Most consumers have had their fill of brand surveys. Luckily, Sway knew the secret ingredient to make Hills Bros. Cappuccino's a little sweeter than the competition's.
Making data fun is a tall order!
Using a Tinder-esque design that poses 60 questions in a "Yes" or "No" style mechanic, we were able to solicit information on users' viewing habits, hobbies, brand loyalty, profession, and cost threshold in a quiz-like experience that sure beats Scantron sheets. Add in the incentive of downloadable coupons at multiple milestones throughout, and Hills Bros. Cappuccino customers were eager to sip, swipe, and share.
Flavors. Favorites. Findings.
Thanks to the carefully crafted questions and the coupling of collected answers, we're able to make assumptions about user behavior and potential targetable audience segments — like determining how many participants that consider themselves foodies have tried our Cappuccino infused recipes. We also began to discover patterns in the sampling we might have been otherwise unaware of, like that the overwhelming majority of single cup users prefer to order online versus in-store.
All the extracurriculars.
Additional print and outdoor materials were also seeded throughout the community to reinforce the new campaign, and other college collateral was also updated to match it. A shift in strategy from traditional tactics to a more “digital first” approach meant hundreds of permutations of the campaign materials in the form of hyper-targeted sponsored content, display units, bumper ads, social posts, and more, to connect with our audiences frequently and effectively.
Project Highlights
80% Completion
Thanks to a fun, dating-app style user interface, 80% of users that visited survey answered all 60 questions posed to them.
Unminded Mining
To diffuse concerns over unwarranted data sharing, we were up front with our asks, and rewarded user participation.
A Scalable Tool
The project boast an elastic framework that affords for new questions, and entire new surveys to be added with relative ease.
Surprising Symbiosis
The layering of mined data points led to some interesting audience overlap, giving Hills Bros. confidence in future ad plays.