In a world where we’re bombarded with ads from the moment we wake up, standing out is no easy feat. But here’s where personalised marketing comes in, helping brands to cut through the noise by offering customised experiences that make individuals feel recognised. It makes consumers feel seen and heard, as if the product was made just for them.
What is Personalised Marketing?
Personalised marketing is exactly what it says on the tin: advertising that’s tailored to individuals rather than the masses. It’s all about swapping out generic messages for something that actually resonates. Whether it’s an email that greets you by name, a Spotify playlist curated just for your questionable taste in music, or a Coke bottle with your name on it, personalisation may be simple, but it makes your consumers pay attention.
Why is it So Effective?
- It feels personal (obviously): People love to feel special. Seeing your name (or even something that represents you) on a product or in an ad creates an instant connection.
- It grabs attention: In a sea of forgettable ads, personalisation makes people stop scrolling and take a second look.
- It boosts engagement: If something feels made for you, you’re way more likely to interact with it, whether that’s making a purchase, sharing it on social media or just telling your friends about it.
- It encourages brand loyalty: People remember brands that make them feel valued. And in today’s competitive market, that’s priceless.
From Out of Home to On the Feed
When personalised marketing meets Out of Home (OOH), something magical happens: it becomes shareable. OOH campaigns like these aren’t just seen by passersby, they’re snapped, shared and spread far beyond their physical locations.
Take Coca-Cola’s iconic Share a Coke campaign. By swapping out their classic logo for people’s names, they turned a simple product into something personal and highly shareable on social. Consumers were able to find their name, take a picture, and share it. The result? A global marketing phenomenon.
And just this week, Cadbury pulled off a similar trick with its Made to Share campaign. The brand replaced its usual packaging with a suggestion on how to divide up a bar of Dairy Milk, as a way of thanking the unsung heroes within families and friendship groups – from the designated drivers and the holiday planners to the chief snack buyers. Simple yet effective, it got people talking and took over social media, with consumers and marketers alike sharing their version of how to share the bar. Want to see our take? Head to our LinkedIn page.
But why does this kind of campaign work so well on social media?
- User-generated content gold – When people see their name on a product, they’re basically doing your marketing for you by posting it online.
- Built-in shareability – People love to tag friends and family when they see something relevant to them. And with a campaign like Cadbury’s, sharing literally becomes part of the experience.
- FOMO in full force – Not seeing your name? Better hit the shops so you don’t miss out.
The Takeaway
Personalised marketing isn’t just a gimmick, it’s a powerful way to make consumers feel connected to your brand. When paired with OOH advertising, it becomes even more impactful, turning real-world moments into social media sensations. Whether it’s a name on a Coke bottle or a situation on a chocolate bar that applies to you, personalisation has the ability to break through the noise and make marketing feel a little more human.
