When it comes to ad feedback, brands usually turn to focus groups. But increasingly they’re finding new ways to get feedback without the hassle and expense of gathering a group of strangers in a room.
France Tourism is one such brand. The company works with eMiles, which has 3 million people in its database, to test creative options and travel offers to not-so-popular places. For the most part France Tourism is asking consumers that receive the eMiles newsletter to pick and choose what they’d like to hear about by watching or clicking on ads and answering three to four questions. Once that process is complete, France Tourism pays eMiles. EMiles then rewards its members with points on airlines, hotel groups or Amazon gift cards.
For example, France Tourism tested a video for the island of St. Martin. Consumers were asked to pick between a few different versions of the content, helping France Tourism realize which would likely resonate best with consumers. Another campaign test that France Tourism ran using the eMiles program was aimed seeing how many people would click-thorough an ad to get to a website. The site pulled in approximately 100,000 visitors through the ad, which was 30 percent higher than what the brand expected for this particular effort.
Additionally, France Tourism wanted to see how interested consumers in the U.S. are in visiting the Midi-Pyrenees area. The region isn’t well-known, so before investing in a full-on ad campaign in the U.S., France Tourism wanted to make sure it was worth it. To begin with, France Tourism focused heavily on the spirituality and religious aspects in this area. But based on the reactions of consumers, France Tourism figured out it needed a different approach.
“If you are a subscriber to eMiles, then you are interested in hearing about different ways to gain additional miles,” said Marguerite Richards, manager of e-marketing and publications at the France Tourism Development Agency, the agency which works with France Tourism. “It is really a win-win, because consumers are asked to state their preferences, helping the brand, and the consumer gets to collect more miles.”
Other brands like Audi, Chili’s Grill & Bar, Johnson & Johnson, Hilton, and DirecTV have also used eMiles for advertising.
More in Marketing
Manchester City uses Fortnite to expand its global audience
As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds.
How Chipotle’s fighting-game-focused esports strategy is paying off at Evo 2024
In 2024, Chipotle’s choice to court the relatively niche fighting game community appears to have paid off. According to a joint study by YouGov and the agency rEvolution, which helped develop Chipotle’s gaming strategy, U.S. esports fans between the ages of 18 and 44 reported a nearly 100% increase in their intent to purchase Chipotle following the brand’s esports campaign last year.
How Revolut’s creator strategy is benefitting from YouTube’s long-form swing
The challenger bank is prioritizing YouTube creators in bid to reach consumers.