© BRAND LEARNING 2015

Inspiring people. Lifting capabilities. Growing organisations.

Driving customer-centred growth

World class customer

engagement

© BRAND LEARNING 2015

To succeed, customer engagement needs to be three things…

BE CREDIBLE Brand purpose that matters

BE RELEVANT Engage people in context

BE CONTAGIOUS Cut through, talked about, shared,

participated in

1 2 3

© BRAND LEARNING 2015

Here are five examples that demonstrate one or more of the three principles

© BRAND LEARNING 2015

Always Like a Girl – turning an insult into a confidence movement

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IMAGE SOURCE: http://i.ytimg.com/vi/XjJQBjWYDTs/maxresdefault.jpg

BE CREDIBLE Clear purpose to give teenage girls confidence

BE RELEVANT Smartly targeted at young girls and their Mums

Connects deeply on a variety of social media platforms

BE CONTAGIOUS Viewed 84 million times worldwide - an anthem

for empowerment 4.5bn global media impressions

#2 spot for AdAge’s viral chart (7/1)

© BRAND LEARNING 2015

Volvo UK Life Paint – a great example of being credible

5

BE CREDIBLE Volvo thinking beyond cars to get their safety message across in a

compelling, innovative way

IMAGE SOURCE: http://theupscout.com/wp-content/uploads/2015/03/Volvo-Life-Paint-clear-reflective-paint-price.jpg

© BRAND LEARNING 2015

ALS Ice bucket challenge – a highly contagious idea

6

IMAGE SOURCE: http://blogs-images.forbes.com/matthewherper/files/2014/08

/boston-e1408567034546-1940x1091.jpg

BE CONTAGIOUS A simple big idea that everyone could participate in

Engaged countless celebrities and instantly became ubiquitous Used social media as rocket fuel to spread the idea fast

Generated more than $100m dollars in one month vs. $13.5 m in the previous year

© BRAND LEARNING 2015

Vodafone red light application –

Highly credible

7

IMAGE SOURCE: http://assets.creativity-online.com/images/work/print/v/o/d/Vodafone_RedLight14.jpg

BE CREDIBLE Vodafone brand purpose is about

empowering everyone who uses it The red light application is supporting

domestic abuse victims in Turkey and demonstrates how far

Vodafone is prepared to go to live their purpose

© BRAND LEARNING 2015

Apple world gallery – highly relevant & contagious

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IMAGE SOURCE: http://theinspirationroom.com/daily/print/2015/6/shot_on_iphone_6_hattan_ahmed_billboard.jpg

BE RELEVANT

Each photo handpicked for the location & curated for each publication genre –

it engages people in context

BE CONTAGIOUS The online community shared sightings and opinion leaders wrote about the world’s first

world gallery

162 photos, 25 countries, 10,000 installations, 6.5bn media impressions, 255m online

impressions from 73 countries

© BRAND LEARNING 2015

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