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Don't Ask Your Agency For A Viral Video - Wunderman Singapore

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Wunderman Singapore's guide on handling digital communications for FMCG brands.

Don’t be intimidated into replacing logical thinking with buzzwords— Marketers too often come under pressure to make decisions based on the technology of the moment, rather than strategy.

In this paper, Wunderman takes a step back to think about rationale the old-fashioned way. After all, communication channels change, but marketing fundamentals do not.

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Don't Ask Your Agency For A Viral Video - Wunderman Singapore

  1. 1. Don’t ask your agency for a viral video A GUIDE FOR FMCG BRANDS NAVIGATING DIGITAL WATERS
  2. 2. Money ends up being invested in attractive, but ultimately dead-end projects: Brilliant ideas that burn out in the absence of documented consumer understanding, viral videos with no real impact on business, ineffective microsites or unused mobile apps. So let’s take a step back and think about rationale the old-fashioned way. Assume, for the purposes of this document, that “digital” is not an intimidating frontier, but just another medium. 01Introduction Marketers too often come under pressure to make decisions based on the technology of the moment rather than strategy.
  3. 3. On an average day, Yes, digital is wonderfully different from traditional media like TV, print, and outdoor. It’s brought accountability into the marketing mix. Digital is designed to track almost every movement of the user, allowing us to see what is working and what is not. So your digital campaign is measurable and can be optimised in real time. Most importantly, digital is disproportionately zealous about performance of creative. Unlike print and television, digital is constantly in a state of beta, where the creative product is never “done”. Etsy’s engineering team releases over 40 changes to their website 01 Introduction A like button is used in social networking services to express what users enjoy or like. A share button is used in most websites or social media posts to spread forth content. RSS - Really Simple Syndication, uses a family of standard web feed formats to publish frequently updated information.
  4. 4. 02Digital & FMCG RedBull is a media company: In a category fraught with me-tooism, Red Bull found itself a unique space through differentiated content, delivered primarily on digital and mobile channels. It reaches out to a subculture not by hardselling its product, but by becoming media. Red Bull Media House runs more than 900 domains in 36 languages under the umbrella of RedBull. com. 400 employees around the world control the production, collection and distribution of all content. Today, Redbull — the drink — is seen as the merchandise of a larger consumer entertainment and experience business. The performance of creative is supremely important in the crowded, aggressive FMCG market. As product differentiation becomes a weak propellant, differentiation in digital offering is increasingly driving business and creating opportunity for growth. The success of FMCGandretailgiantssuchasRedBull,Starbucks and Sephora relies heavily on technology. Red Bull Stratos Mission To The Edge Of Space.
  5. 5. Sephora targets pre-shoppers and shoppers: Sephora has engineered its wesbite, mobile site and mobile app to allow customers to search for highly specific product criteria, and possibly offers the most targeted online product search in the beauty category. Each product has been tagged and indexed with 25 different characteristics including age-group, ingredients, formulations, fragrance and price. 02 Digital & FMCG It took 50 people 5,000 hours to index and tag every single product. Sephora’s VP of interactive services, Briget Dolan, says, “We really see mobile as bridging the in-store experience because customers walk into the store with their phones in their hands. A lot of the information we gathered was from how we would ask for that information in a store. We have all the expertise of Sephora’s staff built into a web interface, and that’s extremely powerful.” To further push users along the path to conversion Sephora has a wishlist feature and over two million user-generated product ratings and reviews – all readily accessible. We have all the expertise of Sephora’s staff built into a web interface - and that’s extremely powerful. “ ”
