Dorothy from “The Wizard of Oz” clicked her ruby red heels in hopes of it. During baseball games, catchers protect this plate from scoring opponents. Home is not just an idea or place, but also an identity that people feel tied to.
By leveraging local connections and uncovering what’s important to a specific community, companies are discovering ways to build brand loyalty. One tool that helps achieve a super glue-strength bond with local consumers is hyper-local activation.
Hyper-local is a bridge that allows consumers to gain a sense of belonging to a brand because the company becomes part of the community. Not only is the hyper-local approach easily customizable, but it cuts through the chatter to develop personal connections with people where they live. Going beyond slapping a generic ad on a highway billboard, a hyper-local approach invests in the authenticity of community members and focuses on what’s important and relevant to them.
Think about starting out on a hyper-local journey the same way as making new friends. When you meet someone who you want to get to know better, you are sincere and excited to find similar interests. You don’t expect a deep relationship to come out of a flash-in-the-pan encounter; rather, you understand that building this friendship requires time, just like establishing consumer relationships.
If you want to get hyper-local, you must be willing to think outside of the branding box. The following companies are rocking the hyper-local scene:
- Spotify: Laughing together
At the end of 2016, Spotify’s global campaign, “Thanks 2016, it’s been weird,” generated a firestorm of fun, hyper-local hubbub. The company cleverly utilized its wealth of data to create a quirky advertising campaigns pinpointed at specific communities.
Some memorable verbiage included, “Dear person who made a playlist called: 'One Night Stand With Jeb Bush Like He's a Bond Girl in a European Casino.' We have so many questions,” and "Dear person in the Theater District who listened to the ‘Hamilton’ soundtrack 5,376 times this year. Can you get us tickets?" These questions appeared as colorful billboards around the world and pop-up banners in Spotify’s streaming dashboard.
Although this campaign did not focus on hyper-local activation at a physical location, Spotify highlighted its virtual community by showcasing playlist names that were sure to get people talking. Viewers were instantly aware of the fun oddities of Spotify members, strengthening the brand’s community in a hilarious way.
- Cadbury: Creating delicious shareables
Cadbury was in a crisis: Teens in the United Kingdom weren’t gung-ho to try chocolate bars. To entice them, Cadbury allotted a significant chunk of marketing dollars to design hyper-localized Snapchat filters — targeting consumers ages 16 to 24 who had fallen off the chocolate bandwagon. By featuring Cadbury’s singles bars, such as Crunchie and Twirl, in geo-filters, the sugary snacks popped up in users’ notifications. These snaps were lighting up the phones of some users who weren’t even alive when Cadbury last ran a Crunchie TV ad.
The “Obey Your Mouth” campaign launched special Snapchat lenses, only available on the last three Fridays of the campaign. The first lens, a golden disco ball that morphed faces, hit nine million views. It was a stellar way to mix social with selling on a local level.
By sharing these silly snaps with friends and family, Cadbury lovers and newcomers were able to bring the world of chocolate into their homes, making this hyper-local approach extra delicious.
- Porsche: Driving engagement home
To rev up its hyper-local impact, Porsche had social media influencers tell their followers about surprise pop-up events around the country. In addition, Instagram and Snapchat raced in with intense, shareable stories of the Porsche Racing Team. Porsche also delivered geo-targeted and mobile-friendly content to consumers’ smartphones, all of which amped up the events’ excitement.
Social media sharing of the upcoming pop-ups picked up momentum for the events and helped Porsche gain new Instagram followers.
At the pop-up events, virtual reality allowed guests to experience flying fast in one of the brand’s classic automobiles. By bringing pop-ups to consumers’ cities, Porsche drove home its sophistication and flare to existing engaged customers while also drawing in new, local interests.
Are you ready to get personal? Do you want to stir the local pot? Hyper-local activations, such as the examples above, can boost brand loyalty by bringing a sense of belonging and community to consumers’ radars. So take the plunge. Dig into communities you want to get to know, and let your creativity run wild with campaigns and events that are catered to a localized market.
Ready to take your local brand-building efforts to the next level?
- The importance of local connections with key stakeholders
- Why hyper-local activation should be a critical piece of your strategy.