Early Adopters: Leaders of the pack
Longtail’s occasional look at trends anddevelopments in the digital space.
I recently became the proud owner of an adorable yellow lab puppy. Wanting to do everything right, I might have gone a bit overboard in the preparation department (can you say 21 different squeaky toys and a personalised puppy play pen? Yeah…that’s me) and naturally, my research into all things puppy ventured online. Here’s a look at three brands that are leaders of the pack when it comes to building brand advocates online (pun intended).
Pedigree’s Adoption Drive | www.pedigreeadoption.com.au
We knew we wanted a lab, but did we want to buy from abreeder or adopt? The Pedigree Adoption Drive was an excellent resourcefor us. You can easily search for dogs in your state by size and sexand check out the dog’s story online. The siteis integrated with social media, but they go above and beyond the”Like”.
Through their Adoption Drive Facebook App you canfind and adopt a dog, make a donation or even adding an adoption driveribbon to your profile page. This is the first time I’ve seen thisfeature on Facebook, and it an excellent tool especially fornon-profits, allowing advocates to easily and clearly announce theirsupport via Facebook. No wonder this campaign is also an IAB finalist.
What can we learn from Pedigree’s Adoption Drive?
• Go beyond the Facebook page – truly engage and create brand advocatesthrough meaningful Facebook applications and tools like Pedigree’sprofile picture customization
• When non-profits and brands team up to provide excellent, value-adding tools to customers, both win.
• Online donations are a must for non-profits now. Encourage donationsthrough Facebook & via PayPal and make goals interactive.
Purina’s Puppy & Kitten Club | www.purina.com.au
Early on, I also signed up to Purina’s Puppy & KittenClub.They had me at hello by tailoring their puppy club application to doglovers, asking about the breed and my dog’s name and birthday. Within 3days of signing up to the club, I received a welcome kit with foodsamples especially for my dog, a leash, and a full colour brochure onhow to take care of the new addition to my family, even mentioning herby name!
When my puppy recently turned 6 months, the Puppy Club sentme a follow-up email, reminding me that it was time to desex my dog. This is one of the best examples of timely, targeted email marketingI’ve seen in years. It was so simple in its execution, but soeffective.
What can we learn from Purina?
• Quality over quantity – time your communications to customer milestones , and customization and personalisation aren’t dead.
• Delight customers by extending their online experience offline – usepersonalised information to create a unique experience, eg. Sendsamples specific to the customer’s profile information and establish apersonalized approach, e.g. Purina always referred to the dog by itsname in communications.
Kong Toys | www.kongcompany.com
Finally after watching all 21 toys get thrown in the binafter a few days, I went in search of the ultimate dog toy and foundthe Kong – a durable plastic chew toy that can be filled with treats toengage the dog for hours.
But what really sold me were the online Kongrecipes – everything frompeanut paste to pumpkin can be stuffed inside – and their fabulous freeonline monthly newsletterfilled with tips on proper toy use and play exercises plus plenty ofcustomer engagement opportunities. Currently, I’m aiming to win a $250gift basket for a photo of my dog with her favorite Kong. I’m notashamed to admit that I’ve entered this competition and read almostevery back issue of these babies on my iphone already.
What can we learn from Kong?
• I love the product, but content really is king. Provide exceptionalcontent to foster brand advocacy. Don’t be afraid to send out longemail communications if they’re relevant to your audience.
• Give customers additional value when they engage with your brand viasocial media or email – winning competitions, sharing personal stories,and photo contests are excellent examples of easy ways to use toolslike Facebook to make personal connections with customers.
I was grateful to find three brands which are leading the pack inregards to information for pet lovers, and engaging their impassionedcustomers online and via social media. I look forward to your thoughtsand learnings in the comments section.
Jessica Cartwright – Senior Account Planner
1 Comment
Nice read. I’ve been geeking out on the Kong site for quite some time now.
My dog goes mental for a Peanut Butter Kong. On another note, one of my mates chewed through a Kong for $20. Busted off a veneer in the process.