The Ideas Hero shares and votes on ideas within the community and she answers quizzes and surveys, earning grains of wheat for each action performed. She shares her preferences and tastes with the brand and she participates in the competitions offered on the platform, establishing a direct and personalized relationship with the brand.
A customer community
project: Nel mulino che vorrei
project type: Digital Community
goals: Crowdsourcing, Database Enrichment, R&D
Brief
For several years Barilla has been relying on Advice as a strategic partner for the management of the "Nel Mulino che Vorrei" project. The relational loyalty platform aims at creating a unique place for consumers, where they can dialogue with them and let them live the brand experience at 360 degrees. By mixing metrics derived from the behavior of users within the community with sell-out metrics, the brand can have the behavior clusters of consumers in real time and it acts promptly with 1to1 communications and marketing activities.
Related case histories
A customer community
For several years Barilla has been relying on Advice as a strategic partner for the management of the "Nel Mulino che Vorrei" project. The relational loyalty platform aims at creating a unique place for consumers, w...
