Helping create and lead in Fan Experience Management

Overview

Fooji had long recognised the critical value of integrating social, digital and physical direct marketing for the modern brand or campaign manager. The business had realised that whilst innovate, virtual channels were often now the gateway to relationships, there was an increasingly important role for physical gift experiences to convert followers to active fans.

Against this backdrop, various new digital models and vendors had emerged in the martech stack market that purported to achieve something similar. All with their own digital transformation plays to introduce greater visibility and analytics to direct marketing activities.

The Rubicon Agency was approached to develop a definition and category for the Fooji approach, platform and use case applications. The task was to create narratives to i) lead market development conversations, ii) build thought leadership notions and iii) accelerate customer, partner and investor dialogue.

Client

What we delivered

With native integrations into key social networks and human-engineered workflows to generate high levels of user generated content, Fooji had a very current and modern story to tell for brands looking to engage fans.

The Rubicon Agency developed the notion and narratives for Fan Experience Management (FXM), the emerging model for brand managers looking to engage their communities across digital and physical spaces.

The definition, construct, applications and vision for the pioneering FXM approach were developed and embedded across a range of marketing, including eBook, blog series, LinkedIn post, and vision videos. The approach was also positioned against competing mindshare and budget competitors in the space, that in fact were not competitors at all.

FXM was also infused into PR efforts to support the launch of the new Fooji brand, in addition to commissioned research into the ROI value of delivering powerful brand and gift experiences.

What did the campaign achieve?

The perspective and projection for FXM was well received by customers, the industry, agency partners and technology vendors alike. It provided a crisp, differentiated and market demand-oriented view on where many luminary consumer services and products brands were going in terms of their community engagement strategies.