Marc Connor, Chief Marketing Strategist, POSSIBLE Going for the Gut: Building Emotionally Satisfying Digital Experiences Probably one of the biggest issues digital marketers face is creating digital marketing that doesn’t look like, well, digital marketing. Particularly when it comes to linchpin categories such as Fast-Moving Consumer Goods (FMCG), where multi-billion brands have long been known for their stirring broadcast work and generation spanning brand mascots. Think Poppin’ Fresh (aka the Pillsbury Doughboy), Tony the Tiger, the Keebler Elves. Those friends (or enemies) you grew up with! But when it comes to the digital space, that emotional connection all too often becomes one that is transactional, forgettable or unsustainable. In this session we will examine how to build, maintain and nurture emotionally satisfying digital experiences for FMCG brands that leverage the unique qualities of the interactive space to create high-involvement consumer/brand interactions. Using real life examples from brands such as ConAgra Foods, Smuckers and P&G, we’ll offer a detailed vision of how the smartest marketers are approaching this issue and provide a unique perspective on integrating the barrage of new technologies without losing focus on the bigger picture.

2. WE ARE POSSIBLE.

3. WE HAVE UNPARALLELED EXPERIENCE IN FMCG

4. A DIGITIZED,
SOCIALIZED,
MOBILIZED WORLD
@marcconnor
#SIC2012
SIC, OCT 23, 2012

5. AGENDA
01
BRAND
02
MARKETING
03
DIGITAL CREATIVE
04
HIGH INVOLVEMENT
05
THINKING OUT OF THE BOX
06
PACKAGING THE GOODS

6. WHAT IS
A BRAND?
@marcconnor

9. @marcconnor

10. LOOK
@marcconnor

11. LOOK
TONE
@marcconnor

12. LOOK
TONE
FEEL
@marcconnor

13. LOOK
TONE
FEEL
BEHAVIOR
@marcconnor

15. WHAT IS THE
IDEA
OF GOOD
MARKETING?
@marcconnor

16. INTERESTING
@marcconnor

17. DIFFERENT
@marcconnor

18. EFFECTIVE
@marcconnor

19. AGILE
@marcconnor

20. WHAT IS
GOOD MARKETING?
I
INTERESTING.
D
DIFFERENT.
E
EFFECTIVE.
A
AGILE.

21. VICKS
MOST DEDICATED FAN
NyQuil & DayQuil help people
everywhere to never lose a
moment to a cold. Vicks wanted to
leverage its NFL partnership to
help engage fans on Facebook.
So we challenged the nation’s
funniest, craziest, most fanatic
NFL fans to prove they were the
Vicks Most Dedicated Fan – never
missing a moment of their
team’s season.

22. VICKS MOST DEDICATED FAN VIDEO

23. VICKS MOST DEDICATED FAN VIDEO

24. WHAT IS
DIGITAL
CREATIVE?
@marcconnor

25. DIGITAL CREATIVE HOW DOES THIS WORK NOW?
DESIGN
COPY AUDIO
VIDEO

26. DIGITAL CREATIVE HOW DOES THIS WORK NOW?
RE
CO
WA DESIGN
DE
RD
HA
COPY AUDIO
VIDEO
XP

27. ORVILLE REDENBACHER’S
POP CAM GAME
CHALLENGE
People love popcorn. But there's a barrier that
causes a lot of people to pass it up: They think
it's full of trans-fat, sodium, and other unhealthy
stuff. Possible Worldwide needed to dispel that
misperception, and to tout the healthy benefits
popcorn provides, like whole grains and no trans-
fat.
SOLUTION
What better way for people to engage in that
message than through a unique game that
mirrors the fun of the real snack. Introducing Pop
Cam, the world's first mouth-controlled, social
sharing game. Via a combination of facial
recognition technology and augmented reality,
people used their open mouths to control the
game as they tried to catch popcorn on their
monitors. As they munched, we delivered
messaging about the healthy snack they were
"eating."
RESULTS
Players and the press alike took notice. "Likes" on
Orville's Facebook page grew by 75% and, as
word spread, press coverage did too, from ClickZ
to All Things D. Games.com wrote, u ... lt's
nothing like any Facebook game we've ever seen.
nAnd people began to see popcorn in a whole
new way, too.

29. HOW TO ACHIEVE
HIGH
INVOLVEMENT?
@marcconnor

30. THERE ARE NO
LOW
INVOLVEMENT
BRANDS.
ONLY LOW
INVOLVEMENT
MARKETING.
@marcconnor

31. HIGH INVOLVEMENT THE EMOTIONAL CONNECTION
EMOTIONALLY
CONNECTED
LOW
HIGH INVOLVEMENT
INVOLVEMENT
RATIONALLY
CONNECTED
@marcconnor

32. HIGH INVOLVEMENT THE EMOTIONAL CONNECTION
EMOTIONALLY
CONNECTED
LOW
HIGH INVOLVEMENT
INVOLVEMENT
RATIONALLY
CONNECTED
HOW DO WE FOSTER
HIGH INVOLVEMENT?
…by solidifying the rational connection
with the brand benefits
and building the emotional connection
with the meaningful brand behavior.
@marcconnor

