There are many points of view from which you can take this:
a) For your Huel enthusiast
This is not an average consumer but one that loves the brand for what it stands for. It’s happy to promote the brand and help their vision.
The user is happy to promote without benefits; but now he has a minigame by which he can earn rewards.
This is the primary target for this app.
In fact, many people are doing this already. Whether they should be rewarded or not is different. I mean, I guess this program is a reward; but not a loyalty (how long have you been) reward. Also “forces” you to do it through SM etc., which you might not be inclined to (we do -for better or worse- live in the digital age tho).
b) For the casual user
For those who are more casual, this process is probably too bothersome. For them, it’s probably easier to use the refer-a-friend program; whenever they see an opportunity. They don’t go out of their way to promote Huel.
Probably won’t care much.
c) Budget guy/looking for deals.
Great way to get some money off.
d) From the business standpoint.
It’s another way to try free marketing and incentivising free marketing. The rewards are cool but “they don’t cost money” to the company (aka they are not paying an advertiser- besides the platform). they are trying to make use of their customer base to further spread the word. More mouth-to-mouth advertising, which is often very important.
Also, increasing your social media presence is important. It’s very similar to the giveaways where you need to tag X friends that don’t follow to get an entry.
Now, wearing the tin foil hat; this is primarily (in my opinion) a business move. The benefits for the customers are cool; but the primary idea is to get some good marketing. It’s great that smaller parties (aka individuals) can get involved in the process of spreading the word. I hope the rewards are good/appropriate for them (so it’s a win-win for both). However, by no means I think this is a feature designed to “benefit the users” (not saying Huel claims to be that way, either).
What are the actual rewards? Are you guys finding them useful?
Business makes decision that may increase profitability of business.
Well, I for one, am shocked!
The idea is that it’s a win win just like the refer a friend thingy, I’m sure. Only issue is Instagram as I’m just not an instagram person so that rules me out of most of the challenges!
Brandbassador doesn’t publish its prices, but its competitors don’t look too expensive. There’s actually a benefit to recruiting an army of “regular” social media users instead of people with millions of followers. If Scarlett Johansson posted “drink Huel! It’s really good! I genuinely have tried it!” I’d be, like, . She’s been paid to say that.
If Gavin from up the road posted it, I’d be more inclined to trust him. (But then I’d unfriend him for posting boring product reviews.)
Seriously, put something together so I can link to you on LinkedIn lol. I have hundreds of contacts in the legal and private equity worlds. I am sure some of them can be of use to you!
I’ve just checked in with Zoe who’s running the program with Brandbassador. So it seems like the points are important if you want to be ambassadors for other brands because points help you move through a Bronze --> a Diamond Ambassador, so these points can’t be transferred into cash or gift card rewards. That system is in place for brands that want to make sales within the app, but since Huel don’t do sales within the app it’s not relevant. Just stick to the missions that earn you giftcard rewards
. She’s been paid to say that.
