14 Fun And Effective Ways To Personalize Marketing Campaigns

Consumers have come to expect a certain level of personalization in the branded content companies use to try and earn their business. Options to customize messaging for specific target audiences have proliferated with the rise of digital media, and if a brand’s personal touch involves amusing or entertaining elements, prospects may be more likely to engage.

Personalized aspects of marketing campaigns that appeal to a prospective customer’s sense of fun on a surface level—offering value beyond the opportunity to simply learn more about a company’s products or services—can be more effective at bringing them deeper into the sales funnel. Here, members of Forbes Communications Council share fun, memorable elements they’ve incorporated into personalized campaigns and why prospects found them so delightful.

1. Send Customers Holiday Thank-You Videos

Last year, we created holiday thank-you videos with our teams to send to specific customers. They were less than 30 seconds long with a personal “thank you” from the team they usually work with every day. The videos went over so well most likely because they made the receiver feel appreciated. They were not just canned videos repeated to every customer; they had real people talking and appreciating them. – Sarah Lero, Peerless Products Inc

2. Have Influencers Personally Call Contest Winners

As part of a social contest, we incorporated a call to the winner from the influencer who helped us promote the contest. This extra level of personalization was not advertised; therefore, it created a truly memorable moment not only for the winner but also for those who entered. It also increased the value of the prize and led more people to enter our follow-up contest. – Amanda Byrd, Philter Labs Inc

3. Create Unique Photo Opportunities At Events

One of our partners created several on-site, social-media-ready installations for an event we promoted. While a personalized photo op is pretty standard in today’s world, what made this element really special was the uniqueness of the installations. They directly reflected the event’s artistic authenticity, turning visitors into giant birds with glorious wings! People young and old loved it. – Michelle Stark, Red Sage Communications, Inc.

4. Incorporate TikTok Challenges Into Campaigns

We have incorporated a TikTok challenge into many of our marketing campaigns. Creating trends on TikTok can be a powerful tool to reach millions of users and potential consumers around the world. If you take the time to get the ball rolling, it might not stop for a very long time. – Christian Anderson, Lost Boy Entertainment Company


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5. Drive Urgency And FOMO With A Timer In Emails

Incorporating a timer in the body of the email to emphasize the deadline when your offer will expire is a good way to drive urgency and fear of missing out. Coupling that with a first name salutation in the subject line and the beginning of the email really works to set the stage for a personalized message from your organization that drives opens and click-through rates. – Nysha King, Healthmonix

6. Send Emails Signed By An Actual Team Member

Prospects only engage with marketing messages that are customized to their specific interests. We’ve observed that if account representatives trigger personalized emails with their email signature, the click-through rate is 20% higher than with general messages. So instead of sending an email from “the marketing or sales team,” you could try sending it from a member of said team. – Sowmya Moni, Incture

7. Share Team Recommendations For Using Your Offering

Sharing authentic recommendations from the team can be a fun way to show your company’s personal side while getting the whole team involved in a marketing campaign. Let your team get creative by showcasing their recommendations for using your product or service. – Haseeb Tariq, Disney Streaming

8. Give Them Gadgets

In spite of the fact that many of us work in or with the tech industry, we often don’t think of it as an inspiration for marketing. You might expect everyone to have the latest tech gadgets, but from my experience, running a giveaway with AirPods, Peloton bikes or Oculus virtual reality headsets can excite your prospects in ways that no other marketing campaign can achieve. – Patrick Ward, Rootstrap

9. Send Partners Campaign-Themed Gifts 

For one client, we sent all of our partners Ray-Ban sunglasses. It was part of our “take another look” theme for 2020 (playing off of “20/20 vision”), combined with our rebrand, and it worked really well. Partners had a memorable experience with the new brand, and it got them to do exactly what we wanted, which was to take another look at the company as we introduced a new look for the brand. – Amanda Davis, Hudson Davis Communications

10. Throw A Dance-Off Competition On Social Media

We threw a social media dance-off competition for a prize package. Users had to submit a 5- to 10-second clip of them dancing to a song of our choice, and it ended up increasing our regular weekly impressions five times over our baseline. Plus, our followers seemed to love the idea, and we received more support than we originally anticipated. – Amine Rahal, Regal Assets

11. Create Humorous Educational Content Featuring Real People

One campaign that we worked on was called “energyAWARE: Learning from people like you and me.” This was a simple initiative to educate people on how they could play a role in creating a more sustainable energy future in their everyday lives. The video series highlighted a regular family with kids, making small adjustments to their energy usage at home. Each video used humor as the impetus for learning. – Boaz Santiago, energyware™

12. Celebrate Individuals’ Stories And Create Testimonial Influencers

As a higher education institution, we celebrate our students and their earned achievements. Our brand story is told by sharing individual stories. At commencement time, our personal storytelling not only includes profiling graduates—we also offer all graduates digital swag to use and share. From augmented reality filters to Instagram templates, Zoom backgrounds and GIFs, our grads become testimonial influencers! – Kimberly Osborne, UNC Greensboro

13. Send A Special Note Or Drawing Made By Hand

Our most successful campaigns have incorporated a personalized element that made the recipient feel special. Whether it was a special note from one of our employees or a hand-drawn image, the personalization made the recipient feel important and made the campaign stick out in their mind. – Gala Grigoreva, Adsterra

14. Highlight The Success And Expertise Of Real People

We find that images of real people, stories about individual faculty members’ success or videos demonstrating their expertise all allow for a level of personalization and get more people to click or read—or both! – Sayar Lonial, NYU Tandon School of Engineering

https://www.forbes.com/sites/forbescommunicationscouncil/2022/01/20/14-fun-and-effective-ways-to-personalize-marketing-campaigns/

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