BIRTHDAY VIDEOS FOR CUSTOMER RETENTION
PORVENIR Case
Producing a series of videos to surprise their affiliate members on their birthdays, celebrating life and fostering greater closeness and recognition. This was the idea behind PORVENIR, a pension and severance fund management firm in Colombia.
Creating customer retention content that resonates with each audience segment according to their life stage.
Porvenir’s loyalty program is constantly seeking ways to enhance the experience of its members. In addition to providing administrative services and engaging with financial matters, the brand establishes a close connection with users by accompanying them through various moments and stages of life.
WHAT SHOULD THE CONTENT ACHIEVE?
The goal was to differentiate the conventional loyalty content and make it compelling and emotional.
The objective was to achieve::
1
Reach the maximum number of members on a special day.
2
Reach each segment with a relevant message and format according to their life stage.
3
Establish an emotional connection with the audience.
4
Surprise and evoke a positive feeling after consuming the content.
5
Do it in a creative and distinctive way.
Porvenir determined that the best content to achieve these objectives was music, and the ideal timing was each member’s birthday.
Now, the next step was to define the type of music. The best approach was to find an appealing genre for each segment, and the clear path to follow was to create versions of birthday celebration songs.
Based on an analysis of age and interests data for each segment, options of musical genres with the most impact and recognition were chosen.
Absalón y Afropacífico
Colombian Pacific Music
Coffee Society
Bossa Nova Music
Four artists were chosen who had the talent to compose original birthday versions with key phrases that would connect the audiences with the brand concept.
Son del Fuego
Tropipop music
Alto Grado
Rock y Reggae music
HOW DID WE TEAM-UP WITH PORVENIR?
We joined forces to achieve something extraordinary, from creating and developing the creative campaign proposal to filtering musical groups, participating in songwriting, and production.
We had a top-notch team of music production and sound engineering, and we recorded at Audiovisión, a studio with a significant history in Colombia where renowned artists have produced popular works.
The main challenge in terms of production was recording the audio and video simultaneously.
The campaign rollout was executed based on segmentation, automating the sending of an email marketing (EMM) and SMS to invite members to discover their birthday gift on their special day.
THE RESULT
Lessons LearnED
Personalization is key: Tailoring the content to each individual’s birthday and interests enhances the connection and engagement with the audience.
Collaboration leads to creativity: Working closely with Porvenir’s team allowed for the exploration of innovative ideas and the development of a unique campaign concept.
Choosing the right artists: Selecting artists who can connect with the target audience and compose impactful versions of birthday songs is crucial for creating a memorable experience.
Segmentation and automation: Leveraging data to segment the audience and automate the delivery of personalized invitations increased efficiency and effectiveness in reaching members on their birthdays.
Continual analysis and optimization: Monitoring and analyzing campaign performance metrics helps in identifying areas for improvement and refining future strategies.
"We surprised our partners, fostered greater closeness, and gained recognition, resulting in increased customer loyalty."
This campaign achieved results above the set goals:
Email open rates: Goal: 30% – Result: 52.9%
Click-throughs: Goal: 200,000 – Result: 394,894
Views: Goal: 300,000 – Result: 553,336
Additionally, it successfully built a positive reputation by generating a favorable conversation with customers, finding new spaces for recognition, and evoking positive comments and sentiments among the members.