That’s it, our 100% digital Advent calendar has started! Each week, discover an inspiration that caught our attention in 2022… to give you ideas for your 2023 projects!
#1 : «Nolhtaced» – Decathlon
Decathlon has pulled off a successful PR coup in Belgium! The must-have sports retailer is changing its name to “Nolhtaced” for a month… or Decathlon spelt backwards (quite simply). But what’s behind this unusual initiative? We explain it all in this article ⬇️
The aim of this project was to promote the launch of a new service in Belgium, based on “reverse shopping”. In this way, Decathlon is encouraging customers to consume differently, by putting recycling and the purchase of second-hand products at the centre of their concerns. For a month, consumers were able to sell all the sports equipment they no longer used. “Decathlon repairs them and then resells them as second-hand items under guarantee”, explains the Belgian subsidiary.
The good news? The operation is said to have collected 10,800 products in the space of just four weeks. These results have encouraged Decathlon to continue this service despite the return to the familiar brand name.
An eco-friendly initiative that we applaud.
#2: The ghost detector – Burger King
The end of October is synonymous with pumpkins, witches and even ghosts… and Burger King has understood this! Let’s find out how the fast-food chain has taken advantage of Halloween to surprise its customers 🎃
Trick or treat? For Halloween, Burger King has developed a ghost detector on its app: the Ghost Detector. This allows users to go ghost hunting in the company’s restaurants, and even outside them. Paranormal activity? A shiver? Just open the app and scan the event using the magnetic field detector.
But Burger King doesn’t stop there! For every paranormal activity detected using the mobile app, the user is offered a promotional offer to discover and taste the brand’s new limited edition burger… enough to make even the hungriest of eaters hungry!
It’s a fun initiative that combines development and e-marketing, and encourages use of the app!
Would you like even more inspiration on seasonal marketing? Check out the 5 e-marketing campaigns that made the biggest impact in 2021.
#3 : The “Greatest TikTok” – Back Market
It’s no secret that Tiktok has become an essential tool in any successful marketing strategy. Need some inspiration for launching on this platform in 2023? Let’s take a look at the “Greatest Tiktok” of the year 💡
Spotlight on Back Market, number 1 in refurbished goods, with its Tiktok campaign launched internationally. For this initiative, the retailer teamed up with @flashboy.mp4, @leolorini and @eravfx, three iconic influencers on the platform. The aim was to present its brand as a more responsible alternative to new electronics. The secret to success? Fun content! The campaign reached over 120 million views and a total engagement of 532,000 likes, shares and comments. It also won the company the “Greatest TikTok France” award for 2022, presented by the Tiktok platform itself… something to dream about!
Would you like to learn more about your influencer marketing strategy? We’ve got all the advice you need.
#4 : La rétrospective musicale – Spotify
Spotify’s retrospective has become a real end-of-year ritual for users of the mobile application. This campaign, which presents a summary of each user’s music habits, has once again caused a stir. So, what are the elements you need to remember to get your next campaigns off the ground?
- User Generated Content: Every year, millions of users share their retrospective on social networks, giving Spotify a more authentic and credible dimension.
- Personalisation: We all like to learn about ourselves. By using data intelligently, Spotify is able to share with its users information about their music habits that they wouldn’t have been able to find easily.
- Visual identity: Although the format of the retrospective is similar from year to year, the design is adapted to make a lasting impression.
As you can see, Spotify’s secret to converting its free subscribers and retaining its premium customers is to capitalise on its UX and hyper-personalisation strategy.
