Success stories of campaigns that engage with consumers’ senses

Different companies have already been experimenting with different sensory inputs for the consumer – with great success.

A perfect example for integrating smell to make consumers aware of the brand is Dunkin Donuts. They installed aroma-releasing machines in municipality buses in South Korea, which diffused the aroma of fresh coffee every time the jingle of Dunkin Donuts was being played. The campaign of Dunkin Donuts was a huge success, as the sales increased during this promotion by 30%.

In order to collect donations for a botanical garden, researchers gave one group of people a brochure with a „touch“ element integrated (e.g. tree bark or feather on the front page), and one group a brochure without this “touch” element. The willingness to donate increased significantly with the brochure that integrated sensory stimuli in oppose to the ones who did not have any extraordinary stimuli integrated. This is a great example of how the haptic sense can be integrated into different activities to increase the engagement of the consumer.

Sound has a great influence on brand experiences, and many companies are already using this element in form of jingles in their advertisement. Another important place where sound is crucial is in shops. Even though there have been studies that show that if restaurants play slow-paced music, the visitors are staying longer and are spending more, some retail brands like Forever 21 and Abercrombie & Fitch focus on fast-paced club music. The reason behind this conscious decision is to attract a younger clientele, as older generations are more sensitive to this type and loudness of music than millennials. Another benefit is that, with adding loud music, another factor that stimulates the consumer is added. When consumers are overstimulated, they are more likely to make impulsive purchases.

With the emerging technologies in the field of Virtual and Augmented Reality, new possibilities opened up for companies to further engage consumers with their brand. One company that made use of this visual element in sensory marketing is Haagen Dazs. They developed an augmented reality app that enriches the experience while waiting for the ice cream to defrost. On top of the ice cream tub, a figure appears that plays a classical instrument and gives a concert in the meanwhile. With this the brand is able to enrich the waiting time and some say the ice cream tastes better after the classical serenade.

Taste has a very strong influence on brand loyalty, underlining the importance of thinking about adding a tasting element to your brand. There are a lot of successful brands that rely on their products tasting good and in some cases, their brand is so strong that whenever their logo is on the packaging, the consumers automatically perceive the product to be better (tasting). A bakery took a different approach to the sense of taste and produced edible business cards to enable potential customers to not only have the necessary information at hand, but also taste the products. The packaging was chocolate coated and the business card itself was made out of a biscuit.

Stay informed with our EN GARDE newsletter!