Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Experiences - SIC2012
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Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Experiences - SIC2012

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Marc Connor, Chief Marketing Strategist, POSSIBLE ...

Marc Connor, Chief Marketing Strategist, POSSIBLE

Going for the Gut: Building Emotionally Satisfying Digital Experiences

Probably one of the biggest issues digital marketers face is creating digital marketing that doesn’t look like, well, digital marketing. Particularly when it comes to linchpin categories such as Fast-Moving Consumer Goods (FMCG), where multi-billion brands have long been known for their stirring broadcast work and generation spanning brand mascots. Think Poppin’ Fresh (aka the Pillsbury Doughboy), Tony the Tiger, the Keebler Elves. Those friends (or enemies) you grew up with!

But when it comes to the digital space, that emotional connection all too often becomes one that is transactional, forgettable or unsustainable.

In this session we will examine how to build, maintain and nurture emotionally satisfying digital experiences for FMCG brands that leverage the unique qualities of the interactive space to create high-involvement consumer/brand interactions.

Using real life examples from brands such as ConAgra Foods, Smuckers and P&G, we’ll offer a detailed vision of how the smartest marketers are approaching this issue and provide a unique perspective on integrating the barrage of new technologies without losing focus on the bigger picture.

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    Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Experiences - SIC2012 Marc Connor - Going for the Gut: Building Emotionally Satisfying Digital Experiences - SIC2012 Presentation Transcript