33. HIGH INVOLVEMENT THE EMOTIONAL CONNECTION
EMOTIONALLY CHARGED,
HIGH INVOLVEMENT MOTIVATORS
PASSION STATUS EXPERIENCE EMPOWER
@marcconnor

34. PRILOSEC OTC
OFFICIAL SPONSOR
CHALLENGE
We developed understandings of the landscape and
today’s Mom by evaluating some of the best programs
across the category and from our competitors while
conducting several round of research, designed to
better understand Mom’s thought process, mindset,
desires, and motivations. Throughout this process, we
most importantly learned that who a Mom was and what
she wanted changed greatly as she evolved on her
journey through pregnancy to birth and motherhood.
SOLUTION
We created a program, where “due date” was the most
important piece of information that we collected,
because we used Mom’s due date to customize the
information that we fed her across more than 80 weekly
touch points. We revitalized an anemic CRM program
into a highly robust multi-channel/cross-channel
platform management marketing solution. We
developed media-agnostic plans and creative ideas that
were implemented across channels including web,
online video, mobile, social, email, print, direct mail,
and on premise (hospitals and medical offices).
RESULTS
In the FOLLOWING year OUR CLIENT’s sales
reached a new record high and they regained the
#1 position in the category.

43. IN THE NEWS…

44. ABBOTT NUTRITION
SIMILAC STRONGMOMS
CHALLENGE
We developed understandings of the landscape and
today’s Mom by evaluating some of the best programs
across the category and from our competitors while
conducting several round of research, designed to
better understand Mom’s thought process, mindset,
desires, and motivations. Throughout this process, we
most importantly learned that who a Mom was and what
she wanted changed greatly as she evolved on her
journey through pregnancy to birth and motherhood.
SOLUTION
We created a program, where “due date” was the most
important piece of information that we collected,
because we used Mom’s due date to customize the
information that we fed her across more than 80 weekly
touch points. We revitalized an anemic CRM program
into a highly robust multi-channel/cross-channel
platform management marketing solution. We
developed media-agnostic plans and creative ideas that
were implemented across channels including web,
online video, mobile, social, email, print, direct mail,
and on premise (hospitals and medical offices).
RESULTS
In the FOLLOWING year OUR CLIENT’s sales
reached a new record high and they regained the
#1 position in the category.

45. HIGH INVOLVEMENT STORYTELLING
STORYTELLING IS
A LINEAR
NARRATIVE TO
WHICH PEOPLE
SURRENDER.
INTERACTIVE IS
NON-LINEAR.
@marcconnor

46. HIGH INVOLVEMENT STORYTELLING
INTERACTIVE
STORYTELLING
DELIVER
ENHANCE
CONNECT
INVOLVE
@marcconnor

47. CAFE PILON
A STORY OF SWEET NOSTALGIA
CHALLENGE
Café Pilon: A coffee brand born in Cuba with a
huge cult following and over a century of
tradition under its belt—but absolutely zero
presence anywhere other than on the lips of its
consumers. Our challenge was to build Café Pilon
from the ground up, while capturing the rich
history and pride that its loyalists have come to
know and love over the years.
SOLUTION
Using custom photography and stop-motion
video, we created a cinematic, emotional
experience illustrating the bittersweet life of the
Hispanic immigrant—one that could only have
come from our hearts, as immigrants ourselves.
The story advances as the user engages, bringing
very real, highly experiential moments to life, and
conveying the connection that Café Pilon makes
between their past and present.
RESULTS
A combination of keen insights, creative vision,
technology, and human emotion are what
ultimately brought the debut Café Pilon website
to fruition. What we created goes beyond
storytelling—it captures the intimate connection
between Café Pilon and the people who drink it.

49. VICKS
PNEUMONIA PROJECT
What if you could donate
not time,
not money,
but your breath…
If You Can Breathe, You Can Donate.
Welcome to the Vicks Breathe for
Life Pneumonia Project website,
where by simply blowing up a virtual
balloon, you make a breath
donation, and help save the over 1.5
million children who die from
pneumonia every year.

50. VICKS CAUSE VIDEO

51. VICKS CAUSE VIDEO

52. WHAT IS
OUT OF THE BOX
FOR FMCG?
@marcconnor

53. OUT OF THE BOX
WHAT’S
IN THE
BOX?

54. OUT OF THE BOX
WHAT’S
IN THE
BOX?

55. OUT OF THE BOX
WHERE
IS THE
STORE?

56. OUT OF THE BOX
WHERE
IS THE
STORE?

57. PACKAGING THE
GOODS
@marcconnor

58. PACKAGING THE GOODS
01
BRAND IS THE GUT REACTION TO
YOUR BEHAVIOR
02
GOOD MARKETING IS AN “IDEA”
03
USE ALL 7 COMPONENTS OF DIGITAL
CREATIVE
04
HIGH INVOLVEMENT = EMOTION & STORYTELLING
05
ASK THE 2 QUESTIONS TO GET OUT OF
THE BOX
@marcconnor

59. THANK YOU
OCT 23, 2012 SEATTLE CONFERENCE