Case of the Month: "How normal are you?" test

Mads Ejsing

Retail chain Normal took a closer look at human nature and its own brand name with a personality test that went live in October. The project, developed in partnership with Lead:famly and the advertising firm Envision, was a success with the chain’s target-group.

The innovative retail chain Normal is not traditionally known for getting involved with their customers via social media, but they were able to create a campaign that both entertained and activated their target audience while generating great organic reach.

The campaign itself was built around a questionnaire about typical and taboo behaviors in Danish culture. Here, Lead:famly’s “Personality Test” module was employed with questions about nose-picking, peeing in the shower, or finding other people’s kids annoying. After completing the game, participants were given a score showing how they rank on the “Normal-o-Meter” based on their answers. Participants were then encouraged to share their results on social media.

The primary purpose of the campaign was not to generate leads, but to introduce the brand in a way that the target audience could understand, interact with, and (most importantly) remember. By building a personal relationship with the target group, Normal was able to create a positive impression that users will remember and associate with the brand in the future. Envision Digital Producer Dan Jensen adds:

 

Normal wants to make things a bit ‘abnormal’. That’s why the most important aspect of the campaign wasn’t to collect people’s information, but instead to encourage them to participate and share on Facebook. The campaign had a humorous tone, and it’s our experience that people prefer to share something they find relevant or that they think their friends will enjoy.

 

The target audience showed great interest in the campaign. During the campaign period, there were 47,080 participants. The game logic was structured so that the registration page was located at the very end of the game flow. Participants could both play and share on Facebook without having to provide an email address or permission. This had a noticeable impact on the conversion rate, which was 31.1%, but the main purpose of the campaign was not to collect leads. Even so, Normal was able to capture over 14,000 registrations - which is pretty impressive!

The strongest feature of the campaign was that it created incredibly high engagement. On average, participants used 3 minutes and 49 seconds to participate and share, which is far above average for this type of engagement initiative. Having the opportunity to expose their audience to entertaining content for so long helped to boost positive customer impressions of Normal as a brand. In addition, there were 3,985 users who chose to share their results on Facebook and there were 18,004 additional visits to the campaign just through organic sharing on Facebook.

It’s clear that Normal was able to create content that was both relevant and fun for their customers, which was why they stayed engaged with the brand for so long. This case is a good example of what Lead:famly’s Client Success Manager Niklas C. Mehlsen writes about in his blog post, A campaign that doesn’t collect data - is that a good idea? You can compromise on data collection with these campaigns in order to gain broader appeal and potentially go viral social media, as customers identify with the content and want to share it with their network. This strengthens their online identity and helps create favorable brand impressions thanks to positive experiences they share with friends in their social network.

Want to read more about the case? Click here.

 

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