Nike

Selling out sneakers through voice.

Background & Approach

The Nike Adapt BB is the most innovative shoe to hit the market in years. Instead of laces, the Adapt BB automatically adjusts to the contours of your feet with the touch of a button. To introduce this shoe to the world, Nike partnered with RAIN and R/GA to coordinate the world’s first live sneaker “drop” done exclusively through voice.

During TNT’s live telecast of the Lakers/Celtics game, voice prompts supplemented the live game. Viewers could ask Google questions about the product and explore the Adapt’s rich history. During halftime, users could even buy the shoe through Google Assistant while Charles Barkley talked about the shoe in real time. Product placement for the win!

What We Learned

Voice is incredibly frictionless when done well. With this activation, Nike sold through their entire inventory in less than six minutes using voice. Beyond transactions, 73% of users also explored the supplemental audio content with a 85% completion rate. This work was awarded three Cannes Lions.

For deeper insights about this project and others, do be in touch.

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Awards

3

RAIN was awarded three Cannes Lions around this activation.

Engagement

73%

Beyond transactions, 73% of users explored the supplemental audio content with a 85% completion rate.

Nike

Selling out sneakers through voice.

case-study-image

Background & Approach

The Nike Adapt BB is the most innovative shoe to hit the market in years. Instead of laces, the Adapt BB automatically adjusts to the contours of your feet with the touch of a button. To introduce this shoe to the world, Nike partnered with RAIN and R/GA to coordinate the world’s first live sneaker “drop” done exclusively through voice.

During TNT’s live telecast of the Lakers/Celtics game, voice prompts supplemented the live game. Viewers could ask Google questions about the product and explore the Adapt’s rich history. During halftime, users could even buy the shoe through Google Assistant while Charles Barkley talked about the shoe in real time. Product placement for the win!

What We Learned

For deeper insights about this project and others, do be in touch.

Awards

3

RAIN was awarded three Cannes Lions around this activation.

Engagement

73%

Beyond transactions, 73% of users explored the supplemental audio content with a 85% completion rate.

Starbucks

Leveraging voice to combat the line.

Background & Approach

We’ve all been there. Blurry-eyed and in need of coffee, we enter our neighborhood Starbucks only to be greeted by a line that’s busting out the back. Beyond being an annoyance, it’s also a huge business problem. During peak times, Starbucks loses significant sales simply because the line’s too long. Not ideal.

To help combat this problem, RAIN developed a voice-first ecosystem that encourages users to preorder easier than ever before. By looking through existing behaviors, we uncovered a cornerstone insight: 73% of users order the same thing every visit.

Rather than force users to go through a multi-screen process, users could simply say “order my regular.” That required helping them re-architect their product APIs to better support conversational experiences, laying the foundation for the most transformative future touchpoint: voice in the car.

What We Learned

Users who purchased through voice had a 16% higher monthly cart-size than non-voice shoppers.

For deeper insights about this project and others, do be in touch.

case-study-image

Engagement

16%

higher monthly cart-size than non-voice shoppers.

Starbucks

Leveraging voice to combat the line.

case-study-image

Background & Approach

We’ve all been there. Blurry-eyed and in need of coffee, we enter our neighborhood Starbucks only to be greeted by a line that’s busting out the back. Beyond being an annoyance, it’s also a huge business problem. During peak times, Starbucks loses significant sales simply because the line’s too long. Not ideal.

To help combat this problem, RAIN developed a voice-first ecosystem that encourages users to preorder easier than ever before. By looking through existing behaviors, we uncovered a cornerstone insight: 73% of users order the same thing every visit.

Rather than force users to go through a multi-screen process, users could simply say “order my regular.” That required helping them re-architect their product APIs to better support conversational experiences, laying the foundation for the most transformative future touchpoint: voice in the car.

What We Learned

Users who purchased through voice had a 16% higher monthly cart-size than non-voice shoppers.

For deeper insights about this project and others, do be in touch.

Engagement

16%

higher monthly cart-size than non-voice shoppers.

Headspace

Building the leading voice-first product.

Background & Approach

With everything beeping, blinking and booping for our attention, the need for mediation anytime, anywhere has never been more important. Headspace approached RAIN to help integrate voice into their ecosystem. Though their platform is loved by millions, the glowing screen of a smartphone isn’t exactly the best way to deliver a moment of zen. Voice became a natural fit.

