How to best create brand awareness and loyalty in the digital space? Learn to get the brew just right this afternoon at the iMedia Brand Summit, in Coronado, California. Enlighten President, Tom Beck, will co-present with Eric Wheeler, CEO of 33Across, about our recent campaign work for illy coffee.
To address some of the challenges the illy caffè team faced in identifying and reaching potential customers, 33Across created the illy Brand Graph™, a social graph and powerful real-time technology. It’s designed to predict a massive number of consumers and reveal their social attributions and interests. By tapping into the connections between a brand’s loyalists and their closest friends, the social graph heightened advertising effectiveness and empowered the illy team to create actionable value from the big data that surrounded their brand. illy was then able to captivate these coffee drinkers with high-impact rich media ads to engage them at the most relevant time and place.
- During the campaign, these ads efficiently accomplished the dual goal of:
- Driving strong ROI
- Heightened engagement from the illy audience
- The data insights also revealed that this influential group of brand loyalists shares 27% more content than the average food and beverage consumer; thus the incorporation of additional share functionalities yielded positive word-of-mouth buzz for the illy brand.
Below are a few images from the presentation: