2. THE DANGER OF FADS
Fad [fad]: a temporary fashion, notion, manner
of conduct, etc., especially one followed
enthusiastically by a group...
...to busy oneself with trifles...”
Source: dictionary.com
3. UNDERSTANDING FAB VALUE IN THREE PARTS
Value to the consumer
Commercial value
Value to the brand
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4. VALUE TO THE CONSUMER
What is the consumer benefit?
How does it fit into people’s lives?
What is the perceived value or catch?
4
5. THE VALUE OF UNDERSTANDING WHY - APPLE
“By placing the “why?” at the
center of all that Apple did,
Jobs avoided being defined by
or confined to a particular
product category.
The astonishing financial
growth of Apple reported
byThe Wall Street Journal was
a byproduct, not a driver, of
Jobs’s
decision to serve the ideal of
self-expression.”
Source: Millward Brown POV Mario Simon MD Optimor: Americas
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6. CONSUMER CAPACITY FRAMEWORK
High
Increasing Capacity
Penetration or
Breadth of offer to Consume
Reach
Low High
Depth of offer
Time spent
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7. CONSUMER CAPACITY FRAMEWORK
Viral video
High
Adoption path
Consumer
Display
journey
Display on Online video
social sites
Reach
Social
networking
fanpages
Mobile
Low High
Time Spent
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8. COMMERCIAL VALUE
How does this provide something new to how
we can communicate?
How does it compare to other commercial
alternatives?
Which is the best opportunity for consumer
impact?
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11. Investment in traditional TV hits heavy viewers
exponentially more than light viewers...
63%
% Ratings served to
each group
27%
Heavy TV 10%
Medium TV
Light TV
12. And adding more TV doesn’t help the problem...
87%
% Ratings served to
each group
35%
Heavy TV
14%
Medium TV
Light TV
14. Reach of the Campaigns...
Among Lighter TV Viewers
15. Less than a Quarter of Lighter TV Viewers meet
an optimal level of exposure through TV alone...
Winning Post
-79% 21%
Fail Succeed
-35% 65%
(4+ Exposures)
16. WebTV adds significantly to the success rate among
light TV viewers.
Winning Post
-68% 42%
Fail Succeed
-35% 65%
(4+ Exposures)
19. THE COMBINATION OF AUDIO & BANNER ADS TOGETHER WERE
BY FAR THE MOST EFFECTIVE PLACEMENTS FOR THE BRAND
+13.2
Campaign
+7.9 +8.8
Impact
+6.0
+3.8
Aided Brand Online Ad Message Brand Purchase
Awareness Awareness Association Favourability Intent
Statistically Significant Increase
21. VALUE TO THE BRAND
Campaigns that really stand out in their use of new media
have:
• Insight into the consumer needs and benefits from the new
platform
• Inspired commercial understanding of how this new platform
works best to drive their brand objectives
The following examples show how this is brought to life.
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22. WFA – Value of a Fan
Full report is available on request to WFA members:
http://www.wfanet.org/en
23. Fans already outspend non-fans by over 4x. The
fan page challenge is to deepen the relationship
Fans Non-Fans
4% Bonding 1%
62% Advantage 19%
67% Performance 31%
83% Relevance 37%
100% Presence 50%
13.4% Share of wallet 2.8%
Source: Brandz, 2010 global database
24. Listening is key to success
Ignoring social Thoughtfully integrated Jumping on
media, program bandwagon —
staying out of game "must be there"
• Less relevant/current • Ability to listen to • Consumers see right
and trustworthy consumers and through this — and it
• Complete loss of understand their needs kills credibility
control (consumers • Consumers co-own • Traditional marketing
define the brand by the brand and approaches alienate
themselves) evangelize consumers
Source: Firefly Language of Love
25. Methodology
Wall post:
"Dear BRAND fans,
your opinion is
important to us!
Please help us
improve this page by
answering our short
5 minute survey."
26. Bigger fan pages generally rated better
But number of fans doesn’t tell the whole story
High Correlation:
0.28
FanIndex Rating
Low
0 500,000 1,000,000 1,500,000
# of Fans
27. Checklist Contests/
Giveaways
New
product
Expected info
Fun Expected
Differentiator
Variety Community
Differentiator Differentiator
Regular
posts
Expected Offers Trustworthy
Expected
brand news
Expected
Innovation Interaction
Differentiator Differentiator
29. CAMPAIGN OBJECTIVE
2. Deeper communication
of the ‘There’ messaging:
Bespoke Microsite
Driving downloads
1. Mass awareness:
High Impact branding &
Driving to Microsite
3. Downloading the app:
Co-branded Smirnoff & TimeOut iPhone application
30. When analysing results during the peak download
THE APP FILLED A CONSUMER NEED
period, in January 2010, overall response is very
positive
Peak download period
* Iphone Application Stats provided by Diageo
31. Methodology
Exposed*
Do the results
indicate a
difference?
Both groups ∆ +8
are surveyed 47%
at the SAME 39%
time about
their attitudes
Control*
toward the
brand in the
creative
Control Exposed
32. AND DROVE PURCHASE INTENT AMONG THEIR
CORE TARGET
Bulls Eye Target: 18-30yr old Vodka Drinkers
living in London
+67.6* +16.2*
Ad Purchase
Awareness Intent
Statistically Significant Increase @ 90%
Control (n=68) Exposed (n=91)
33. IN SUMMARY
Avoid busying yourself with trifles by:
Understand why, not what...
from the consumer perspective
Look for the difference...
the opportunity can provide
Optimise the context...
to maximise what the new platform does best
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