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CSR marketing: how to put in place an impactful strategy

CSR marketing: how to put in place an impactful strategy

by | Jan 14, 2025 | Branding, Captivate the audience, Non classifié(e)

Today’s consumers are increasingly attentive to the values upheld by companies. They ask where the products they buy come from, how they are made and how employees are treated. Anxious not to fall into the trap of greenwashing, buyers expect action rather than fine words.

It is in this context that CSR marketing represents a real opportunity for brands. More than just promises, Corporate Social Responsibility commits companies to taking concrete action to protect the environment and promote social justice. By communicating these positive actions, companies can raise their profile, build a community of committed customers and stand out from their competitors.

In this article, we look at the interaction between marketing and CSR and how you can boost your communication strategy by using fun ways of raising awareness.

SUMMARY

What is CSR?

Created by environmental and humanitarian organisations, CSR (or Corporate Social Responsibility) aims to encourage companies to make a voluntary commitment to sustainable development. Since 2010 (with the ISO 26000 standard), this concept has been governed by an international standard under which the CSR policy pursued by companies must address a number of key issues, including :

  • Local development ;
  • Defending human rights ;
  • The application of decent working conditions;
  • Actively protecting the environment (in particular by reducing its carbon footprint).

Both environmental and ethical, CSR is not just a declaration of intent. It must be translated into concrete action, throughout the company’s value creation chain. It is therefore a global strategy, encompassing the use of local and environmentally-friendly raw materials, the establishment of fair relations with all its stakeholders, the recycling of its waste and respect for more horizontal governance.

CSR is therefore a commitment to structural change, but it is also a growth factor for companies. Indeed, it is proving to be a marketing asset for brands wishing to differentiate themselves by focusing their communication on strong values (and actions).

Why integrate CSR into your marketing strategy?

While it is tricky to combine commitment and marketing, the two are not necessarily contradictory. In fact, CSR can be fully integrated into a company’s marketing strategy. Today, brands are no longer just economic players, but social players in their own right. This implies both moral and ethical obligations to produce better products. This positioning can be used to stand out in the marketplace and reach out to committed consumers.

CSR marketing can therefore encompass several elements:

Storytelling and corporate branding

By integrating its CSR initiatives into its brand territory, the organisation will create a strong narrative, more likely to generate emotions in consumers. This is the case with committed brands such as Asphalte or Respire, which strengthen the connection with their customers by communicating shared values and highlighting their authenticity and transparency.

Responding to consumer expectations

Companies must constantly adapt to the needs and aspirations of their audience. With consumers now fully aware of the ecological and social issues behind their purchasing decisions, CSR marketing enables companies to position themselves as committed brands that fully meet the demands of the new consumer-actors.

Brand differentiation

In an ultra-saturated market, CSR marketing enables companies to make a difference on more than just the price or quality of their products/services. Using recyclable materials, manufacturing in France or sharing revenues with all employees are all ways of creating a distinct brand identity.

Engagement on social networks

Communicating on your CSR policy can also be an excellent way of creating more authentic, less promotional content. Companies can share their employees’ initiatives and go behind the scenes to effectively engage their audience.

Buyer conversion and loyalty

CSR strategy can directly influence consumers’ purchasing decisions. Indeed, numerous studies show that buyers are prepared to pay more for products or services marketed by responsible companies. It is also a channel for building loyalty, as customers are more loyal to companies whose values they share.

Gamification to boost CSR marketing

To convey their values and actions in favour of the environment and social justice more effectively, companies can use more engaging marketing levers.

Gamification, i.e. incorporating playful elements into campaigns, is particularly well-suited to CSR marketing. This format enables audiences to be better engaged by encouraging interaction with the brand.

Quiz to raise awareness of CSR issues

It is also a method already well known in education (known as edutainment) for encouraging the discovery and memorisation of new information. As part of a company’s CSR policy, for example, formats such as the Quiz or Memory can be used to effectively raise awareness among employees and customers about issues such as respect for the environment.

This is the route taken by the DPD transport company to raise employee awareness of the issue of waste reduction. The company is using this interactive mechanism to involve its teams in CSR issues, but also to promote its commitments, particularly its tennis sponsorship.

