1. MARKETING TO THE WARC SLA Annual Conference June 2013 CONNECTED CONSUMER

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

3. www.warc.com 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

4. www.warc.com The old world of social media

5. www.warc.com 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

6. www.warc.com COMMON THEMES From advertising to content and services Push to pull Importance of sharing Direct relationships

7. THE DISRUPTED PATH TO PURCHASE

8. www.warc.com MANY BRANDS FEWER BRANDS FINAL CHOICE BUY The old ‘funnel’ Targeted promotion Mass advertising

9. www.warc.com The new path to purchase Source: MESH Planning

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

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

12. www.warc.com 43% of US smartphone owners admit to ‘showrooming’

13. www.warc.com 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

14. www.warc.com Smart Used group buying mechanism on Taobao Deliberately disrupted path to purchase Shortened distance between intention to buy and actual purchase

15. www.warc.com 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

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

17. BRANDS AS CONTENT PUBLISHERS

18. www.warc.com 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%

19. www.warc.com 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

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

21. www.warc.com SHARING COMPARING The brand as curator

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

23. www.warc.com SHARING COMPARING COMPARING INSPIRING The brand as expert resource

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

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

26. www.warc.com SUMMARY Beyond sponsorship Look for niches or passion points BRANDS AS CONTENT PUBLISHERS Curate, influence and inspire

27. ENGAGING THE MULTISCREENER

28. www.warc.com Source: Razorfish 80% are mobile multi-tasking 49% do this every day

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

30. www.warc.com Coca-Cola ‘Chok Chok Chok’ Added value to a generic TV campaign Direct link to sales

31. www.warc.com 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

32. www.warc.com SUMMARY Add value to a viewing experience Socialise the experience Give something back REACHING THE MULTISCREENER

33. THE VIRTUAL CONSUMER

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

35. www.warc.com 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

36. www.warc.com SUMMARY Use data to inspire creativity Remember the ‘value exchange’ Be transparent THE VIRTUAL CONSUMER

37. THE NEXT WAVE OF CONNECTIONS

38. www.warc.com Source: Cisco 2008 things overtake people on the internet

39. www.warc.com Source: Cisco 2008 things overtake people on the internet 2020 50 BILLION things will be online by

40. www.warc.com 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

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

42. www.warc.com Coca-Cola & Google: ‘Project Rebrief’

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

44. www.warc.com COMMON THEMES From advertising to content and services Push to pull Importance of sharing Direct relationships

45. www.warc.com Ideas and Evidence for Marketing People Want to learn more? enquiries@warc.com 202.778.0680 www.warc.com