Listening to the voice of consumer（VOC） is a cliché for great brands. They go extra mile to research and analyze data only for effective communication with consumers to understand their most real needs and views about the brand. Some even simply give consumers the rights to decide the way their products and service are delivered.
Old Navy, a retail clothing brand owned by GAP, handed over the TVC creative right to TikTok users before the launch of its new products this spring. The ad clearly indicates which TikTok user and his/her comment is the source of each episode!
It all started with a TikTok video posted by high school student Samuel (Sam) Beasley. The video featured Sam nodding his head to an upbeat song with the caption “We’re getting the hottest Old Navy commercial ever.” The post created excitement among TikTok users, generating more than 1,500 comments from people sharing their thoughts on what they would like to see in an Old Navy ad. Old Navy heard their voices and decided to give them what they wanted. Old Navy made these consumers ad co-creators and they created an ad written entirely from comments in a new way that brought Old Navy’s democracy of style and service to life.
This co-creation campaign launched with a success, and will run in different iterations throughout the year. This new concept reinforces Old Navy’s commitment to listening to its customers in everything it does – from co-creation marketing initiatives to consumer-driven product launches.
Social media is definitely a great source of data for gaining consumer insights. There are 4.5 billion social media users worldwide who are sharing every aspect of their lives every day. Companies and brands alike need to start using social media to access all the data and information that is beneficial to create products and services that resonate with consumers. If you want to learn more about overseas consumer insights or are looking for a good VOC tool, follow Shulex VOC and learn more about our products and services, we’d love to help.