Jacob's Creek taps into Facebook data for personalised customer greetings

New TrueGreetings offer allows consumer to use social media messaging to personalise online Christmas greetings to friends and family

Australian wine brand, Jacob’s Creek, has come up with a quirky way of using social media messaging and analytics to help customers create highly personal Christmas cards for friends and family.

The brand’s new online solution, True Greetings, draws upon Facebook relationships to create holiday ecards. The tool analyses the interactions between two people on Facebook as well as the events attended together, current locations, life milestones and the number of ‘likes’ exchanged, to generate a personalised message which users can place on one of four ecard design templates.

The cards can then be shared on a friend’s Facebook wall, or via email. Jacob’s Creek is also offering the first 2000 Australian users the opportunity to have their messages delivered by traditional post for free.

Jacob’s Creek global marketing director, Derek Oliver, said the True Greetings initiative is about giving consumers a unique opportunity to keep in touch with friends and family over Christmas.

“We recognised that the sending of much-love Christmas greetings to friends and family was proving to be a difficult tradition to stick to,” he said. “With true Greetings, we’re delivering a fun solution designed to show your appreciation… that help you stay true to who you are.”

Last month, Jacob’s Creek also launched a new smartphone app as part of a long-term plan to build relationships with customers through their platform of choice. The Premium Drinks app offers free and discount vouchers by scanning sales receipts, as well as competitions, and loyalty program information.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Customer journeys: The new differentiation battlefield

Improving customer experience is rapidly moving from a feel-good initiative to an urgent business priority, as many organisations realise they are under attack from their competitors to provide the optimal experience to customers.

Damian Kernahan

Founder and CEO, Proto Partners

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Love seeing the revenue gain from mapping the customer journey, not only for the business but for the client too! Very nice outside-in t...

magnipath

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in