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Direct to Consumer CPG Campaign Guide

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The CPG Challenge: Building Direct RelationshipsRetail locations often maintain a monopoly on influencing consumer purchase behavior of CPG products via their loyalty programs, trumping the brand’s direct relationship with consumers. Now more than ever, it’s necessary for CPG brands to turn the unknown consumer to known and build the first party database. Once established, brands can seek data with consumer approval to drive personalization and learn from all of their interactions with individuals across all channels to position new product and service offering to current and new customers.

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[ Types Of Data Consumers Are Willing To Share ]

Enabling Directto ConsumerRelationshipsWe believe the key to this new era of marketing is to establish direct relationships with consumers. And you will need a value exchange to do that.

When considering the new value exchange economy, the types of data brands need from consumers revolves around purchase intent, product feedback and other psychographic insights. This is zero-party data and cannot be deduced by behavior or technology. It's freely offered directly from the consumers themselves.

My product feedback

Info on products I may

buy in the future

Info on past purchases

Demographic

Info on how I research and

products I purchase

None of these types of data

Info on where, how,

and why I make

purchases

The Consumer's POV on Privacy, Messaging, Personalization and Brand Loyalty

Download our 2020 Global ConsumerReport plus watch the Webinar

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Enabling Directto ConsumerRelationshipsThe value exchange between consumers and brands doesn’t stop at the collection of data. Consumers’ worlds are constantly changing and, to stay relevant, you need to know these things. Extending the value exchange beyond acquisition means engaging consumers - not messaging at them - with a variety of helpful experiences that reduce friction and provide utility in their preferred channels - while also feeding you updated customer signals that you can utilize to better serve them across the lifecycle - before and after the purchase.

In the following pages, we’ve compiled the best examples of other brands who are successfully executing this across all industries to help get you started down this journey.

Of consumers will likely become

repeat buyers when you know them as

individuals and can market to them with

personalized experiences that

they welcome

The Consumer's POV on Privacy, Messaging, Personalization and Brand Loyalty

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Cheetah ExperiencesTurning unknown into known

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Fragrance SelectorChallenge: Reckitt Benckiser campaign process was time-consuming and research for product development was costly. They needed a way to increase their speed to market and return.

Solution: Reckitt Benckiser created a microsite housing a customized questionnaire to help inform its decision-making around future candle and scent product development. Visitors were asked to fill in a quick questionnaire on product design and purchase motivations as well as sharing some basic PII data.

This efficient and effective online research approach replaced traditionally costly and lengthy research techniques, fueled product development, and loaded the CRM with high-quality zero-party data.

6X Cloned and deployed to six markets to understand audience preferences

15K Unique entries from target demographic fuelling future product development

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#ReadyForAnythingChallenge: Veet was looking to expand their market reach in a fast, and engaging way while acquiring data.

Solution: Reckitt Benckiser’s brand, Veet had Instagram users covered in getting ready for their big night. Using the Cheetah Experiences platform, Veet created an engaging Instagram social story ad that included a swipe poll and Spotify playlist creator to target and engage potential consumers.

To start creating their customized Spotify playlist, participants were required to submit their personal details to the form provided, acting as valuable first-party data for Veet Canada.

5X Call-to-action pages that load 5X faster than traditional web pages

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Kellogg’sChallenge: During these trying times with COVID-19, Kellogg’s wanted to use their reach for the greater good and encourage their customers to help out.

Solution: Kellogg’s invited their loyal customers to jump in to support Feeding America and its network of food banks by donating their loyalty points in exchange for meals for families in need. They’ve also committed over $5 million in food and funds to ensure that those consumers who are at a disadvantage for food at this difficult time receive support.

$100k Collected over $100k from points donations

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AB InBevChallenge: COVID has shut down countless events, including those once in a lifetime experiences such as college graduation.

Solution: Natty Light team quickly jumped into action to plan a huge online commencement ceremony for the entire Class of 2020. They will be streaming on FB, with music and featuring a heap of special guests speakers to impart sage advice before they head off into their next stage.

https://www.naturallight.com/natty-online-commencement.html

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Community / partnershipsChallenge: COVID has disrupted many businesses and organizations that depend heavily on foot traffic.

Solution: Bud Light created a takeout and delivery locator that allowed local restaurants to submit their information to be featured so consumers can find them.

Bush teamed up with local shelters to offer 3 months of free beer for families taking in foster dogs during the crisis.

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Procter& Gamble Challenge: Increasing focus on Voice of the Consumer and closing feedback loop as efficiently as possible across regions, brands and products

Solution: Gillette set up a hugely effective quiz offering the chance to win a HSV Clubsport R8 car!

All that was required to enter was the purchase of a Gillette Mach 3 Razor, and the submission of its unique product barcode along with some personal details and the answers to the quiz. This was the perfect way to create an engaging, omni-channel experience for Gillette fans, ultimately driving Gillette sales around the time of product launch.

“The walled gardens are probably going to remain walled, so we’re taking matters into our own hands.”

