Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Experiences - SIC2012
59
-
Upload
seattle-interactive-conference -
Category
Documents
-
view
105 -
download
0
description
Marc Connor, Chief Marketing Strategist, POSSIBLE Going for the Gut: Building Emotionally Satisfying Digital Experiences Probably one of the biggest issues digital marketers face is creating digital marketing that doesn’t look like, well, digital marketing. Particularly when it comes to linchpin categories such as Fast-Moving Consumer Goods (FMCG), where multi-billion brands have long been known for their stirring broadcast work and generation spanning brand mascots. Think Poppin’ Fresh (aka the Pillsbury Doughboy), Tony the Tiger, the Keebler Elves. Those friends (or enemies) you grew up with! But when it comes to the digital space, that emotional connection all too often becomes one that is transactional, forgettable or unsustainable. In this session we will examine how to build, maintain and nurture emotionally satisfying digital experiences for FMCG brands that leverage the unique qualities of the interactive space to create high-involvement consumer/brand interactions. Using real life examples from brands such as ConAgra Foods, Smuckers and P&G, we’ll offer a detailed vision of how the smartest marketers are approaching this issue and provide a unique perspective on integrating the barrage of new technologies without losing focus on the bigger picture.
Transcript of Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Experiences - SIC2012
WE ARE POSSIBLE.
WE HAVE UNPARALLELED EXPERIENCE IN FMCG
A DIGITIZED, SOCIALIZED, MOBILIZED WORLD
SIC, OCT 23, 2012
@marcconnor
#SIC2012
AGENDA01 BRAND02 MARKETING03 DIGITAL CREATIVE04 HIGH INVOLVEMENT05 THINKING OUT OF THE BOX06 PACKAGING THE GOODS
WHAT ISA BRAND?
@marcconnor
@marcconnor
LOOK
@marcconnor
LOOKTONE
@marcconnor
LOOKTONE FEEL @marcconnor
LOOKTONE FEEL BEHAVIOR @marcconnor
WHAT IS THE IDEAOF GOOD MARKETING?
@marcconnor
INTERESTING
@marcconnor
DIFFERENT
@marcconnor
EFFECTIVE
@marcconnor
AGILE
@marcconnor
WHAT ISGOOD MARKETING?
INTERESTING.
DIFFERENT.
EFFECTIVE.
AGILE.
I
D
E
A
NyQuil & DayQuil help peopleeverywhere to never lose amoment to a cold. Vicks wanted to leverage its NFL partnership tohelp engage fans on Facebook.
So we challenged the nation’sfunniest, craziest, most fanatic NFL fans to prove they were the Vicks Most Dedicated Fan – nevermissing a moment of their team’s season.
VICKSMOST DEDICATED FAN
VICKS MOST DEDICATED FAN VIDEO
VICKS MOST DEDICATED FAN VIDEO
WHAT ISDIGITALCREATIVE?
@marcconnor
DIGITAL CREATIVE HOW DOES THIS WORK NOW?
COPY
DESIGN
AUDIO
VIDEO
HARD
WAR
E CODE
XP
DIGITAL CREATIVE HOW DOES THIS WORK NOW?
COPY
DESIGN
AUDIO
VIDEO
CHALLENGEPeople love popcorn. But there's a barrier that causes a lot of people to pass it up: They think it's full of trans-fat, sodium, and other unhealthy stuff. Possible Worldwide needed to dispel that misperception, and to tout the healthy benefits popcorn provides, like whole grains and no trans-fat.
ORVILLE REDENBACHER’SPOP CAM GAME
SOLUTIONWhat better way for people to engage in that message than through a unique game that mirrors the fun of the real snack. Introducing Pop Cam, the world's first mouth-controlled, social sharing game. Via a combination of facial recognition technology and augmented reality, people used their open mouths to control the game as they tried to catch popcorn on their monitors. As they munched, we delivered messaging about the healthy snack they were "eating."
RESULTSPlayers and the press alike took notice. "Likes" on Orville's Facebook page grew by 75% and, as word spread, press coverage did too, from ClickZ to All Things D. Games.com wrote, u ... lt's nothing like any Facebook game we've ever seen. nAnd people began to see popcorn in a whole new way, too.
HOW TO ACHIEVEHIGH INVOLVEMENT?
