Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
DIGITAL HAS
BROKEN UP FRONTIERS,
LOWERED ENTRY BARRIERS
AND FOSTERED COMPETITION
?HOW
Use digital
tools to...
TELL YOUR STORY
GRIMBERGEN
The legend
of the phoenix
Through its website and
an interactive story which
looks like a video game,
Grimberge...
CAFÉ PRIMA
Thank you
Aid-parcels
For its 25th anniversary,
Prima coffee joined the
celebration of 25 years of
freedom in P...
SHOW WHAT YOU
HAVE TO OFFER,
WHAT MAKES YOU UNIQUE
ORANGE
RELOCK LOVE
Before the mayor of Paris
gets rid of all the locks
chained to the Pont des
Arts, Orange
photographed d...
EMBODY YOUR
PURPOSE
BIOCOOP
Recycled tweets
So as to demonstrate its
commitment to a better
planet, the retailer Biocoop
created a story based...
DIGITAL HAS
CREATED A WORLD
OF OVER-STIMULATION
?HOW
Use digital
tools to...
TRANSFORM THEIR LATEST
MEETING POINT INTO YOUR
NEW PLAYGROUND
ESKINOL (UNILEVER)
Wattpad
Wattpad is one of the
buzzing platforms among
teens in the Philippines. It
makes it possible to...
SHOW THAT
YOU UNDERSTAND THE INSIGHTS
OF THE DIGITAL GENERATION
NESCAFÉ
Really friends
By understanding the growing
feeling of discomfort towards
social networks because of their
lack of...
SHOW THAT YOU ARE
A PART OF THE DIGITAL
WORLD CONVERSATION
NEWS JACKING
Surf on what’s trending, and add your voice to the conversation.
A way to gain visibility through trending to...
GET TO A MORE
LOCAL LEVEL
NIKE
La goutte d’or
In this campaign only
broadcasted on YouTube, Nike
tells the story of a young man
from La Goutte d’Or,...
ADIDAS
BOOST BATTLE RUN
A running competition between
Paris neighbourhoods, with
advertising campaigns
broadcasted on YouT...
TALK TO
COMMUNITIES
ORANGINA
MISSION 404
In this short film showned on
YouTube, Orangina uses
references that only digital
natives can grasp, w...
GUINNESS
SAPEURS
Guinness has launched a short
documentary on YouTube on
the “Sapeurs”, African people
who worship clothes...
BE FRIENDS WITH
THE NEW IDOLS
L’ORÉAL
Destination beauty
Having understood that
trendsetters in fashion and
beauty were definitely bloggers,
brands are m...
SEE ALSO... GEMEY MAYBELLINE GO NUDE CAMPAIGN (LINK)
Use beauty vloggers to launch a new line of eyeshadows
DIGITAL HAS SHIFTED
THE BALANCE OF POWER
IN FAVOUR OF CONSUMERS
?HOW
Use digital
tools to...
LISTEN TO
COMPLAINTS
LIDL
BOSSE’S MILK
When the Swedish citizen Bosse
Elfgreen posted a complaint on
Lidl Facebook wall, criticizing
the brand ...
CREATE A
LAST GENERATION CRM
AMAZON
mAYday button
After Genius bars, CRM on
Twitter or Facebook, instant
video services will provide
brands with new op...
ALSO... TOPMAN PERSONAL SHOPPER (LINK)
Use interactive video for a new shopping experience
HELP THE COMMUNITY
AMERICAN EXPRESS
Small business saturday
In 2010, American Express
launched the “Small Business
Saturday” in order to help...
PROVIDE UTILITY
LOWE’S
Fix in six
The DIY retailer Lowe’s used the
Vine’s short film format to create
6 seconds videos of tricks and
quick ...
ALSO... COMMONWEALTH BANK APP (LINK)
An app which Uses augmented reality to provide real estate info in
real time, And off...
DIGITAL HAS MADE IT SO EASY
TO CHANGE YOUR MIND
AT THE VERY LAST MOMENT,
AND SHOP ELSEWHERE
?HOW
Use digital
tools to...
CREATE ENTERTAINING
DISCOUNTS
E-MART
SUNNY SALE
MEAT PACK
HIJACK
Meat Pack is a trendy shoe store
in Guatemala. To engage their
customers and blow away the
competition, t...
REDUCE THE DISTANCE BETWEEN
« MAYBE THAT WOULD LOOK NICE
ON ME » TO « I BUY IT »
ZOOMDLE APP
FLASH AND BUY
Point-and-buy technology like
Zoomdle opens a world full of
promises for brands, as an
efficient ...
DEVELOP HYPER
TARGETED OFFERS
KLEPIERRE
INSPIRATION CORRIDOR
As a European specialist in shopping
center properties, Klépierre has
created what could be...
4Cwhich should help brands
navigate in this wild digital world
CLAIM YOUR IDENTITY
CONNECT
CARE
CLOSE THE DEAL
?
CARE	
  
And a wide variety of digital ways
to help you leverage
those key factors of success
CLAIM YOUR IDENTITY
CONNECT
CARE
CLOSE THE DEAL
•  Tell your story
•  Show what you have to offer,
what makes you unique
•...
Thank you
TRENDCANCAN
Bénédicte ibert
trendcancan.tumblr.com
https://fr.linkedin.com/in/benedicteibert
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Brand strategy in a digital world
Nächste SlideShare
Wird geladen in …5
×

Brand strategy in a digital world

1.745 Aufrufe

Veröffentlicht am

Some food for thoughts regarding the way digital has impacted consumers and brands, and how it can help us navigate the world it has contributed to shape.

