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05.25.04
Reporting Live from
AD:Tech...
Hewlett-Packard
Customers Showing "Brand Love"
 By
Garrett French
Allison Johnson is the Senior Vice President, Global Brand and Communications
for Hewlett-Packard and she delivered a keynote address this morning
on "The Changing Role of Interactive in Global Marketing."
Discuss
This Article at WebProWorld.
I was writing the Google post during her keynote, but talked with
Carrie Thorpe, a product manager with Ogilvy,
who gave me the lowdown on the address, and how she found it useful. |
"Brand
Love" was Allison's buzz phrase, and to talk about this love she focused
her speach on Ustories, a campaign that allows buyers of their new
camera to post their own photos and - surprise - tell the stories
that make the photos important.
User satisfaction for these cameras is higher than for any other product
they sell and they attribute this to the Ustories campaign.
HP identifies four different types of user experience that they're
seeking to capture and publicize, and they know that there's a specific
way to get users to share.
The experience they seek to capture are:
- life experience
- brand experience
- customer experience
- product experience
The first type of experience they capture and foster is life experience.
Life experience is the easiest sort of experience to capture from
people as there are always customers who want to discuss their lives.
To create "Brand Love" you have to create a deep understanding of
where the context where the brand exists. And that's why you have
to capture life experience first.
Everything else follows from that.
Another benefit to the Ustories or any experience-based campaign is
that you can get a great idea of who your customers actually are.
HP's using this data to create more targeted ads.
User experience is driving HP campaigns (and building Brand Love)
around the world, and they're targetting African Americans, Hispanics,
and Gays in the US using the same methods.
How is Carrie of Ogilvy going to use what she learned today? Well,
she's got a client who's looking to try a campaign that doesn't focus
on price point. She's going to use what she learned in this keynote
as a case study for her client.
Carrie came to Ad:Tech to learn more about cross channel communication
and new technologies. She even spent some time in Kentucky and knows
some of our more obscure pronunciations such as "y'all" and "luavul."
Special thanks to Carrie for
her help.
Discuss
This Article at WebProWorld.
About the Author:
Garrett French
Editor, WebProNews.com
http://www.WebProNews.com
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