From Wired to the Airwaves:Migrating Online Creative to TV (& beyond)  Rob Cartwright            Paul McClean  Senior Rese...
Conclusion
Different No Math    No Models   No Graphs                        (well, almost…)
BackgroundAn Ad is Born!• The Traditional Approach  • TV seeds other media  • We follow a qualitative-then-    quantitativ...
BackgroundThe Brief• Authentic Happiness  – The challenges of daily life are giving rise to an    increasing desire to fin...
Background: The Creative         +             + $60,0000 =
Classified - Internal use
BackgroundThe Media Plan• “One status update on Coca-Cola’s Facebook page,  one tweet and that was it.”      – AJ Brustein...
MethodsA plan of learning• Combining commissioned projects, existing learning and public data                             ...
Analysis – Online metricsSocial media discussion of ‘HappinessMachine’ online was as favorable asCoke’s Super Bowl campaig...
Analysis – Link test                  TMHighly enjoyable                                                       Excited re...
Analysis – Link test       TMThe ‘Happiness Machine’ film did                                       ….but to make it into ...
Analysis - QualitativeObjective A: Understand criteria consumers use decidingwhen (and how) to share online contentIdentif...
Analysis - QualitativeObjective B: Understand the role and acceptabilityof brands in online contentBranded content is held...
Next Steps – Idea IGNITORWhere Will Happiness Strike Next?
Outcomes Immediate        Short-Term       Long Term25 Million +   Digital, TVC, or   ContagiousUS viewers     Experientia...
The Big Learning : Nuts• TV does not HAVE to be the  seed for integrated media  campaigns (but video is still  an effectiv...
The Big Learning : Action•Do get involved early•Don’t force fit into existing research protocols•Do reach out to partners•...
The Big Learning: Culture  Less of this…         …and more of this!
From Wired to the Airwaves: Migrating Online Creative to TV (& beyond)
From Wired to the Airwaves: Migrating Online Creative to TV (& beyond)
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From Wired to the Airwaves: Migrating Online Creative to TV (& beyond)

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled From Wired to the Airwaves: Migrating Online Creative to TV (& beyond). The presentation discusses the importance of providing human connection and authentic happiness in marketing. Presenters were Rob Cartwright, Senior Research Manager of The Coca-Cola Company and Paul McClean, Senior Vice President of Millward Brown Atlanta.

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From Wired to the Airwaves: Migrating Online Creative to TV (& beyond)

  1. 1. From Wired to the Airwaves:Migrating Online Creative to TV (& beyond) Rob Cartwright Paul McClean Senior Research Manager Senior Vice President The Coca-Cola Company Millward Brown Atlanta
  2. 2. Conclusion
  3. 3. Different No Math No Models No Graphs (well, almost…)
  4. 4. BackgroundAn Ad is Born!• The Traditional Approach • TV seeds other media • We follow a qualitative-then- quantitative approach • We test, action &then measure to see how we did in market • We develop the ‘big ideas’ over a long period and a long process• What happens when we go backwards?
  5. 5. BackgroundThe Brief• Authentic Happiness – The challenges of daily life are giving rise to an increasing desire to find authentic happiness.• Human Connection – The key driver of happiness globally is human connection. Happy people are connected and human connections make us happier. “Create small moments of happiness”• Caveat – Induce sharing with others (no paid media)
  6. 6. Background: The Creative + + $60,0000 =
  7. 7. Classified - Internal use
  8. 8. BackgroundThe Media Plan• “One status update on Coca-Cola’s Facebook page, one tweet and that was it.” – AJ Brustein, Global ABM, Coca-Cola
  9. 9. MethodsA plan of learning• Combining commissioned projects, existing learning and public data Quantitative Millward We think this is a Brown Link copy test TM good ad, but is it? MB Firefly Qualitative What are the ‘rules’ Groups for viral advertising ? What can we learn Catalyst Media about in-market Online metrics online response ? How can we take the TCCC Idea IGNITOR idea forward ?
  10. 10. Analysis – Online metricsSocial media discussion of ‘HappinessMachine’ online was as favorable asCoke’s Super Bowl campaign, but the filmwas linked-to in greater overall numbersand over a longer time period(source: Cymfony) Kantar Catalyst Media After seeing the film online, A cross-collaborative team, aligning existing watchers visited more Coca-Cola digital data to answer strategic questions social media sites, and performed a larger share of searches with Coca-Cola keywords (source : Compete)
  11. 11. Analysis – Link test TMHighly enjoyable Excited reactions and expressions Surprise of itemsDrives message of Real people In the happiness unequivocally Sharing Humor Top 1% of all 5,000+ Coca-Cola is the Coca-ColaFocused in the brand hero ads ever tested “I love it! I wantMakes people want more that to happen at my college.” TM Millward Brown Link test : Online introspective 30 min. quant .copy evaluation 200 12-49 category drinkers, brand non-rejecters
  12. 12. Analysis – Link test TMThe ‘Happiness Machine’ film did ….but to make it into a successful TVwhat all great advertising does…. ad, there needed to be less of it Q: Currently this ad is two-minutes long. If it were cut-down, how would this change your opinion of the ad if seen on television? The shorter length would make the ad more impactful on TV : 52% The shorter length would make the ad less impactful on TV : 26% The LinkTM test interest trace told us to : 1. Keep the set-up short 2. Keep up the momentum with ‘new things’ happening
  13. 13. Analysis - QualitativeObjective A: Understand criteria consumers use decidingwhen (and how) to share online contentIdentified 6 important attitude & usage factors that influence how content isviewed & shared online Viewing and sharing contagious content is not Primacy the primary use of YouTube Stickiness ! Viewers comfortably interchange online and Substitution broadcast content They are more willing to spend time with content Discovery they have ‘discovered’ Time- But they have a limited attention – 2-3 sensitivity minutes max Conducted focus groups in NYC 3/2010 – Group A: Younger YouTube Perishability And there’s so much content, any piece – Watchers Group B: Content Creators has a short shelf life – Group C: Older YouTube Watchers
  14. 14. Analysis - QualitativeObjective B: Understand the role and acceptabilityof brands in online contentBranded content is held to higher expectations, and can be most memorableBrands do have permission, but only if they are true to brand values andrelevant Branded Ads Parody TV Homemade PSA Most common brands cited
  15. 15. Next Steps – Idea IGNITORWhere Will Happiness Strike Next?
  16. 16. Outcomes Immediate Short-Term Long Term25 Million + Digital, TVC, or ContagiousUS viewers Experiential in Content 14 markets Guidelines
  17. 17. The Big Learning : Nuts• TV does not HAVE to be the seed for integrated media campaigns (but video is still an effective base)• Spotting (and nurturing) great ideas when they happen in lower visibility places requires discipline and deliberation
  18. 18. The Big Learning : Action•Do get involved early•Don’t force fit into existing research protocols•Do reach out to partners•Don’t fear the moderator•Do exhibit bravery
  19. 19. The Big Learning: Culture Less of this… …and more of this!

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