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Reporting Live from AD:Tech...
Hewlett-Packard
Customers Showing "Brand Love"
 By
Garrett French
Allison Johnson is the Senior Vice President, Global Brand and
Communications for Hewlett-Packard and she delivered a keynote
address this morning on "The Changing Role of Interactive in
Global Marketing."
Discuss
This Article at WebProWorld.
I was writing the Google post during her keynote, but talked
with Carrie Thorpe, a product manager with Ogilvy,
who gave me the lowdown on the address, and how she found it
useful.
"Brand Love" was Allison's buzz phrase, and to talk about this
love she focused her speach on Ustories, a campaign that allows
buyers of their new camera to post their own photos and - surprise
- tell the stories that make the photos important. |
User
satisfaction for these cameras is higher than for any other
product they sell and they attribute this to the Ustories campaign.
HP identifies four different types of user experience that they're
seeking to capture and publicize, and they know that there's
a specific way to get users to share.
The experience they seek to capture are:
- life experience
- brand experience
- customer experience
- product experience
The first type of experience they capture and foster is life
experience. Life experience is the easiest sort of experience
to capture from people as there are always customers who want
to discuss their lives.
To create "Brand Love" you have to create a deep understanding
of where the context where the brand exists. And that's why
you have to capture life experience first.
Everything else follows from that.
Another benefit to the Ustories or any experience-based campaign
is that you can get a great idea of who your customers actually
are. HP's using this data to create more targeted ads.
User experience is driving HP campaigns (and building Brand
Love) around the world, and they're targetting African Americans,
Hispanics, and Gays in the US using the same methods.
How is Carrie of Ogilvy going to use what she learned today?
Well, she's got a client who's looking to try a campaign that
doesn't focus on price point. She's going to use what she learned
in this keynote as a case study for her client.
Carrie came to Ad:Tech to learn more about cross channel communication
and new technologies. She even spent some time in Kentucky and
knows some of our more obscure pronunciations such as "y'all"
and "luavul." Special thanks to Carrie
for her help.
Discuss
This Article at WebProWorld.
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Garrett French
Editor, WebProNews.com
http://www.WebProNews.com |
