INNOVATIONDAY

Warner Bros. Discovery (WBD) is one of the most recognizable media & entertainment brands in the world, responsible for some of the most valuable global franchises such as Harry Potter, DC, Lord of the Rings, Barbie, and countless others. The team at WBD saw an opportunity to create unique and impactful connections with its legions of fans by bringing them closer to brand decision making. With the need to consistently innovate to maintain its status as a global leader in entertainment, WBD has invested in ensuring their audience's voice is heard throughout the business.

Through the launch of its dedicated communities, the team was focused on supporting research for a variety of business groups within the organization to maximize the value of WBD franchises, IPs, networks, and stores. This community-led insights program has now evolved and the team has had to scale while also maintaining and evolving their engagement strategy to stay top of mind with community members. 

CIBC provides personalized financial solutions to clients across North America. The company offers a comprehensive range of financial products and services to 14 million personal banking, business, public sector, and clients in Canada, the United States, and worldwide.

The company's strategic goals focus on simplifying banking for clients, enhancing the digital client experience, and strengthening relationships with them. To achieve these objectives, the client experience team has sought to understand how clients make decisions, as well as their motivations, perceptions, and expectations regarding their relationship with CIBC.

As Britain's biggest bingo brand, tombola is always striving to engage with their players to increase customer loyalty and brand awareness. While player attraction to the site isn’t a problem, the brand wanted to better understand how to increase average player revenue, evolve their offerings, and dive deeper into player expectations in expanding markets.  

The Research team has helped to transition the business from intuition-led to insight-led decision-making. With a community-centered strategy for market research, Player Panel feedback has helped tombola drive product innovation, increase marketing effectiveness, and successfully expand its geographic reach.

Over the last two years the team at Orveon has engaged with three panels for each of their brands to get even closer to their loyal customers. These communities allow for real-time feedback to refine and tailor product strategy, marketing campaigns and GTM plans to align with customer needs and expectations.

Before going to market with new products, Orveon had been gathering customer feedback via traditional surveys with Alida since 2023. With three communities for each beauty brand, insights were helpful to inform product development and positioning decisions from planning and launch to in-market feedback. 

However, Orveon wanted to adopt a more real-time approach and expand their use of the community to engage customer advocates who could provide fast feedback and reviews to support GTM plans.  

As the needs of today’s modern banking client evolve, EverBank knows keeping a pulse on client needs and expectations is vital. From enhancing marketing communications to better connect with clients, to identifying strategic opportunities for growth, there was a wealth of opportunities to use client insights to impact brand strategy.

The bank has fostered a digital community of 2800+ customers helping to provide rich information and answer targeted questions for business partners.As EverBank plans to expand into new regional markets, they are now able to easily segment and cross-compare current customers with prospects. By digging into different personas, locations, banking needs, and product use the team is able to compare responses to understand the expectations and needs of both clients and prospects.

Horizon Blue Cross Blue Shield of New Jersey serves more than 3.8 million members. The customer experience (CX) team works cross-functionally with 11 divisions within the organization to incorporate the voice of the customers into strategic decisions. 

While Horizon’s CX team gains broad feedback from members via state-mandated, quantitative surveys, they also wanted to deeply understand member experiences, preferences, and the root causes of member behavior. They needed to dig deeper and ensure consistent feedback is received to better support the member journey, improve member satisfaction, and test and refine branding and communications.

As the Philippines largest leading airline, Cebu Pacific (CEB) operates in a highly competitive market and customer satisfaction is critical to their success. With corporate values that include relentlessly pursuing new ideas and better solutions while keeping people at the heart of everything they do, staying close to customers is vital. 

To understand the customer perspective, CEB taps into a digital insight community known as the CEB Squad. Through research activities community members weigh in to shape initiatives such as new product development, marketing and advertising campaigns, and improvements to the customer experience. Numerous departments within CEB, including corporate strategy, revenue management, customer service, sales, network planning, marketing, loyalty, and more, rely on the company’s market research and analytics team to deliver results.

POLITICO is a robust global news operation and information service specializing in politics and policy. It has millions of readers worldwide, including influencers who can change legislation with the stroke of a pen. Understanding what influential readers think is incredibly valuable for the POLITICO newsroom and advertisers.

POLITICO built an insight community of influencers called “POLITICO Insiders” using the Alida platform. In one year, they recruited 6,500+ community members who sit at the nexus of U.S. government, industry, and power, with 45% representing top-level executives. Detailed profile variables help them select members without having lengthy screeners, so they can gather insights from specific groups. 

A+E Media Group, is a global content company comprised of some of the most popular and culturally relevant brands in media, including A&E®, Lifetime®, The HISTORY® Channel and more. Reaching more than 414 million households in 200 territories in 40 languages, A+E’s portfolio reaches a global audience with branded channels around the world, and across platforms and genres everywhere.

As one part of the data-forward Revenue Research Group, the Custom Sales Solutions team at A+E Networks leverages its Alida communities to deeply understand viewers’ response to advertising partnerships across platforms. The team proves that custom campaigns effectively engage diverse viewers wherever they choose to view and/or interact, driving positive brand impacts.