The degrees of separation between brand and consumer used to be multiple – now consumers are just a tweet away. This closeness has enabled a more personalised interaction, giving brands a personality that consumers can interact with in the same way they would a real-life friend.
As consumers become savvier, less committed to brands and more committed to their own brand, making a real connection with them has become a very delicate matter.
Consumers want to see that brands genuinely connect with them, and really understand them, aligning with their own personal belief system, tastes and communication styles.
Personalisation gives the consumer an opportunity to connect themselves with the brand in a way that they want to, rather than the brand trying to force a connection with them.
The opportunity to interact and personalise with a brand is very powerful, but the communication regarding the invitation is incredibly delicate.
Brands have to speak to the consumer authentically while maintaining the spirit of the product, which increases the strength of the messaging as well as the interactivity of the personalisation.
This can be done by giving consumers a chance to interact with a product that not only looks great but also allows them to personalise themselves with the product in a way that best aligns with who they are. Ideally, the brand’s idea for personalisation should also live 'in real life' as well as online.
Take, for example, the Drostdy Hof '#CaptureYourMoments' campaign, which launched in August. The campaign involves a simple online mechanic.
It allows consumers to share their special moments by visiting the Drostdy Hof mobile site, uploading their favourite moments from the photo library or by taking a photo on their mobile device, adding a filter and then downloading the photograph and sharing it on social media with Drostdy Hof, and the world.
The shared content from the campaign is then brought to life as a select number of participants stand a chance to be featured on digital billboards and on the Drostdy Hof 3L limited edition packs, which will be available in 2019.
"It's an exciting time to be involved in smart, generous marketing, and personalisation is certainly a part of that. Drostdy Hof intends on being at the very cutting edge of consumer brand innovation," says Frans Booysen, marketing manager of accessible wines at Distell.
To further facilitate the sharing of everyday experiences, and to give fans a preview of what the limited edition packs could potentially look like, Drostdy Hof partnered with sociable, trendy influencers, including Nolitha Lindwa, Melody Molale and Yoliswa Mqoco, to create their very own limited edition pack.
As the personalisation trend grows, brand can expect to grow closer to their consumers and reap huge benefits – if done correctly.
For more information, visit www.drostdyhof.com. You can also follow Drostdy Hof on Facebook or on Twitter.