Stand for something and do something: Breakthrough marketing of big brands. ---- Marketing today's modern brands absolutely requires that a brand stand for something that is relevant to consumers -- so that they will want to engage in a conversation with you. Then, the brand has to engage in the conversation consistently, over time and in a variety of channels. As a case study we'll look at the work Leo Burnett has done for P&G Secret. The 50-year purpose and heritage of the Secret brand has been to help women be fearless by giving them the confidence they need to face any stressful situation. Nothing is more stressful than bullying. And, we know that bullying has long-term effects on self-esteem; for girls to grow up to be fearless women, our imperative was to help them overcome bullying themselves and to take a stand to help other girls. Mean “stinks”, and Secret stands against everything that stinks. But we do it in a powerful and empowering way - - one that encourages girls to Gang Up for Good.

1. Modern
Marketing of
Big Brands
DePaul KMG
Symposium
June 1, 2013

2. Leo Burnett | 2012 Worldwide Credentials
What we’ll
cover:
LEO BURNETT: WHO ARE WE?
Behavior, Purpose and Acts: A HUMANKIND APPROACH
WHY CREATIVITY MATTERS
ACTIVATION: PLAY, BUY, SHARE FRAMEWORK
SECRET MEAN STINKS CASE STUDY
THE LAST 4%

3. Leo Burnett | 2012 Worldwide Credentials
Do
something.
Stand for
something.

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Leo Burnett:
What role do we
play in the world
of modern
marketing?

5. Meet the family.
 Founded in Chicago in 1935
 Subsidiary of Publicis Groupe

6. Leo Burnett | 2012 Worldwide Credentials
We manage some
of the world’s
largest global
brands.

7. Leo Burnett | 2012 Worldwide Credentials
96 offices in 84
countries. 9,000+
employees.

8. Leo Burnett | 2012 Worldwide Credentials
We believe
creativity has
the power
to transform
human behavior.

9. Leo Burnett | 2012 Worldwide Credentials
We are a
company.

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Our human-first stance is summed up in four principles:
HumanKind Principles

16. Leo Burnett | 2012 Worldwide Credentials
GPC Quarterly Review
GPC = Global Product Committee
Comprised of Leo Burnett representatives from across the
globe, the GPC meets quarterly to review, discuss, and rate
work submitted against our vetted tool.

17. Leo Burnett | 2012 Worldwide Credentials

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Humankind
GPC Q4(Bogota)
GPC Q4
Meeting: Bogota

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▸ #1 agency in China, Thailand, Russia, Australia,
Switzerland, Canada, Portugal, MENA and Poland.
▸ 2011‘s most awarded creative agency in Asia Pacific
and top-three new business leader in the region.
▸ 55 Cannes Lions in 2012; 190+ Lions
awarded in the last five years.
▸ Shanghai won Gold Lion in Design in 2012
▸ Leo Burnett network named #1 agency in New World
Thinking from 2008-2010 and #2 in 2011. (Gunn
Report)
▸ Most awarded agency network for three years at
International Addy Awards.
▸ 2011 Young Guns Network of the Year.
▸ 2011 Golden Drum Awards Network of the Year.
▸ Most awarded agency at One Show 2011.
Global Creative
Recognition

24. Leo Burnett | 2012 Worldwide Credentials
Creativity
matters.

25. Leo Burnett | 2012 Worldwide Credentials
We know
brands drive
marketplace
performance.

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Source: June 2013 Harvard Business Review “Creativity in Advertising. When it Works and When it Doesn’t”.
“A euro invested in a
highly creative ad
campaign had nearly
double the sales
impact of a euro
spent on a
noncreative
campaign.”

31. Leo Burnett | 2012 Worldwide Credentials
So, you have
a great
idea.
Now what?

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Play, Buy,
Share.

