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Insights 帶給品牌的無限可能

創意行銷人人都講,但內容是否單憑直覺構想出來?企業都困惑如何從龐大的數據中,持續地開發自家客戶感到喜愛的產品和內容,再藉由社交媒體和「粉絲」直接溝通,成為一個受人擁戴、善於製造話題的品牌。

再延伸下去,在這個來得快去得更快的數碼年代,品牌如何做出立即回應,將廣告行銷的成效發揮至極致?要解答這個問題,或者可以從Taco Bell 的故事中得到一些啟示。

從天而降的墨西哥薄餅 ─ Taco Bell的故事

Taco Bell 這個美國54年歷史的墨西哥餅速食連鎖店品牌對香港人可能有點陌生。賣墨西哥薄餅,賣到可以擠身Adweek《2015年全球數碼品牌24強》,與Snapchat、Spotify 等這些一線科創企業並駕齊驅,靠的就是驚人的洞察力,以及極速的回應。

2012年7月,阿拉斯加一個人口只有5千左右的小鎮伯特利(Bethel)出現一則流言,謠傳 Taco Bell 將選址當地開設分店,消息其後擴散至社交媒體再瘋傳起來,小鎮居民信以為真,當然興奮不已。但事與願違,Taco Bell 根本沒有這項計劃,換著其他大公司一般只會無視,或像某化妝品牌急於發聲明澄清,但Taco Bell 的數碼團隊卻好好把握了這個千載難逢的機會,上報高層並得到公司上下鼎力支持,想到以直升機運送一輛 Taco Bell 貨車從小鎮上空從天而降,豪爽地向當地居民派發一萬個墨西哥薄餅大快朵頤,整件事最終演變成當天全美新聞焦點!天降簿餅事件由謠言起始至成為全美熱話,前後只有短短18天的時間,這堪稱是應用insights的經典示範。

Taco Bell 靈活運用Insights 的例子,當然不止限於一個。根據Intelligent Enviroments 的調查顯示,64% 美國年輕人經常依賴表情符號(Emoji)與朋友在網絡上溝通,Taco Bell 的數碼團隊留意到這一點,卻發現當時竟然還沒有墨西哥餅的Emoji。於是Taco Bell於2014 年年底發起了消費者請願活動(change.org petition),要求統一碼聯盟(UnicodeConsortium)增加 Tacoemoji。聯署活動發起後竟然在網路上熱炒起來,有超過數萬名年輕人簽名支持,半年後終於成功爭取到現在全世界的手機上,出現你我都現在有機會用到的 112 more words

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