Iris Case Studies Revolutionizing Customer Loyalty: Nectar's Integrated Brand Marketing Campaign

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	Revolutionizing Customer Loyalty: Nectar's Integrated Brand Marketing Campaign Iris

Revolutionizing Customer Loyalty: Nectar's Integrated Brand Marketing Campaign

Iris

Technology Category	Sensors - Autonomous Driving Sensors
Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Challenge	Nectar, the UK's largest loyalty programme, was faced with the challenge of revolutionizing its rewards and loyalty scheme. The company wanted to make its offers more accessible and exciting for customers nationwide. To achieve this, Nectar needed to launch a new app and website. However, the challenge was not just about launching these platforms, but also about driving customer engagement and ensuring that customers would regularly check the app before shopping. The company also wanted to introduce a new brand identity and a fresh brand asset, the 'Droplet', that would give a modern, digital-first feel to the brand. Read More
About Customer	Nectar is the UK's largest loyalty programme. It aims to provide its customers with exciting offers and rewards. The company wanted to revolutionize its loyalty scheme and make it more accessible to customers nationwide. To achieve this, Nectar launched a new app and website. The company also wanted to drive customer engagement and ensure that customers would regularly check the app before shopping. Nectar's customers are individuals who value rewards and offers and are likely to engage with a brand that provides personalized, weekly offers. Read More
Solution	To address these challenges, Nectar launched an integrated brand marketing campaign. This campaign was unveiled across multiple channels including TV, print, radio, social, and digital media. The campaign aimed to drive customers to download the new app and check it before shopping. The app was designed to feature tailored, weekly offers that were completely personalized to the customer. To further drive customer engagement, the brand introduced a new strapline 'Get your Nectar on'. This was aimed at encouraging customers to start thinking about Nectar before they shop and checking the app to ensure they get the best offers. The 30-second spot introduced the 'Droplet', a fresh brand asset that morphs into the logo, bringing a modern, digital-first feel to the brand. Read More Log in to view content
Contents

Technology Category

Sensors - Autonomous Driving Sensors

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Challenge

Nectar, the UK's largest loyalty programme, was faced with the challenge of revolutionizing its rewards and loyalty scheme. The company wanted to make its offers more accessible and exciting for customers nationwide. To achieve this, Nectar needed to launch a new app and website. However, the challenge was not just about launching these platforms, but also about driving customer engagement and ensuring that customers would regularly check the app before shopping. The company also wanted to introduce a new brand identity and a fresh brand asset, the 'Droplet', that would give a modern, digital-first feel to the brand.

About Customer

Nectar is the UK's largest loyalty programme. It aims to provide its customers with exciting offers and rewards. The company wanted to revolutionize its loyalty scheme and make it more accessible to customers nationwide. To achieve this, Nectar launched a new app and website. The company also wanted to drive customer engagement and ensure that customers would regularly check the app before shopping. Nectar's customers are individuals who value rewards and offers and are likely to engage with a brand that provides personalized, weekly offers.

Solution

To address these challenges, Nectar launched an integrated brand marketing campaign. This campaign was unveiled across multiple channels including TV, print, radio, social, and digital media. The campaign aimed to drive customers to download the new app and check it before shopping. The app was designed to feature tailored, weekly offers that were completely personalized to the customer. To further drive customer engagement, the brand introduced a new strapline 'Get your Nectar on'. This was aimed at encouraging customers to start thinking about Nectar before they shop and checking the app to ensure they get the best offers. The 30-second spot introduced the 'Droplet', a fresh brand asset that morphs into the logo, bringing a modern, digital-first feel to the brand.

Impact #1	The integrated brand marketing campaign was successful in driving customer engagement and behavior change. The new strapline 'Get your Nectar on' encouraged customers to think about Nectar before they shop, thereby increasing the likelihood of them checking the app for the best offers. The introduction of the 'Droplet', a fresh brand asset, gave a modern, digital-first feel to the brand, aligning it with the current digital trends. The campaign also successfully unveiled Nectar's new brand identity across multiple channels, thereby increasing brand awareness.

Impact #1

The integrated brand marketing campaign was successful in driving customer engagement and behavior change. The new strapline 'Get your Nectar on' encouraged customers to think about Nectar before they shop, thereby increasing the likelihood of them checking the app for the best offers. The introduction of the 'Droplet', a fresh brand asset, gave a modern, digital-first feel to the brand, aligning it with the current digital trends. The campaign also successfully unveiled Nectar's new brand identity across multiple channels, thereby increasing brand awareness.

Benefit #1	Nectar's app became the most downloaded Free App on the App Store during its launch

Benefit #1

Nectar's app became the most downloaded Free App on the App Store during its launch

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Overview

Revolutionizing Customer Loyalty: Nectar's Integrated Brand Marketing Campaign

Operational Impact

Quantitative Benefit