America’s rising vaccination rates helped Drop, a reward app, add a new section to its playbook aimed at attracting customers.
Since launching April 2, the company’s most recent # TropCovid initiative has got new customers up to $ 50 for vaccination and evidence (with a picture of how they received the vaccine or the sticker received for it) through June 30 ) credited. According to Paul Crowe, CRO of Drop, 15,000 users have redeemed such Covid codes and are on track to meet their 20,000 goal by June. So far, 75% of codes redeemed are new users – that’s just over 11,000 new usernames, phone numbers and email addresses.
Drop was one of several brands offering giveaways for people who can prove they received their Covid-19 vaccines while getting valuable zero-party data – a tactic that their targeted marketing efforts along with that of others such as brands.
Anheuser-Busch brands Budweiser and Sam Adams each sent money to the first 10,000 qualified entrants to buy a beer when those who qualified shared their vaccinated selfie on social media and provided key information such as name, E. -Email address, birthday and zip code. So Good So You, a probiotic juice company, sent out vouchers for free juice intake in exchange for a consumer’s name, email address, and mailing address. The response was so overwhelming that after the start on April 5, they no longer had to accept any registrations.
“We had planned for this to run by June 30th, but we met our goal of 10,000 registrations in the first few weeks,” said Rita Katona, co-founder of So Good So You.
The freebies increase brand building and offer a nice booster shot for new customer data as well as the opportunity to build a direct business relationship with them.
“If you don’t believe in vaccinations, don’t participate, but if you do, it’s an amazing touch point for aligning values and loyalty,” said Tim Glomb, vice president of content and data, Cheetah Digital. “People often think of loyalty after they buy, but that’s loyalty in the beginning.”
All of this is due to the growing importance of zero and first party data in a world without cookies.
“First-party data is more important than ever today,” said Fatemeh Khatibloo, vice president and principal analyst at research firm Forrester, in an email. “Brands and CMOs need to focus more than ever on data strategy and understand not only the data they have, but also the data they need to deliver a great customer experience.”
Katona said the giveaway helped build her customer database. So good that you’ve actually stopped doing your own DTC shipping to focus on fulfilling wholesale orders, but plan on getting your website back e-commerce-ready in the coming months.
Drop is also happy about their new dates. “We now have this valuable data set that we and our partners can connect to [vaccinated] group and potentially give them quality deals, ”said Crowe. “Companies want to talk to people who have this attitude.”
Both Crowe and Katona said this type of “giveaway data” plan is something they would try again in the future, calling it a new tool in their marketing tool belt. Some consumers may not mind this trade either. A recent survey of 1,000 US adults conducted by Inmar Intelligence, a data company, found that 90% of consumers believe that a brand’s ability to personalize their shopping experience affects the amount consumers spend with that brand output.
The highly charged events of the past year have also put many brands in the uncomfortable position of having to take sides in very heated discussions on issues such as racial justice. But for some brands, the vaccine is “undeniably good for the world,” as Crowe put it.
“We can’t hide their intentions, but brands know at least half the country is okay with vaccines,” Glomb said. “There’s a bigger feeling that people who get vaccinated are everywhere good.”
So good, you and Drop were surprised that more brands didn’t take the opportunity. But it could be that many just weren’t nimble enough to set up creative, legal, and supply chains in a timely manner, said Khatibloo. Drop had the idea for their campaign at the end of February and wanted to start in March. They changed it to April when vaccines were more widespread. So good that you can set up your giveaway in just two weeks.
But now that they have that infrastructure in place – from Mar-Tech services used internally as So Good So You to data anonymized using Snowflake – it will be easier to deploy in the future.
“Our vision is to be the most personalized rewards program in the world,” said Crowe. “We now have a new tool belt that we can quickly use to run even more personalized campaigns.”