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

Brand strategy in a digital world

  1. 1. DIGITAL HAS BROKEN UP FRONTIERS, LOWERED ENTRY BARRIERS AND FOSTERED COMPETITION
  2. 2. ?HOW
  3. 3. Use digital tools to...
  4. 4. TELL YOUR STORY
  5. 5. GRIMBERGEN The legend of the phoenix Through its website and an interactive story which looks like a video game, Grimbergen narrates its legend and welcomes consumers into its universe. A way to stand out from the crowd while creating a sense of premium value (link to the website)
  6. 6. CAFÉ PRIMA Thank you Aid-parcels For its 25th anniversary, Prima coffee joined the celebration of 25 years of freedom in Poland, using social media to tap into memories of 30 million aid parcels that brought hope to Soviet-occupied Poland in the form of food, clothes and – most often – coffee. A way to connect with people by making yourself part of their History. (Link)
  7. 7. SHOW WHAT YOU HAVE TO OFFER, WHAT MAKES YOU UNIQUE
  8. 8. ORANGE RELOCK LOVE Before the mayor of Paris gets rid of all the locks chained to the Pont des Arts, Orange photographed during 7 months all those symbols of love, and created an online version of the bridge thanks to the Orange cloud storage capacity. An entertaining way to demonstrate the utility of your offer. (link)
  9. 9. EMBODY YOUR PURPOSE
  10. 10. BIOCOOP Recycled tweets So as to demonstrate its commitment to a better planet, the retailer Biocoop created a story based on a text made of a series of tweets recycled (retweeted) from other accounts, posted months or years ago. A brilliant way to embody your purpose rather than proclaiming it. (link)
  11. 11. DIGITAL HAS CREATED A WORLD OF OVER-STIMULATION
  12. 12. ?HOW
  13. 13. Use digital tools to...
  14. 14. TRANSFORM THEIR LATEST MEETING POINT INTO YOUR NEW PLAYGROUND
  15. 15. ESKINOL (UNILEVER) Wattpad Wattpad is one of the buzzing platforms among teens in the Philippines. It makes it possible to create stories and share them with the community. By creating its own story on Wattpad, the 70-year-old facial cleanser brand Eskinol found a clever way to connect with Gen Z. (link)
  16. 16. SHOW THAT YOU UNDERSTAND THE INSIGHTS OF THE DIGITAL GENERATION
  17. 17. NESCAFÉ Really friends By understanding the growing feeling of discomfort towards social networks because of their lack of authenticity, Nescafé built a campaign around a young man who decides to knock on the door of his Facebook friends and share a coffee with them. Each reaction is filmed and posted online. A way to connect with consumers preoccupations, while reaffirming its DNA : coffee as a moment of shared conviviality. (link)
  18. 18. SHOW THAT YOU ARE A PART OF THE DIGITAL WORLD CONVERSATION
  19. 19. NEWS JACKING Surf on what’s trending, and add your voice to the conversation. A way to gain visibility through trending topics, and prove that you are evolving onto the same playground as your consumers
  20. 20. GET TO A MORE LOCAL LEVEL
  21. 21. NIKE La goutte d’or In this campaign only broadcasted on YouTube, Nike tells the story of a young man from La Goutte d’Or, an under- privileged but hyper vibrant neighbourhood in Paris. A way for the mega brand to connect on a more local level, and appear as less mainstream and less disconnected from its target. (link)
  22. 22. ADIDAS BOOST BATTLE RUN A running competition between Paris neighbourhoods, with advertising campaigns broadcasted on YouTube, a Facebook app and a digital ecosystem allowing runners to create the coat of arms of their team etc. A way for a global brand to get involved in local social life, and engage consumers. (link)
  23. 23. TALK TO COMMUNITIES
  24. 24. ORANGINA MISSION 404 In this short film showned on YouTube, Orangina uses references that only digital natives can grasp, while the storytelling acts as a tribute to “Games of Thrones”, one of the most successful TV shows among this generation. A way for the brand to bond ties with Gen Y and Z by building a relationship based on connivance. (link)
  25. 25. GUINNESS SAPEURS Guinness has launched a short documentary on YouTube on the “Sapeurs”, African people who worship clothes and style. A way for the brand to prove its own values by association with communities and subcultures, instead of just claiming them. (link)
  26. 26. BE FRIENDS WITH THE NEW IDOLS
  27. 27. L’ORÉAL Destination beauty Having understood that trendsetters in fashion and beauty were definitely bloggers, brands are multiplying their partnership with them. Destination beauty, a hub for vloggers sponsored by l’Oréal, is just one of the numerous examples of bloggers and brands collaboration. (link)
  28. 28. SEE ALSO... GEMEY MAYBELLINE GO NUDE CAMPAIGN (LINK) Use beauty vloggers to launch a new line of eyeshadows
