audiences.
2. Share the content generated by your users
when you know he Above any other source, UGC (user-generated content) is definitely something to consider.
The Dutch newspaper Algemeen Dagblad wanted raise awareness and educate to its readers about the Dutch situation experienced during the Second World War. As a first step, AD asked survivors to share their stories through letters and emails. Due to the high number of stories received, AD decided to transcribe all the letters and publish them in an interactive gallery integrated into an article available in the premium section of their website.
With this campaign, the newspaper managed to win new subscribers to its premium content and get more than 30,000 page views in a couple of days.
Type: Print authenticity and trust by promoting the content generated by your users, which will encourage your audience to do the same. You will have original and “free” content.
3. Build trust with influencers
The DogoFriends agency launched the “Dog Smile Challenge” photo contest to promote Purina’s new chewing sticks for dogs. Dog owners had to take the most original photo of their pet with one of the chewing sticks to win a bag full of goodies. For this campaign, the agency partnered with that were carefully selected to give the campaign a more authentic and personal side. The selected influencers had a specific audience, which meant the agency was able to connect more intimately (since the audience was smaller). In total, the campaign was broadcast by more than 40 influencers.
Type: Warmth plus quality equals fidelity.
4. Partner with another brand
The Danish television channel TV3 sport and the car brand Suzuki partnered to offer advertising . A good opportunity to promote the new Suzuki Swift Sport to a new audience, also grow your digital community. On the other hand, for TV3 Sports to increase its advertising income, generate engagement with its community thanks to an attractive prize and attract traffic to its website.
The two brands launched a prediction competition with 20 contests in total, one for each F1 race. Entrants were asked to guess the winner of the Australian, Canadian or Grand Prix, predict whether a particular driver or car would finish in the top 5, etc. In the end, they selected one winner for each prediction contest. Each received a prize and the chance to enter the final drawing to win a Suzuki Swift Sport.
Thanks to this collaboration, after 7 months, more than 47,000 participants were registered in the contest, and TV3 Sport obtained a 30% opt-in rate in its .
Tip: Alliances must be part of a strategic growth plan, not isolated actions.
Bonus: Offer a gamified experience based on a classic arcade
when someone thinks of gamification and engagement, Arcade games immediately come to mind. Classic, runner formats are infinitely addictive games suitable for all audiences.
If what we are looking for is to increase the engagement of our audience, make their visit to our page longer and offer them something of interest, what better way than to provide a gamified experience from these arcade formats? The task seems simple: Avoid obstacles and get rewards; the experience is full of possibilities. Take a look at but also at the user level:
These are the 4+1 actions that the big brands use to improve your audience engagement and build lasting relationships using interactivity. If you want to delve into these examples and discover others, download the following ebook.
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