mktg5605: digital brand & product management
TRANSCRIPT
MKTG5605:
Digital Brand & Product ManagementBrand and Channel Activation
“Lifelong learning is no longer
a luxury; it is a necessity.”
-Joseph E. Aoun,
President of Northeastern University
Speaker
Nima Gohil
L'OréalMarch 17, 2021
Nima Gohil
Tonight …..
1 … Nima Gohil – L'Oréal – joins our Learnathon
2 … Social Media Engagement✓ Platforms that work and why
3 … Channel and Brand Activation
4 … Connecting through Content
5 … 5 Forms of Media
Discuss (15 minutes)
• From reading How to create brand activation that fosters engagement, what are some of the key takeaways? What is engagement anyways?
• Brands benefiting from the SM Multiplier Effect
Case: L'Oréal
L'Oréal
How do brands communicate with their audience (and stay relevant)?
6
L'Oréal
What tools were used to engage consumers and gauge consumer research and insights?
7
L'Oréal
8
Pros Cons
Brand Activation
GOT PANCAKES ?
… BURGERS ?
Pancake King
IHOP
IHOP
IHOP
IHOP
IHOP
“The blan was to get beopletalking about our new burgers. And it worked. Look at us, two silly pancakes talkin’ about burgers.”
12:27 PM – July 9, 2018 @IHOP
IHOP
IHOP
#IHObCampaign Official Results
4X increase
in burger sales
Pizza Hut
Brand Activation
Brand Activation is any campaign, event, or experience that enables your brand to engage directly with consumers and build a loyal brand community around your product or service.
Brand Activation
Activations, often inclusive and interactive, ignite the fire that will light the way for people to find your product and align with your purpose. It is the process of making a brand well known and loved by customers.
Building Brand Activation
1.Decide what action you want your consumers to take.
2.Determine how you will know your audiences actually care.
3.Make a plan to activate your brand. Consider how you will embrace your brand attributes
4.Identify ways to leverage your activation for promotion opportunities.
5.Determine ways to extend the brand activation.
Nike
Nike
Nike
“Believe in something. Even if it means
sacrificing everything.”
Nike
Nike
Taco Bell
Taco Bell
Connecting through Content
Connecting Your Audience With Your Content
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• Established what you do and the problem your solving Brand Idea
• What are we showing them?Brand Content and Creative
• When and Where will the consumer interact with our brand?Consumer Interaction
The Old Customer Journey
The New Customer Journey
Soccer Mom
Target Audience vs. Audience Segments
• Tailor your plan by breaking down your audience into segments
Expectant Mom
Hispanic Mom Working Mom
Case: WestJet
CASE STUDY
Case Study: WestJet
1) With regard to Snapchat and Pinterest, which of these two options should Bartrem and Hounslow select?
2) Will WestJet be able to build a serious presence on the recommended platform (i.e., can the plan pay for itself?)? Be sure to define what you mean by “serious presence” (i.e., provide a specific target in terms of impact such as number of visits, revenue goals, etc.).
3) Research and describe one interesting new social media platform that is on the horizon (i.e., less than two years old). Should WestJet be actively exploring new arrivals like this new service or waiting until a platform is popular and proven before investing in it?
Case Study: WestJet
1) With regard to Snapchat and Pinterest, which of these two options should Bartrem and Hounslow select?
Case Study: WestJet
Snapchat Pinterest
Snapchat or Pinterest?
• Snapchat
– Average time spent on Snapchat is around 25-30 minutes per day
– 71% of Snapchat users are under 34 years old
– Over 3 billion snaps created daily
– Median age of a Pinterest user is 40 years old
– 87% of users have purchased a product because of Pinterest
– Average time spent on Pinterest per visit is 14.2 minutes
Case Study: WestJet
Will WestJet be able to build a serious presence on the recommended platform (i.e., can the plan pay for itself)?
What interesting new social media platform that is on the horizon (i.e., less than two years old)?
HQ Trivia!• Live mobile trivia
game show
• Millions of users daily
• Users all gathered at one specific time
• Advertisements are played during the shows and presented by a live host
• Unique entertainment and advertising
Bumble and (BIZZ)ness
Others
Clubhouse
TikTok
WestJet Social Media Expansion
Pinterest Snapchat
Userbase • 200 Million • 178 Million
Offerings
• Visually share/discover new interests by pinning images/videos
• Send & receive photo/video content via mobile messaging with limited display time
Demographic• 85% Female / 15% Male• About 50% 25-44yr
• 70% Female / 30% Male• About 39% 25-44yr
Engagement
• 87% users purchase products because of Pinterest
• 2/3 of pins are brands/products• 5% traffic refers to websites
• 55% of users follow brands• Reaches 41% of adults in US each day• 3 billion snaps sent each day
Average User Time • 14 minutes per visit • 27 minutes per day
Paid versus Earned
Five forms of media
Paid
Owned
Earned
Sold
Hijacked
Five forms of media
Your company pays for media space
PAID MEDIA
TV commercials, magazine & other print ads, billboards, web banners, search-engine marketing
Five forms of media
OWNED MEDIA
Catalogs, web sites, FB fan pages, email, customer databases….
