Category
Tech
Automated Upkeep
Trend cluster
Category
Customized
Campaigning
Using social media apps to create extremely personal marketing messages.
2.6
Trend score
Trend
What is the Customized Campaigning trend?
Customized Campaigning: Facebook is an advertising platform that brands today simply can't ignore, and it's helping marketers in more ways than one. While the privacy issue still exists, many young consumers are not hesitant to share their personal profile information with brands; in response, brands are using social media apps to snatch up a person's Facebook Timeline information to create extremely customized campaigns that range from quirky musicals to custom fragrances. Recently, a site called 'Take This Lollipop' even spotlighted the potential dangers of readily sharing personal information with social media apps by, ironically, asking visitors to share their Facebook information. Regardless, customizing campaigns in this way is allowing brands to hyper-target and reach their customers in an unprecedented way.
Trend themes
Themes within the Customized Campaigning trend
Three behaviours holding the trend together01
Customized Campaigns
Brands are using social media apps to snatch up a person's Facebook timeline information to create extremely customized campaigns.
02
Interactive Experiences
Interactive music videos, campaigns, and microsites reward users and personalize content based on Facebook data, offering a new and engaging way to interact with brands and celebrities.
03
Personalized Fragrances
DKNY Scent Finder app is a new tool that uses Facebook to ask you a series of questions, assuming that the person for whom you are buying a fragrance is someone other than yourself, to help you choose the right scent.
Industry implications
What the Customized Campaigning trend means for industry
Where the trend changes the playbookFor
Social Media Marketing
Brands can hyper-target and reach their customers in an unprecedented way by using customized campaigns through social media platforms.
For
Digital Advertising
Interactive social experiences and content using Facebook data offer new and creative ways to engage with customers via digital advertising.
For
Fragrance Industry
Personalized fragrance tools using Facebook data, like DKNY Scent Finder, offer a new way to choose the right scent for yourself or someone else.
Trend signals
Trend signals for Customized Campaigning
Trend score 2.6 out of 10, from popularity 38%, activity 33%, freshness 8%.
Popularity38%
Activity33%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Customized Campaigning trend
6 featured examples from Oct 20, 2011 to Jul 30, 2012CategoryPop Culture
Social Network Horror Films
'Take This Lollipop' Turns Facebook Into a Stalker Flick
Developing scary and innovative movies, television shows, and digital experiences that capitalize on the current interest in personalized, data-driven storytelling and interactive…
CategoryLifestyle
Romantic Song Creators
Show a Special Someone You Care With the Heineken Serenade App
Innovative ideas for beverage brands to enhance their marketing efforts and engage with consumers in unique ways.
CategoryFashion
Custom Fragrance Tools
DKNY Scent Finder Helps You Find the Perfect Perfume
The beauty industry will benefit from custom fragrance tools and scent recommender apps, as they add value to the consumer experience and increase customer engagement.
CategoryPop Culture
Interactive Fantasy Contests
The 'Welcome to Rekall' Site Offers Users an Experiential Journey
Brands can employ interactive and experiential marketing strategies to engage consumers and offer rewards.
CategoryTech
Customized Chorusing Cartoons
Intel 'Me The Musical' App Creates a Personal Video Using Facebook
Opportunities exist for marketing professionals to create more engagement by leveraging customer's social media profiles.
CategoryMarketing
Interactive Song Experiences
MNDR Music Video Can Be Personalized Via Your Facebook Data
Bands and musicians can benefit from interactive and personalized music videos to differentiate themselves in a highly competitive market and better engage fans.
