Brief #138: How Top Brands Are Preparing for a Cookie-less Future

Hello there, savvy marketers!

Remember our engaging discussion last week on zero-party data? We explored its significance and why it’s a game-changer for modern marketing. Today, we’re taking it a step further by sharing real examples of top brands mastering the art of marketing using zero-party data in ways that are both inventive and seamless.

Let’s jump in and uncover five remarkable brands navigating the world of zero-party data…

Zero-Party Data: Real Brand Examples of Creative Collection

In an evolving landscape where cookies are fading, brands must embrace the power of zero-party data to forge meaningful connections and insights directly with their customers. However, according to a study conducted by Adobe, 75% of marketing and CX leaders still rely heavily on third-party cookies, placing them in a less advantageous position as the future unfolds. 

“As the world transitions from third-party cookies to more comprehensive strategies grounded in first-party data, companies that aren’t using CDPs – applications that combine first-party attribute, behavioral, preference, and even consent-based data from partners, to create actionable customer profiles — are at a competitive disadvantage.”

Here are a few examples of how leading brands are collecting zero party data to prepare for the cookieless future:

Encouraging Customer Participation for Data Enrichment

Canon launched an interactive microsite to encourage customers to willingly share user-generated content, preferences, and opinions. This approach allows Canon to create a repository of zero-party data and user-generated content that continuously fuels their marketing strategies and product development – while strengthening their connection with customers.

Canon launched a contest via microsite and encouraged customers to submit UGC within that page.

Points & Rewards in Exchange for Purchase

Sephora’s Beauty Insider program successfully fosters a sense of community and exclusivity. By providing points & rewards through this program, customers willingly share zero-party data, including where they shop, frequency, product preferences, and more. This approach not only cultivates brand loyalty but also facilitates the collection of valuable customer insights.

Sephora Beauty insider showing 135 points and "spend $204 to reach VIB status."

Strategic Data Utilization for Targeted Marketing

Veggies Made Great leverages community-shared information from surveys, polls, and sampling missions to tailor their marketing initiatives. This allows them to target specific members based on location and shopping preferences, supporting new product launches and retail expansion with precision.

Veggies Made Great asking customers if they prefer fresh vs. frozen veggies. Customers responded with their preference.

Precision Targeting for High-Quality User-Generated Content

A pet food portfolio community employs targeted sampling strategies, which enables them to select members based on specific criteria (i.e. cat vs. dog owner, platform activity, lifestyle, and more), ensuring high-quality user-generated content and reviews. Additionally, by excluding over-participating members and non-sharers, the community maintains the integrity of its data.

A pet food community asking customers to complete their profile to receive more sampling mission opportunities.

Informed Decision-Making & Distribution Success

Mentholatum gains crucial insights through community engagement, which informs product decision-making and purchase intent. These insights have played a pivotal role in securing successful distribution for their new product launch, particularly at Dollar General stores.

User feedback: "Discreet, compact, clean, easy-to-use and refreshing (not only for when you're sick) and a welcomed alternative to medication."

This Newsletter is Brought to You by TINT: Elevate Your Marketing Strategy

Curious about leveraging zero-party data? Discover how brands are using the TINT Community Powered Marketing platform to build thriving communities, foster engagement, and gather valuable insights.

Elevate your marketing game & experience the potential of zero-party data with a personalized TINT demo.

Help Us Shine at SXSW: Upvote Our Panel! 

We’re back at it again – we’ve made it to voting for SXSW! 

During the panel, ‘Festivalization: Brand Activations and Events,’ our very own event expert, S. David Ramirez, will be moderating in his signature blend of humor and engagement alongside other exceptional events professionals. 

Your support could be the catalyst that propels us onto that stage! Don’t miss the chance to make this panel a reality – register & cast your vote today

A flyer inviting people to vote for the Festivalization panel for SXSW 2024 by Sotero David Ramirez, Sr. Marketing Manager, Brand and Field, TINT
Steve Schmader, President, CEO, International Festivals and Events Association
Angelica Lunoud, Executive Director, San Japan
Anthony Rose, Founder / CEO, UXD

Thank you for being a vital part of our Future of Marketing community. Stay tuned for more exciting updates, insightful discussions, and invaluable tips to fuel your marketing journey. 

Remember, your success is our success.

Signing off – until next time!