personas in campaigns; injecting new life into an established campaign - marriot travel brilliantly...
TRANSCRIPT
CASE STUDY: USING PERSONAS IN CAMPAIGNS: INJECTING NEW LIFE INTO AN
ESTABLISHED BRAND Redshift Research
RedshiftResearch
2
HOW CAN I MAKE USE OF PERSONAS IN A CAMPAIGN?
How can you use research and particularly personas to develop a campaign?
This deck is an example of how Personas can be used to reenergize an already successful cross platform campaign
If you’d like a refresh on what a Persona actually is, or ways in which they can be identified check this out.
Enlightened Marketers appreciate and probably already use Audience Personas to deliver strategic planning insights. BUT they don’t necessarily think about how persona analysis can be used as part of an integrated marketing campaign.
MARRIOT TRAVEL BRILLIANTLY
Reflecting the transformative change happening at its properties, the iconic
Marriott Hotels launched a new multi-year global marketing campaign in June
2013 called “Travel Brilliantly”.
It was a bold move amplifying the brand’s dedication to leading the future of
travel. The dynamic campaign reflects the lifestyle of the next generation of
travelers, who seamlessly blend work and play in a mobile and global world.
The campaign includes:
• TV
• Digital and mobile advertising
• A new brand look and logo
• New website
• Enhanced social media platforms
• Developing new ways of creatively engaging user generated innovation
CAMPAIGN BACK DROP
19 Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards in digital marketing, advertising and public relations
FORTUNE 500 ranking increased from 230 to 219 ranking.
Top hotel company in the hotels, casinos and resorts category
Highest ranking hotel company (no. 18) in Forbes World’s Most Innovative Companies List
TRAVEL BRILLIANTLY IS A SUCCESSFUL CAMPAIGN THAT NEEDED ENERGY AND FOCUS.
7 months after launch
13 months later
15 months later
THE CHALLENGE. How to re-energize an already leading campaign?
USE ORIGINAL RESEARCH TO GENERATE CONTENT
PR
(re
sear
ch)
Brie
f - Identify a group of millennial tribes (personas) focusing on travel and leisure interests
-Base the tribes on facts, to ensure credibility
- Make the tribes distinctive
- Identify tribe leaders
Res
earc
h so
lutio
n Needs based Segmentation research
GATHER CONTENT TO DEVELOP A NEW ANGLE ON THE EXISTING STORY
SO HOW DID THE RESEARCH HELP?
Brief
• Definition of requirements and purpose of project
• Definition of what was already known
Project execution
• Design of questionnaire
• Online interviewing of 2,000 17-34yrs using Crowdology
• Segmentation cluster analysis
• Identify key interesting differences between groups
Art meets science
• Agree angles of most interest
• Recutting data and combining elements of personas if relevant
• Verification of final public data points
Campaign execution
• Developing content
• Recruiting brand ambassadors
• Designing creatives
• Launch etc.
PROJECT PROCESS
3 weeks
WHAT WE PRODUCEDMeet the tribes
Financial Foodies –
They work in the city by day, watch cookery programmes by night and can be found
at food markets at the
weekend
Desirable Digerati - Forget the introverted nerd coding
from his darkened
bedroom – the techy geek has been replaced by a new breed
of Technorati
Social Media Savvies -
These social butterflies are
partial to a selfie and are the heaviest app users
Competitive Challengers - A marathon is
no longer enough for this group of fitness
fans – it’s all about pushing
limits and smashing
PB’s!
Fashionista Mumpreneurs
– These fashion
forward, savvy self-employed city dwellers are likely to have had a
redirection in career after
having children
MEET THE TRIBES (PERSONAS)
MEET THE TRIBE LEADERS…
Luiz Hara is a former investment banker
turned chef, food, wine and travel writer and
host of the Japanese & #Nikkei SupperClub in Islington. Born in Brazil to Japanese and Italian parents and educated
in the UK, Luiz founded a top 10 UK
blog, thelondonfoodie.co.uk/
@thelondonfoodie
Jason Bradbury is a TV presenter and author who most recently has been named the Gadget
Personality of the Year by T3 Magazine.
Jason has flown to the four corners of the
globe to research the science and
technology of the future.
