I Can't Believe We Don't Know You Better

Medal Won

• 🥈 SILVER – Best Use of 1st Party Data

Campaign Overview

Facing intense competition in the booming plant-based foods market, I Can’t Believe It’s Not Butter aimed to revitalize customer engagement and streamline its media strategy. The campaign, I Can’t Believe We Don’t Know You Better, leveraged first-party and zero-party data to deepen audience connections, increase purchase intent, and enhance media spend efficiency.

Through a personalized, cheeky, and interactive approach, the campaign captured consumer preferences, transforming the brand’s communication strategy while building stronger relationships with its audience.

Creative Concept

The campaign embraced the brand’s playful personality to craft a data-driven engagement strategy:

• Interactive Quizzes: Designed fun and engaging quizzes to gather meaningful insights about customers’ preferences, habits, and connections over food.
• Digital Body Language Analysis: Tracked interactions across dozens of touchpoints to refine understanding of consumer interests.
• Personalized Content: Transformed generic newsletters into vibrant, personality-packed emails tailored to individual preferences, blending humor and utility.

Execution Strategy

1. Zero and First-Party Data Collection: Gathered insights from both loyal customers and non-users through quizzes and digital interactions.
2. Data-Driven Transformation: Analyzed results to identify new audiences and refine communications, creating hyper-personalized email content.
3. Cost-Efficient Media Strategy: Leveraged a digital look-alike strategy based on first-party data to reduce dependency on expensive third-party solutions.

Impact and Results

The campaign achieved outstanding results:

• +38% increase in engagement with brand communications.
• 36% of non-buyers converted into users.
• 32% of existing customers increased their purchase volume.
• Saved over $1 million in data fees and media costs by outperforming traditional third-party strategies.

Why It Worked

I Can’t Believe We Don’t Know You Better blended humor, data insights, and personalization to create a highly effective and memorable campaign. By engaging consumers in a playful way and leveraging the power of first-party data, the campaign not only enhanced customer loyalty but also delivered measurable business results and cost efficiencies.