To develop a hub for fans retention and O2O interaction, we helped CHIVAS established the eCRM system Blend Space 1.0 based on mini program in 2018, connecting with brand communication and channel activities and generating 298K new fans with Kris Wu amplifications and NBA basketball collaborations and offline events. But we did not aim to end up with celebrity or NBA fans only. It needs to be a platform that able to roll out year on year.
In 2019, we fully leveraged IP of NBA to upgrade Blend Space from 1.0 to 2.0 through mechanism, occasions, and benefits, and eventually we achieved great retention rate& active rate among new recruiters.
It was not a simple upgrade of mini program but more about a community improvement.
After internal discussion and in-depth studies of consumer’s passion points and purchasing behaviors, we created a new drinking occasion driving to trial, linking data, content, experience and purchase them in a roll-out blueprint that is a new Chivas community platform– Blend Space 2.0
Based on the brand-new community strategy, we came up with the tactics below to fix four BLEND tasks：
- Repositioned the platform to provide meaningful brand experience rather than simple content center;
- Ignited active rate and purchasing intention to cultivate active fans;
- To blend trendy sports with drinking occasion which seems not normally be seen but with targeted audience in common;
- To blend two strong assets – to activate NBA and Kris Wu fans and create high return. However, they have totally different fan bases with distinct interest;
The four tasks brought difficulties but also great opportunities.
Thanks to the great fan database and insights, we run through the improved consumer journey based on the theme of brotherhood moments with
1，Low-barrier mechanism to ignite active level
Raised match competition bidding for NBA fans to lower activity threshold and maximize the engagement pool.
2，New drinking experience collaboration with super-monkey to raise consumption preference
Light: Top up the cocktails - unlock the 8 limited cocktails inspired by 8 individual NBA teams.
In-depth: CHIVAS X Super Monkey offline sport party to trendy experience and get free drinks immediately after completion of exercising.
3，Exclusive identity for ideal fans，Chivas MVP to enhance sustainable active rate
Benefit: retention program & friends’ coupon to generate member gain member consumption
The program run successfully with CRM upgraded.
The data told the truth: 262K PII collected, 33.8% active rate achieved and 55K purchases converted.
However, when we deeply look into the platform, the results showed the weakness on advocacy of product experience. Thus, we would like to complete whole eCRM journey and come up with an eCRM module to retain existing consumer and guide recruiting communication.
Four functionalities to drive the CRM module rolling organically
- DEFINE UNIQUE CONSUMER IDENTITY: Set-up tagging rules to identify consumer groups with learning about their passion points, active levels and purchasing behaviors
- BUILD UP SOCIALIZED CONNECTION: Emerging engagement with easy mechanism and point system to ignite active rate and exclusive benefits
- DEVELOP TAILOR-MADE CONSUMER JOURNEY: Besides general service and functions for segmented fan groups, we need to provide VIP service to cultivate loyal membership and drive product seeding to enhance product seeding
- FURTHER OPTIMIZED ACTIVATION: Provide seasonal/annual review and improve activation ideas for existing fans to enhance brand love and drive further purchasing
The success remarked our new CRM module capability and facilitate us to move forwards and give more fun experience in 2021. The Blend Space 3.0 is currently on air. Welcome to scan and check it out now!
