MARKETING TO THE WARC SLA Annual Conference June 2013 CONNECTED CONSUMER

Warc (Admap, Market Leader, the Journal of Advertising Research) Publications Warc.com – marketing intelligence

WHAT I’LL FOCUS ON TODAY Key themes shaping ‘connected communications’ Implications and opportunities for brands Challenge established thinking on effectiveness in mobile, social and branded content

The old world of social media

Five topics 1. The disrupted path to purchase 2. Brands as content publishers 3. Engaging the multi-screener 4. The virtual consumer 5. The next wave of connections

COMMON THEMES From advertising to content and services Push to pull Importance of sharing Direct relationships

THE DISRUPTED PATH TO PURCHASE

MANY BRANDS FEWER BRANDS FINAL CHOICE BUY The old ‘funnel’ Targeted promotion Mass advertising

The new path to purchase Source: MESH Planning

CoverGirl ‘ColorMatch’ Premium-style personalised service Brand becomes a source of advice Shortens purchase path: moves consumers from inspiration to purchase

Kraft’s ‘ifood assistant’ Branding is low-profile Offers recipes and cooking tips Drives to purchase via coupons and directions to store

43% of US smartphone owners admit to ‘showrooming’

Retailers Respond Walmart’s app aids shoppers in the store The Home Depot’s mobile search efforts drive engagement with local stores C&A leverages hangers connected to Facebook to support peer validation with fashion choices

Smart Used group buying mechanism on Taobao Deliberately disrupted path to purchase Shortened distance between intention to buy and actual purchase

Smart: results 200 group-buying orders in 3 hours 25 minutes Generated $21 million in extra sales Increase in showroom traffic and calls to dealerships

SUMMARY Review the path to purchase Address ‘showrooming’ Anticipate shopper needs THE DISRUPTED PATH TO PURCHASE Provide Incentives

BRANDS AS CONTENT PUBLISHERS

US branded content investment Source: Custom Content Council The average US brand spent: $1.6m on branded content in the last two years This is an increase of: 13%

Johnnie Walker ‘Yulu’ Goal was to build loyalty and make a cultural impact Used branded online films to start discussion Drove interest through Han Han endorsement

Johnnie Walker: results 7 million Chinese consumers ‘actively engaging’ Beat higher-spending competition Online films were reused on TV and turned into film

SHARING COMPARING The brand as curator

Red Bull ‘Flow’ App-based service targeting a niche community Collating relevant content – tricks and stunts Tagging makes it searchable

SHARING COMPARING COMPARING INSPIRING The brand as expert resource

Great photography is not about technology, it is about inspiration Canon (Australia), ‘World of EOS’ case study

Canon ‘World of EOS’ results Sharp increase in market share 3:1 return on investment 50,000 members and 6 million visitors

SUMMARY Beyond sponsorship Look for niches or passion points BRANDS AS CONTENT PUBLISHERS Curate, influence and inspire

ENGAGING THE MULTISCREENER

Source: Razorfish 80% are mobile multi-tasking 49% do this every day

Heineken ‘Star Player’ We could see that our football fans were not passive viewers; they were connected participants, even though they were alone

Coca-Cola ‘Chok Chok Chok’ Added value to a generic TV campaign Direct link to sales

Coca-Cola ‘Chok Chok Chok’ Added value to a generic TV campaign Direct link to sales Played over 9 million times Drove 11% increase in Coca-Cola sales

SUMMARY Add value to a viewing experience Socialise the experience Give something back REACHING THE MULTISCREENER

THE VIRTUAL CONSUMER

This isn't marketing any more. This is how we do business. Stefan Olander, VP Digital Sport, Nike

Volkswagen ‘Blue Mobility’ Uses mobile to track driving efficiency Interprets data for users and offers advice on how to save money Allows users to share and compare

SUMMARY Use data to inspire creativity Remember the ‘value exchange’ Be transparent THE VIRTUAL CONSUMER

THE NEXT WAVE OF CONNECTIONS

Source: Cisco 2008 things overtake people on the internet

Source: Cisco 2008 things overtake people on the internet BILLION things will be online by

Mercedes-Benz ‘Tweet Race’ Designed to build connection with young consumers Developed cars that were ‘fuelled’ by tweets Organised a race between four teams across America

The Tweet Race involved real cars, real people, and real roads. That direct online- offline correlation was a powerful engagement.

Coca-Cola & Google: ‘Project Rebrief’

SUMMARY Devices as well as people Participation requires creative thinking Link online action with offline impact THE NEXT WAVE OF CONNECTIONS

COMMON THEMES From advertising to content and services Push to pull Importance of sharing Direct relationships

Ideas and Evidence for Marketing People Want to learn more?