9. #1
The scene : US Tv Network Industry
The participants: Hispanics, Advertisers
10.
11. Assignment
Ignite the passions of the sales force and make Univision
and other UCI brands a âmust-haveâ for new advertisers.
12. Findings
For marketers, the growth of the US Hispanic population is not
only an important sales opportunity but presents the promise of
reaching a dynamic and engaged audience with a unique digital
behavior.
13. Facts
The Hispanic population is one of the fastest growing
demographics in the United States, and they are shaping the
culture of America through their growing political clout and
their influence in the food and entertainment industry.
Univision is the biggest Spanish-language media network in
the United States when it comes to revenue, ratings and
stations owned.
14. By learning to recognize logos, ethos, and pathos in
Hispanic community Univision is able to broadcast
programming that appeal to a sense of community and
emotional moments of identification.
Insight
15. #2
The scene : US Travel Industry
The participants: Travelers (business, family, leisure)
17. Itâs always easier to go with the known than the
unknown. Even the most adventurous travelers need a
toolkit full of tips to make their travel a little less stressful.
Findings
18. Facts
92% of internet users read product reviews and 89% of
people say that reviews influence their purchasing decision.
(e-tailing group)
65 % of travelers are more likely to choose a hotel that has
won a TripAdvisor award. (TripAdvisor)
19. When someone is planning a trip, digital channels begin
as a source of inspiration. As the inspiration takes shape,
those channels become planning tools.
Insight
20. #3
The scene : Children Health Hospitals
The participants: pediatrician, parents, donors
21.
22. Assignment
Raise awareness about the outstanding contribution
Columbia Childrenâs Health has achieved in pediatric care
and research.
23. For donors, parents and fellows choosing CCH becomes a
reason for better access an experience driven by
reputation and depth of expertise.
Findings
24. Facts
Columbia Childrenâs Health is ranked as âBest Childrenâs
Hospitalsâ in 9 specialties
Faculty members at Columbia Children's Health have been
responsible for a number of significant clinical breakthroughs
Word-of-mouth recommendations matter most, but online
patient reviews or ratings are playing a small but significant
and growing role when parents choose pediatricians.
25. When it comes to complex care for children, families will go to any
lengths for the best. However, all Childrenâs hospitals built their
stories around leadership but most fail to make the association
between services offered and patient needs both verbally and
visually.
e findings also reveal that childrenâs feeling of wellbeing within this experience
is linked to their ability to feel comfortable in the environment, to maintain a
positive state of mind and to remain positively engaged with the experience and
the environment.
Insight
26.
27. And my all-time favourite quote
âAn insight is simply defined as understanding âwhyâ rather than
the what.
Rob Campbell
Head of Planning
Weiden + Kennedy Shanghai
China
28. PROBLEM Marketers only see Univision as a Spanish language platform
WHY? Because Univision is the biggest Spanish-language media
network in the United States when it comes to revenue, ratings
and stations owned.
WHY?
WHY?
INSIGHT
Because second to the Church, Univision is the most recognized
and trusted brand among Hispanics
Because Univision doesnât speak to passive audience but to
active participants.
By learning to recognize logos, ethos, and pathos in
Hispanic community Univision is able to broadcast
programming that appeal to a sense of community and
emotional moments of identification.