As well as the format itself, which tests knowledge and retention of the new information shared in the quiz, the company banked on attractive prizes. As a result, employees were all the more motivated to take part in this corporate CSR game to win electric bikes and connected caps.

DPD - zero waste quiz

Competitions to engage your community

Competitions are another excellent way of communicating more effectively about your CSR strategy and inviting your community (both internal and external) to get involved with your company. Adictiz a par exemple imaginé a CSR game in which employees were invited to take part in creating a reusable cup (using a Customizer) to help reduce plastic waste.
Adictiz - customizer marketing RSE
In the same way, brands can organise competitions for their customers on social networks. Content creator Lena Situations, for example, challenged her community to find eco-friendly ways of recycling unsold items form her clothing collection.

Conclusion

CSR marketing is an excellent way for your brand to create a stronger connection with its prospects and customers, but also with its employees. With Adictiz, you can easily organise interactive games around your company’s Corporate Social Responsibility, and communicate your values and commitments in a more authentic and fun way!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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5 methods for collecting qualitative data

5 methods for collecting qualitative data

by | Jan 7, 2025 | Collect data, Lead gen strategy

To engage and convert prospects into customers more easily, brands need to know their audiences. This is known as customer knowledge, and involves gathering relevant, accurate and up-to-date information about their profile, expectations and habits. This data enables brands to :

  • Create products or services that meet real demand;
  • Communicate on the marketing channels their customers already use with content that resonates with them;
  • Offer a smoother, more enjoyable shopping experience;
  • Imagining and creating contact points to extend the customer relationship and build consumer loyalty.

The crux of the matter is data collection. This is invaluable information about who customers are and what they want. With the announced end of third-party cookies, brands need to come up with data collection methods that are both effective and non-intrusive.

What are the most effective techniques for collecting qualitative data? In this article, we present 5 tools for collecting data.

collection methods

SUMMARY

1. The marketing game as a data collection method

Fun and interactive, marketing games are an excellent way of collecting data. Not only does the prospect of winning a prize help to attract prospects and engage them, but the game itself incorporates data collection mechanisms (via interactions as in Swiper or Customizer ). La marque peu également intégrer un formulaire de collecte plus classique de type formulaire en début (pour accéder) et en fin d’expérience (avant de recevoir le gain). Ce second formulaire est dédié à la qualification des participants.

Why use it: to recruit, engage and convert prospects and customers by creating memorable brand experiences.

When to use it : at every stage of the customer journey. One example might be the distribution of an instant win via the brand’s website or social networks to generate new leads.

How to use it: game marketing works as long as the form or the method of collecting zero-party data (via interactions) is in harmony with the game experience.. Les prospects et clients seront également plus enclins à partager des informations si la marque leur propose de remporter une dotation attractive.

Weekly - collection methods

2. The form lead

Le form lead (ou formulaire de prospection) permet de générer des leads en laissant les prospects soumettre leurs informations dans un formulaire intégré à une annonce publicitaire. 

Pourquoi l’utiliser : pour recruter et qualifier des visiteurs à l’aide d’un formulaire pré-rempli intégré à ses campagnes média. En plus de permettre de générer des leads, l’avantage de cette méthode de collecte réside dans sa rapidité. L’utilisateur ne quitte pas l’interface (réseau social, moteur de recherche etc.) puisque le formulaire est nativement intégré à la plateforme. Cela rend le remplissage du formulaire plus rapide et l’expérience plus rassurante pour le prospect. 

Quand l’utiliser : Les leads forms peuvent être partagés aux prospects de la marque à différents moments stratégiques comme lors d’une demande de devis ou de démonstration gratuite. Ou encore l’inscription à la newsletter ou à un évènement. 

Comment l’utiliser : Le form lead peut être configuré avec pré remplissage des données que l’utilisateur à rempli sur son profil (compte client ou profil sur les médias sociaux). Il est conseillé de diffuser un formulaire le plus court possible. Les champs sont entièrement personnalisables, ce qui permet à la marque de se concentrer sur les données qui sont pertinentes pour elle.

