What was the challenge?
Dolce Gusto, along with its agency KEENFOLKS in Mexico City, sought to engage directly with their consumers in a personalised manner, tapping into the trend of customized content, similar to Spotify Wrapped, but with a unique twist for their brand.
What action did they take?
The campaign began with an Instagram poll where fans selected their preferences for coffee base, ingredients, toppings, and color palettes. These choices were then fed into a custom AI tool that generated 1,200 personalized images using Midjourney, based on the poll responses.
What were the results?
The personalised images achieved:
- a 42% repost rate on Instagram.
- The Mexican Dolce Gusto Instagram profile experienced a significant increase in followers, growing by 15% in 24 hours.
This demonstrated high engagement and direct consumer interaction with the brand.
What marketing lessons can we learn?
- Consumer-Centric Content: Personalisation can significantly increase engagement, as consumers appreciate content that reflects their personal preferences.
- Leveraging AI for Customisation: AI tools can efficiently create large-scale personalised content, providing a fresh marketing approach.
- Interactive Campaigns Drive Growth: Interactive elements like polls not only engage users but also provide valuable data for personalised marketing efforts.
Conclusion
Dolce Gusto’s campaign showcases the effectiveness of integrating AI with interactive social media strategies to create highly personalised and engaging marketing content. This approach not only enhances user experience but also boosts brand visibility and engagement on social platforms.