Digital technology is now making it possible for leading brands to create authentic emotional and deep personal relationships with customers. This is precisely the approach adopted by Church’s Chicken, which has recently launched an array of unique online and digital video campaigns. As a top quick service restaurant and a leading purveyor of fried chicken, Church’s is committed to making marketing efforts not only more interactive and more immersive, but also more meaningful and relevant as well.
Recently, the brand leveraged its position as an authentic member of local communities to create a new online video called Church’s Love Compton, which relates the local history and progressive evolution of Compton, California.
After being a part of its neighborhoods for over two decades, Church’s wanted to tell Compton’s story and reflect what being a part of the community meant by giving voice to local residents.
“[The video] was about having people in the community talk about the pride that they have in common, and the progress that has been made, and the hope and inspiration that they have for the future of Compton,” Mark Snyder, Church’s Chicken CMO, told Loyalty360. “And one of the things that they reference is the Church’s Chicken being on the same street corner for 20 years. They certainly embrace their past. But as they look toward their future, it is about asking what they have learned that they can take forward to continue to make Compton a place that is still unique but also progressive.”
In this way, Church’s leverages online video to enhance the emotional connections between the brand and its customers. These videos are an ideal way to help customers celebrate both the brand and themselves in such a way that also relates to a wider audience outside of the immediate Compton area.
“So within the context of community, that would be one of the passion points that we have discovered about our customers that we believe is a great way for us to create these stories across this and other markets that customers can celebrate,” Snyder explained. “And you also don’t have to be from Compton to relate to and appreciate that particular video. Anybody could look at that and be inspired and feel similarly about their community.”
Prior to Church’s Love Compton, the brand also released a nine part online documentary series called the World’s Fastest Drummer, which tells the extreme sport’s backstory through the eyes of the participants. This also helped Church’s utilize video in a way that was compelling.
“It is more about creating a moment of discovery versus a moment of distraction, which is so much about the way we think about the pace and the attention span of digital today,” said Snyder. “So this moment of discovery really is about the storytelling power of video. And this is where you can be not only relevant, but also rewarding as well in terms of being able to engage the customers.”
Attendees of this year’s 2016 Loyalty Expo, which will be held at the Loews Royal Pacific Resort in Orlando, Florida, will get an in-depth look into the digital journey that Church’s has embarked on via its unique online video campaigns.
During a session titled, “The Narrative Arc of Church’s Chicken: Digital Customer Engagement Through the Magic of Video-based Storytelling,” Snyder will demonstrate how cutting-edge digital strategies and online video can connect and engage both individuals and communities in relevant and deeply meaningful ways.
Attendees of this session will gain a clear understanding of Church’s three-pronged digital strategy and how these pillars bring relevant and rewarding content to customers. They will also learn how to activate video storytelling in ways that are both compelling to current audiences and able to reach new customers, why the success of video campaigns should be measured as an increase in engagement overtime, and more.