Successful Consumer Goods Brands with Unique Online Engagement Models

Generated with sparks and insights from 16 sources

Introduction

Unilever: Utilizes an Open Innovation platform to crowdsource solutions from startups, academics, designers, and customers.
IKEA: Launched Co-Create IKEA, a digital platform for customers to develop new products and engage in innovation bootcamps.
Netflix: Uses A/B testing and audience analytics to personalize customer experiences and create popular content.
Fender: Developed apps like Fender Play to provide online guitar lessons, enhancing customer retention.
Uber: Introduced services like Uber Moto and Uber Eats to solve local customer problems and launched Uber Rewards to incentivize loyalty.
Gymshark: Leveraged influencer marketing and customer surveys to engage with their audience and inform product development.
Apple: Focused on creating an emotional connection with customers through elegant design and lifestyle marketing.
Greggs: Engaged customers with a savvy social media campaign for their vegan sausage roll, including a unique unboxing experience.

Open Innovation Platform: Launched in 2010 to crowdsource solutions from the public.
Global Reach: Operates in 190 countries with products used by over 2.5 billion people daily.
Diverse Challenges: Topics include intelligent product packaging, oil oxidation technology, and cooling systems.
Commercial Contracts: Successful suggestions can lead to commercial contracts and professional recognition.
High Participation: Received over 1,000 proposals in the first half of 2012 alone.
Collaborative Culture: Over 60% of Unilever's research projects involve external collaboration.

Co-Create IKEA: A digital platform launched in early 2018 for customers to develop new products.
Focus Areas: Includes product idea suggestions, bootcamps with entrepreneurs, collaborations with university students, and innovation labs.
Customer Incentives: Successful suggestions may lead to licensing agreements or investments in future products.
High Engagement: Thousands of customer suggestions have been received.
Support Resources: Provides test labs and prototype shops for customers to develop their ideas.

Personalization: Uses A/B testing and audience analytics to create personalized experiences.
Content Production: Stepped into the role of producer to create popular content.
Customer Loyalty: Focus on personalizing customer experience to keep customers loyal.
33 Million Versions: There are now 33 million different versions of Netflix, tailored to individual preferences.

Retention Problem: 90% of new players stop playing guitar after six months.
Fender Play: An app offering subscription-based online guitar lessons.
Market Research: Conducted research to understand where their online audience spends time.
Customer Satisfaction: Helps new guitarists hone their skills, improving customer satisfaction.
Additional Revenue: Generates additional revenue through subscription fees.

Industry Disruption: Revolutionized the taxi industry since 2010.
Local Solutions: Created services like Uber Moto in India and Uber Eats in the US and UK.
Customer Problems: Focuses on solving customer problems to attract more users.
Uber Rewards: Launched a loyalty program allowing customers to build points for further purchases.
Gamification: Successfully gamified their product to encourage customer loyalty.

Influencer Marketing: Used social media influencers to promote products and reach a large audience.
Customer Surveys: Frequently reaches out to customers for feedback and market research.
Community Building: Built a community of athletes and ambassadors to engage customers.
Product Development: Uses customer feedback to inform product creation.
Global Presence: Grew from a small startup to a global company valued at over $1 billion.

Emotional Connection: Focused on creating an emotional connection with customers.
Elegant Design: Created elegant and user-friendly products.
Lifestyle Marketing: Positioned products as lifestyle signifiers.
Customer Loyalty: Inspired almost fanatic loyalty in customers.
Unboxing Experience: Popularized the concept of an unboxing experience.

Customer Engagement Strategy: Adopted a new strategy in 2013 to focus on food on the go.
Sales Increase: Voted 2019's most popular dining brand in the UK.
Store Expansion: Opened an extra 500 stores by 2020.
Social Media Presence: Engaged customers with a savvy social media campaign.
Vegan Sausage Roll: Introduced a successful product targeting the vegan market.