Home office with a difference
The Corona crisis brings lots of new challenges for many people: Meeting friends, taking the kids to school, shopping. What was normal everyday life just a few weeks ago is now only possible to a limited extent – even after shops are slowly opening and the federal government is planning the first steps towards normality. For many consumers, everyday life still takes place at home and online: So overall, consumers spend more time at their computer than usual, especially throughout the day.
Brands can benefit from this consumer behaviour: By thinking in a customer-centric way, by extending their online strategy and by addressing the situation and wishes of their customers.
innogy – product tests for distraction
innogy knows that consumers can be reached best via a digital customer interface along the customer journey. The energy provider has also recognized that with the importance of home office scenarios, consumer interest in smarthome products is increasing. Because innogy smarthome devices can be connected and controlled via app, they play a major role in the home office. A product test campaign should therefore address the issue. Because product tests inspire customers and ensure a positive customer experience.
Creative testers wanted!
innogy reacted to the current situation by starting the product test campaign “Smart Home Office” and now offers via its online community the possibility to test innogy SmartHome products exclusively. By participating in these product tests, users become micro influencers, who inform and inspire other users for the topic via the user generated content of their test reports.
Users have to register on the brand platform before they can apply for a product test. This way, innogy gets first leads from interested customers within a few weeks. After registration, applicants explain why they are the perfect product tester. All applications are then published on the community and are accessible to other consumers.
The selection of the three product testers sought will then be made by jury decision after May 11. The lucky applicants then receive the smarthome solutions so that they can write a detailed test report with pictures and videos. The testers will have to respond to certain criteria previously determined by innogy like impressions of packaging and design, device installation, scenario setup, functionality and an overall evaluation. Thus, the product tests offer a lively introduction for newbies or interested consumers to the innogy’s smarthome products.
90 applications have already been sent in!
And some of these came up with very creative ideas on how smarthome products can be used in their home office. For example, one user wants to use the SmartCam indoor camera to monitor the toilet paper supply. For another, the Amazon Echo Dot is intended to replace the office coffee machine for preparing the morning coffee. As you can see, there are no limits to the users’ creativity.
Authentic content from consumers for consumers
All test reports provide credible, meaningful and relevant content from consumers for consumers. Testers also share their reports and recommendations via social media, what means more awareness and unpaid social reach for innogy. This means, innogy is able to reach its desired target group without investing a lot of money. Therefore, product tests have become a strategy with which brands can inspire and bind consumers even in economically difficult times like the Corona crisis.
Would you also like to build up micro-influencers for your brand and inspire consumers through authentic user-generated content? Then read our innogy success story with further details about the strategic goals and KPIs of the community.