RAIN reimagined the mediation experience across three voice-driven platforms — Google, Alexa and Cortana. By connecting all voice platforms to each other, and then connecting those experiences to the larger ecosystem, Headspace is providing users a seamless and personalized experience across all touch points.

What We Learned

In just two months, Headspace reached the same number of monthly active users via voice as it took to amass on mobile in over 40 months. Nearly 90% of users returned for another session via voice.

For deeper insights about this project and others, do be in touch.

case-study-image

Engagement

90%

of users returned for another session via voice.

Headspace

Building the leading voice-first product.

case-study-image

Background & Approach

With everything beeping, blinking and booping for our attention, the need for mediation anytime, anywhere has never been more important. Headspace approached RAIN to help integrate voice into their ecosystem. Though their platform is loved by millions, the glowing screen of a smartphone isn’t exactly the best way to deliver a moment of zen. Voice became a natural fit.

RAIN reimagined the mediation experience across three voice-driven platforms — Google, Alexa and Cortana. By connecting all voice platforms to each other, and then connecting those experiences to the larger ecosystem, Headspace is providing users a seamless and personalized experience across all touch points...

What We Learned

In just two months, Headspace reached the same number of monthly active users via voice as it took to amass on mobile in over 40 months. Nearly 90% of users returned for another session via voice.

For deeper insights about this project and others, do be in touch.

Engagement

90%

of users returned for another session via voice.

BlackRock

Information dissemination through voice.

Background & Approach

Managing $6 trillion (!!!) of retirement assets, BackRock is one of the most important and innovative financial organizations in business today. BlackRock engaged RAIN to define and execute their short, near and long-term strategy for voice and conversational AI.

Through this engagement, RAIN identified several opportunities — voice search, retirement planning tools, and weekly voice news briefings. Though these workstreams are showing real results, using voice to create operational efficiencies has the potential to transform not only BlackRock, but the entire financial industry.

What We Learned

For investors, having access to timely data and insights is critical. A second could mean the difference between winning big or going broke. Everyday, hundreds of thousands of financial advisors use BlackRock’s various technologies (Aladdin (an enterprise risk assessment tool), BlackRock Investment Institute, the site etc.) to run their businesses.

Many tasks (like retrieving simple reports) took as long as seven minutes to complete, but voice can shave minutes off of these interactions. When most organizations talk about voice, it’s in a B2C context, but the operational efficiencies gained through voice will improve productivity and increase capacity profoundly.

Due to the proprietary and confidential nature of this work, we’re only able to share high level findings for this client at this time. For deeper insights about this project and others, do be in touch.

case-study-image

BlackRock

Information dissemination through voice.

case-study-image

Background & Approach

Managing $6 trillion (!!!) of retirement assets, BackRock is one of the most important and innovative financial organizations in business today. BlackRock engaged RAIN to define and execute their short, near and long-term strategy for voice and conversational AI.

Through this engagement, RAIN identified several opportunities — voice search, retirement planning tools, and weekly voice news briefings. Though these workstreams are showing real results, using voice to create operational efficiencies has the potential to transform not only BlackRock, but the entire financial industry.

What We Learned

For investors, having access to timely data and insights is critical. A second could mean the difference between winning big or going broke. Everyday, hundreds of thousands of financial advisors use BlackRock’s various technologies (Aladdin (an enterprise risk assessment tool), BlackRock Investment Institute, the site etc.) to run their businesses.

Many tasks (like retrieving simple reports) took as long as seven minutes to complete, but voice can shave minutes off of these interactions. When most organizations talk about voice, it’s in a B2C context, but the operational efficiencies gained through voice will improve productivity and increase capacity profoundly.

Due to the proprietary and confidential nature of this work, we’re only able to share high level findings for this client at this time. For deeper insights about this project and others, do be in touch.

Tide

Using voice to fuel innovation.

Background & Approach

Tide, every family’s favorite no-nonsense detergent and purveyors of all things stain-removal, approached RAIN to imagine a voice experience that could extend their brand authority to the emerging world of voice.