  29. 29. DIGITAL HAS SHIFTED THE BALANCE OF POWER IN FAVOUR OF CONSUMERS
  30. 30. ?HOW
  31. 31. Use digital tools to...
  32. 32. LISTEN TO COMPLAINTS
  33. 33. LIDL BOSSE’S MILK When the Swedish citizen Bosse Elfgreen posted a complaint on Lidl Facebook wall, criticizing the brand for sourcing its milk in Germany, the brand had to prove him wrong. And to be sure the message came through, the brand put bosse’s face on every bottle of milk, making him in an acknowledged spokeperson for the brand. (link)
  34. 34. CREATE A LAST GENERATION CRM
  35. 35. AMAZON mAYday button After Genius bars, CRM on Twitter or Facebook, instant video services will provide brands with new opportunities to deal with customers’ issues. Amazon has already added a “Mayday” button to its tablet, which enables employees to help customers and guide them step by step. (link)
  36. 36. ALSO... TOPMAN PERSONAL SHOPPER (LINK) Use interactive video for a new shopping experience
  37. 37. HELP THE COMMUNITY
  38. 38. AMERICAN EXPRESS Small business saturday In 2010, American Express launched the “Small Business Saturday” in order to help small businesses within the US difficult economic context. Amex provided small businesses with a dedicated Facebook page, with all the necessary tools to help them develop their own communication tools. President Obama even twitted about the initiative. (link)
  39. 39. PROVIDE UTILITY
  40. 40. LOWE’S Fix in six The DIY retailer Lowe’s used the Vine’s short film format to create 6 seconds videos of tricks and quick fix you can use in various situations you may already have been confronted with. A way for the brand to become a partner in everyday life. (link)
  41. 41. ALSO... COMMONWEALTH BANK APP (LINK) An app which Uses augmented reality to provide real estate info in real time, And offer loans adapted to your personal situation
  42. 42. DIGITAL HAS MADE IT SO EASY TO CHANGE YOUR MIND AT THE VERY LAST MOMENT, AND SHOP ELSEWHERE
  43. 43. ?HOW
  44. 44. Use digital tools to...
  45. 45. CREATE ENTERTAINING DISCOUNTS
  46. 46. E-MART SUNNY SALE
  47. 47. MEAT PACK HIJACK Meat Pack is a trendy shoe store in Guatemala. To engage their customers and blow away the competition, the brand created an interactive discount, sent when customers were entering a competitor’s store, which decreases over time. To benefit from the highest discount, customers should run to Meat Pack store, helped by geolocation. (link)
  48. 48. REDUCE THE DISTANCE BETWEEN « MAYBE THAT WOULD LOOK NICE ON ME » TO « I BUY IT »
  49. 49. ZOOMDLE APP FLASH AND BUY Point-and-buy technology like Zoomdle opens a world full of promises for brands, as an efficient way to reduce the path to purchase. Zoomdle allows to flash products presented in a magazine, buy them instantly, and receive them within 48 hours. The start-up has already partnered several fashion magazines and brands in France. (link)
  50. 50. DEVELOP HYPER TARGETED OFFERS
  51. 51. KLEPIERRE INSPIRATION CORRIDOR As a European specialist in shopping center properties, Klépierre has created what could be the future of the shopping experience. When they enter the inspiration corridor, a Kinect camera and body scanning technology analyse what people are wearing, and make tailored suggestions according to their style and real-time inventory. The more the person interacts with the screen, the more precise the suggestions get. Then the selection is synced with the Klépierre app, and the customer is guided to it within the store thanks to in store geolocation. (link)
  52. 52. 4Cwhich should help brands navigate in this wild digital world
  53. 53. CLAIM YOUR IDENTITY CONNECT CARE CLOSE THE DEAL ? CARE  
  54. 54. And a wide variety of digital ways to help you leverage those key factors of success
  55. 55. CLAIM YOUR IDENTITY CONNECT CARE CLOSE THE DEAL •  Tell your story •  Show what you have to offer, what makes you unique •  Embody your purpose Use digital tools to : Use digital tools to : Use digital tools to : Use digital tools to : •  Transform their latest meeting point into your new playground •  Show that you understand the insights of the digital generation •  Show that you are a part of the digital world conversation •  Get to a more local level •  Talk to communities •  Be friends with the new idols •  Listen to complaints •  Create a last generation CRM •  Help the community •  Provide utility •  Create entertaining discounts •  Reduce the distance between « maybe that would look nice on me  » to « I buy it » •  Develop hyper targeted offers
  56. 56. Thank you TRENDCANCAN Bénédicte ibert trendcancan.tumblr.com https://fr.linkedin.com/in/benedicteibert

×