From Ministry of CRM

How brands turn a pickle festival into a customer relationship.

CRM SPOTLIGHT curates the best in CRM and data—from standout activations to experiences that bring people closer to brands. We explore the ideas behind them, how they work, and what they could inspire next.

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Latest cases

Every campaign, broken down to its mechanic.

  • 25cases and their mechanics
  • 05themes, one customer lens
  • 13honourable mentions
  • 10+countries, from Ireland to Japan
The Radar

The latest 30 stories on one screen

Each point is a recent story, placed by theme and by when it was reported. The closer to the centre, the more recent. Hollow points are vendor case studies and guidance without a campaign date. Pick a theme to focus. On mobile, tap to preview, then tap again to read. The totals cover the full library.

Five themes, one customer lens

  1. Participation

    A reason to join in

    8 cases
  2. Discovery

    An experience that explains the product

    5 cases
  3. Continuity

    A reason to come back

    6 cases
  4. Recognition

    The relationship has a visible benefit

    2 cases
  5. Relevance

    Customer context changes the response

    4 cases

Participation

8 cases

Find Your Inner Sleuth campaign artwork · Acorn TV / AMC
Participation

Acorn TV gives mystery fans a sleuth identity

A detective quiz made Acorn TV’s month of mysteries participatory. Public campaign materials explain the invitation; Braze’s conference case supplies the personalisation story and attributed engagement claims.

United States

Discovery

5 cases

Absolut Tabasco Australian launch photograph · published by Campaign Brief
Discovery

Absolut Tabasco turns Sydney Harbour heat into a reason to taste

A volcano attracts attention at the Overseas Passenger Terminal. A nearby bar takeover gives the new vodka a place to be tried. The useful relationship lesson sits in the handover between those two moments.

Australia

Continuity

6 cases

Original September tasting kit product photograph
Continuity

Thy Whisky: online tasting set 2026

The kit came with a shared occasion and an alternative way to take part later.

Denmark, online for an international audience

Recognition

2 cases

Image published with the Club Premium invitation
Recognition

Club Premium: discover Maison Martell

An existing shareholder relationship opened a route into the brand’s history and hospitality.

France, Cognac

Relevance

4 cases

Wild Turkey Sydney activation photograph · published by The Moodie Davitt Report
Relevance

Wild Turkey: a cocktail match that can leave the airport

An airport tasting bar adds a short cocktail quiz and a recommendation travellers can save. The CRM interest lies in making a brief product encounter useful again at home.

Sydney Airport T1 International
What the best cases share

The next action belongs inside the experience.

  • Participation

    A clear invitation makes participation easy to understand.

  • Continuity

    A useful continuation gives the original interest somewhere to go.

  • Relevance

    A known preference gives the next response a reason to change.

Honourable mentions

Submit a case

Seen a campaign we should cover?

Send us campaigns with a clear customer mechanic. Your own work is welcome too. We read every submission and credit you if we cover it.

  • A public sourceA press release, article or campaign page we can link to.
  • The market and datesWhere and when it ran, even if roughly.
  • What the customer doesThe invitation, the reward, the reason to come back.
We’ll review your case before publishing. Please share public information only.

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