The Holy Grail for any brand wishing to deliver successful marketing campaigns is having the right ‘Customer Relationship Management’ system in place. Why? So you’re able to deliver personalised communications, directly to your consumers at a time when it will generate the highest level of engagement.
MIG’s digital agency, Jigsaw, has a unique set of tools, platforms and engines which allow us to develop complex, integrated campaigns that work across all digital channels. This toolset enables the team to develop eCRM campaigns, manage user generated content, build loyalty and retention campaigns and to use a series of other tools to allow for geo-targeting, auctions and more.
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Our proprietary CRM platform underpins the delivery of many international online campaigns. It enables us to manage campaigns effectively from anywhere in the world; to segment data to ensure communications are personalised and tailored to the individual recipient; provides extensive reporting and analysis and has the capacity to send millions of emails a month.
We understand that brands have very different reporting requirements which are highly complex; therefore it’s essential for our CRM platform to be able to dissect and segment data, and for the team to interpret this into key campaign insights, that inform future branded communications. By drilling down into the data we know what our client’s customer’s preferences are and how to structure successful and engaging campaigns, down to where to place a button on screen to generate the highest response.
A great example is Havana Club. Havana is a city like no other and as such its number one rum, Havana Club required a campaign unlike any other they had previously done. The campaign was designed to encourage people not only to ‘Like’ their Facebook page but to encourage fans to capture the full spirit of the Habaneros, through interacting with the brand and uploading their examples of being creativity and ingenious in exchange for a chance to win a holiday to Cuba.
The UGC element of this campaign is a system Jigsaw has used on other high profile brands such as ITV and Walkers – but for the first time Jigsaw’s CRM platform was integrated into social media, fully submersing Havana Club’s brand identity into Facebook – thus creating a specific area current fans would be familiar with and creating an awareness to new fans.
For the duration of the campaign the CRM platform was programmed to keep recipients up to date with Havana Club events and competitions, so participants received maximum opportunities to win prizes.
In the coming months we hope to utilise the brand’s close connection with Cuba to create an iPhone application.
Jigsaw have also delivered CRM campaigns for brands including Tropicana and Doritos,
