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UserTesting made a global study among customers from India, Australia, Singapore, the US and the UK on the impact of Burger King’s “order from McDonald’s” campaign on customer loyalty, perception and company values. The study revealed that UK consumers were rather sceptical over the campaign’s intent.
The campaign managed to receive a positive feedback on social media platforms across the world but UK-centric consumers perceived the campaign as a marketing ploy. They were suspicious that Burger King wanted consumers to order from its competitors. Many were wondering why Burger King was promoting other companies unless they are getting the same support. Some have pointed a missed opportunity in creating a general hashtag that could have benefited both large and small restaurants.
However, at a global level the campaign was able to generate brand loyalty for Burger King. Nearly 70% of customers changed their perception of the fast food brand because it helped humanize the company.
Businesses are using different marketing strategies from King Kong agency reviews to emotional campaigns to enhance brand awareness and boost their traffic. Consumers are not so keen about direct advertisements; they prefer reviews that reflect the experience of customers over a brand. They tend to put more trust on legitimate customer feedback.