morgenbriefing - digital brand-aktivering
TRANSCRIPT
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Digital brandaktivering Fra passive kampagner til engagerede forbrugere Kristoffer Okkels, Lead Digital Business Developer Charlotte Arndal, Digital Content Producer
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Dagens program
1. Hvad er brandaktivering?
2. Vejen til digital brandaktivering
3. Inspirerende eksempler
4. Råd og anbefalinger
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The ultimate purpose of business is to create customers.
Peter Drucker, 1954
“
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“…brands are less needed when consumers can assess product quality using better sources of information such as reviews from other users, expert opinion, or information from people they know on social media.”
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Itamar Simonsen and Emanual Rosen
https://hbr.org/2014/02/the-brand-is-dead-long-live-the-brand/
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The ultimate purpose of business is to create customers.
Peter Drucker, 1954
“
engage
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Top-PowerPoint menu More than 30% of the market capitalization of S&P 500 companies was derived from the intangible assets of the brand.
Branding er big business
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“
“ Forrester Research
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Hvad er brandaktivering?
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Brandaktivering handler om at skabe oplevelser og services, der opfylder et behov hos forbrugerne og opfordrer til aktiv involvering.
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Brandet Hvad er vores DNA og hvilken position ønsker vi at opnå?
Forbrugerne
Hvilke uopfyldte behov og ambitioner
har vores kunder?
autentisk og relevant aktivering af brandet
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Sponsorater Events In-store promotions
Oplevelser
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Co-branding Content marketing Brand ambassadors Influencer marketing
Nye teknologier Mobile apps
……
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Brandaktiveringens potentialer
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cementerer brandets position +skærer igennem larmen
+skaber relevans og mening +engagerer forbrugeren
+grundstenen til en længere relation
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Vejen til digital brandaktivering
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Aktivering af brandet
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Definér hvad det er for en position, I gerne vil opnå eller cementere ved at aktivere brandet.
Brand Position
Aktivering af brandet
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Lær kunderne, konkurrenterne og markedet at kende med surveys, interviews, social listening, search-analyser og desk research.
Indsigter
Aktivering af brandet
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Identificér jeres kunders urealiserede behov. Dér, hvor I har potentiale til at skabe reel værdi og gøre en forskel.
Behov
Aktivering af brandet
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Koncept Dramatisér brandets vision ved at synliggøre hvor og hvordan I skaber værdi for forbrugerne.
Aktivering af brandet
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Eksekvering Giv konceptet vinger med en stærk kreativ eksekvering, der tager højde for både kontekst og timing.
Aktivering af brandet
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Promovering Rå viralitet var et fænomen fra 00’erne, så investér for at opnå et passende reach. Uanset hvilke kanaler du aktiverer kampagnen på.
Aktivering af brandet
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SHOW ME THE MONEY!
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Inspirerende eksempler
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CASE:
E-ON
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Hvordan aktiverer man sit brand, hvis produktet er af notorisk lav interesse hos kunderne?
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Konceptets natur synliggør gevinsterne for alle parter - ren win-win-win.
Koncept & Eksekvering
Skal der skabes adfærdsændringer ift. energiforbrug skal det leges ind.
Indsigter
Intelligent rekruttering af 10.000 kunder sikrede en succesfuld spredning af budskabet.
Promovering
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Hvordan demonstrerer man brandets værdi i et (fysisk) crowded space, hvor forbrugerne ikke prøver ens produkt?
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https://www.youtube.com/watch?v=co4V5kbfKBs
Indsæt video
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Produktkøb er betinget af test før køb, mens kvinders lyst til at teste produktet er faldende.
Indsigter & Behov
Produktets værdi synliggøres ved brug af ny teknologi, der aktiverer brandet på andre touchpoints end de konventionelle
Koncept
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CASE:
VOLVO
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Hvordan skaber man forbrugerengagement ved at dramatisere sin position som branchens nye og frække dreng?
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Dramatiserer positionen som ’challenger’ i branchen med en flabet tilgang til selve mediet.
Koncept & Eksekvering
Volvos kunder er generøse og mindre selvoptagede end andre bilkøbere.
Indsigter
Stærk social tilstedeværelse forstærkede konceptet før, under og efter.
Promovering
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Hvordan kan man som fødevarebrand differentiere sig på et mættet marked og skille sig ud fra tusindvis af andre opskrifts-sites?
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Lader brandet træde i baggrunden ved at få influencers til at levere relevant og autentisk content.
Koncept & Eksekvering
Trods en hård konkurrence er der fortsat en stigende interesse for opskrifter blandt forbrugerne.
Indsigter
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Målgruppen kræver inspiration i øjenhøjde – ikke nedsættende eller instruerende brand-snak.
Behov
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Hvordan aktiverer man sit brand, hvis man er en offentlig institution med en vigtig rolle men et begrænset kendskab?
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d
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Udnytter ny teknologi, der sætter forbrugeren i centrum og aktiverer den passive tv-seer.
Koncept & Eksekvering
Nordmænd er patriotiske naturelskere.
Indsigter
Partnerskab med traditionelle medier for at øge eksponeringen.
Promovering
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Hvordan aktiverer man et produkt, der som udgangspunkt er non-brand, og ikke lever digitalt?
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Gør op med det traditionelle post-it format og vender irritationsformatet til noget værdifuldt.
Koncept
Stigende irritation over display reklamer – og ikke mindst retargeting reklamer.
Indsigter
Produktets værdi synliggøres elegant (og lidt uetisk) vha. ny teknologi.
Eksekvering
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Råd og anbefalinger
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Aktivering af brandet
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Brandet Hvad er vores DNA og hvilken position ønsker vi at opnå?
Forbrugerne
Hvilke uopfyldte behov og ambitioner
har vores kunder?
autentisk og relevant aktivering af brandet
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Aktivér brandet, så det matcher jeres position og modenhed
Udnyt muligheden for at skabe relevans flere steder i kunderejsen
Vær realistisk – ikke mindst i forhold til budget og timing
Business casen er ofte god: tid brugt på brandet = rå værdi
Barren for digital brandaktivering er højere end ved ‘analog’ …
…men det er potentialet i den grad også!
Takeaways
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tak!
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Kristoffer Okkels, Lead Digital Business Developer Charlotte Arndal, Digital Content Producer