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How AI helped San Churro build brand loyalty and excitement

How AI helped San Churro build brand loyalty and excitement
16 May
9:07

Using artificial intelligence (AI) to identify and target specific consumer groups via social media insights and loyalty data has seen Australian chocolateria, San Churro, chalk up 6.6 per cent return on investment and a predicted $500,000 in additional in-store spend.

The brand teamed up with agency partner, Online Circle Digital, last year on its ‘1000s of reasons to celebrate’ campaign, designed to encourage consumers to recognise small things in everyday life as reasons to celebrate, all while positioning chocolate as a key element in the mix. The program included product giveaways and instant prize wins, capped off with a trip to Spain.

Objectives included increasing in-store transactions and driving reach and awareness, as well as signups to the brand’s loyalty program, El Social. The campaign ran during August and September 2017 and was promoted via social media and in-store advertising. San Churro operates 54 dessert cafes nationally.

“San Churro is known by its customers for being the destination for celebrating with friends and family,” the group’s marketing director, Mark Attard, said. “This campaign was developed to bring this to life and reinforce this perception while also showing our customer the value of being part of our El Social loyalty program.” 

Online Circle Digital head of media, Brendan Sanders, told attendees at the recent IBM Think conference in Sydney that the campaign took advantage of two technology platforms. The first was the agency’s Social Pulse data aggregation tool, which pulls in social data from a broad range of industries to provide clients with benchmarks on industry sentiment, as well as how they compare and compete in their industry marketplace.

The second was IBM Watson, Big Blue’s AI engine.

Using Watson and Social Pulse, the agency devised four personas for San Churro – young female students, young mothers, young female professionals and the brand’s current loyalty program database – and used these to craft and target messaging.   

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