For FMCG brands which have never had access to their underlying customers, developing a one-to-one relationship is a challenge. With no customer database, the primary objective is to build up a list of customer contact through targeted on-line activity and then to use these contacts to both increase the reach of each brand and also drive incremental retail sales, on-line and off-line.
In implementing a customer engagement strategy, Occam has helped GlaxoSmithKline to use social media, TV brand advertising and email campaigns to build up over 1million new contacts in under a year.
