Consumers want to do more than just buy your products. Collaborative Marketing lets you market with your consumers, not at them – driving insights, trial, awareness and sales.
We manage online communities of over 5.5m registered members across Europe and spark meaningful conversations between brands and their customers. Together we can transform your consumers into active co-marketers who will generate awareness via Word of Mouth/Online Buzz, stimulate Social Content, or help develop new products through Co-Creation.
The sweet smell of success: Why the fragrance industry needs a new approach
The inherent difficulty with marketing fragrance is the notion of persuading a customer to buy a product when its essential function cannot be conveyed, seen or felt through the screen or on the pages of a magazine. By its very nature, marketing a perfume has to do so much more than convince us of a pleasant aroma. And the industry is vast, from the stalwart classic of Chanel No. 5 to Justin Bieber’s ‘Girlfriend’ and everything in between. So, just how does a fragrance brand rise above the marketing clutter?
Born between 1980 and 2000, the demographic referred to as ‘Millennials’ have grown up in a time of rapid change. While no generation enjoys being labelled, and it seems counter-intuitive to attempt to shoehorn what is the biggest demographic on the planet neatly into one category
(despite MANY trying) there is an unmistakable difference in the life experiences of those born pre- and post-1980. Unlike Baby Boomers and Gen X-ers, this group has grown and matured with the internet and all of the world’s knowledge at their fingertips. Importantly for marketers, they have also matured surrounded by advertisements which means the tried-and-tested approach of reach + frequency might not equal impact like it once did.
In our latest project with
KOKO KANU, 2,000 lucky trndsters were given the chance to try a free bottle of KOKO KANU rum, and give their cocktails a refreshing twist this summer!
After identifying coconut lovers across the country, we asked this carefully selected group to try a bottle of KOKO KANU Jamaican rum with coconut flavour. During the product test, we asked them to leave their honest reviews and opinions about the rum, share refreshing summer cocktails with their friends, and feed back their honest thoughts to the folks over at KOKO KANU.
Yves Rocher sought to generate awareness for their new anti-aging line Yves Rocher Elixir 7.9 and to inspire more customers to visit their stores. To achieve these goals, we at trnd educated a selected team of 1,500 consumers to become Yves Rocher co-marketers. This resulted in a sales uplift of 19% for Yves Rocher Elixir 7.9 as well as a sales uplift of 6% for the whole Yves Rocher portfolio over the two month campaign runtime.
Tchibo wanted to inspire more customers to visit selected Tchibo stores. To achieve this objective we at trnd identified a team of 1,500 consumers, educated them to become Tchibo co-marketers and paired them with their local Tchibo stores. During the two month campaign, 32,541 additional store visitors were generated and sales in the selected stores increased by 6%.
Multinational ecommerce company Zalando wanted to promote their online shop and acquire new customers in the Italian market. By activating the power of 5,000 real consumers and enabling them to become co-marketers for the brand, we helped them to achieve these objectives - as a result of the six week campaign Zalando gained 10,212 new customers.