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

10 ways of changing your culture through self-awareness

Did you hear about the manager who always shot the messenger whenever they brought bad news? He eventually stopped hearing bad news. Unfortunately for him, this wasn’t because there was none to report.

Steve Glaveski

Co-founder, Collective Campus

How to create a compelling customer experience vision

Organisations are seeking new ways to engage customers, drive new sales and increase customer satisfaction by providing engaging customer experiences. A customer experience initiative that lacks a strong, clear vision often fails to achieve its intended result.

Olive Huang

Research director, Gartner

Marketers are driving our innovation ecosystem

The Government's newly released National Innovation and Science Agenda shows that for economic growth to continue within Australia, an 'innovation ecosystem' must be fostered, where new businesses with new ideas are encouraged to grow and flourish. With every company wanting to increase, retain or improve their customers’ experiences, this makes marketing vital to fuelling Australia's ideas boom.

Lee Tonitto

CEO, Australian Marketing Institute

Agreed. I see the opposite problem quite often where people are tasked in an organisation just with "be creative" - thus offering no boun...

Dr Fiona Kerr

The great debate: Is data killing creativity?

Read more

By far, this is the best article I've come across so far that has a relevant information regarding the future of marketing. Although the ...

Jayden Chu

​Six ways to prepare for the future of digital marketing

Read more

These are some good ideas. You didn't touch on the overarching goals and results of brand loyalty. This article does a good job at provid...

hgsupport

Four ways to use social media to boost customer loyalty

Read more

This read like a PR PLUG for the agency. Very flowery language for the agency and very little details about the deal or the project.

Digital_Marketer

Why Tourism Victoria decided to go agile

Read more

This is a rather useful article! This prediction made in the digital marketing trend is very important to improve the service that the ag...

Adam Way

Digital marketing predictions – Part 2: Getting the strategy right

Read more

Latest Podcast

More podcasts

Sign in