Your company uses or creates its own new channels to advertise
Five forms of media
Consumers create media and/or share media your company created
EARNED MEDIA
Search placement, consumer ratings & reviews, rankings…
Five forms of media
Your company invites other marketers to place their content on its owned media
SOLD MEDIA
Five forms of media
Your company’s asset or campaign is taken hostage by those who oppose it
HIJACKED MEDIA
Consumers rallying opposition to a company on FB, consumers creating their own negative version of ads
HIJACKED MEDIA
Domino’s Pizza: A Look At A Social Media Crisis Plan
1. Develop a loyal following before a crisis strikes
2. Always release a first response
3. Timeliness is critical!
4. Leverage the powerful help of our still-loyal customers
5. Release an ”official” statement
Domino’s Pizza: A Look At A Social Media Crisis Plan
• Responded to the crisis on the same
channel it broke out on
• Optimized the video to be found alongside
the offending video
• Showed true sincerity and humanized the
brand and the situation
• Explained the measures they were taking
to correct the unfortunate situation
Domino’s Pizza: A Look At A Social Media Crisis Plan
• Presented the actions they were taking
to assure that this horrific situation would
not have the opportunity to happen again
• Showed by example just how seriously
they were taking the crisis – they weren’t
just all talk, they backed their words up
with serious actions
• Had their U.S president, Patrick Doyle
personally issue the response video
Choosing Your Channels
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Choosing Your Channels
Channel Frequency of Use Why Do They Use it?
Search Daily / Weekly/ As Needed / Never Information
Facebook Daily / Weekly/ As Needed / Never Connecting / News
Twitter Daily / Weekly/ As Needed / Never News / Entertainment
YouTube Daily / Weekly/ As Needed / Never Learning / Entertainment
Instagram Daily / Weekly/ As Needed / Never Entertainment
Channels Depend on Actions You Want
Explore Buy Use
• Excite• Inform• Encourage
• Convince• Convert• Persuade
• Activate• Remind• Support
• Are they male / female?• What is their age range?
Demographics
Defining Your Target Audience
• How do they live?• What hobbies do they have?
Psychographics
• What is important in their lives?• How do they connect with others?• How do they get information?
• Where are they located?• Are there areas where they are more concentrated?
Values & Communication
Location
• What are the issues they face?• What problem can we help them solve?
Problems
What Channel is Right?
67
Targeting the Right Moments
Gillette – Matching Content with Moments
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• Launched “How to Shave” series of videos
• Built content around keyword searches
• Created frequently updated micro-moment “How to’s”
Burt’s Bees – Matching Content with Moments
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• Burt’s Bees targeted females aged 18-24 on Instagram for new “lip crayon” line
• Targeted to beauty and fashion interest groups
• 5 point lift in product awareness against control and 16 point lift in ad recall against control
Stride Gum – Matching Content with Moments
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Used promoted videos and targeted creative with paid
Twitter targeted to:
– TV conversation
– Interests
– @Username
– Device
– Keyword targeting
Matching Channel to Audience: Explore
• Heineken Light “What Would NPH Drink?” integrated Facebook campaign
– Ads
– Video
– Desktop and Mobile News Feeds
Matching Channel to Audience: Explore
• CIL “Paint Chip Colors for Men” campaign
• Used Facebook app to encourage naming paint colors with “manly” names (e.g. “Beer foam, “Razor burn,” “Hockey puck”)
Matching Channel to Audience: Explore
• Nespresso USA needed to raise its profile in US
• Leveraged search and display data for research
• Integrated Twitter campaign including:
– Promoted Accounts
– Targeted Promoted Tweets
– Twitter Product Cards
– Click-to-call activations
– Vine
Best Practices
• Avoid splitting small budgets across all channels
– Focus on key area or two to deliver on brand objectives
• Match channel to target customer or target moment
– Think upper funnel vs. purchase intent
– Match channels to target
• Target
– Right message, person, time
• Test, measure, and learn
– Be clear about success measures with agency partners
– Evaluate effectiveness
The Race for likesCoke v. Starbucks
Coke
Early 2011
Likes21.8M
Description28%
Coke
Early 2019
Likes107.5M
Description28%
Starbucks
Early 2011
Likes19.2M
Starbucks
Early 2019
Likes37M
Description28%
FAN PAGES
For Next Class (April 7):
Read….
• How to Pick the Right Distribution Channels
• Case– Dove: Evolution of a Brand (2008)
Looking ahead . . .
• March 21 Meet Up …Nicole Weltman(Lippe Taylor)
• April 11 Meet Up … Kristi DeSimone (Comcast)
Rogers, David L., “The Digital Transformation Playbook,” 2016
Herskovitz, Stephen and Crystal, Malcom, “The Essential Brand Persona: Storytelling and Branding,” Journal of Business Strategy, 2010
“Coca-Cola on Facebook,” HBS No. 9-511-110, rev, December 5, 2012
“Big Brand Theory: L'Oréal Stays Connected to Their Audience via Social”
https://www.socialmediatoday.com/special-columns/adhutchinson/2015-09-09/big-brand-theory-loreal-stays-connected-their-audience
Abad-Santos, Alex. “Nike’s Colin Kaepernick Ad Sparked a Boycott – and Earned $6 Billion for Nike.” Vox.com, Vox Media, 24 Sept. 2018, www.vox.com/2018/9/24/17895704/nike-colin-kaepernick-boycott-6-billion.
Acknowledgements