Marc Pritchard, Chief Brand Officer, P&G at ANA Masters of Marketing, October 2017

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Cheetah MessagingRetaining your customers

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Challenge: Hilton was spoiled by a wealth of customer data and event transactions. But lacked the strategy or technology to transform data into engagement,

Solution: Cheetah Digital connected to Hilton’s realtime data feed for events like room check-in, profile and reservation changes, password resets and more. Then, Hilton worked with Cheetah Digital to build a decisioning strategy that automatically creates high-value guest segments based on this event data.Using email, SMS, push and direct mail, Hilton deploys a cross-channel marketing program to deliver relevant messages in as little as two seconds after a guest event occurs.

Deliver relevant messages in as little as two secondsafter a guest event occurs.

3B Messages sent per year

1K+ Highly personalized contentversions decided via decisioning

Hilton

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Ann TaylorRelevance improves customer experience

Triggered-baseddecisioning & prioritization

improves efficiencies

Current data volume

Intelligently target highest priority message for individual

customer, each day

Current data volume

Challenge: Tailoring personalized and contextual messaging to individual customers at their ideal time and state of mind demanded a new data and tech strategy

Solution: A sophisticated hierarchy of calculated fields and triggered events became the cornerstone of their messaging.

Customers are scored and matched only to the highest priority message for their segment that day.

Key Results: Increased relevancy by delivering contextual messages to audiences through prioritization & governance, ensuring a better customer experience

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Cheetah LoyaltyCreating emotional loyalty

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Old ChicagoChallenge: Prior loyalty solution was inflexible and costly to change. Old Chicago Pizza needed a partner who could innovate at a fast pace and support the complex requirements of the OC Rewards Loyalty program.

Solution:

● Cheetah Digital deployed to all Old Chicago Pizza and Taproom locations supporting over 2.5 million members.

● Successful integration to provide a great guest experience as well as the OC Rewards mobile app and website.

● Video boards in restaurants display social content from the Cheetah Digital platform.

30% Revenue now attributed to loyalty

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Donatos PizzaChallenge: As a premium pizza delivery company, Donato's has been viewed as expensive. They needed to create a unique and engaging experience to keep customers returning.

Solution: Using Cheetah Loyalty, Donato's asks members to choose a Pizza Personality when they sign up for the program, providing insight into how customers view themselves: Foodie? Gamer? Sports fan? Combining their pizza personality with zero-party data and additional data points like the day of the week, weather, local events, holidays, sales, layered with the understanding of where the customer is at within their lifecycle, Donatos was able to serve up the most optimal content that also incentivizes return transactions.

400K New members added in their first year

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Unify program rules across retail locations, allowing

localization

Extend loyalty rewards beyond transactions

Enable rewards redemption anywhere

Combine data sources into comprehensive consumer profile for personalization

Challenge: Fleet Feet needed a solution that allowed for deeper engagement and customization at the local store level.

Solution: Cheetah Loyalty’s flexibility means the local franchisees can create their own unique community experiences and offers. Once a user selects a home store, their entire digital experience is personalized based on this. Customers can also now earn points by engaging with the brand, not just buying things.

Customers earn points for running and walking, attending clinics and classes in Fleet Feet stores and at community partners like gyms and yoga studio, checking in at events and even answering quizzes that help build knowledge of the customer so Fleet Feet can better personalize to them.

87% Email capture

3M Program members

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Grow YourDatabase

Turn marketing and advertising efforts into a consumer database using engaging experiences to convert the unknown to known

Build ConsumerProfiles

Gather zero party data such as purchase intent and psychographic data at point of ingest to profile consumers

Unify YourDatasets

Bring POS, ERP and other first party data into a single, unified platform for real-time insights and activation

Segment &Analyze

Cross-ChannelEngagement

Activate your first and zero party data to deliver personalized messaging and journey orchestration delivering higher engagement

PersonalizationAt Scale

FosterAdvocacy

CHEETAH EXPERIENCES ENGAGEMENT DATA PLATFORM CHEETAH MESSAGING CHEETAH LOYALTY

Discover opportunity, build audience segments and orchestrate data with real-time interaction management

Deliver content and offers via email, sms and mobile wallet at scale with deep analytics and optimization via machine learning

Engage, reward and incentivize customers to drive more revenue and interaction while optimizing your offers and building customer lifetime value

A seamless consumer journey that rewards behaviour as well as transactions fosters emotional loyalty to the brand

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Reward Loyalty

Enabling Consumer Relationships

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Unknown Consumer Known Customer Retained Customer Loyalty Member

With a clear value exchange from acquisition to loyalty

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Customer Engagement Suite

Provides marketers withbest in class tools to design, create, and execute, data-driven loyalty promotions.

Marketers can securely collect zero- and first-party data for targeted acquisition strategies.

Design highly personalized, contextual communications across various customer engagement channels.

Data layer and personalization engine that allows you to drive data from insights to action.

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It’s time to look beyond transactional data to build thriving customer relationships at every touchpoint. With Cheetah Digital’s Customer Engagement Suite, you have an entire platform at your fingertips to build the most relevant, integrated, and profitable customer experiences.

Cheetah Digital

Start building lasting customer relationships at cheetahdigital.com