Experiences are the moments that define our lives. They can be monumental – like moving into a new home. Or, they can be an everyday moment, like receiving an unexpected gift in the mail, or discovering a cool podcast.
Researchers at the Happiness Research Institute have found that 23% of people’s memories were of novel or extraordinary experiences, while a study from NYU showed that novel experiences lead to joy. Interestingly, experiences do not have to be once-in-a-lifetime moments to have a profound impact. NYU’s report suggested that people “feel happier when they have more variety in their daily routines”.
As such, experiences are what marketers and advertisers can focus on to build customer trust and loyalty.
Be where they are and make it memorable
‘Experiences’ can mean many things. There’s the ‘customer experience’ which is undoubtedly important. Customers will return to brands that provide value and remove friction from the shopping journey.
And then there’s experiential marketing – the big, flashy activations, like concerts and immersive pop-ups. But what if we approached other customer touchpoints from an experiential angle? What if we strove to bring joy, excitement and novelty to everyday interactions?
Our customers are interacting with Amazon throughout their days. They’re engaging with Amazon when they ask Alexa for their favourite recipe while cooking, or when they cue up the perfect playlist on Amazon Music for a party. They’re tuning in to Prime Video to watch the Premier League. When they’re coming together to co-create their own live entertainment with their favorite creators on Twitch – they’re engaging with Amazon then, too.
Each touchpoint is an opportunity to deliver unique, creative experiences. And we can help brands ‘be right here’, to delight customers in those moments with experiences that they’ll remember.
Bacardi brought the tasting experience to customers’ homes
A great example of a brand creating a novel customer experience is Bacardi. You might know Bacardi for its rum, but the largest privately held spirits company in the world also has an award-winning collection of single malt whiskies.
Bacardi recognised that people are increasingly looking to the online environment for new, exciting whiskies to try, and teamed up with Amazon Advertising to host a livestream event, to help educate new and existing whisky drinkers on scotch.
Hosted by malt master Stephanie Macleod and award-winning drinks commentator Alice Lascelles, the interactive whisky tasting was filmed in real-time from the Aberfeldy Distillery, for audiences based in the UK and Germany. Together, they guided viewers through the Single Malt Discovery Collection, a set of three remarkable scotch whiskies brought together by Macleod exclusively for Amazon; Aberfeldy, Aultmore and Craigellachie. Viewers were able to submit questions live and direct to the hosts.
Bacardi drove awareness for the tasting collection and event through high-impact video ads on Fire TV, Amazon.co.uk, and Amazon.de. It also leveraged the Amazon DSP to help drive consideration and purchase.
The campaign generated great results, with average streaming times five times higher than benchmarks.
Think creatively about how to engage your customers and create memorable experiences. Amazon Advertising is here to help you be right here – where your customers are.
To learn more or to start working with us today, contact us here.
Zach Johnson, director of global accounts and international advertising sales at Amazon Advertising.