In the low-value FMCG product categories, creating entertainment experiences through the main interaction channel plays a core role in the “top of mind” strategy for customers. Utilizing media such as videos, images, stories, or interactive activities like games helps brands create strong connections and leave a lasting impression on consumers.
Due to the commonality and similarity of products within the same category of FMCG goods such as soft drinks, snacks, shampoos, and toothpaste often do not require much deliberation from consumers when choosing. They can easily make choices based on personal preferences, shopping habits, or temporary priorities.
For example, if their usual bottled water brand is out of stock, they can easily switch to a similar brand.
Because of the low value and frequent usage of these products, emotions often play a dominant role in purchasing decisions. Factors such as creative advertising, product packaging, or personal perception of the brand can significantly influence buying decisions; customers may decide based on emotions, convenience, and familiarity with the brand.
Marketing campaigns for this product category, therefore, focus on evoking emotions to drive sales. Examples include advertisements from food, beverage brands such as Coca-Cola, Budweiser,.. These brands often focus on human values, family, and friendship, creating a sense of closeness and warmth to build emotional connections with customers. Their promotions are not just discounts but also include gifts and entertainment to evoke emotions during the shopping experience. Most notably, beer and soft drink companies often evoke emotions in consumers through lively and vibrant music festivals. These programs usually focus on stimulating emotions, creating unique experiences, and fostering brand connections, thus enhancing customers’ emotional ties to the products and brands.
The Story of Beverage Brand “C” with The Master Channel on Zalo in the Vietnamese Market
While WeChat is the top choice for businesses in China to build the main interaction channel – The Master Channel – Zalo is the optimal choice for businesses in the Vietnamese market. A beverage company, Brand C, successfully chose Zalo to build The Master Channel, creating significant impacts on customer experience.
Companies like C always have numerous ideas to create “top of mind” effects. Brand C always strives to create campaigns with excellent content, aligned with the user’s lifestyle such as music and sports. In a world where everyone uses mobile phones, games are a favored content type and easily accessible to users due to their high entertainment value.
Incorporating gamification into marketing activities will help businesses increase customer interest and interaction in a short time, while keeping them engaged longer, thus boosting conversion rates and revenue for the business. Specific supports includes:
- Increasing customer interaction with business’ messages. Designing games integrated with the message the business wants to convey.
- Easily collect customer data. Thanks to the stimulation and excitement of the game, user data is collected effortlessly through the gameplay without making users feel obligated to provide information.
- Increasing conversion rates by combining rewards such as vouchers, discount coupons, gifts,… Most customers will cherish and use vouchers when they must “compete” and “win” to obtain them.
Once user behaviors are captured through games or other activities, businesses need a unified data platform to track user interactions continuously. This data will then be automatically segmented based on each customer’s needs and behaviors, helping businesses develop appropriate engagement and interaction scenarios.
Brand C has deployed a communication campaign on social media channels with a focus on a highly engaging two-way interactive game on the Zalo Mini App. Users only need to scan the QR code or access the link to enter the game interface without needing to download the game app or log in to receive rewards. By agreeing to share information and enabling the mic and camera, users could easily join the game, enjoying the fun and laughter.
Once user behavior has been captured through games or other activities, businesses need a unified data repository to track users’ interactions throughout the process. This data source will then be automatically segmented based on the needs and behaviors of each customer. This helps businesses tailor appropriate access and interaction scenarios.
Besides the exciting gameplay, Brand C also ran colorful and appealing media content on various social media channels to increase its visibility.
The 360-degree customer information will be recorded and consolidated in real-time by The Master Channel with the support of the Customer Data Platform (CDP), including behaviors within the game. This data forms the basis for the marketing team to segment customers by age, gender, interests, gaming behaviors, location,… enabling personalized re-engagement through Zalo OA messages at much lower costs. The breakthrough of this campaign was proactively owning customer data for long-term care, sales, and integration with advertising platforms to run retargeting campaigns systematically and cost-effectively.
After completing the game, depending on their score, customers receive corresponding gifts that can be redeemed immediately at convenience stores. This program helps brand C’s products become more popular in the market, ingraining themselves into consumers’ lives.
Why games and why should they be used in the battle for customer attention? As seen in the campaign from Brand C, games are not just games but a clever combination of entertainment, brand recognition, and rewards.
In the low-value FMCG product group, creating entertainment experiences through the main interaction channels plays a crucial role in the “top of mind” strategy for customers. Using media such as videos, images, stories, or interactive activities like games helps brands create strong connections and leave a lasting impression on consumers.
By focusing on providing entertainment experiences, advertising and marketing campaigns can capture attention, evoke emotions, and make a strong impression on customer’s minds, helping the brand stand out and become the customer’s choice at the point of purchase.
It can be said that the ideal Master Channel for low-value FMCG products is “The Entertainment Channel.” When interacting with the brand through The Master Channel, customers will remember a place always filled with game reward programs to win concert and sports event tickets, and connections with friends.
The content belongs to Main Interaction Channel-The Master Channel’s, Volume 2.
If you are a business owner, marketer, digital transformation department, or post-sales service, this book series will provide different perspectives and high applicability for industries such as FMCG (fast-moving consumer goods), retail chains, F&B, services, manufacturing, and distribution.
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