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@buckersHearts and heads – how FMCG brands build mental availability
@buckersWhat we are building has changed
@buckersWhy is building mental availability important? @buckers
@buckersHow do you build mental availability?
1.
Achieving
high reach,
frequency
2.
Getting
noticed
3.
Developing
distinct...
@buckers
1. SHARABLE
The importance of creating
sharable content
To drive engagement and talkability
@buckers
2. COLLABORATIVE
Working with others
For authenticity and targeted reach
@buckers
3. DISCOVERABLE
Visible across
digital ecosystem
To drive qualified traffic to web properties
@buckers
4. CONSISTENT
Creating and reinforcing
memory structures
To strengthen mental availability
and achieve attributio...
@buckers
5. CONTINUOUS PRESENCE
Optimised across channels
To maintain dialogue and engagement
@buckers
6. PARTICIPATORY
Made with others
To drive longevity, advocacy
and social proof
@buckers
7. INNOVATIVE
Creative innovation
To demonstrate uniqueness
and create interest
@buckers
8. INSIGHTFUL
Helpful and entertaining
To create true value and meet
audience needs
@buckers
9. IMPACTFUL
Content that gets noticed
To achieve cut through
@buckers
10. CREATIVE
Content people love from
brands they love even more
To inspire and increase brand
preference and lik...
@buckers
@buckers
●  PINK CITY
●  BLACK CITY
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
CANNE IMAGE
@buckers
CANNES
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckersThank you @buckers
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How FMCG brands use content to build mental availability

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A brief look at how FMCG brands can build 'mental' availability with consumers and the top tips for how FMCG brands use content to create lasting connections.

Veröffentlicht in: Marketing
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How FMCG brands use content to build mental availability

  1. 1. @buckersHearts and heads – how FMCG brands build mental availability
  2. 2. @buckersWhat we are building has changed
  3. 3. @buckersWhy is building mental availability important? @buckers
  4. 4. @buckersHow do you build mental availability? 1. Achieving high reach, frequency 2. Getting noticed 3. Developing distinctive assets 4. Building brand familiarity and liking 5. Interactions that build & refresh memory structures @buckers
  5. 5. @buckers 1. SHARABLE The importance of creating sharable content To drive engagement and talkability
  6. 6. @buckers 2. COLLABORATIVE Working with others For authenticity and targeted reach
  7. 7. @buckers 3. DISCOVERABLE Visible across digital ecosystem To drive qualified traffic to web properties
  8. 8. @buckers 4. CONSISTENT Creating and reinforcing memory structures To strengthen mental availability and achieve attribution to channel
  9. 9. @buckers 5. CONTINUOUS PRESENCE Optimised across channels To maintain dialogue and engagement
  10. 10. @buckers 6. PARTICIPATORY Made with others To drive longevity, advocacy and social proof
  11. 11. @buckers 7. INNOVATIVE Creative innovation To demonstrate uniqueness and create interest
  12. 12. @buckers 8. INSIGHTFUL Helpful and entertaining To create true value and meet audience needs
  13. 13. @buckers 9. IMPACTFUL Content that gets noticed To achieve cut through
  14. 14. @buckers 10. CREATIVE Content people love from brands they love even more To inspire and increase brand preference and likability
  15. 15. @buckers
  16. 16. @buckers ●  PINK CITY ●  BLACK CITY
  17. 17. @buckers
  18. 18. @buckers
  19. 19. @buckers
  20. 20. @buckers
  21. 21. @buckers
  22. 22. @buckers
  23. 23. @buckers
  24. 24. @buckers
  25. 25. @buckers
  26. 26. @buckers
  27. 27. @buckers
  28. 28. @buckers CANNE IMAGE
  29. 29. @buckers CANNES
  30. 30. @buckers
  31. 31. @buckers
  32. 32. @buckers
  33. 33. @buckers
  34. 34. @buckers
  35. 35. @buckers
  36. 36. @buckers
  37. 37. @buckers
  38. 38. @buckers
  39. 39. @buckers
  40. 40. @buckers
  41. 41. @buckersThank you @buckers

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