INFOCUS

Brands breeding loyalty through digital

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Hyundai

In an industry as competitive as the automobile market, brand loyalty is crucial. And in the last two years, Hyundai has made a swooping surge to the top of the automobile loyalty list. Once the butt of jokes about poorly made vehicles, Hyundai has made big moves to secure the loyalty of automotive aficionados. One way the brand has accomplished this is by offering reasonably priced, sleekly designed cars paired with America's best warranty. In addition, the brand discarded its "cheapest car in America" title by increasing the quality (and price) of its 2012 Accent, which has worked wonders on consumer perception.

In addition to traditional big event sponsorships, Hyundai aims at developing a rich brand story through online video. On Hyundai's YouTube channel, videos detail new vehicles and offer insights into the Hyundai world, including glimpses into Hyundai's own steel plant, built to answer environmental concerns and questions of steel quality.

Rather than spending millions sponsoring a band's tour, Hyundai leveraged the power of digital content distribution and social sharing to produce a documentary film. Hyundai picked five world-renowned DJs to travel the globe (Hyundai vehicles at their disposal) and reinterpret regional music for the brand's "Regeneration" campaign. The finished full-length documentary can be viewed on Hulu, and the company gave away five tracks created during the documentary to their fans. The following is a trailer for the film:

By blending a more traditional approach to advertising with new ways of interacting with consumers digitally, Hyundai is able to connect with multiple demographics, solidifying its position at the top of the automobile loyalty ladder.

Clinique

Not only does Clinique offer high-quality products that emphasize technology and dermatologist recommendations, it also garners loyalty by offering its three-step skin care system that centers on individual needs and diverse skin types. Using interactive online questionnaires, the system matches customers to a compatible set of skin-care products.

Digitally, Clinique was one of the first cosmetic companies to offer online shopping and has a strong Facebook and Twitter presence, allowing fans and followers to share product experiences, take surveys, and receive free samples. In addition, the company launched the "Clinique Beauty Forecast App," which provides geo-targeted weather forecasts and offers expert skin-care tips related to the current weather conditions.

Realizing its failure to tap into the male demographic, Clinique's recent marketing efforts have focused on breaking into this valuable market by re-launching "Clinique for Men" online and producing targeted content for a richer consumer experience. The new site includes a skin assessment guide that aims to make the line more approachable to less knowledgeable skin-care customers. In addition, the brand partnered with Men's Health magazine to create Clinique Magazine, which seamlessly blends lifestyle content into the shopping experience.

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The magazine features monthly updated news and product reviews from the "Insiders Club," which provides customer feedback on product launches. In addition, customers are given the opportunity to become "Clinique Skin Supplies for Men Insiders," provided with the latest skin care and grooming products to test. Clinque builds brand loyalty by providing personalized shopping experiences that demystify the skin-care procedure.

 

Comments

Denyse Drummond-Dunn
Denyse Drummond-Dunn August 20, 2012 at 3:08 PM

Thanks Kyle for all the time it must have done to collect such an inspiring collection of examples.
Following on from Brant's comment about being more than "digital minded" I agree, but for slightly different reasons.
What all these brands have understood is that digital is so much more emotional than other media. It is intimate and direct, which in my books anyway is the best way to get a message into the heart of a customer.
All these brands also seem to have a passion for customer centricity that comes through what they do, how they do it and the words and sentiments they use in their connections.
Be warned I will steal with pride a few of your great examples - but will of course give you the credit!

Brant Emery
Brant Emery August 20, 2012 at 12:00 PM

Looking through these cases, which are great examples of brand based CRM initiatives - I'd say it's much more than being ''digital minded''. At the heart of most of these are strong value-add services. It's like saying "shops build sales through bricks". Digital is merely a facilitator, a building material, for developing compelling, customer driven, elements. Digital media does enable faster, more iterative, development of customer value-adds, but don't forget the basics too. Also, would be nice to see actual results - but I know details like that are rarely made available.