michal pastier - how i learned about effective marketing from bugs bunny, pixar and a cat from japan
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How I learned about effective marketing from Bugs Bunny, Pixar and a cat from Japan
Michal Pastier
Average Engagement of the ad
The
happ
iest
mom
ent
of th
e ad
GREAT AD ZONE
Average Engagement of the ad
The
happ
iest
mom
ent
of th
e ad
GREAT AD ZONE
What is character
Haru Urara betting tickets began to be used as o-mamori, particularly for protection against traffic accidents.
On that day, fans bet over $1 million on Haru Urara to win.
On that day, fans bet over $1 million on Haru Urara to win.
Because she lost, the track was saved from bankruptcy.
Campaign content for 4 years!!!
Tama: symbol of joy
In 2007 Tama was officially named “station master”. The position came with a station master's hat.
Ridership statistics showed a 10% increase over the previous financial year.
A study estimated that the publicity surrounding Tama
has contributed 1.1 billion yen to the local economy.
Introducing: "Nitama" ("Second Tama")
Campaign content for 10 years!!!
Average Engagement of the experience
The
happ
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e ex
perie
nce
GREAT AD ZONE
What kind of character works?
What if I want not just attractive character, but
character for many years ?
The Road Runner cannot harm the coyoteexcept by going “beep-beep”.
No outside force can harm the coyote—only his own
ineptitude or the failure of the Acme products.
No dialogue ever, except “beep-beep”.
The coyote is always more humiliatedthan harmed by his failures.
His skunk odor and his aggressive pursuit of romance
cause other characters to flee from him in fear.
Character as content generator
VideosFotos
MOBILE
OUTDOOR Faceboo
k
Instagram WOM
YouTube
VideosFotos
MOBILE
OUTDOOR Faceboo
k
Instagram WOM
YouTube
Motivation
Intelectual
Too rich Not too smart
Fashion blogger
Lover
Prankster
character concepts19
VideosFotos
MOBILE
OUTDOOR Faceboo
k
Instagram WOM
YouTube
Clear motivation
Consistency is not enough
Average Engagement of the experience
The
happ
iest
mom
ent
of th
e ex
perie
nce
GREAT AD ZONE
How we judge experience?
How we judge experience?
Emot
iona
l Re
actio
n
We judge an experience largely based on how we felt at its most intense point and at its end, rather than based on the total sum of every moment of the experience
Not about whole experience
Emot
iona
l Re
actio
n
Peak-End Effect
Emot
ion
al
Reac
tion
Peak End
...how we felt at its most intense point and at its end.
The more intensive the peak and the more positive the end, the better the evaluation of the overall experience.
Peak-End Effect
Emot
ion
al
Reac
tion
Peak End
Peak-End determine not only the enjoyment of the commercial but also the positive evaluation of the brand as well as brand recall.
enjoyment of the commercial positive evaluation of the brand brand recall
Peak-End Effect
Emot
ion
al
Reac
tion
Peak End
Average Engagement of the experience
The
happ
iest
mom
ent
of th
e ex
perie
nce
GREAT AD ZONE
Happiness curve for Kofola Ad, Fly
Emotional Anchor- during the neutral intro scene people are already smiling because they remember the positive emotion that will come.
The excuse of the lisping dog
Mmmmm, Phophola!
inte
nsity
Time (s)
enjoyment of the commercial positive evaluation of the brand brand recall
Peak-End Effect
Emot
ion
al
Reac
tion
Peak End
Emotional Anchor The Excuse Mmmm, Fofola
Fofola and Pizza
The Excuse Mmmm, Fofola
Fofola and Bone
Emotional Anchor
The Excuse Mmmm, Fofola
Fofola and Reverse Driving
Emotional Anchor
The Excuse Mmmm, Fofola
Fofola, Mr. Melon and Tennis
Emotional Anchor
The Excuse Mmmm, Fofola
Fofola, Mr. Melon and Longboard
Emotional Anchor
Happiness curve for Kofola Ad, Fly
Emotional Anchor- during the neutral intro scene people are already smiling because they remember the positive emotion that will come.