Weekly - form lead

3. Coresgistration

Also known as co-subscription, coregistration allows brands to take advantage of a user’s subscription to a newsletter or another form of subscription (for example, a monthly product box) to collect data or opt-in.

This method generally takes the form of an advertiser logo, a catchphrase and then a personalised check box. When users fill in their plan form, they can tick an additional opt-in box to subscribe to the partner brand’s mailing list.

Why use it: to recruit opt-in volumes via a partner campaign in order to benefit from its audience

How to use it: as with other collaborative marketing methods (such as cobranding), the key to coregistration is to target the right partner. The more closely the brand’s value proposition and positioning are aligned with that of the partner, the more likely customers will be to tick the co-subscription box.

weekly - data collection

4. Click-to-lead email to collect customer data

This data collection method consists of highlighting an offer to encourage users to sign up for the brand’s newsletter. The opt-in is generated by the click (click-lead), and the user is then redirected to the e-commerce site.

Why use it: to facilitate data collection and generate conversions, as part of a prospecting emailing campaign.

When to use it: as part of an email campaign to generate leads

How to use it: to encourage opt-ins generationThe offer highlighted in the campaign must be attractive. Adding a deadline for taking advantage of the offer can also create a sense of urgency that will encourage prospects to sign up for the newsletter or tick the opt-in box so that they don’t miss out on current promotions.

Weekly - clic to lead email

5. Comparators for recruiting highly qualified leads

Finally, online comparators can be a lever for collecting customer data. The principle is simple: users want to find out more before buying a product or service by comparing different offers. They use a comparator and provide precise information in order to benefit from recommendations.

Why use it: to recruit ultra-qualified data and opt-ins.

When to use it: when a new prospect arrives on the comparator to understand their needs.

How to use it : the data collection form must meet the needs of the user (and not just the needs of the company, i.e. the data it wishes to obtain). The questions asked should be geared towards the user’s expectations and focus on a better understanding of their preferences. To encourage prospects to fill in the form, brands can offer targeted incentives (such as the possibility of being called back within X days by an advisor). The prospect can then be targeted with personalised offers.

Weekly - collection comparator

Conclusion

Are you looking for effective ways to collect qualified data and get to know your audience better through an engaging interactive experience? Discover our different data collection formats to increase interaction with your prospects and customers. You are also welcome to view our webinar on data collection.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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Responsible marketing and gamification: challenges and solutions

Responsible marketing and gamification: challenges and solutions

by | Jan 2, 2025 | Branding, Captivate the audience

The role of marketing is to encourage consumers to adopt a particular behaviour. It’s a creative discipline that that evolves with societal change and technological advances. In this way, marketing adapts to buyers’ preferences and expectations.

While we have recently seen an expectation of strong interaction with brands (facilitated by the Internet and social networks), consumers increasingly see themselves as committed players. Our consumer choices reflect our values, the causes we support and the changes we want to see in society.

Hence the demand for transparency and integrity on the part of economic players, including in the way they communicate. This trend is called responsible marketing. C’est une approche plus authentique, sincère et engagée d’échanger avec ses clients et prospects sur la manière dont opère l’entreprise.

This article looks at the challenges of responsible marketing and the benefits it can bring for brands. We will also look at how to embody a more ethical voice by using gamification to better understand the expectations of its audience and adapt its communication accordingly.

SUMMARY

What is responsible or committed marketing?

Responsible marketing is a communications strategy in which a brand takes into account the impact of its activity and its statements on the environment and society. Also known as ethical marketing, this approach involves address social, ethical and ecological issues in its marketing campaigns. It is also important to use more sustainable media and communication tools that respect users’ privacy.

It should be noted, however, that responsible marketing should not be seen simply as a strategy for attracting customers. To have a real impact, this approach must be genuine, verifiable and translated into concrete action. In this way, it sets itself apart from washing practices (such as greenwashing or pinkwashing). This approach goes beyond mere posturing for the sole benefit of brands and takes into account the general interest.

Examples of responsible marketing

Responsible marketing practices can take several forms, depending on the sector in which the company operates and the expectations of its audience.

