In the business world, so much is focused on offers, acquisitions and sales that it can leave some of the most important people a little overlooked. We’re talking about the current customers: the business bread and butter.
And Nectar wanted a way to thank them, to give them something fun and engaging, a reminder of the good that comes from collecting and spending with Nectar. It had to be different from the usual offer-led emails, but to still give customers something to get excited about.
So we built an email to send to customers on the month of their anniversary with Nectar, to commemorate their ‘Nectarversary’. It showed them the points they had collected along their customer journey, and how many times they had swapped points for rewards along the way. With customers armed with the stats, they now needed only one thing: a way to celebrate.
We created eight AR filters to use through Facebook’s camera effects platform on mobile. Customers could then have some fun and share their Nectarversary news online easily, as the filters open straight into the Facebook app.
The effects include virtual doughnut deely boppers, and a revolving cupcake hat (complete with icing and sprinkles, obviously). Of course, there are seasonal variations; our bow-tie, party-hat-wearing Easter bunny filter was rolled out for March, and there are Halloween and Christmas variations to come. It gives all the fun of a party photobooth, complete with dress-up props, but right from your sofa or your desk at work.
It’s a reminder that in our marketing, we shouldn’t forget the value of things that are fun and shareable. As well as being engaging, they allow the customer to feel valued, creating something that they will enjoy and remember.