KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett
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KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett

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Stand for something and do something: Breakthrough marketing of big brands. ...

Stand for something and do something: Breakthrough marketing of big brands.
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Marketing today's modern brands absolutely requires that a brand stand for something that is relevant to consumers -- so that they will want to engage in a conversation with you. Then, the brand has to engage in the conversation consistently, over time and in a variety of channels.
As a case study we'll look at the work Leo Burnett has
done for P&G Secret. The 50-year purpose and heritage
of the Secret brand has been to help women be fearless
by giving them the confidence they need to face any
stressful situation.
Nothing is more stressful than bullying. And, we know
that bullying has long-term effects on self-esteem; for girls to grow up to be fearless women, our imperative was to help them overcome bullying themselves and to
take a stand to help other girls.
Mean “stinks”, and Secret stands against everything that
stinks. But we do it in a powerful and empowering way -
- one that encourages girls to Gang Up for Good.

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  • Arc Worldwide is the global marketing services arm of Leo Burnett and a specialist in cross-channel activation, with expertise in digital, direct, promotion and shopper/retail marketing. www.arcww.com
  • Arc Worldwide is the global marketing services arm of Leo Burnett and a specialist in cross-channel activation, with expertise in digital, direct, promotion and shopper/retail marketing. www.arcww.com . Alpha 245 is a global communications network that generates creative solutions to client problems to accelerate business growth. The Alpha 245 approach is rooted in clarity of purpose, connecting diverse creative minds, and working in creative ways with open collaboration. Diverse creative minds expand expertise, insight and creativity to disrupt convention and enhance local business solutions. www.alpha245.com Atelier is a global community of communication specialists dedicated to the fashion, beauty and luxury sectors. Atelier leverages style, design and incisive strategic thinking to create aspirational luxury values for brands competing in these growing areas. Atelier is present in six global fashion capitals around the world. www.atelier-lb.com
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  • MARTHA -- IS THERE A BETTER SLIDE WE CAN USE HERE?
  • Great brands invite participation, and great participation has three components: Play, Buy, Share. This tool will help you develop the mechanisms of a great participation idea platform. Answer the questions on this page to ensure that your program has the elements it needs to be successful
  • Not just the ones commonly considered “digital” or “interactive”, but any expression of the idea.
  • Ensuring participation requires us to have things for people to do. Knowing what we want people to do helps inform brand expressions, tactics and measurement. Most programs focus on one or two of the four basic types of engagement: Express, Compete, Explore, Collaborate. REMEMBER: be as explicit and as detailed as possible, even if you ultimately simplify for presentation. It’s not an idea you can sell if it cannot be implemented.
  • Make sure there are different levels of involvement to ensure the means of participation can scale across a variety of people. Achieving scale creates the potential to create a truly Populist act or movement. The range of things for people to do should be “ Easy to start, hard to master.”
  • Play and Share elements are frequently the easiest ones to figure out. But the Buy is crucial to our success and cannot be overlooked. Nor should it feel “slapped on”. The Buy element of your program may take different forms, depending on the nature of the assignment. Find ways to implicitly and explicitly encourage degrees of “sale” throughout the program.
  • People share for a variety of reasons. Remember that sharing is all about relationships (programs that attempt to break relationships may not get shared as much). Make sure it is easy to share to the networks where participants already tend to share experiences. Ideally, the experience being shared provides value to the user and to the user’s networks – so that earned impressions keep earning
  • A problem is just a gift that goes by another name. A problem isn’t always an adversary. Problems bring a lifetime of curious and rewarding challenges. Things to conquer. Things to outlast. Opportunities to explore. Problems are situations, big or small, that we keep close to us so we can learn. Secret invites women of all ages to fearlessly dive into their lives with both feet, no matter what comes along.
  • Integrate :60 - https://leoburnett.lftservice.com/index.php?op=DownloadFile&i=7ve4zrWT4JHSNxWi5k2qciwMwphYuhxMfk%2FUdkFihNi86sZWa9GcarCnpjsu8jul9J4ShKoj1fZRvsZg8lhfhj3LxaaJk2utgQVDWf%2BRXr0pLqq%2FKOSiS77YvzGYuITm
  • What do you create?

KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett Presentation Transcript

  • ModernMarketing ofBig BrandsDePaul KMGSymposiumJune 1, 2013
  • Leo Burnett | 2012 Worldwide CredentialsWhat we’llcover:LEO BURNETT: WHO ARE WE?Behavior, Purpose and Acts: A HUMANKIND APPROACHWHY CREATIVITY MATTERSACTIVATION: PLAY, BUY, SHARE FRAMEWORKSECRET MEAN STINKS CASE STUDYTHE LAST 4%
  • Leo Burnett | 2012 Worldwide CredentialsDosomething.Stand forsomething.
  • Leo Burnett | 2012 Worldwide CredentialsLeo Burnett:What role do weplay in the worldof modernmarketing?
  • Meet the family. Founded in Chicago in 1935 Subsidiary of Publicis Groupe
  • Leo Burnett | 2012 Worldwide CredentialsWe manage someof the world’slargest globalbrands.
  • Leo Burnett | 2012 Worldwide Credentials96 offices in 84countries. 9,000+employees.
  • Leo Burnett | 2012 Worldwide CredentialsWe believecreativity hasthe powerto transformhuman behavior.
  • Leo Burnett | 2012 Worldwide CredentialsWe are acompany.
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide CredentialsOur human-first stance is summed up in four principles:HumanKind Principles
  • Leo Burnett | 2012 Worldwide CredentialsGPC Quarterly ReviewGPC = Global Product CommitteeComprised of Leo Burnett representatives from across theglobe, the GPC meets quarterly to review, discuss, and ratework submitted against our vetted tool.
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide CredentialsHumankindGPC Q4(Bogota)GPC Q4Meeting: Bogota
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials▸ #1 agency in China, Thailand, Russia, Australia,Switzerland, Canada, Portugal, MENA and Poland.▸ 2011‘s most awarded creative agency in Asia Pacificand top-three new business leader in the region.▸ 55 Cannes Lions in 2012; 190+ Lionsawarded in the last five years.▸ Shanghai won Gold Lion in Design in 2012▸ Leo Burnett network named #1 agency in New WorldThinking from 2008-2010 and #2 in 2011. (GunnReport)▸ Most awarded agency network for three years atInternational Addy Awards.▸ 2011 Young Guns Network of the Year.▸ 2011 Golden Drum Awards Network of the Year.▸ Most awarded agency at One Show 2011.Global CreativeRecognition
  • Leo Burnett | 2012 Worldwide CredentialsCreativitymatters.
  • Leo Burnett | 2012 Worldwide CredentialsWe knowbrands drivemarketplaceperformance.
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide Credentials
  • Leo Burnett | 2012 Worldwide CredentialsSource: June 2013 Harvard Business Review “Creativity in Advertising. When it Works and When it Doesn’t”.“A euro invested in ahighly creative adcampaign had nearlydouble the salesimpact of a eurospent on anoncreativecampaign.”
  • Leo Burnett | 2012 Worldwide CredentialsSo, you havea greatidea.Now what?
  • Leo Burnett | 2012 Worldwide CredentialsPlay, Buy,Share.
  • Leo Burnett | 2012 Worldwide CredentialsParticipation PlanningToolkitCreate Awareness Measure Success*START HERE:What are the unique wayswe bring people in?What isthe desiredbusinessresult?Earned ImpressionsPlay BuyShareHow do we engage them and keepthem engaged?How does participation encouragesale?How and why will people share?CreativeIdea
  • Leo Burnett | 2012 Worldwide CredentialsWhat are the uniqueways we can bringpeople in? Owned Expressions &Paid ImpressionsSocial:FacebookTwitterYouTubePinterestInstagramGoogle+Stumble UponFlickrVimeoBlogs & MicroblogsMobileProprietary App on Device(s)Direct:EmailSMSSearchOLA:Standard FlashRich MediaIn-stream VideoIn-Banner VideoIn-AppTraditional:Broadcast (TV, Radio)OOHPrintPackagingIn-store DisplayThese help driveEarnedImpressionsConsider allExpressions ofthe Creative Idea...