Examples include :

  • Highlighting virtuous practices (ecologically and socially). The Ikea furniture brand for example, has moved towards greener production methods. This means using materials with a low carbon footprint, but also designing circular products. They will remain useful and in good condition for many years.

  • Supporting charitable causes. Companies can also adopt responsible marketing by communicating their support for charities. This is the case, for example, with Patagonia, whose founder donates a considerable proportion of his profits to environmental NGOs. The Marriott hotel group has developed a programm in which members can earn points by booking in one of its hotels. They can then make a donation to partner organisations such as UNICEF and the World Central Kitchen.

  • The use of communication channels that respect their users. Brands can opt for less energy-intensive formats or avoid posting too often to avoid generating advertising burnout. Lush, for example, has decided to delete its Instagram and Facebook accounts in protest at Meta’s dubious practices when it comes to protecting user data.

The benefits of responsible marketing for brands

Responsible marketing is essential for building solid, high-quality relationships with customersBut also to ensure sustainable growth. Here are the main reasons for adopting more virtuous communication:

  1. Strengthen consumer confidence. This concerns the protection of their data and respect for their confidentiality. Users are cautious when it comes to sharing their information, and prefer companies that comply with the RGPD and are transparent about their data collection practices.
  2. Boosting customer satisfaction. Les marques adoptant un marketing responsable donnent la priorité aux intérêts de leur communauté plutôt qu’à leur bénéfice financier. Elles favorisent le bien-être de leurs clients, notamment en protégeant leur écosystème.
  3. Improve brand reputation and develop a competitive edge. Companies no longer stand out solely on the quality of their products or services. Those that gain market share succeed in capturing the attention and loyalty of consumers who favour committed brands.
  4. Stimulate customer loyalty. Brands that opt for ethical marketing tend to generate a stronger connection with their target audience. Shared values and commitments foster a strong emotional bond. This in turn encourages lasting relationships and brand loyalty.

Gamification for responsible marketing

Popular with brands as a way of increasing interaction and strengthening the connection with their audience, gamification applies to responsible marketing. The principle behind this strategy is to incorporate fun, playable elements into its campaigns. They take the form of marketing games, points systems or attractive rewards, etc.

Gamification therefore makes it possible to :

1. Promoting consumer awareness and education. La gamification est utilisée dans l’éducation pour faciliter la mémorisation de nouvelles informations et motiver les apprenants. En marketing, cela peut prendre la forme de quizzes, a fun and engaging format that companies can use to share information or raise awareness among their audience.

Total - Responsible marketing quiz

2. Encourage the adoption of responsible practices through committed challenges. Solidarity challenges are a way of mobilising your audience in support of a cause. By creating healthy competition and offering prizes, brands can encourage their customers to raise funds, adopt more eco-responsible actions, and so on.

3. Better understand the needs of your audience while respecting their privacy. Gamification is a responsible marketing lever that makes it easier to gather information on consumer expectations. All in a transparent and ethical way (in particular without tracking its audience with cookies) because customers voluntarily share this data via collection forms (before or after a marketing game).

Conclusion

Responsible marketing has become an essential lever to help brands create a strong connection with their audience and support sustainable growth. To adopt more ethical and transparent communication, your brand can rely on gamification. Discover our playable mechanics and transform the way you communicate with your customers!

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

Request a demo

Disappearance of barcodes, uses of QR codes in marketing

Disappearance of barcodes, uses of QR codes in marketing

by | Dec 26, 2024 | Audience engagement, Conversion, Non classifié(e)

First introduced in the USA in 1074, barcodes are now found on all our consumer products. From food packaging to the labels on the clothes we buy. For many years, this sequence of 24 bars and 13 digits has enabled us to easily obtain an item’s reference number and price.

But its days are numbered, and barcodes are soon to disappear, to be replaced by a more powerful and comprehensive solution: the QR code, a veritable marketing tool. In this article, we take a look at this programmed disappearance and the main reasons behind the replacement of barcodes.

SUMMARY

Barocdes, a practical solution for product identification

The barcode revolutionized consumer goods 50 years ago. Known in the US as GTIN (Global Trade Item Number), barcodes make items easily identifiable. We were able to find them at a glance (or thanks to a scanner at the checkout) on clothing labels or packaging.

