This is the smartest marketing strategy I've seen thus far on a cereal box. One Degree's slogan is "Every Ingredient Has a Story" and One Degree backs that slogan...View More up by telling you exactly where each ingredient used in their foods comes from all the way down to the actual farmers. What's so clever about this is that consumers of organic foods are often skeptical of products labeled organic because a lot of big brands try to cash in on the term. However, One Degree makes any skepticism a consumer may have dissipate with an incredibly in-depth look at the real people behind the ingredients. They smartly place smiling photos of each farmer on the box to build a personal connection and really make the brand, however big or corporate, look very human and down-to-earth. They even include a prominent QR code (which is wonderfully emphasized with arrows pointing to it) to lead people to their site. Once on the site, you can read the stories & watch videos of the farmers. You can even use an ingredient tracker prominently displayed on their homepage. Overall, this is an excellent example of being transparent, building rapport and connecting with your customers through the power of storytelling.
Storytelling from One Degree Organics Swiped in May 2014
Customers are naturally skeptical of a brand's honesty and authenticity. When you share some of your inner workings in-depth, you build their trust significantly.
People want to deal with other people. An easy way to humanize your brand is to include photos and videos of the people behind it along with personal storytelling and background information.
Always resell your product in your packaging to make your customers stick
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
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