  • Leo Burnett | 2012 Worldwide CredentialsHow do we engage themand keep them engaged?Participate&Take ActionLikeShareTweetRetweetFollowHashtagPinClick-thruReadBrowsePlayDownload/install appAdd+1WatchUploadRateReviewShareSign Up for AlertVisit Retail StoreRSVP / Attend EventThese becomeKPIsGive PeopleSomething to Do.Content PlayersInteractingActingCompeteCollaborateExploreExpressSource: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010
  • Leo Burnett | 2012 Worldwide CredentialsHow do we engage themand keep them engaged?NewbieRegularEnthusiast• Likes Facebook page, follows on Twitter• Comments on exclusive content• Watches / rates social video• Shares with friends• Wins fan art contest• Advocate / InfluencerFewer People(Higher Involvement)More People(Lower Involvement)Scale for Different Levels of Involvement:Source: Step chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010Play, Buy, Share.Play, Buy, Share.
  • Leo Burnett | 2012 Worldwide CredentialsHow does participationencourage sale?Persuade your Participants to Make a TransactionPlay, Buy, Share.Play, Buy, Share.Decision RealizationInspirationScaleCommitment• Search forOnline Store• Use PriceComparison App• Trial / Sampling• First-Time Purchase• Repeat Purchase• Subscribe toa Service• Buy into a Belief
  • Leo Burnett | 2012 Worldwide CredentialsHow and why willpeople share?Need to create value for participants and their networks.Reasons Why People Share:Source: Reasons Why People Share from “The Psychology of Sharing: Why Do People Share Online?” New York Times Consumer InsightGroup Study, 2011Play, Buy, Share.Play, Buy, Share.
  • Leo Burnett | 2012 Worldwide CredentialsSecret MeanStinks CaseStudy
  • Leo Burnett | 2012 Worldwide CredentialsSecret CampaignIdea:Fearlessness. Apply Daily.With the superior protection of Secret,you can dive fearlessly into your life.
  • Leo Burnett | 2012 Worldwide CredentialsOwning FeminineStrengthBy building and celebrating female confidenceacross life stages……and by continually creating fresh and relevantconversations with our consumers.POME: Ages 13 to 18Mean StinksThe Confidence toStand up against BullyingPOME: Ages 13 to 18Mean StinksThe Confidence toStand up against BullyingThe Confidence that Comes from Facing Life’s (Big and Small) ChallengesThe Confidence that Comes from Facing Life’s (Big and Small) ChallengesAges 19-44Outlast & New Campaign
  • Leo Burnett | 2012 Worldwide CredentialsMeanStinksGang Up For GoodCampaign Snapshot
  • Leo Burnett | 2012 Worldwide CredentialsMean StinksGang up for Good Case Study
  • Leo Burnett | 2012 Worldwide CredentialsThe last 4 %.
  • Leo Burnett | 2012 Worldwide CredentialsGreat passionfor the ideaand relentlessdeterminationto bring it tolife.
  • Leo Burnett | 2012 Worldwide CredentialsFocus on Designand the Look,Tone, Feel ofthe Work.
  • Leo Burnett | 2012 Worldwide CredentialsCreatesomething‘real’ early onin thedevelopmentprocess.
  • Leo Burnett | 2012 Worldwide CredentialsCreate afocusing anddefining act thatis irresistibleand easy forpeople to do.Good chance itwill catch fire.
  • Leo Burnett | 2012 Worldwide CredentialsLet theconsumer helpyou createcontent.And you shouldthen find a wayto aggregate it.
  • Leo Burnett | 2012 Worldwide CredentialsCo-creating withthe right contentpartner at theright point in theprocess willpush the idea tothe next level.
  • Leo Burnett | 2012 Worldwide CredentialsDon’t beafraid to askfor help.Engage theright expertsat the right
  • Leo Burnett | 2012 Worldwide CredentialsWhat will youcreate?
  • Leo Burnett | 2012 Worldwide CredentialsI create...