As social media has lifted the barriers between brand and consumer, making one-on-one conversations not just possible but expected, marketing has begun to shift to beyond-niche levels. Smart brands are targeting consumers on a personal level, making marketing into a customized, exclusive experience that feels like it is just for them. Kleenex and Kotex were two brands at the forefront of the personalized marketing movement, both targeting small groups through Facebook and Pinterest respectively, and sending care packages and personalized crafts to only a few hundred individuals. Each gained impressions far beyond the small number of people who were sent gifts, by making them feel they had a personal interaction with the brands that was unique enough to share (and re-share). Here are three more brands that have recently gotten personal with their marketing to get the attention of young consumers:
Wendy’s is launching their Pretzel Bacon Cheeseburger (a product aimed, of course, at Millennials) by spreading the pretzel love through song. Their Pretzel Love Songs aren’t just a jingle though, but are composed to feature fans’ tweets about the new burger. After encouraging burger-lovers to use the hashtag #PretzelLoveSongs to post about the new item, Wendy’s staged a live event starring Nick Lachey crooning ballads featuring the pretzel love messages. A YouTube channel for the campaign features artist Eric Michaels singing the pretzel love songs at a white piano as each individual customer’s tweets are displayed on screen.
The Personal Twist: Getting young fans involved and featuring them on an individual level by showcasing their creativity and encouraging conversation in a ridiculously humorous way.