Bimbo’s Christmas Playbook:
Unhearing Insights with Santa’s Help
Beyond the Cookie Jar: Bimbo’s Quest for Connection
Bimbo, the #1 children’s cookie in Puerto Rico, boasts a rich tradition. Yet, in the world of mass consumer brands, forging a direct, intimate bond with consumers can be tricky. Beyond social media’s occasional impersonal touch, how could Bimbo devise a more personal approach without having established mass communication channels for its consumers?
Strategy
Ho-Ho-Hotline: Santa’s Data Dive with Bimbo
Leveraging the zero-party data approach, Bimbo introduced “Llamada de Santa.” It wasn’t just about calls from the North Pole; it was a strategic move to understand consumers intimately. By allowing children and parents to craft personalized messages to Santa, Bimbo not only deepened their emotional bond but also garnered invaluable insights directly from their most cherished audience.
Creative Solution
Santa’s Storybook Surprise
Through social media campaigns and email marketing, Bimbo unveiled a heartwarming narrative: Due to heavy snowfall, the Bimbo bear couldn’t return from the North Pole, leading to the “Llamada de Santa” initiative. Parents, seeing the chance for this festive gift, were guided to a landing page to craft Santa letters with their kids. This not only provided a magical Santa call but also let Bimbo gather essential consumer insights.
Results
Unwrapping Data with Santa’s Calls
In just one month, over 25,000 Santa calls delivered joy and invaluable insights. With 17,000 parents sharing details about themselves and their children’s preferences, Bimbo deepened its connection with consumers and unlocked a treasure trove of data.
Calls