  6. 6. 02 Digital & FMCG From Starbucks Coffee to Starbucks Digital Network: Starbucks needs to strike relationships with people who live their lives online. This has fundamentally changed the business opportunity for Starbucks and the way they look at in-store experience. In an interview with Forbes Magazine, Starbucks’ Chief Digital Officer, Adam Brotman said, “The Starbucks Digital Network serves up fresh, localized and valuable content from the biggest names in news and entertainment to customers who access our free Wi-Fi in Starbucks stores. The SDN is a rich blend of great things to read, watch and listen to – making our customers’ coffeehouse experience even more enjoyable. Bringing us to the big picture: When it comes to FMCG brands, consumers find themselves in a supermarket with poor levels of customer service. Scenarios such as this can benefit from a Sephora-type rescue, particularly for categories where the consumer is deeply involved. In their interactions with personal care and food, consumers spend a fair amount of time browsing, selecting and rejecting. This is an opportunity to use digital to engage deeply in a way that POS material cannot. Consumer goods giants such as Unilever, P&G, Kimberly-Clark, and Johnson & Johnson could consolidate offerings across their entire portfolio to draw mobile-wielding consumers. We are really pleased that we have been able to offer our customers free access to subscription editions of The Wall Street Journal, New York Times, USA Today, The Economist, and ESPN Insider. And, we offer fun entertainment for everyone with exclusive iTunes downloads and free access to everything from Nick Jr. anvd Marvel Digital Comics to upcoming documentaries from Snag Films.” The Starbucks Digital Network serves up fresh, localized and valuable content from the biggest names in news and entertainment to customers who access our free Wi-Fi in Starbucks stores. “ ” Square Wallet Mobile app Starbucks Digital Network mystarbucksidea.com FREE WIFI AT STARBUCKS
  7. 7. 03Goal-Driven Digital Communications for FMCG When it comes to goal-setting, stakeholders need to answer one question: Will It Move the needle? We know that digital is designed to ensure asset performance, and the potential impact of effective digital communications is enormous. This places a crucial responsibility on the marketing and agency teams: setting of clearly defined goals for communication against which performance is to be measured. For years, traditional communications have been hammered into shape through brutal concept testing, focus group discussions, consumer panels and previews. Those principles are not redundant: Digital communications demand the same assiduity, if not more. The best communication pieces, be it on web, social or mobile, move the needle on more than one of the following campaign goals: AWARENESS Eg. Fan acquisition, click-throughs, page views Eg. Like, share, time on site, completed video views and games Eg. Click on offers, click-through to e-commerce Eg. Like, share, time on site, completed video views and games. ENGAGEMENT TRY/BUY DATA CAPTURE
  8. 8. 03 Goal-Driven Digital Communications for FMCG These goals must be viewed in the digital context. An awareness initiative must take into consideration, for instance, what will get fans to “like” on Facebook fanpage, or click on a banner. More often than not, the needles move in tandem. For example, highly engaging content will get eyeballs and shares, which in turn will drive awareness. Tippex’s “A Hunter Shoots a Bear” Youtube takeover and interactive video series got nine million views in a month, and over 50 million views overall. To get awareness on that scale, the content had to push the needle on engagement as well. The interactive videos allowed the user to lead the story arc. Users were prompted to “white and re-write” the “A hunter shoots a bear” story. By using correction fluid over “shoots” and replacing it with a verb of their choice, users were entertained with hilarious bear-and- hunter situations on-demand. A hunter shoots a bear
  9. 9. Where does data come into it? 03 Goal-Driven Digital Communications for FMCG Data moves the consumer understanding needle. Part of Sephora’s highly intelligent digital ecosystem is its 18-million-member Beauty Insider loyalty programme that documents – through an opt-in – users’ online searches, purchase histories, skin concerns and wishlists. This rich data is then used to deliver highly personalised brand-consumer interactions across all touch-points. At offline retail, for instance, staff are already primed on customers’ unique needs, are empowered to make more nuanced recommendations and are better equipped to spot cross-selling and up-selling opportunities. Data also increases click EDM click-through rates. Some of the emails that we send could have up to 50 different versions and they are targeting your skin type or what you’ve bought recently. We think it makes it more enjoyable to open your email when it’s really relevant to you. Social listening is another way to use data to find consumer insight. Wheat Thins, Kotex and Kleenex used social listening to micro-target consumers in an effort to generate branded content and earned media. All three brands looked for opportunities in users’social network updates to surprise and delight them. Wheat Thins were delivered to people who had tweeted about the product, and highly engaging TVCs were created out of this brand- consumer interaction. Kotex sent 50 women a box with stuff they had pinned, and these gift boxes were lovingly re- pinned, generating earned media. Kleenex identified people who were sick, and sent TLC in the form of Kleenex kits to their homes, reaping significant earned media in pictures and posts. WHERE DOES DATA COME INTO IT? Says Bridget Dolan, VP of interactive media. ” ”
