I can’t go anywhere without hearing the name Kelce. I should thank Taylor Swift and the Swifties — or maybe my 10-year-old son, who is passionate about playing tight end in competitive NFL flag football. (Mama says no to tackle right now.)
But whether watching TV or scrolling through social media, the Kelce crew seems to be everywhere, representing everything from Honey Baked Hams and Pfizer to Dove Body Positive and Experian. These savvy brands heard the chatter and acted in real time to leverage this high-profile, fun-loving family. They realized that social listening is a game-changer for brands striving to stay ahead.
Granted, marketers have always known the importance of feedback, so listening isn’t exactly new. What is novel is the incredible pace at which we need to respond and engage with authentic content and out-of-the-box ideas. By actively listening to what your customers say, you can identify areas where your brand can increase awareness, identify areas that need improvement and incorporate them swiftly (see what I did there?). Here are four brands that took this advice and ultimately saw gains in customer engagement, satisfaction and loyalty.
Fewer Hot Flashes, More Not Flashes
Astellas Pharma
In the wake of conversations and advertising campaigns to raise awareness about menopause, it’s encouraging to see that it is no longer a taboo subject. Astellas Pharma advances the cause by bringing Veozah, which treats moderate to severe vasomotor symptoms (hot flashes) due to menopause, to the Super Bowl. Astellas had previously aired What’s VMS? to raise awareness about these symptoms and, later on, Fewer Hot Flashes, More Not Flashes as part of a national campaign to promote the drug. With the Super Bowl ad, Astellas encouraged women to talk more openly about their menopause experiences and provided them with a treatment option.
Hers
Hers, a women’s telehealth brand, creates educational content on taboo subjects related to women’s mental and physical health. Because Hers covers topics that are often quite serious (and teeter on the border of medical advice), the company has a responsibility to handle these sensitive subjects delicately. Social listening equips this brand with the ability to navigate the space with grace and gravity. Hers also incorporates ethical marketing practices, ensuring safe usage and transparency in communication. In doing so, it creates happy customers who love and trust their products.
EOS Lotion Lock
EOS Products and Mischief @ No Fixed Address
Then there’s EOS, a women’s body lotion brand that created a packaging innovation designed to protect ladies’ stashes of Vanilla Cashmere lotion from their men. The idea came from a TikTok viewed 2.4 million times, in which a male user raved about Vanilla Cashmere. The flood of men seeking to borrow this sweet-smelling lotion inspired the design of a three-ring locking mechanism. The EOS Lotion Lock campaign includes a website, paid social, sampling and creator partnerships. It showcases the power of listening to customers and how it can lead to campaigns that surprise and delight them.
Tums Prop Bites
Tums, DraftKings and Edelman
A collaboration between Tums and DraftKings, the Tums Prop Bites competition encouraged fans to participate in a free contest to pick their favorite game-day foods in the weeks leading up to the Super Bowl. Tums then strategically addressed the issue of indigestion, a common problem when indulging in salty, savory and cheesy favorites. The campaign includes a celebrity Tums Prop Bites Tipster — comedian Desus Nice — featured in digital and social content to generate buzz among fans. Through an additional partnership with GoPuff, free Tums were delivered to people who ordered via TumsHalftimeHeroes.com. The campaign demonstrated the power of engagement through social listening, synergistic partnerships and timely action.
From the April 01, 2024 Issue of MM+M - Medical Marketing and Media
