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Iris > Case Studies > Boosting Nectar App Usage Through Strategic Marketing
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Boosting Nectar App Usage Through Strategic Marketing

Technology Category
  • Sensors - Camera / Video Systems
Applicable Industries
  • Education
  • Retail
Applicable Functions
  • Sales & Marketing
Use Cases
  • Demand Planning & Forecasting
The Challenge
Since 2014, Iris has been the lead strategic and creative agency for Nectar, a popular loyalty scheme in the UK. The best customer experience of Nectar is via the app, but many customers were not utilizing this platform. The challenge was to encourage current Nectar card users, who may be digital lapsers or those that haven't migrated, to start using the app. This was particularly important as the cost of living crisis in Britain made it crucial for shoppers to maximize the value they get from their loyalty scheme. The Nectar app helps customers get more from their everyday purchases, but many were not aware of this.
About The Customer
The target audience for this campaign were current Nectar card users who were not yet using the app. These customers may be digital lapsers or those that haven't migrated to the digital platform. They are likely to be regular shoppers who are looking to maximize the value they get from their purchases, particularly in the face of the cost of living crisis in Britain. These customers are familiar with the Nectar brand and loyalty scheme, but may not be aware of the additional benefits and value they can get from using the Nectar app.
The Solution
To address this challenge, Iris created the 'Nectar Doppelganger' character using the power of comparison. This character was the embodiment of a typical Nectar customer, but one who uses the app to get all the great benefits and value Nectar has to offer. The Doppelganger was brought to life in a vibrant Nectar hyperreal world, showing the protagonist how to get more points and discounts across their everyday spends thanks to the app. The campaign was visually executed in the distinctive Nectar palette, with some subtle humour to make it stand out in a competitive category. The campaign ran across Views on Broadcaster Video on Demand, social media, statics, and owned communications.
Operational Impact
  • The campaign was successful in clearly and succinctly showcasing the end consumer the benefit of using the Nectar app. It stood out in a competitive category and was able to engage the target audience effectively. The use of a relatable character and a vibrant, distinctive visual style helped to make the campaign memorable and engaging. The campaign also helped to maintain a positive connection to the Nectar brand and made the customers more valuable to the scheme. The use of various platforms for the campaign, including Broadcaster Video on Demand and social media, helped to reach a wide audience and increase the visibility of the Nectar app.
Quantitative Benefit
  • The campaign generated 11 million views on Broadcaster Video on Demand
  • It attracted 203,000 visitors to the app education quiz
  • 1 in 2 viewers were likely to use the Nectar app after seeing the campaign

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