Building an Appetite for EnergyA hypothetical pitch for energy drinks brands in Australia By Hannah Donovan, Digital Strategist firstname.lastname@example.org @hannah_donovan
A Strategic Approach Collaborative and fluid (with the creative team and with you the client) Flexible - focused on generating an effective outcome rather than the process itself We dive deep, work quickly and refine
Agency Model Strategists & Creatives Producers & Content creators Technologists Everyone in our agency is required to have a point of view on every brief. We all participate in the strategy process.
The Situation The energy drinks market has seen exponential growth in the last 7 years with 400% sales growth since 2003 (www.preparedfoods.com, Aug 2010) BUT 7 out of 10 people are not interested in the energy drink category (Mintel, Aug 2010)
Problem Areas The pool of youth is diminishing due to an ageing population Increasing health concerns associated with excessive consumption and alcoholic combinations Increased competition from brands playing in the same space (youth, music, sport)
Big Opportunity To appeal to a older audience & create a new more health conscious terrain (or in marketing chat - increase penetration beyond the youth core)
The Energy Terrain PHYSICAL Enhanced performance & reactions MENTAL Improved alertness, clarity & wellbeing The Big Three play in both Physical & Mental energy terrain. Currently no one owns a clear space.
Consumption Motivators 71% of energy drink users consume them for an energy boost 57% drink them to stay awake 60% drink them to stay alert Out take: mental exhaustion is rife but no one owns the ‘mental’ energy terrain in a purest way
Audience Expansion Where can we find a new audiencethat isn’t declining, an audience that suffers from mental tiredness and requires ongoing energy support for mental stimulation. We need people searching for alertness, clarity and calm…
Working Mums Today’s mums are busier than ever “We have crammed lives. We work full time, out kids are busier than ever and we’re always on the go” (Author & Parenting Expert Stacy DeBroff)
Depleted Mother Syndrome In Australia 52% of married mothers with children under 5 are in paid employment Women in developed countries are working more than ever before as they ‘juggle’ paid jobs with domestic work and child rearing Official time data reports that mums with kids under 15 provide around 2 ½ a day extra work compared to fathers In Australia, women report higher frequency of work life conflict than men. 46% of women reported constant conflict Working mums are 2 ½ times more likely to suffer from interrupted sleep than working dads
What mums say… “Parenting is the hardest job you’ll ever have” “I’m totally burned out” “I don’t mean a little tired, I’m completely exhausted” “I have no time for me, I’m a wreck” Side effects of depleted mothers syndrome: - Mental exhaustion - No “me time”
New bulls eye target Mums missing in action Working mums aged 25 to 40 Have already weaned their kids Part of a tag team couple of dual income Suffer pronounced work-family conflict
The Insight Mums need Zenergy A wellbeing energy drink to maintain mental harmony & togetherness. Re-charge the true you.
Product Innovation A new energy drink positioned as a wellbeing supplement This is not about an occasion based stimulant boost, it’s an ongoing source of mental energy for mums A caffeine based energy drink with added vitamins
Gaining Share of Stomach(a cultural context) Australia is a nation of coffee drinkers. Growth in the Australian coffee Sector is forecast to hit $800 million in 2013 (www.smh.com.au) A survey by the national sleep foundation found that more than 65% of mums consume coffee ‘to get them through the day’ Mums are already seeking caffeine support so a caffeinated energy drink with added vitamins will not trigger health concerns. And a convenient RTD format will fit with mums ‘on the go’ lifestyle
How do we drive consideration? Through mum influencers online Women with children trust women with children – other mums become the most valuable source of information when making purchase decisions (iabaustralia.com) Mums have very limited “me time” which greatly impacts their media consumption habits. A survey by www.kleenexmums.com.au shows that 54% of mums spend their “me time” online
The rise of the digital mum dot.mum is the new mainstream A survey by CafeMom reported that mums spend an average of 18.5 hours per week online 65% of mums interact with social network (Digital mom) 46% read blogs & 24% write blogs (Kleenex Mums Survey) Mums set to overtake teenage boys as the new gamers. 46% of Australia’s gamers are now women with the average age over 3 (AdNews)
Mums - Digital Consumption trends Mums going online at similar times regardless of whether they’re working or not. (Kleenex Mums Survey)
Out take: This provides us with a vast array of opportunities to engage with and add value to mums when they are seeking some “Me Time” online
Communications Strategy Enhance mums “me time” experience online by delivering relevant and engaging content An experiential campaign in the digital world Drive awareness through content collaboration e.g. sponsored and exclusive digital content, video, editorial, content Drive trial through sampling e.g. ‘like to get’ on Facebook. Every mum gets a voucher to redeem a free sample in store Drive WOM and advocacy by collaborating with the influential core of mum bloggers e.g. Mia Freedman, ChantelleEllam