The purpose of barcodes was to enable supermarkets to structure themselves. They facilitate the storage and marketing of a larger catalog of products. First introduced in the U.S., barcodes quickly made their way across the ocean to our shelves. Not least via GS1 France, the French branch of the organization responsible for the identification system.

Despite these years of service, the barcode is destined to disappear. It is due to be replaced over the years, to disappear in 2027. But to what identification solution.

The QR code: a more modern and complete version of the bar code

If barcodes are bowing out, it’s because they’re being replaced by a more efficient identification solution. Goodbye 24 bars and 13 digits, hello QR code. This modern-day cousin stands for Quick Response Code. In concrete terms, it’s a type of two-dimensional barcode made up of black square modules set in a square with a white background.

The QR code can be used to encode more than 4,000 alphanumeric characters, a considerable advance compared to the few numbers contained in their counterparts. Thanks to this technology, it is possible to encode in a QR code :

  • a URL: such as a website address, documentation download link, etc.
  • an e-mail address;
  • a business card ;
  • free text.

Why replace barcodes with QR codes?

The main advantage of QR codes is precisely that this technology makes it possible to encode more information about a product and the brand that markets it. In addition to an item’s reference number and price, QR codes make it possible to find out where it comes from, how it was made, and so on.

Take a food product like meat, for example. Thanks to the QR code, all players in the chain, from the breeder to the end customer, can find out where the animal was raised, to which batch it belongs, the use-by date, and so on. A small feat that was not possible with the barcode. For consumers, this means easier access to information that can be vital (in the event of allergies, for example), but also to ensure that their values are respected (by favoring Made in France or organic products, for example).

For institutions and retailers, the QR code is an effective lever for preventing dangerous products from finding their way onto shelves. Brands will be able to offer their customer greater transpareny, as well as access to more varied and relevant resources and services.

Marketing uses ofr QR codes

Overall, the QR code provides access to more information about the product and the brand that markets it. It’s therefore an opportunity for companies to distribute content tailored to consumers, depending on the context of purchase or use. The QR code will be used by shoppers during their shopping trips. It can help them choose products and brands that correspond to their needs (carbon footprint, level of plastic used, origin, etc.)

But for brand’s, it’s also an opportunity to engage their prospects in a more targeted and effective way.

The Scan&Play

The Scan&Play is the use of QR codes as part of a playable marketing campaign. Printed on a product or label, the QR code, once scanned, redirects shoppers to interactive experiences, such as competitions, instant wins and so on.

These marketing games enable participants to win discount vouchers, in exchange for brand-relevant data (product preferences, contact information) shared via a form.

In the awareness phase, Scan&play can also make information sharing fun, and therefore likely to lead to conversion, via mechanics such as polls or quizzes. These formats enable companies to use QR codes to help people discover their world and their offering in an engaging way.

Sunday - Scan&Play

Conclusion

Barcodes are on their way out, long live the QR Code. This more modern and comprehensive replacement is an opportunity for brands to interact more effectively with their customers, offering them not only more information on their products, but also opportunities to win rewards bu taking part in marketing games. Adopt Scan&Play and discover our catalog of interactive mechanics!

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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Store opening: attracting and engaging with gamification

Store opening: attracting and engaging with gamification

by | Dec 19, 2024 | Animation, Captivate the audience

The opening of your shop is a unique moment in the life of a brand.. Qu’il s’agisse de son premier point de vente physique ou d’une boutique dans une nouvelle ville/pays, cela représente non seulement un énorme investissement, mais aussi beaucoup de travail.

In a context where consumers are increasingly making their purchases online, brands need to redouble their creativity to attract them to the shop. This is especially true in the case of a shop opening, as shoppers are not yet familiar with the new address.

Preparing to open a store is not something to be taken lightly. On the contrary, it’s an event that you need to prepare for and plan your speeches carefully to attract maximum traffic to your shops.

In this article, we share with you some practical advice and strategies for successfully opening a physical point of sale. In particular, we’ll be looking at gamification, i.e. incorporating playable elements into your communication materials or during the inauguration to boost the appeal of the launch for the audience!

