8/3/2019 Admap Brand Participation Dec2011

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TemptEngage

BuildMercedes-Benz and The NaturalConectionery Company are twobrands to beneft rom a three-stage

approach to brand participation

14 ptpt

y Mark rown,Weapon7 and llie Willis, 2CV 

s media becomes increasinglyfragmened, we need o move o

a lace where brands can creaeinegraed camaigns across

media and ime. We need o

creae ideas hrough collaboraion acrossdiscilines so ha he comlee cusomer

 journey is joined u.to hel sar his journey, a Weaon7, we

have develoed a model called: em, engageand build. this is an oen-source model o

hel all agencies involved undersand he role

of heir communicaions wihin he overalllan. the model is boh redicive and

descriive, and hels everyone work ogeher o achieve rue inegraion.

We hink sliing communicaions inohree unique, bu inerlinking, hases hels us

unlock hinking on how eole can engage

wih brands. does his by bringing clariy ohe role of communicaions and channels in

each of he hases.

Why em? rands can em eole oge involved hrough incenive, inrigue or

informaion, hereby maximising reach usingbroadcas channels and p.

Engagemen delivers on he execaioncreaed by ha emaion, and could include

enerainmen or uiliy in he real world or

he digial sace.We believe he rincile of build can be

alied by eiher amlifying he message orushing eole o urchase, ofen hrough

social media, word of mouh and M.thinking abou communicaions as hree

hases no only allows us o be media neural,

i can also insire us o hink abou how weare encouraging consumers o engage wih

he brand, allowing hem o inerac wih iand hen ensuring ha we build from ha

ineracion. the idea comes firs, hen mediaand channels can be idenified in a conen

lan designed o build ariciaion. We can

also use his model in real ime so we canmove away from camaign-based hinking o

creae ongoing brand ariciaion.

the model simlifies and clarifies he

markeing rocess from a raciioner’s oin

of view, bu we also waned o validae usingresearch. n order o have real benefis for

brands hemselves, i has o make an imacon he boom line – by making consumers

wan o ac. So we asked he communicaionsresearch agency 2V o ake he framework 

ino he real world and find ou fromconsumers wheher brands em hem,

engage hem and encourage hem o build.

2V iloed a sudy and hen ook i ouo 1,575 naionally reresenaive consumers,

covering a es marke of 50 brands – heseincluded bsolu, Xbox, Hovis and Hermès.

to es he model robusly, 2V se ou

wo hyoheses ha would need o berejeced:

ltem, engage and build are no disinc

consumer ake-ous from markeing.

l ommunicaions ha deliver on hese

elemens have no greaer imac on brand.nly hrough examining and rejecing

boh of hese hyoheses can we say ha he

model has a genuine benefi o brands andmarkeers.

the sudy asked consumers abou anumber of brands ha hey were familiar

wih, and measured endorsemen on 15saemens abou each brand. the difference

in endorsemen among hose who hadrecenly seen comms versus a machedsamle (in erms of brand use/familiariy)

who had no was measured. cross he 50brands ha comrised he es marke, he

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