From a business perspective, through various Datalogix and IRI studies, Tide has known for years that providing stain-removal expertise to consumers increased LTV and drove preference. Not surprisingly, our work built on this truth, providing users with “recipes” for 200+ everyday stains.

What We Learned

Though Tide has been in the stain-removal game for decades, voice uncovered a profound insight: nearly 20% of the stain requests were for things that Tide doesn’t currently have products for (i.e. sneaker cleaning tips). Though they don’t yet have sneaker products, Tide has the mindshare for these occasions. In this way, voice is fueling innovation, and uncovering unrealized brand equity.

For deeper insights about this project and others, do be in touch.

case-study-image

Authority

200+

stain types covered, giving the skill an authority to answer even unbranded queries

Tide

Using voice to fuel innovation.

case-study-image

Background & Approach

Tide, every family’s favorite no-nonsense detergent and purveyors of all things stain-removal, approached RAIN to imagine a voice experience that could extend their brand authority to the emerging world of voice.

From a business perspective, through various Datalogix and IRI studies, Tide has known for years that providing stain-removal expertise to consumers increased LTV and drove preference. Not surprisingly, our work built on this truth, providing users with “recipes” for 200+ everyday stains.

The Outcome

Though Tide has been in the stain-removal game for decades, voice uncovered a profound insight: nearly 20% of the stain requests were for things that Tide doesn’t currently have products for (i.e. sneaker cleaning tips). Though they don’t yet have sneaker products, Tide has the mindshare for these occasions. In this way, voice is fueling innovation, and uncovering unrealized brand equity.

For deeper insights about this project and others, do be in touch.

Authority

200+

stain types covered, giving the skill an authority to answer even unbranded queries

Sesame Street

Launching the first kids voice platform.

Background & Approach

Amazon and our fine furry friends at Sesame Street approached RAIN to help launch Alexa for Kids, an entirely new way for children to interact with technology using voice. Instead of barking orders to your “assistant” (“Alexa! weather!! NOW!!!”), Alexa for Kids reinforces polite interactions so we don’t raise a generation of entitled jerks. Srsly.

Working directly with early childhood professionals, our Skill balanced critical variables like repetition, grammar and language to ensure age-appropriate interactions. Within the experience, kids spoke directly to Elmo and the gang where they chose from a series of games, quizzes and activities. They were informed. They were entertained. That’s right. They were infotained. Take that, kids.

What We Learned

Kids love Alexa. Not surprisingly, they took to our experience deeply, with average session times of over five minutes and 60% re-engagement. Perhaps most importantly, though, we found that kids anthropomorphize voice technology. Instead of simply seeing Elmo as a canned voice, they often asked if he was hungry, what his favorite color is, and lots of questions about poop. Lots.

For deeper insights about this project and others, do be in touch.

case-study-image

Award

2018 Top Digital Product

by the International Licensing Industry Merchandisers' Association.

Sesame Street

Launching the first kids voice platform.

case-study-image

Background & Approach

Amazon and our fine furry friends at Sesame Street approached RAIN to help launch Alexa for Kids, an entirely new way for children to interact with technology using voice. Instead of barking orders to your “assistant” (“Alexa! weather!! NOW!!!”), Alexa for Kids reinforces polite interactions so we don’t raise a generation of entitled jerks. Srsly.

Working directly with early childhood professionals, our Skill balanced critical variables like repetition, grammar and language to ensure age-appropriate interactions. Within the experience, kids spoke directly to Elmo and the gang where they chose from a series of games, quizzes and activities. They were informed. They were entertained. That’s right. They were infotained. Take that, kids.

What We Learned

Kids love Alexa. Not surprisingly, they took to our experience deeply, with average session times of over five minutes and 60% re-engagement. Perhaps most importantly, though, we found that kids anthropomorphize voice technology. Instead of simply seeing Elmo as a canned voice, they often asked if he was hungry, what his favorite color is, and lots of questions about poop. Lots.

For deeper insights about this project and others, do be in touch.

Award

2018 Top Digital Product

by the International Licensing Industry Merchandisers' Association.

Tiffany & Co

Winning voice search.

Background & Approach

Nothing says “I love you” (and here’s half my stuff) quite like a Tiffany engagement ring. More than just a jewelry shop, Tiffany is the first truly American luxury house, and have defined what it means to live well for over a century. Tiffany & Co. engaged RAIN to help define their short, near and long-term strategies for voice and conversational AI.

