1. What led you to choose these four personalities as ambassadors?
We wanted the selection to be as relevant and objective as possible, so we went the research route. First, we asked representatives of our target market an open-ended question: who would they like to have as an ambassador. In the second round, we took the 10 who were mentioned most often and asked about other things like sentiment, likability, why which ambassador is a good match, etc.
2. What are your main goals and expectations from these new ambassadors?
Of course there are more expectations and they are high. The first is that we want to communicate our new brand positioning in our ambassador campaigns, which is to promote well-being through the magic of tech. We want the ambassadors to communicate the values associated with Notin, such as mainly feel good, the magic of tech and some playfulness and the shopping experience.
Another thing is that we want to increase brand awarness and of course build a positive relationship with the brand and increase consderation. All the campaigns are also very much focused on downloading the Notino app and encouraging customers to use it whether for trying, picking or buying.
3. What activities and campaigns are you planning with the new ambassadors?
Apart from the traditional communication on TV, YouTube, social media and so on, we have new ambassador campaigns on OOH and for example radio and Spotify. In Prague we have several digital OOH areas with Ewa and even one 3D OOH area. That's a completely new thing that we've never done before.
Another interesting activity is participating in different events. For example, Kristina Svarinská was in our Feel Good zone at the Pohoda festival. There was very nice content created despite the fact that on the last day of the festival there were terrible storms. Check out our Instagram. Ewa is coming to Notino 20 again, we are really looking forward to it.
We are also planning Discovery boxes for each ambassador, we want to get involved in their concerts in the Czech Republic and Romania and there will be more.
4. How does this collaboration fit into Notino's broader marketing strategy?
Of course, all the activities we do lead to increasing sales. That's obvious. Even though these campaigns seem to go about it in a "roundabout way" - through the brand, the ultimate goal is of course to bring turnover.
If I look at it more from a brand perspective, it's definitely that we're showing the magic of tech as a key benefit of Notina. Our tooly that helps the customer to choose and buy with peace of mind and ease and feel great about it. All that magic is in our app and we direct customers to download and use it.
5. Are you now adapting your marketing strategies for markets that have female ambassadors, such as the Czech Republic, Slovakia, Italy and Romania? - Note: PL is missing here
Yes, we do. We create our own marketing strategies for these markets. Each market is different and requires a different approach. Whether it's a different type of ambassador, a different campaign creative or a different media mix.
6. How will you measure the success of this ambassador collaboration?
This is not entirely easy and needs to be looked at holistically, from multiple angles. Right now, we are evaluating the campaigns after more than a month on air and looking at different data. Obviously revenue, number of orders, new customers, visits. Here we're looking at the number of app downloads and how the ratio of in-app versus desktop purchases is changing.
We're interested in brand awarness, of course, consderation, but also if and how customer perceptions of attributes associated with the new Notino positioning are changing. That is, whether customers perceive us the way we want them to. But these things only manifest themselves a little later, building a brand is a bit of a long run.
7. How will you get feedback from ambassadors and customers?
From the ambassadors directly, we ask them. Or we look at the reactions on their social media. That's very soft. But we've also done more research to see how people feel about connecting with specific ambassadors and the new campaign in general. How they like the choice of ambassadors, how they like our creative, what associations it evokes or if it motivates them to buy from us. And the results turned out well beyond expectations, that made us happy. So we picked really well I think
