Viva Vantage Wins Over Fans of a Competitor's Products
Laura McQuarrie — February 2, 2015 — Marketing
References: vivatowels & spiral16
It's not often that people proclaim their love of paper towels, so Viva Vantage goes bold with this stunt to win over people who have publicly expressed that they are fans of Bounty's products.
For people who made a declaration like "I love Bounty" on Facebook, Viva Vantage visited the houses of these people, bringing cupcakes and samples of their own paper towels to show and share. In order to build its own army of brand advocates from people who were formerly fond of the competitor's product, Viva Vantage showed off what makes its product unique, including a stretchy feature that's unique to its paper towel. Although this campaign is specific to a cleaning product, this is a model that could easily be adopted by other brands for a range of products and services.
For people who made a declaration like "I love Bounty" on Facebook, Viva Vantage visited the houses of these people, bringing cupcakes and samples of their own paper towels to show and share. In order to build its own army of brand advocates from people who were formerly fond of the competitor's product, Viva Vantage showed off what makes its product unique, including a stretchy feature that's unique to its paper towel. Although this campaign is specific to a cleaning product, this is a model that could easily be adopted by other brands for a range of products and services.
Trend Themes
1. Personalized Engagement - Creating personalized experiences for customers based on their expressed preferences to win them over and build brand loyalty.
2. Competitor Conversion - Targeting customers who are fans of a competitor's products and showcasing the unique features and benefits of one's own product to convert them into brand advocates.
3. Experiential Marketing - Using interactive and memorable experiences to engage customers and create a lasting impression, ultimately driving brand advocacy.
Industry Implications
1. Consumer Goods - Brands in various consumer goods industries can adopt this stunt model to convert customers from competing brands and build loyalty towards their own products.
2. Marketing and Advertising - Marketing and advertising agencies can explore personalized engagement strategies and experiential marketing tactics to help their clients win over customers from competitors.
3. Hospitality and Events - Hospitality companies and event organizers can create unique experiences for attendees to showcase the value of their services and win over customers in a competitive market.
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