3 personalized marketing campaigns to inspire your strategy

3 personalized marketing campaigns to inspire your strategy

Effective marketing campaigns still rely on the golden rule of marketing: getting the right message to the right person at the right time, through the right medium. And when you’re considering the best marketing strategies, there are more channels, tools, and techniques to combine than ever. 

Campaigns that spark imagination and drive ROI require a personal, creative touch that’s much more than joining the technical dots. Since 89% of decision-makers believe personalization is invaluable to their success in the next three years, it’s a great time to harness data-driven creativity to connect with customers in increasingly innovative ways. 

Curious about the magic that makes everyone say, “Have you seen that?!” Check out these three successful personalized marketing campaigns to ignite your strategy. Plus, discover some tips on creating your own personalized marketing with Twilio. 

1. Win personalized marketing games (like Dominos)

Gamification can lead to a 100-150% increase in engagement metrics. So, if you haven’t considered incorporating play into your marketing campaign strategy, now might be a great time to let the games begin. 

Sometimes the simplest marketing campaigns are the most successful, tapping into the zeitgeist to connect customers and companies in rewarding new ways. Take Domino’s 2019 Points For Pies campaign for example. Customers were encouraged to photograph their favorite pizzas—whether it was Domino’s, a competitor’s, or a home-made effort—and upload it to the Domino’s app. Then, every entry was rewarded with points they could exchange for delicious Domino’s pizzas.  

The campaign generated a billion impressions and spurred countless social conversations. Plus, it cleverly allowed Domino’s to capture reams of rich customer data to inform future campaigns. 

Enhance your personalized marketing messages through segmentation

When you want your marketing campaign strategy to reach customers in exciting new ways (and produce impressive results) the old marketing adage “if you’re talking to everyone, you’re talking to no one” holds true. Consequently, segmentation is an excellent way to make your messaging more personal, useful and profitable. A customer data platform (CDP) like Twilio Segment pulls together your clean, consented data to generate rich insights you can use to treat every customer like the unique individual they are.

A CDP also allows you to build enriched single customer profiles which apply across the business. And when different departments have the same view of the customer, it enables you to predict what they want and provide relevant experiences in real-time. 

With a CDP, it’s easier to activate first-party data to create personalized marketing campaigns that are more precise, boosting conversion rates and lowering customer acquisition costs. Plus, with a deeper understanding of customers’ desires, you can tweak your marketing campaign strategy to make cross-selling and upselling more effective. 

2. Tune your personalized marketing into customers (like Spotify)

Need to get your marketing campaign strategy in harmony with your fanbase? Perhaps no art form transforms deeply personal connections into shared joyful experiences as powerfully as music. And arguably no data-driven campaign captures this magic as well as Spotify Wrapped.

In terms of personalized marketing, creating a playlist of your most-listened-to tunes each year is a simple stroke of genius. Spotify delivers this gift to users every November/December wrapped in funky graphics and ready for sharing on socials.

So exactly how much of a hit is Spotify Wrapped? Last year it:

• Showcased what 574 million people worldwide listened to
• Went live in 170 markets and 35+ languages
• Included video thank-you messages from 40,000 artists
• Enabled 60 million users to share their personalized Spotify Wrapped graphics across social channels
• Generated 66.5 billion views on TikTok alone

Meet customers on their favorite channels with a Customer Engagement Platform (CEP) 

When you need your marketing campaign strategy to deliver personalization to customers on a global scale, a CEP allows you to create an optimized customer engagement experience across all channels via a single, trusted platform.

A CEP can drive omnichannel digital marketing campaigns by providing insights into customer data across various business silos, enabling you to understand your customers better and build loyalty with every interaction. Meanwhile, a suite of engagement and communications channels provides the flexibility to create a completely customizable solution for providing secure, seamless, personalized marketing experiences on each customer’s preferred channel. 

3. Deliver personalized marketing that vibes with Gen Z (like ADAC)

Connecting with different demographics can be tricky, especially if you’re a brand that’s over 100 years old. Time-tested German roadside assistance club ADAC had 20 million members but struggled to connect effectively with a valuable new demographic: younger audiences on the verge of buying their first cars. 

Rather than stay in its lane, ADAC turned to a new channel to reach its younger customers. Its quirky WhatsApp “Don’t Call Mom – Call ADAC” campaign opened up an “agony aunt” hotline where young people could ask ADAC absolutely anything, from automobile car queries to romance advice and pet care. During a six-week campaign, ADAC developed a deeper relationship with the under-30s audience by earning 20 million impressions on its campaign video and 140,000 messages.

Nurture loyalty with tailored customer journeys

Understanding the way customers behave when they interact with your brand on different channels allows you to build journeys which reduce friction at blockage points, increase conversions, and nurture deeper relationships. You can also: 

• Design multi-step interactions across different owned and paid channels

• Analyze abandoned carts to optimize ad spend and discounting

• Transform one-time buyers to repeat purchasers with personalized marketing interactions on their favorite channels 

When you can consistently optimize your customer experience, a successful marketing campaign strategy is within reach. 

Build marketing campaigns to inspire all kinds of brands with Twilio

Twilio empowers marketers to create personalized marketing with data-driven, compliant campaigns that are differentiated for increased conversions and customer lifetime value. 

Whether you’re a household name or a local legend, Twilio gets you closer to your customers. 

Whenever you’re ready, learn more about Twilio marketing and promotions. Or to get started with a free trial, talk to sales.