@marcconnor
THERE ARE NO LOW INVOLVEMENT BRANDS. ONLY LOW INVOLVEMENT MARKETING. @marcconnor
LOW INVOLVEMENT HIGH INVOLVEMENT
EMOTIONALLYCONNECTED
HIGH INVOLVEMENT THE EMOTIONAL CONNECTION
RATIONALLYCONNECTED
@marcconnor
LOW INVOLVEMENT HIGH INVOLVEMENT
EMOTIONALLYCONNECTED
HIGH INVOLVEMENT THE EMOTIONAL CONNECTION
RATIONALLYCONNECTED
HOW DO WE FOSTER HIGH INVOLVEMENT?…by solidifying the rational connection with the brand benefits and building the emotional connection with the meaningful brand behavior. @marcconnor
HIGH INVOLVEMENT THE EMOTIONAL CONNECTION
EMOTIONALLY CHARGED, HIGH INVOLVEMENT MOTIVATORS
EMPOWEREXPERIENCESTATUSPASSION
@marcconnor
PRILOSEC OTCOFFICIAL SPONSOR
CHALLENGEWe developed understandings of the landscape and today’s Mom by evaluating some of the best programs across the category and from our competitors while conducting several round of research, designed to better understand Mom’s thought process, mindset, desires, and motivations. Throughout this process, we most importantly learned that who a Mom was and what she wanted changed greatly as she evolved on her journey through pregnancy to birth and motherhood.
SOLUTIONWe created a program, where “due date” was the most important piece of information that we collected, because we used Mom’s due date to customize the information that we fed her across more than 80 weekly touch points. We revitalized an anemic CRM program into a highly robust multi-channel/cross-channel platform management marketing solution. We developed media-agnostic plans and creative ideas that were implemented across channels including web, online video, mobile, social, email, print, direct mail, and on premise (hospitals and medical offices).
RESULTSIn the FOLLOWING year OUR CLIENT’s sales reached a new record high and they regained the #1 position in the category.
IN THE NEWS…
ABBOTT NUTRITIONSIMILAC STRONGMOMS
CHALLENGEWe developed understandings of the landscape and today’s Mom by evaluating some of the best programs across the category and from our competitors while conducting several round of research, designed to better understand Mom’s thought process, mindset, desires, and motivations. Throughout this process, we most importantly learned that who a Mom was and what she wanted changed greatly as she evolved on her journey through pregnancy to birth and motherhood.
SOLUTIONWe created a program, where “due date” was the most important piece of information that we collected, because we used Mom’s due date to customize the information that we fed her across more than 80 weekly touch points. We revitalized an anemic CRM program into a highly robust multi-channel/cross-channel platform management marketing solution. We developed media-agnostic plans and creative ideas that were implemented across channels including web, online video, mobile, social, email, print, direct mail, and on premise (hospitals and medical offices).
RESULTSIn the FOLLOWING year OUR CLIENT’s sales reached a new record high and they regained the #1 position in the category.
HIGH INVOLVEMENT STORYTELLING
STORYTELLING IS A LINEAR NARRATIVE TO WHICH PEOPLE SURRENDER.INTERACTIVE IS NON-LINEAR. @marcconnor
HIGH INVOLVEMENT STORYTELLING
INTERACTIVE STORYTELLING DELIVERENHANCECONNECTINVOLVE
@marcconnor
CHALLENGECafé Pilon: A coffee brand born in Cuba with a huge cult following and over a century of tradition under its belt—but absolutely zero presence anywhere other than on the lips of its consumers. Our challenge was to build Café Pilon from the ground up, while capturing the rich history and pride that its loyalists have come to know and love over the years.
CAFE PILONA STORY OF SWEET NOSTALGIA
SOLUTIONUsing custom photography and stop-motion video, we created a cinematic, emotional experience illustrating the bittersweet life of the Hispanic immigrant—one that could only have come from our hearts, as immigrants ourselves. The story advances as the user engages, bringing very real, highly experiential moments to life, and conveying the connection that Café Pilon makes between their past and present.
RESULTSA combination of keen insights, creative vision, technology, and human emotion are what ultimately brought the debut Café Pilon website to fruition. What we created goes beyond storytelling—it captures the intimate connection between Café Pilon and the people who drink it.
What if you could donate not time, not money, but your breath…
If You Can Breathe, You Can Donate. Welcome to the Vicks Breathe for Life Pneumonia Project website, where by simply blowing up a virtual balloon, you make a breath donation, and help save the over 1.5 million children who die from pneumonia every year.
VICKSPNEUMONIA PROJECT
VICKS CAUSE VIDEO
VICKS CAUSE VIDEO
WHAT IS OUT OF THE BOX FOR FMCG?
@marcconnor
WHAT’S IN THE BOX?
OUT OF THE BOX
WHAT’S IN THE BOX?
OUT OF THE BOX
WHERE IS THESTORE?
OUT OF THE BOX
WHERE IS THESTORE?
OUT OF THE BOX
PACKAGING THE GOODS
@marcconnor
01 BRAND IS THE GUT REACTION TO YOUR BEHAVIOR
02 GOOD MARKETING IS AN “IDEA”
03 USE ALL 7 COMPONENTS OF DIGITAL CREATIVE
04 HIGH INVOLVEMENT = EMOTION & STORYTELLING
05 ASK THE 2 QUESTIONS TO GET OUT OF THE BOX
PACKAGING THE GOODS
@marcconnor
THANK YOU
OCT 23, 2012 SEATTLE CONFERENCE