Through this work, RAIN uncovered some foundational insights. Though the vast majority of sales happen in their physical stores, most of these consumers started on the site, most of which came through organic search. With over 30% of mobile search being done through voice, optimizing for voice search became a critical business driver.

What We Learned

In traditional search, engines like Google show users pages of results, but voice search tends to only provide one or two possible answers. When users asked things like “Does Tiffany use blood diamonds?” the answer almost always came back as “yes”… which is false! This is what we call a problem. RAIN identified the top 50 business-critical voice queries, created content, a playbook for their internal team, and tech optimizations to reclaim the conversation.

Due to the proprietary and confidential nature of this work, we’re only able to share high level findings for this client at this time. For deeper insights about this project and others, do be in touch.

case-study-image

Tiffany & Co

Winning voice search.

case-study-image

Background & Approach

Nothing says “I love you” (and here’s half my stuff) quite like a Tiffany engagement ring. More than just a jewelry shop, Tiffany is the first truly American luxury house, and have defined what it means to live well for over a century. Tiffany & Co. engaged RAIN to help define their short, near and long-term strategies for voice and conversational AI.

Through this work, RAIN uncovered some foundational insights. Though the vast majority of sales happen in their physical stores, most of these consumers started on the site, most of which came through organic search. With over 30% of mobile search being done through voice, optimizing for voice search became a critical business driver.

What We Learned

In traditional search, engines like Google show users pages of results, but voice search tends to only provide one or two possible answers. When users asked things like “Does Tiffany use blood diamonds?” the answer almost always came back as “yes”… which is false! This is what we call a problem. RAIN identified the top 50 business-critical voice queries, created content, a playbook for their internal team, and tech optimizations to reclaim the conversation.

Due to the proprietary and confidential nature of this work, we’re only able to share high level findings for this client at this time. For deeper insights about this project and others, do be in touch.

Close

RAIN is
a
Pioneer
in Voice
&
AI.

We help clients win in the emerging conversational
economy–from defining voice strategies and roadmaps to
designing and deploying premium conversational experiences.

We've worked
with 23 Fortune 100
companies.

Starbucks

Leveraging voice to combat the line

Headspace

Building a voice-first product

BlackRock

Information dissemination through voice

Tide

Using voice to fuel product innovation

Sesame Street

Launching the first kids voice platform

Tiffany & Co.

Winning voice search

"From the first day we kicked off, I have never doubted we picked the right partner."

Max Kramer
, Brand Marketing Digital Innovation Manager, Nike

"In terms of conversational experts, I would only hire RAIN. They are the best partners I've worked with and are ahead of everyone else in this space."



Leigh Anne Dunkin
, Former Dir. of Emerging Technologies, Starbucks

"RAIN created the first CPG skill on Alexa with little direction from Amazon and no industry standards to follow. They established a process and guidelines that we now share as industry best practices."

Michael Francisco
, Former Head of Alexa Skills Kit Partners, Amazon

RAINdrops:
words on voice.

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Matt Lang

Strategy Director

State of Voice Shopping 2019

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How can designers let users know all that is possible in a voice experience without overwhelming the user?

Bryan Sebesta

UX/UI Designer

How To Drive Adoption of Voice Experiences

How to Personalize a User’s Voice Experience

In order to successfully create a personalized voice experience, we need to be aware of the different user journeys that personas might traverse.

Paul Zumbrink

Director of UX

How to Personalize a User’s Voice Experience

3 Best Practices for Designing Empathetic Voice Experiences

One of the biggest challenges with voice assistants is that they sound like humans… almost.

Will Hall

Chief Creative Officer

3 Best Practices for Designing Empathetic Voice Experiences

Let’s Talk About Brand Voice

When technology is anthropomorphic, which voice inherently is, the expectations around how that technology performs increase.

Elissa Dailey

Strategy Director

Let’s Talk About Brand Voice

Building Toward Natural Interactions with Voice Assistants

Best practices to reduce friction and improve user experience through voice assistants.

Ben Steele

Sr. Producer

Building Toward Natural Interactions with Voice Assistants

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