Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand. We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.

1. Powered by
What’s Next:
#Food_Hacktivist
How online hacktivism is
changing our relationship
with food brands

2. Welcome
DAYOAN DAUMONT
PARTNER
OGILVY CONSULTING
ELISE CRAFT
GLOBAL PLANNING PARTNER
OGILVY HEALTH & WELLNESS

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. #FOOD_HACKTIVIST
How online hacktivism is changing our relationship with food brands

6. The rise of the wellness movement is the biggest and
most sensitive trend influencing attitudes towards
the food sector – in particular food brands that
provide ready-made meals and food services.Today’sconsumerisflexing
theirvoiceonsocialplatforms
andtestingthelimitsof
individualinfluence.
Here’s what food brands need to know about the
impact of those who raise their voice – the innovators,
complainers, campaigners and haters – and our 5-
step plan to guide brands in response.
6

7. Some truths before we start
What can be exposed will
be exposed
1 Local events hardly
ever stay local
2 Every person has the
right to an opinion
3 You gain nothing
from doing nothing
4
7

8. November 6, 2019 8

9. Food has become central to our online lives.
More than 10 million posts
with the hashtag #avocados
Most popular Pinterest category:
‘food and drink’
1.5+ million YouTube followers
for Japanese cooking channel
fronted by a French Poodle!
9

10. Eating out
vs. in
Clean
labelling
Transparency
& ethics
Seeking
authenticity
Healthy
indulgence
Elena Follado
Our attitudes towards food
brands are changing.

11. And we’ve become rage monsters, flexing the limits of influence

12. November 6, 2019 12
WHO’S
TALKING?

13. Sorting the hacktivist voices
Think of the following 4 global voice segments
as free and passionate focus groups
(even if some are rude as heck with their feedback).
Getting your response right begins with understanding where your foodie
customers are coming from.
Different foodie segments have different levels of engagement with food
and wellness.
So are there distinct voices in the current conversation? What can we
know about their profile, their influences and their perspectives?
These segments are the result of global mapping undertaken in August
2019, using the Audiense platform. This maps eight different criteria,
which can be combined together allowing the creation of highly targeted
audiences.

14. November 6, 2019 14
THE
SOCIAL
FOODIE

15. Meet the Social Foodie
• No strong POV
• Like and share food
posts as part of their
sharing lifestyle
#foodie, #avocado
• Follows trends - doesn’t
shape them
• Warm, and are inclined
to forgive a mistake
The Social Foodie goes with the flow. For them, posting
about the food they make, eat or buy isn’t political – it’s social.
Wine & beer
Travel & blogs
Restaurants
Art &
nature
Healthy & delicious London & cooking
Subsegments by interests

16. November 6, 2019 16
THE
WELLNESS
SEEKER

17. Meet the Wellness Seeker
• Embraces a wellbeing
lifestyle
• Strives to be informed
• Has a clear POV and
favourites
• Perspective is
individualistic – they’re
cultivating influence
The Wellness Seeker desires integrated mind, body & spirit
solutions that help them feel good and live the lifestyle they aspire
to.
Vegan,
recipes
Diet & fitness,
entertainment
Food Celebrity,
fans
Personal, health
Subsegments by interests

18. November 6, 2019 18
THE
HACKTIVIST

19. Meet the Hacktivist
• Strong POV about the
role & responsibilities of
brands
• Give all the damns
• Self-appointed
protectors of the people
• Source of disruption but
also innovation
The Hacktivist gives all the damns about how and what we eat,
and feels a strong rational and emotional responsibility to help us
all do better. Subsegments by interests
Sports
Drink,
entertainment
Student, pop culture
Writer, art

20. November 6, 2019 20
THE
ABSOLUTIST

21. Meet the Absolutist
• Concerned about big
food and tend to be
anti-corporate
• Take a stand for what
they believe in
• Inflexible
• Not necessarily well-
informed
The Absolutist is willing to take a stand when taking a stand is
hard, and can galvanise us collectively to change.
Fashion, PR
* Melbourne pops up because of an influential Absolutist who
lives there – Sarah Wilson of #IQuitSugar
Mum, kids
TV
Melbourne*
Food, wine
News,
journalist
Subsegments by interests
Holistic, mum

22. 3. Our 5 step plan

23. CHECKY O U R
MESS

24. ReactionInstagram Reality
Take a good look in the mirror.
Try and see what your critics see.
People demand
accountability, and they
have high expectations
about how much a brand
can micro-manage every
aspect of their business.
Sodexo experienced this
first hand – when a
contractor fell far below
standards, it was Sodexo
and not the contractor
who got called out.

25. Learn
outloud

26. Narrate the full story of
how and why you learn and grow.
Go beyond transparency
and show – don’t tell – your
process. Customers can give
a brand that’s on a journey
of improvement a lot of
positive guidance, but only
if they can see it unfolding.
Jamie’s Italian missed early
opportunities to engage
brand loyalists in this way,
and to learn from them. In
the end, changes came too
late.

27. Show
your
work

28. 2015: Crisis
2012: Disruption
2018: Back to
their roots, back
to growth
Do business with
radical openness
Leadership is earned –
everyday – and closed
shops are relics of the
past.
Chipotle managed a
stunning turnaround by
throwing open access
and inviting people to
explore every ingredient.

29. Do business with
radical openness
Go beyond transparency
and show – don’t tell – your
process.
Being open has gained
Starbucks the trust of
millions of followers – who
backed the brand over
Ariana Grande.

30. Open
the floor

31. Surrender power to your customers.
Collaborate, co-create,
partner. Leaders aren’t
opposed to considering
changes proposed from
outside– those voices may
well be the innovators that
will transform your brand
for the future.
Kraft turned an online
petition into an
opportunity for change,
and modernised their
product in the process.
2013 20152014

32. Stand
your
ground

33. Draw a line, then STAND FIRM..
There’s a limit to
adapting to pressures
from campaigners and
haters – and standing
up to bullies can earn
respect.
Swift, humble but
uncompromising action
by KFC Malaysia took
control of a take-down
attempt by a disgruntled
former employee – and
restored customer trust.

34. Resilient, hack-ready brands:
Check
their
mess
4Open
the
floor
5Stand
their
ground
1 Learn
out
loud
2 Show
their
work
3

35. How can Ogilvy Health & Wellness help?
5-Step Plan Analysis
of your current
approach
Risk evaluation
Diagnosis &
Development
Content
Creation
Real-time content
studios
Channel planning
Proactive and
reactive content
Engagement planning
Identifying and
quantifying
influencers
Influencer
recruitment
Audience
Management
PR and media
engagement
Crisis response
Scenario planning
PR & Reputation
Strategic planning
Transformation
roadmap
Brand and business
strategy
Strategy &
Transformation

36. Want to know more?
Global Planning Partner,
Ogilvy Health & Wellness
elise.craft@ogilvy.com
Global Practice Lead,
Ogilvy Health & Wellness
marion.mcdonald@ogilvy.com

37. Questions?

38. Thank you.