What’s the big deal with data? I have heard a lot about it throughout my degree; analysed it, made graphs with it, and used it to create marketing strategies…but why do businesses really LOVE using it?
To put it simply: Data = Information Gatherer and Performance Indicator.
Data is in every click, view, like, comment and questionnaire – things we do on the daily without knowing its full power and influence on businesses marketing activities.
Just like you would time yourself when training for a marathon, or scan over your Facebook posts to see how many likes you are getting, the reason why businesses collect and use data is to figure out how they are performing, and what they can do to be better, for themselves and for their consumers.
But data doesn’t always mean numbers and equations (and all kinds of confusing), which is known as quantitative data – data can also be qualitative; found in interviews, observing people and descriptions.
One brand that has used data to create an amazing campaign is Bonds.
It is well known that guys don’t really care too much about going out and buying underwear, to the point were they will wear a pair of undies until they are falling apart! However, it was this observation and findings from Nature Research and Roy Morgan, that sparked a genius campaign created by Clemenger BBDO Melbourne.
What did they discover?
Men care about their balls!
Check out the video below to see ‘The Boys’
I love this campaign. It is simple and straight forward, and makes sense with the brand, which are all big ticks for Bonds! And when you think about how the idea was stemmed from observations and insights makes data seem way less scary, and rather insightful! (Be sure to checkout more videos from this campaign as they are all fantastic!)
So, what should we do? Embrace data! Because you never know what can come of it, and with every piece of information comes an opportunity for growth and greater business performance.
What do you think of ‘The Boys’ Bonds campaign? Can you name any big brands that use data frequently to better their performance?
Until next time,
Chloe – The Stressaholic x