@JasonBradbury
Victoria is a fashion doctorate, graduate and lecturer whose pastel coloured hair
and cutting edge style have become her
trademark. She runs InTheFrow, a popular fashion and lifestyle
blog. @inthefrow
Danny Care is a well-respected English rugby union player who plays for both Harlequins and the
England rugby team. His passion for rugby along with his gritty determination and
talent has seen him rise through the ranks to be one of the best performing players of his age. @dannycare
Katie Piper is a best-selling international author, inspirational
speaker, columnist and charity campaigner. She is also a young
woman who has rebuilt her life after surviving a brutal acid attack at the age of 24 and has set up her own charity,
The Katie Piper Foundation.
@katiepiper_
MEET THE TEAM LEADERS
INTRODUCE COMPETITION BETWEEN THE TRIBES
WATCH THE TEAM LEADERS DO IT FIRST
ENCOURAGE SELF-IDENTIFICATION
They work in the city by day, watch cookery programmes by night and can
be found at food markets at the weekend. They have a gift for numbers, but a passion for all things foodie. Their high-powered jobs leave them feeling
stressed and food is an area of escape, with a growing number of this tribe
ditching their lucrative jobs to start up a food related business venture.
In a snap shot:
73% say they dedicate a large amount of their spare cash towards food
53% are social media voyeurs – they use their channels to read about food
Perhaps unsurprisingly, 55% are trying to lose weight!
Forget the introverted nerd coding from his darkened bedroom – the techy geek
has been replaced by a new breed of Technorati. They’re social, fashionable and using their tech prowess to start
their own businesses.
In a snap shot:
Most likely to spend their money on technology and are the tech influencers
that friends turn to for advice
58% interested in fashion and 23% love shopping
57% work out at the gym or go running regularly
These social butterflies are partial to a selfie and are the heaviest app users
often addicted to SnapChat, Instagram, WhatsApp and Facebook – they’d use
them all at once if they could. They don’t take life too seriously and at this stage of
their life, they prefer to party over anything cultural or academic.
In a snap shot:
60% say they are always up for a good party
They have short attention spans and strong self-esteem, with almost 40%
saying they would rate themselves as attractive and well groomed
Only 30% read books in their spare time
A marathon is no longer enough for this group of fitness fans – it’s all
about pushing limits and smashing PB’s! Competitive Challengers are part of a movement, they are the
driven people who sign up for likes of Iron Man and take trips all over the world to take part in competitions. The challenges are social too, with many taking group trips abroad to
compete and taking to social media to share experiences and war
wounds.
In a snap shot:
They prefer adventure holidays, with a third opting for backpacking trips
27% aren’t interested in technology – apart from listening to music as they
work out
Not surprisingly, 1 in 4 describe themselves as very energetic!
These fashion forward, savvy self-employed city dwellers are likely to have
had a career redirection after having children or a sabbatical. They like to
blog, tweet and engage via social media, and many have their own websites and
blogs. They tend to work alone and have a real passion for fashion.
In a snap shot:
70% put a huge importance on personal image and love to shop in vintage shops,
charity shops and on eBay
Interested in the environment with 69% regularly recycling
Avid mini breakers taking up to 10 UK trips a year
DEVELOP THE SELF IDENTIFICATION ANGLE: FACTS AND FIGURES
ENCOURAGE PARTICIPATION
CREATE A QUIZ
ENGAGE THEM IN CO-CREATION
SET UP A LITTLE COMPETITION
KEEP IN TOUCH
CONTINUE THE CONVERSATION
Voting buttons
OUTCOME: FUN, USEFUL, PROFILE BUILDING, USER GENERATED CONTENT
Segment• Use personas
to define your tribes
Recruit • Recruit team leaders
Film• Team leaders
creating their own room
Inspire
• Encourage the next generation of travelers to identify with team leaders
Engage
• Next generation of travelers offered their own ideas
SO IN SUMMARY, THIS IS WHAT HAPPENED
The
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WHY REDSHIFT RESEARCH?
• We have years of segmentation experience in many markets
• Our work is featured on the http://themillennialindex.com
WHY DID THEY CHOOSE US TO DO THE RESEARCH?
We understand marketing and how to use research as part of an integrated marketing campaign
”“
We look forward to having the opportunity to work with you
US Office UK Office
212-539-3214 +441732 356399300 Park Ave South Commotion House11th Floor Morley RoadNew York Tonbridge, KentNY 10010 TN9 1 RA
www.redshiftresearch.co.uk www.redshiftinsight.comwww.crodowdologyinsight.com
Guy WasherManaging Director
Tel: +441732 356399Mob: +447872024910
get in contact with us to discuss ideas, audiences, methodology ect.
Jane HalesClient Services Director
Tel: +44 1732 356325Mob: +44 7976 555 108
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