33. Leo Burnett | 2012 Worldwide Credentials
Participation Planning
Toolkit
Create Awareness Measure Success
*START HERE:
What are the unique ways
we bring people in?
What is
the desired
business
result?
Earned Impressions
Play Buy
Share
How do we engage them and keep
them engaged?
How does participation encourage
sale?
How and why will people share?
Creative
Idea

34. Leo Burnett | 2012 Worldwide Credentials
What are the unique
ways we can bring
people in? Owned Expressions &
Paid Impressions
Social:
Facebook
Twitter
YouTube
Pinterest
Instagram
Google+
Stumble Upon
Flickr
Vimeo
Blogs & Microblogs
Mobile
Proprietary App on Device(s)
Direct:
Email
SMS
Search
OLA:
Standard Flash
Rich Media
In-stream Video
In-Banner Video
In-App
Traditional:
Broadcast (TV, Radio)
OOH
Print
Packaging
In-store Display
These help drive
Earned
Impressions
Consider all
Expressions of
the Creative Idea
.
..

35. Leo Burnett | 2012 Worldwide Credentials
How do we engage them
and keep them engaged?
Participate
&
Take Action
Like
Share
Tweet
Retweet
Follow
Hashtag
Pin
Click-thru
Read
Browse
Play
Download/install app
Add
+1
Watch
Upload
Rate
Review
Share
Sign Up for Alert
Visit Retail Store
RSVP / Attend Event
These become
KPIs
Give People
Something to Do
.
Content Players
Interacting
Acting
Compete
CollaborateExplore
Express
Source: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010

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How do we engage them
and keep them engaged?
Newbie
Regular
Enthusiast
• Likes Facebook page, follows on Twitter
• Comments on exclusive content
• Watches / rates social video
• Shares with friends
• Wins fan art contest
• Advocate / Influencer
Fewer People
(Higher Involvement)
More People
(Lower Involvement)
Scale for Different Levels of Involvement:
Source: Step chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010
Play, Buy, Share.Play, Buy, Share.

37. Leo Burnett | 2012 Worldwide Credentials
How does participation
encourage sale?
Persuade your Participants to Make a Transaction
Play, Buy, Share.Play, Buy, Share.
Decision RealizationInspiration
Scale
Commitment
• Search for
Online Store
• Use Price
Comparison App
• Trial / Sampling
• First-Time Purchase
• Repeat Purchase
• Subscribe to
a Service
• Buy into a Belief

38. Leo Burnett | 2012 Worldwide Credentials
How and why will
people share?
Need to create value for participants and their networks.
Reasons Why People Share:
Source: Reasons Why People Share from “The Psychology of Sharing: Why Do People Share Online?” New York Times Consumer Insight
Group Study, 2011
Play, Buy, Share.Play, Buy, Share.

39. Leo Burnett | 2012 Worldwide Credentials
Secret Mean
Stinks Case
Study

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Secret Campaign
Idea:
Fearlessness. Apply Daily.
With the superior protection of Secret,
you can dive fearlessly into your life.

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Owning Feminine
Strength
By building and celebrating female confidence
across life stages…
…and by continually creating fresh and relevant
conversations with our consumers.
POME: Ages 13 to 18
Mean Stinks
The Confidence to
Stand up against Bullying
POME: Ages 13 to 18
Mean Stinks
The Confidence to
Stand up against Bullying
The Confidence that Comes from Facing Life’s (Big and Small) ChallengesThe Confidence that Comes from Facing Life’s (Big and Small) Challenges
Ages 19-44
Outlast & New Campaign

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Mean
Stinks
Gang Up For Good
Campaign Snapshot

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Mean Stinks
Gang up for Good Case Study

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The last 4 %.

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Great passion
for the idea
and relentless
determination
to bring it to
life.

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Focus on Design
and the Look,
Tone, Feel of
the Work.

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Create
something
‘real’ early on
in the
development
process.

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Create a
focusing and
defining act that
is irresistible
and easy for
people to do.
Good chance it
will catch fire.

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Let the
consumer help
you create
content.
And you should
then find a way
to aggregate it.

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Co-creating with
the right content
partner at the
right point in the
process will
push the idea to
the next level.

51. Leo Burnett | 2012 Worldwide Credentials
Don’t be
afraid to ask
for help.
Engage the
right experts
at the right

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What will you
create?

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I create...