The COVID-19 pandemic has resulted in more people staying indoors and spending time online. As the competition for consumers’ attention intensifies online, it’s now increasingly challenging for brands to engage effectively with consumers and stay ahead of the competition. To overcome this challenge, brands should employ digital innovations in marketing campaigns, which can encourage two-way conversations.
What can brands do?
One of the ways brands can do this is by incorporating immersive experiences or gaming elements into the campaign strategy. By adding the element of interactivity into digital campaigns, brands will be able to capture audiences’ attention and offer experiences that resonate with them.
In fact, 79% of marketers agree that interactivity can enhance brand messaging retention.1
Redefining the customer journey through interactive experiences
Here are some ways we have used interactive web experiences in our campaigns:
Japanese skincare brand Shiseido has an Ultimune product range that fights signs of ageing by strengthening skin barriers from within. To celebrate the launch of its new Ultimune Eye Concentrate, we leveraged on this ‘strength’ unique selling proposition (USP) to produce an interactive video, allowing viewers to discover their inner strength through the story of a blind first date. Taking a cue from Netflix’s ‘Black Mirror: Bandersnatch,’ the video allowed users to decide how the story played out. The choices reflected the strength the participants excelled in and they received Shiseido products catered to these strengths.
This campaign successfully attracted over 7K unique visitors, with more than half of the users watching the entire interactive video. It also recorded a 3-minute, 27-second average session duration – surpassing the average benchmark by 50%.2
When you can get users to interact with your content, they process information that is being shared better, spend more time on your site, and engage with your brand. By using interactive video, we transformed Shiseido’s consumers from passive viewers into active audiences, while allowing them to learn about the product and its USP in a more memorable way – leading to deeper brand affinity.
Nutox: Wheel of Radiance CNY Campaign
Chinese New Year (CNY) is not complete without ang pows and the game of chance. To help skincare brand Nutox stay top of mind during the busy festive season, we combined these insights with digital innovation to create the ‘Wheel of Radiance’ campaign. Hosted on a dedicated microsite, users could create custom digital ang pows with personalised greetings and share them with their loved ones. Users could also spin the digitised wheel for a chance at winning Nutox prizes.
We succeeded in engaging Nutox customers during one of the busiest festive seasons as over 6K customised ang pows were created in just 3 weeks. Moreover, 77% of them had shared their custom packets with their family and friends.
Incorporating audience insights and interactivity in digital campaigns can help brands deliver a more dynamic and personalised experience. This may also change the way users engage with a particular brand and encourage deeper connections.
Kingdom Digital: What The Fatt CNY AR Initiative
Augmented Reality (AR) has been trending around the world – thanks to the popularity of mobile apps such as PokemonGo and the surge of AR filters on social networks. However, these are often app-based and getting users to download an app can be challenging. Realising that convenience is a key factor today, we created an interactive web-based AR game as part of our agency’s CNY initiative to overcome this challenge.
This webAR game, titled ‘What The Fatt’, allowed users to hunt for signature Malaysian Chinese ethnic dishes directly from the convenience of their mobile browsers. This made the game easily accessible without needing to download a mobile app, which contributed to higher interactions.
One of the things brands should do to be more customer-focused is maximising the convenience offered to consumers – especially right now. With interactive experiences such as webAR, brands can create seamless customer experiences and engage them in an innovative manner. When an interactive campaign is hassle-free, it can also encourage users to share it, allowing brands to reach a wider audience segment without relying solely on paid channels.
Check out more of our interactive campaigns here.
As pandemic restrictions continue to be implemented across the globe, consumers are turning to the digital world for a sense of normalcy and to remain connected. For brands to stay relevant, interactive web experiences could be an innovative way to replicate some form of the consumer connection virtually. This would contribute to strong brand loyalty that keeps customers coming back, even after the crisis has passed.
Looking to inject interactivity into your digital campaigns? Get in touch with us.