Trends, tips, and tricks

Niklas Cuthbert Mehlsen

A campaign that doesn’t collect data - is that a good idea?

Previously on the blog, we wrote about where you should place your registration page and in which scenarios it makes sense to have it before or after the game. In this post, we will instead talk about what can happen if you don’t make any registration page at all and refrain from collecting data altogether. You are probably asking yourself, “Why on earth would anybody make a campaign and not collect data with it?” Keep reading to find out.

It’s no wonder that in a world where everyone is desperately trying to get data, where data is viewed as the be-all and end-all goal, the assumption is that you should always collect data from your users. But if you look at the latest trends, this mentality is beginning to change.

This can be seen in the fact that more of our clients are beginning to take a different route and are having great success by holding off on collecting data on the participants in their campaigns. There are plenty of examples of clients who have gone this route: HBO, Dagrofa, and Normal are just a few of the brands to choose this tactic. Even though Normal and Dagrofa did in fact have registration pages, their customers were able to play the game and share their results before registering.

What are the potential benefits of setting up a campaign in this way?

A number of parameters can give businesses and brands the possibility of starting a dialog with their customers without having to ask them for anything - besides their time, of course. Some of the benefits to be achieved with this style of campaign are:

  • Activation of your target group

  • Build and boost brand awareness

  • More time with your target groups

  • Potential to go viral

It connects to the topic of our October newsletter: what is the actual goal of your campaign? For the campaigns that aren’t used to collect data, the most important aspects are content, communication, and involvement with your brand.

These campaigns revolve around strengthening the customer/brand relationship. This is a relationship between the customer and the brand itself, not necessarily its products or services. These campaigns are about building awareness around a brand, and they take advantage of certain engagement drivers. Consumers today have a fundamental desire to be seen as confident and interesting. They are therefore eager to engage with brands that can help them appear the way they want to be perceived by their social network. By giving your customers the chance to engage with your brand and associate themselves with it, you’re giving them the ability to differentiate your brand from others. In this way, you can become the brand that comes to mind when it’s time for customers to make a purchase.

This is why you can afford to compromise on data collection without compromising the effectiveness of your campaign. This type of campaign has a strong appeal for its ability to go viral on social media. Your customers identify with the content and seek to increase their social status by sharing it with their network, tagging their friends, and making others aware of something fun and entertaining. Altogether, this affects their social identity online and builds favorable opinions of your brand because your customers associate your brand with positive experiences that they shared with friends in their social network.

BUT - this doesn’t mean that you have to completely avoid collecting information about your customers. Use the resources you have in addition to the campaign. You can easily take advantage of remarketing pixel to track your users’ online behavior and find out what they do after participating in your campaign.

By refraining from collecting data, you can also build positive brand awareness and make sure that your customers have a good feeling about your brand. This can also help you down the road, when customers are willing to give you their information as part of a future campaign that collects leads and permissions.

If you want to learn about a client who has given this a try, read our case of the month on Normal here.