  10. 10. Red Bull transcended all standard definitions of awareness and engagement with Red Bull Stratos, a mega event that was seven years in the making. Red Bull’s following, across its digital channels, increased by 2,000,000 new subscribers. The post-jump photo of Baumgartner posted on their Facebook page took just 40 minutes to gain almost 216,000 likes, 10,000 comments and over 29,000 shares. Half the worldwide trending topics on Twitter were related to Red Bull Stratos. The event managed to set a new record for the “live stream with the most concurrent views ever on YouTube.” At peak, there were more than 8 million concurrent live streams. 03 Goal-Driven Digital Communications for FMCG HOW ARE OTHERS MOVING NEEDLES?
  11. 11. 03 Goal-Driven Digital Communications for FMCG HOW ARE OTHERS MOVING NEEDLES? An interactive billboard allowed passers by to text the name of a friend they wanted to appear up in lights. Consumers could create and share virtual Coke cans bearing any name they wanted, and make their own virtual TV ads starring their Facebook friends. On Facebook, fans nominated and voted for names to appear on Coke bottles. They could even get a specially printed Coke can with any name they wanted. There was a 39% fan growth to 650k+ fans, and a 870% increase in Facebook traffic. 75,902 virtual ‘Coke’ cans bearing friends’ names were shared on Facebook, 7,379 bespoke TV ads were created using Facebook friends’ names and photos. Consumption of Coke increased significantly by 7% among young adults, with an increase of 5% on baseline sales. Two out of five purchases driven by the ‘Share a Coke’ campaign. Thanks to this campaign Coca-Cola Australia had more direct conversations with customers than at any other time in their 125-year history. ‘Share a Coke’ became the No.1 most talked about Facebook page in Australia and 23rd globally. Coca Cola created a spike in sales by allowing people to personalise Coke bottles with the Share a Coke campaign.
  12. 12. The Dove Ad Makeover Facebook app, was designed to break the clutter of beauty brands. Dove allowed women to replace Facebook ads that belittled a woman’s physical appearance with ones that empowered them. Users could customize their ad using tools provided by the app and blast it to an audience profile of their choice. This created tremendous positive engagement and awareness. 03 Goal-Driven Digital Communications for FMCG HOW ARE OTHERS MOVING NEEDLES? #The AD MAKEOVER
  13. 13. Kraft leveraged its well-established chefmanship, and the insight that busy people are exasperated by the question: “What do I cook for dinner?”, to add value to the consumer’s life. They developed an app that gives consumers access to more than 7,000 recipes. The iFood Assistant has over 60% of continued user engagement, but it goes beyond engaging through recipe inspiration: it accompanies shoppers along the entire path to purchase. Once a recipe is found, the app enables the user to create a shopping list, and also displays coupons available for the products to purchase. It then locates the nearest store stocking the ingredients. Once the shopper is in the store, the app even shows which aisles to go to, and lets shoppers check off items from their shopping lists while adding these to their cart using a bar code scanner. At checkout, customers can make use of the coupons they stored previously. Once the meal has been prepared and enjoyed, users are encouraged to respond to the recipes with reviews, ratings or sharing. The iFood Assistant provides a Recipe of the Day idea for seven days, as well as Dinner Tonight suggestions, with a push notification option which allows users to choose any day of the week and a time to be reminded of the Recipe of the Day or Dinner Tonight, even if the app is off. 03 Goal-Driven Digital Communications for FMCG HOW ARE OTHERS MOVING NEEDLES? They developed an app that gives consumers access to more than 7,000 recipes.
  14. 14. The current approach to digital is set up to breed ignorance and create a disparity of knowledge among digital natives and traditional marketers. As a result, digital communication often suffers from a lack of common sense. Digital is neither a passing fad nor an esoteric new medium. Like with all other “established” media, it just needs focused marketing minds to make it work for large organisations. Don’t give in to digital insecurity and ask your agency for a viral video. Not until you know whether it will move the right needle. And if you’re being intimidated into replacing logical thinking with buzzwords, remember there was a time when TV was new. Communication channels change, but marketing fundamentals do not. digital communication often suffers from a lack of common sense. 04A Final Word

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