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High-growth brands are now switching their attention to measuring marketing effectiveness and growth using incrementality.

Hampered with access to only basic customer segmentation that was not model-driven, J&J partnered with Epsilon to bring real-time data analytics and actionable insights.

Common aspects of building loyalty include incentivised loyalty through discounts, rewards; loyalty inherited through association with other brands; and silent loyalty.

“As brands you have to stand for something and make a difference in an authentic manner. And this needs to be communicated through powerful, meaningful, beautiful and engaging content.”

“We’ve got the data and insight to understand that our audiences believe in trust, and we will consult with our clients to understand what they are really doing.”

Customised design templates also allow creative individuals to create everything they need in a few clicks.

“It needs to fit with the brand, the idea and also the utility for listeners. The question is: Why, as a consumer, would I want this brand to interact with me while I am listening to music?"

The brand has reinforced its commitment to innovation, fueled by immersive experience, ad tech and omnichannel marketing capability .  

The campaign was a bold attempt by McDonald’s Hong Kong to push the boundaries of chatbot technology.

With a marketing industry insight, Naughty Things Creative narrowed down the potential KOL list to the top influencers or artists to feature in the campaign.