Emotion, Personalization, and Music: How Merendina x Draganov Inspired Love with a Custom Video Experience
Harnessing Love: Brand Equity Meets Innovative Digital Engagement Merendina, Morocco’s beloved confectionery brand, has long positioned itself as a symbol of love – a brand for families, couples, and friends alike. Seeking to further reinforce this emotional bond, Merendina partnered with renowned Moroccan music artist Draganov to create a campaign that put genuine affection and […]
Harnessing Love: Brand Equity Meets Innovative Digital Engagement
Merendina, Morocco’s beloved confectionery brand, has long positioned itself as a symbol of love – a brand for families, couples, and friends alike. Seeking to further reinforce this emotional bond, Merendina partnered with renowned Moroccan music artist Draganov to create a campaign that put genuine affection and personalization at its core. The result was “Merendina Music.com” an interactive digital web experience blending music, technology, and one-to-one personalization for unforgettable fan engagement.
The Campaign Mechanics: From QR Code to Custom Video Dedication
The magic began when customers encountered Merendina pack, featuring a QR code that launched them into a beautifully designed microsite. The campaign invited fans to dedicate Draganov’s new song directly to their loved ones – a symbolic act echoing Merendina’s brand equity of love.
- Personalized Dedication: Users entered the name of their chosen recipient and their email address.
- Automated Video Generation: AliveNow engineered a seamless, automated software solution to embed the recipient’s name directly into the album art within the video, making each dedication unique and meaningful.
- Music Video Sharing: Users could download the personalized dedication video immediately or receive it via email – ready to share with the recipient for lasting emotional impact.
- Visual Keepsake: A downloadable poster featuring the recipient’s name and custom album art added an extra layer of shareable UGC.
Emotional Impact, Viral Reach, and the Power of Personalization
The heart of the campaign lay in its ability to create genuine emotional resonance through personalization. By seeing their name seamlessly embedded in the video – by tech magic – users experienced Draganov’s performance as a direct, heartfelt tribute/dedication. This approach went far beyond passive engagement:
- UGC Spark: Recipients and senders eagerly shared their personalized videos and posters on social media, organically amplifying the campaign’s reach and strengthening Merendina’s brand presence.
- Fan Loyalty: By combining the artist’s following and the confectionery’s own audience, the campaign created a platform where music, treats, and love converged for a powerful brand moment.
- Sales Lift and Brand Association: The product itself became a token of affection, motivating purchases driven by emotional value and anticipation for the dedication experience.
Automation and Microsite Innovation: Delivering Rapid-Scale Personalization
AliveNow’s creative tech solution was instrumental in turning these dedications into instant, scalable experiences:
- Automated Personalization: The bespoke tech solution embedded recipient names flawlessly in the video and poster content, without manual intervention.
- Seamless User Experience: The microsite was designed for zero friction, handling entry, customization, generation, notification, and download in just a few clicks.
- Multi-Channel Sharing: Whether via instant download, email, or social media, sharing the personalized tribute became effortless—fueling virality and emotional connection.
Brand Strategy Insights: Connecting Hearts with Tech
The Merendina Music campaign highlights several strategic takeaways for senior marketers and agency partners seeking powerful emotional engagement:
- Leverage brand equity (in this case, love) to drive deep campaign relevance.
- Pair with cultural figures: Music artists or influencers can bridge the emotional gap and boost brand reach.
- Embrace automation: Rapid personalization at scale is possible with robust software—turning fans into brand ambassadors.
- Encourage UGC: Enable easy, meaningful sharing moments that organically expand brand conversation and social media footprint.
- Data-Driven Touch: Capture engagement metrics and sentiment with microsite analytics for continual improvement.
AliveNow can help brands merge creativity with technology to build emotionally rich, culturally resonant campaigns—driving measurable results across markets and platforms.
Inspired to Create Your Own Personalized Brand Video Experience?
Explore how creative tech, automation, and emotional storytelling can transform your next campaign. See more case studies and tech solutions at www.alivenow.in or dive into the campaign microsite at www.merendinamusic.com.