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

Read more: Newspapers still have life left: Lachlan Murdoch

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

L'Oreal, always go for best to engage with their customers. Very recently, L'Oreal released it's Augmented Reality Print ad with WOWSOME ...

Siddhu

LÓreal launches virtual cosmetics trial via augmented reality

Read more

Is there a link to the study? The only SCV study published recently from Signal was a US-centric study with 137 respondents (only 4% of t...

Brinks

Report: Only 5% of Aussie marketers have single customer view

Read more

Good points and excellent summary. Omnichannel is difficult to achieve as we've found out in our latest retail paper > http://inst.be/...

BearingPoint Institute

Forrester: How retailers can use digital to improve in-store experience

Read more

Interesting the difference a few years makes, I note wool grower groups are now referring to AWI's marketing campaigns as "an expensive ...

Paul Smith

CMO interview: Marketing the wool off a sheep’s back

Read more

Facebook passes 1.19 billion monthly active users, 874 million mobile users, and 728 million daily users.TWITTER HAS OVER 300 MILLION UNI...

Walter Motley

Social media command centres: Fad or must for brands?

Read more

Sign in