As consumers take greater control of the buyer’s cycle, they expect a different relationship with the companies they buy from. Companies must become more humanised, and shift their focus towards forming personal, one to one relationships with their customers. This movement towards a more customer-focused, storytelling approach to marketing products, has been embraced by many companies such as Procter & Gamble. P&G hit the nail on the head with their ad, “The Swiffer Effect,” featuring a 90-year-old couple and their experience with Swiffer products. The ad created so much buzz that the couple have been on the Today Show and are now known as the Swiffer Couple.
When offered the choice, would you rather watch an animated graphic of dirt being wiped from a kitchen surface, or an adorable elderly couple waltzing around their kitchen?