Think about the last time you had a really great experience as a customer — remember the ways that experience left you feeling.Now do the same for the last time you had a poor experience as a customer.
It’s one thing to talk about brand experience building, but it’s another to see it in action.
A positive customer experience is crucial to the success of your business because a happy customer is one who is likely to become a loyal customer who can help you boost revenue. The best marketing money can buy is a customer who will promote your business for you — one who’s loyal to your company, promotes your business through word-of-mouth marketing, and advocates for your brand and product or service. Here’s a look at five brand experiences efforts that offer effective in-practice examples.
1. Red Bull
In 2012, the company went all-in on its tagline “Red Bull gives you wings by sending skydiver Alex Baumgartner 24 miles above the Earth’s surface to pull off the highest skydive ever recorded and become the first person to break the sound barrier during freefall.
While his record was broken two years later by an executive from Google, it doesn’t change the fact that Red Bull did something no one had ever done before and created a unique brand experience that aligned with its core marketing message.
2. Lean Cuisine
While healthy eating has taken off in recent years, messaging around this effort is often the opposite. With a focus on weight loss instead of overall health, many brands find themselves reinforcing harmful stereotypes that equate weight loss with personal worth.
Lean Cuisine’s #WeighThis campaign looked to change the narrative by placing “scales” around New York’s Grand Central Station that encouraged women to “weigh in”.
The catch? These scales were actually boards that let women write down how they would prefer to be measured — such as by their own persistence, accomplishments or efforts.
Even better? Lean Cuisine marketers were smart enough to stay out of the way. There were no samples on offer, no surveys to fill out; women simply saw the scales and interacted with them, in turn boosting Lean Cuisine’s overall brand experience.
Dove’s Campaign for Real Beauty took a similar approach to Lean Cuisine but opted for the use of viral video that highlighted beauty of all types — beauty that goes beyond photoshoots and photoshop. The campaign earned praise for both its authenticity and efforts to help boost self-esteem among young girls.
By choosing emotional experience over a simple sales effort, Dove was able to better connect with its target customer base and boost overall customer loyalty.
4. Cadbury India
Cadbury India opted for consumer suggestions in creating their new chocolate bar flavor. Customers were encouraged to visit the company’s dedicated chocolate bar platform that let them select ingredients and create a recipe. Cadbury then tried all suggested recipes and selected the best of those submitted.
By prioritizing interaction over simple reaction, Cadbury facilitated consumer connection and encouraged customers to view chocolate bar making as a collaborative effort rather than a corporate endeavor, in turn creating a community-based brand experience.
Canadian commercial airline WestJet has been running its “Christmas Miracle” campaign since 2013. It’s 2021 version sees the company asking people what they miss the most during the holidays — not surprisingly, many mention absent family members. WestJet staff then provide plane tickets to help loved ones reconnect, and the end of the video features a tearful reunion in progress.
Overall, it’s a feel-good experience designed to bring out emotions already close to the surface for many customers and in turn, boost the overall brand experience.
Building a Better Brand Experience
The right brand experience makes all the difference when it comes to cultivating long-term customer relationships. By understanding where current efforts don’t deliver, prioritizing areas for improvement and tracking engagement metrics over time, it’s possible to build a brand experience that boosts customer connection and encourages long-term loyalty.