Digital Advertising: Storytelling for M&M'S
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1 > Storytelling on the web Building brands in the 21st century
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22-Oct-2014 -
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Lecture given to advertising undergrads at UNC Chapel Hill in 2013 and 2014 on how Mars Chocolate and M&M'S use digital for advertising. Generously invited by the wonderful Professor JoAnn Sciarrino - http://www.jomc.unc.edu/directory/faculty/joann-sciarrino
Transcript of Digital Advertising: Storytelling for M&M'S
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> Storytelling on the webBuilding brands in the 21st century
today how does multi-national chocolate company Mars Chocolate use digital advertising to sustain momentum (and sales)?
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contextmethod
work
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THE CONTEXTthe landscape of digital advertising - our reason to exist
the dust is still settling
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its easy to get lost
the best ‘digital advertisers’ see the forest for the trees
despite the disruption...a strong brand is still the best defense
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what makes a brand strong?
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what makes a brand strong?
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great brands are great stories
great stories use archetypes to leverage existing memory
structures
they are ruthlessly focused on meaning
--video of M&M’S archetypes--
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advertising is responsible for writing the story
digital is a way we tell it:...at the right times, in the right
ways and the right places...part art, part science
...lots of partners
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we’re going to look at established CPG market leader
- Mars Chocolate
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Mars is one lensdifferent business models,
industries and products call for different approaches (this could
be a whole other talk...)
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THE METHODthe mars way - creating strategies of desire
laws of growth:brands are substitutable
penetration is kingmemories are fragile
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law
basis
takeaway
brands are substitutable
scale
penetration is kingphysical availability
memories are fragile
mental availability
category loyalty not brand loyalty
brand substitutability is mathematically predictable based upon the size of the brand and
not the positioning of that brand
Around 70% of brand growth or decline is linked to changes in
penetration
95% of human decision making is unconscious
memory is typically ‘lost’ after 8-16 weeks of communication
focus on looking distinctive, not on differentiation
don’t target - reach the whole category
penetration is a leaky bucket
focus on constantly refilling the bucket (eg. touchpoints, reach,
pricing, distribution)
continually reinforce fragile memory structure
be noticed, then...be remembered...be understood
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law
basis
takeaway
brands are substitutable
scale
penetration is kingphysical availability
memories are fragile
mental availability
category loyalty not brand loyalty
brand substitutability is mathematically predictable based upon the size of the brand and
not the positioning of that brand
Around 70% of brand growth or decline is linked to changes in
penetration
95% of human decision making is unconscious
memory is typically ‘lost’ after 8-16 weeks of communication
focus on looking distinctive, not on differentiation
don’t target - reach the whole category
penetration is a leaky bucket
focus on constantly refilling the bucket (eg. touchpoints, reach,
pricing, distribution)
continually reinforce fragile memory structure
be noticed, then...be remembered...be understood
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inputs for digital advertising:reach, not engagement
continuity is criticalreinforce 2-3 distinctive assets
these can be seen as primarily listening and talking strategies
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these impact everything from planning to production
let’s look at how they play out in the actual work
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WORK
the brand: M&M’Scolorful, chocolate, fun
the problem: when consumers think of chocolate, they don’t
think of M&M’S
objective: put the chocolate back in ‘colorful, chocolate, fun’
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solutionMs Brown
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--video case study--
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integrated campaigns are the result of a coalition of partners
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creative media pr
promotions strategic partners social
Ms Brown Launch
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Ms Brown Launch
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.com
Ms Brown Launch
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.com
banners
Ms Brown Launch
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.com
banners
video ads
Ms Brown Launch
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.com
banners
video adssocial
channels
Ms Brown Launch
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.com
banners
video adssocial
channels
promotion
Ms Brown Launch
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.com
banners
video adssocial
channels
promotion
custom ads
Ms Brown Launch
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.com
banners
video adssocial
channels
promotion
custom adsemails
Ms Brown Launch
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.com
banners
video adssocial
channels
promotion
custom adsemails
experiential
the ‘.com’24
key playerscreative
developmentIT
the ‘.com’24
key playerscreative
developmentIT
reach, not engagementthe website is not a destination
the banners25
standard
rich media
key playerscreative
developmentmedia
partners
the banners25
standard
rich media
key playerscreative
developmentmedia
partners
reach, not engagement3rd tier media plans, mostly equal distribution
the banners26
standard
rich media
key playerscreative
developmentmedia
partners
the banners26
standard
rich media
key playerscreative
developmentmedia
partners
continuity is criticalmedia buys are generally year-long
the video ads27
in-banner video or pre-roll
key playerscreative
media
the video ads27
in-banner video or pre-roll
key playerscreative
media
reinforce distinctive assetsvideo neutral media-buying
the custom ads28
takeovers
key playerscreative
mediapartners
skins
the custom ads28
takeovers
key playerscreative
mediapartners
skins
reinforce distinctive assetsin rare custom buys, heavily enforce key assets
the custom ads29
tandem placements
key playerscreative
mediapartners
custom
the emails30
key playerscreative
CRM
the emails30
key playerscreative
CRM
reach, not engagementleverage partner lists to achieve reach
the social channels (owned)31
key playerscreative
social
the social channels (owned)31
key playerscreative
social
reach, not engagement & continuitynot about fans - focus on constant updates
with distinctive, emotionally arresting content
the social channels (bought)32
key playerscreative
mediapartners
the social channels (bought)32
key playerscreative
mediapartners
reach, not engagementachieve reach through partners, smart buys & distinctive content
the promotion33
key playerscreative
developmentpromotions
PRpartners
the promotion33
key playerscreative
developmentpromotions
PRpartners
reach, not engagementpromotions drive massive reach & purchase
experiential34
key playerscreative
developmentpromotions
PRpartners
experiential34
key playerscreative
developmentpromotions
PRpartners
reach, not engagement - test & learnsmart ‘test and learn’ experiments to innovate
and identify new channels for reach
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Rich Media Banner - 160x600 Expandable
recapcontent-based
heavy media investmentbroadly targeted
low ‘non-working’ spendsuperbowl
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repeated throughout the year
look out for: prominent brand mark
milk chocolatewit
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key challenges85/15 working, non-working split
reach obsession
the combination of these two elements limits digital efforts
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a peak at year 240
one more examplesnickers 2010 to 2013
one platform: you’re not you when you’re hungrytold in many ways
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what is innovation in storytelling to mars?
--video of snickers SEO campaign--
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