SUMMARY

The challenges of a store opening

The inauguration of a new shop represents a considerable investment for a brand. While retail allows you to create a special bond with your customers, it also means a significant budget (whether for the purchase of the doorstep, rent, furnishings, staff, etc.)

The first challenge of a store opening is therefore to boost its visibility with the brand’s customers , but also of its target audience. And this in a territory that is sometimes different from its online clientele. As with a traditional drive-to-store strategy, the first objective is to ensure that the point of sale is well known to its target audience and to attract as many potential customers as possible to the site.

But the inauguration of a store also presents specific challenges. It’s an opportunity for the company to boost its image by organising a unique event, during which prospects and customers can interact personally with the teams. The opening must also effectively engage the target audience and build loyalty so that they not only want to make a purchase, but also want to come back.

The company can also take advantage of this opportunity to gather feedback and thus get to know their audience better (with whom they have sometimes only interacted online). By offering tools for collecting opinions and preferences, the company can then better reactivate its customers by offering them personalised content and offers that are more likely to engage them!

How to gamify a store opening

Traditionally, gamification is a highly effective lever for boosting a brand’s drive to store strategy. By incorporating playable elements into their campaigns, companies can more easily capture the attention of their audience, encouraging them to visit their shops and encourage them to make purchases.

Gamification is therefore an interesting tool to mobilise as part of a shop opening. The interactivity and promise of attractive rewards are two powerful assets to encourage consumers to come to the inauguration (potentially accompanied by other potential customers) and to create a strong connection with the brand.

Here are 3 ways to gamify your shop opening

1. Create media hype around your online store opening

Digital marketing is a powerful tool for extending the reach of your message and attracting a wider audience. Particularly if it is used creatively and strategically, notably through gamification. On social networks, brands can capture the interest of their audience and create a buzz around the opening of their shop by organising an online competition. An instant win, such as a Wheel of Fortune for example, can be used to give away discount vouchers that can only be used on the day of the opening.

It’s also much easier to make the most of consumer expectations with gamification. This is known as teasing, or the art of gradually revealing clues in order to capture and maintain the attention of your audience. The brand can imagine a digital treasure hunt through which its community can gradually guess the location of its future shop.

Gamification also enhances the effectiveness of other web marketing strategies for creating media hype around your event. This is particularly the case with influencer marketing. The brand teams up with a content creator to communicate about the opening and encourage consumers to attend (to meet the influencer in the flesh, for example). It can gamify its campaign by offering additional rewards (such as an in-store personal shopping session, vouchers, backstage access with the designer, etc.).

del arte wheel of fortune

2. Gamify your store opening to better engage and convert consumers

Once on site, gamification can enable the company to liven up the opening of its shop and effectively engage visitors. To make the event more interactive, for example, it can install digital terminals where customers can take part in marketing games. These activities make the inauguration more dynamic and bring customers back into the shop, increasing the amount of time spent with the brand.

It’s also a highly effective way of converting more customers. Marketing games are a good way of distributing coupons that encourage purchases by offering participants attractive discounts.

Interactive games can also be used to highlight products by presenting them (and their competitive advantages) in an original and fun way. In this way, the brand can offer Quizzes to make it easier to discover its catalog and better communicate its value proposition.

3. Collecting and exploiting customer feedback to boost loyalty

Finally, marketing games offered at shop openings are a very effective way of collecting customer feedback and data. Before being able to access a marketing game (on an interactive terminal or after scanning a QR code on a label via Scan&Play, for example), the customer will have to fill in a form. This enables the brand to find out not only about the customer’s demographic profile (and better identify its audience), but also to ask them about their product preferences.

This data will enable them to create drive-to-store and conversion campaigns (online and physical) that are more personalised and therefore more effective. This is an essential step in building customer loyalty and ensuring stable, long-term revenues for your shop.

Conclusion

Gamification is a powerful lever for boosting traffic at shop openings. It can also be used to generate more sales and build loyalty among retail customers. To make your inauguration more interactive and engaging, discover our marketing games that are easy to deploy in-store.

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

Request a demo