The excuse of the lisping dog
Mmmmm, Phophola!
inte
nsity
Time (s)
The more they saw it the more they love it.
Average Engagement of the ad
The
happ
iest
mom
ent
of th
e adOver 8 millions views in
2 weeks
THE GREAT AD ZONE
inte
nsity
time (s)
200 respondents18-69
ESOMAR 2Muse (SR)
Nielsen Admosphere (CR)
In 2 years EmotionID have tested 150 best slovak Ads for emotions.
In 2 years EmotionID have tested 150 best slovak Ads for emotions. Fofola ranked as #1.
2015 Ad Meter Results
Fofola beat the best super bowl commercial in happiness by 8%.
character motivation consistency
peak-end effect
character motivation consistency
peak-end effectviral effect?
Average Engagement of the ad
The
happ
iest
mom
ent
of th
e ad
THE GREAT AD ZONE
Average Engagement of the ad
The
happ
iest
mom
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of th
e ad
THE VIRAL ZONE
Number of total views Facebook, YouTube, 2015
30 660 000 views ??%
organic
2016
Number of total views Facebook, YouTube, 2015
30 660 000 views 78%
organic
2016
2015: 8/101. AquaBabes Song
2. Kofola Meruňka 0,5 l: Fofola a moucha
3. Kofola Meruňka 0,5 l: Fofola a kost3. Kofola Meruňka 0,5 l: Fofola a kost4. Kofola Meruňka 0,5 l: Fofola a pop-
up okno5. Kofola Meruňka 0,5 l: Fofola
a pizza6. Kofola Meruňka 0,5 l: Fofola
a vířivka7. Kofola Meruňka 0,5 l: Fofola
a couvání8. Kofola Meruňka 0,5 l: Fofola
a lednice9. YouTube Rewind: Now Watch Me
2015 10. Kofola Meruňka 0,5 l: Fofola
a domino
1. Nike Football Presents: The Switch ft. Cristiano Ronaldo, Harry Kane, Anthony Martial & More2. Kofola Meloun 0,5 l: Fofola a padák3. Semtex: Odpal to naplno – Rosenberg4. Kofola Meloun 0,5 l: Fofola a tenis5. Kofola Meloun 0,5 l: Jfem fpět!6. Kofola Meloun 0,5 l: Fofola a longboard7. Kofola Meloun 0,5 l: Fofola a houpačka8. Probuďte se: Héééééééj9. Zvedni hlavu10. Volvo V90 – ”Prologue” feat. Zlatan Ibrahimović
2016: 5/10
More than 4000 videos
560 000 likes
Likes
54 000 comme
nts
Comments
200 000
shares
SharesNumber of Interactions on Facebook, May+September 2015
Facebook interactions 201
5
Benchmark: 20 – 30%
2016
v
Audience Retention: Facebook 90%
YouTube 85%
Percentage of Duration
Perc
enta
ge o
f Us
ers
Apr 30, 2016 - Aug 31, 2016Video Audience Retention
YouTube and Facebook audience is different
Branding Marketing Cloud
Story generator is money generator
Sales Volume 0,5l Kofola, Czech rep
Character + Story = Sales booster
Something deep
Something deep
Something deep
Sales Volume 0,5l Kofola, Czech rep
Character + Story = Sales booster
Sales Volume 0,5l Kofola, Czech rep
Character + Story = Sales booster
Something deep
character motivation consistency
peak-end effectmedia story
Average Engagement of the experience
The
happ
iest
mom
ent
of th
e ex
perie
nce
GREAT AD ZONE
LAST SLIDE
NOPE
Organické výsledky:
2016
80 000downloads
35 Snapchat Stories = 45 000+ views
2016
2016
Hundreds of Snaps from fans
headlines alternatives26
headlines alternatives26
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