When your brand is one of the most valuable in the world, you need to think outside the box to increase brand loyalty, especially when you are targeting the elusive, digitally native 16-24-year-old market.
Tailoring promotions to give them a local flavour is incredibly important to help brands remain relevant. But when each digital promotion needs to be built from scratch, you’re working hard – not smart.
Endava worked with the team to align their promotional goals to a joined-up business and technology strategy. Then we designed and engineered a centralised platform that could ultimately support various applications tailored to each local market. The results include content delivered in each country’s local language, regulatory support and a new modular functionality being rolled out to the platform over time, which the individual markets can choose to leverage in their campaigns in collaboration with their local partners.
To ensure that things were on the right track, Endava included consumer insight by conducting user testing of the application during the build phase and integrating user feedback into the development. Thanks to their agile methodology, necessary tweaks could be made without delaying the overall progress.
With decades of history, this brand is here to stay. While traditional business models would mean that customer engagement with a FMCG product was purely down to their enjoyment of it, today, in our digital world, there are more opportunities to have your brand make people happy through cleverly designed campaigns that engage their creativity and encourage them to be social.
Adding an element of gamification drives the desired customer behaviour and help the team reach their objective of increasing sales. Thanks to the data generated through the platform, the team will also gain valuable insight about their target market, allowing them to continue to produce personalised and engaging campaigns.
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