    • WE ARE POSSIBLE.
    • WE HAVE UNPARALLELED EXPERIENCE IN FMCG
    • A DIGITIZED,SOCIALIZED,MOBILIZED WORLD@marcconnor#SIC2012SIC, OCT 23, 2012
    • AGENDA01 BRAND02 MARKETING03 DIGITAL CREATIVE04 HIGH INVOLVEMENT05 THINKING OUT OF THE BOX06 PACKAGING THE GOODS
    • WHAT ISA BRAND?@marcconnor
    • @marcconnor
    • LOOK@marcconnor
    • LOOKTONE@marcconnor
    • LOOKTONEFEEL@marcconnor
    • LOOKTONEFEELBEHAVIOR@marcconnor
    • WHAT IS THEIDEAOF GOODMARKETING?@marcconnor
    • INTERESTING@marcconnor
    • DIFFERENT@marcconnor
    • EFFECTIVE@marcconnor
    • AGILE@marcconnor
    • WHAT ISGOOD MARKETING?IINTERESTING.DDIFFERENT.EEFFECTIVE.AAGILE.
    • VICKSMOST DEDICATED FAN NyQuil & DayQuil help people everywhere to never lose a moment to a cold. Vicks wanted to leverage its NFL partnership to help engage fans on Facebook. So we challenged the nation’s funniest, craziest, most fanatic NFL fans to prove they were the Vicks Most Dedicated Fan – never missing a moment of their team’s season.
    • VICKS MOST DEDICATED FAN VIDEO
    • VICKS MOST DEDICATED FAN VIDEO
    • WHAT ISDIGITALCREATIVE?@marcconnor
    • DIGITAL CREATIVE HOW DOES THIS WORK NOW? DESIGN COPY AUDIO VIDEO
    • DIGITAL CREATIVE HOW DOES THIS WORK NOW? RE CO WA DESIGN DE RD HA COPY AUDIO VIDEO XP
    • ORVILLE REDENBACHER’SPOP CAM GAMECHALLENGEPeople love popcorn. But theres a barrier thatcauses a lot of people to pass it up: They thinkits full of trans-fat, sodium, and other unhealthystuff. Possible Worldwide needed to dispel thatmisperception, and to tout the healthy benefitspopcorn provides, like whole grains and no trans-fat.SOLUTIONWhat better way for people to engage in thatmessage than through a unique game thatmirrors the fun of the real snack. Introducing PopCam, the worlds first mouth-controlled, socialsharing game. Via a combination of facialrecognition technology and augmented reality,people used their open mouths to control thegame as they tried to catch popcorn on theirmonitors. As they munched, we deliveredmessaging about the healthy snack they were"eating."RESULTSPlayers and the press alike took notice. "Likes" onOrvilles Facebook page grew by 75% and, asword spread, press coverage did too, from ClickZto All Things D. Games.com wrote, u ... ltsnothing like any Facebook game weve ever seen.nAnd people began to see popcorn in a wholenew way, too.
    • HOW TO ACHIEVEHIGHINVOLVEMENT?@marcconnor
    • THERE ARE NOLOWINVOLVEMENTBRANDS.ONLY LOWINVOLVEMENTMARKETING.@marcconnor
    • HIGH INVOLVEMENT THE EMOTIONAL CONNECTION EMOTIONALLY CONNECTED LOW HIGH INVOLVEMENT INVOLVEMENT RATIONALLY CONNECTED@marcconnor
    • HIGH INVOLVEMENT THE EMOTIONAL CONNECTION EMOTIONALLY CONNECTED LOW HIGH INVOLVEMENT INVOLVEMENT RATIONALLY CONNECTEDHOW DO WE FOSTERHIGH INVOLVEMENT?…by solidifying the rational connectionwith the brand benefitsand building the emotional connectionwith the meaningful brand behavior.@marcconnor
    • HIGH INVOLVEMENT THE EMOTIONAL CONNECTIONEMOTIONALLY CHARGED,HIGH INVOLVEMENT MOTIVATORS PASSION STATUS EXPERIENCE EMPOWER@marcconnor
    • PRILOSEC OTCOFFICIAL SPONSORCHALLENGEWe developed understandings of the landscape andtoday’s Mom by evaluating some of the best programsacross the category and from our competitors whileconducting several round of research, designed tobetter understand Mom’s thought process, mindset,desires, and motivations. Throughout this process, wemost importantly learned that who a Mom was and whatshe wanted changed greatly as she evolved on herjourney through pregnancy to birth and motherhood.SOLUTIONWe created a program, where “due date” was the mostimportant piece of information that we collected,because we used Mom’s due date to customize theinformation that we fed her across more than 80 weeklytouch points. We revitalized an anemic CRM programinto a highly robust multi-channel/cross-channelplatform management marketing solution. Wedeveloped media-agnostic plans and creative ideas thatwere implemented across channels including web,online video, mobile, social, email, print, direct mail,and on premise (hospitals and medical offices).RESULTSIn the FOLLOWING year OUR CLIENT’s salesreached a new record high and they regained the#1 position in the category.
    • IN THE NEWS…
    • ABBOTT NUTRITIONSIMILAC STRONGMOMSCHALLENGEWe developed understandings of the landscape andtoday’s Mom by evaluating some of the best programsacross the category and from our competitors whileconducting several round of research, designed tobetter understand Mom’s thought process, mindset,desires, and motivations. Throughout this process, wemost importantly learned that who a Mom was and whatshe wanted changed greatly as she evolved on herjourney through pregnancy to birth and motherhood.SOLUTIONWe created a program, where “due date” was the mostimportant piece of information that we collected,because we used Mom’s due date to customize theinformation that we fed her across more than 80 weeklytouch points. We revitalized an anemic CRM programinto a highly robust multi-channel/cross-channelplatform management marketing solution. Wedeveloped media-agnostic plans and creative ideas thatwere implemented across channels including web,online video, mobile, social, email, print, direct mail,and on premise (hospitals and medical offices).RESULTSIn the FOLLOWING year OUR CLIENT’s salesreached a new record high and they regained the#1 position in the category.
    • HIGH INVOLVEMENT STORYTELLINGSTORYTELLING ISA LINEARNARRATIVE TOWHICH PEOPLESURRENDER.INTERACTIVE ISNON-LINEAR.@marcconnor
    • HIGH INVOLVEMENT STORYTELLINGINTERACTIVESTORYTELLINGDELIVERENHANCECONNECTINVOLVE@marcconnor
    • CAFE PILONA STORY OF SWEET NOSTALGIACHALLENGECafé Pilon: A coffee brand born in Cuba with ahuge cult following and over a century oftradition under its belt—but absolutely zeropresence anywhere other than on the lips of itsconsumers. Our challenge was to build Café Pilonfrom the ground up, while capturing the richhistory and pride that its loyalists have come toknow and love over the years.SOLUTIONUsing custom photography and stop-motionvideo, we created a cinematic, emotionalexperience illustrating the bittersweet life of theHispanic immigrant—one that could only havecome from our hearts, as immigrants ourselves.The story advances as the user engages, bringingvery real, highly experiential moments to life, andconveying the connection that Café Pilon makesbetween their past and present.RESULTSA combination of keen insights, creative vision,technology, and human emotion are whatultimately brought the debut Café Pilon websiteto fruition. What we created goes beyondstorytelling—it captures the intimate connectionbetween Café Pilon and the people who drink it.
    • VICKSPNEUMONIA PROJECT What if you could donate not time, not money, but your breath… If You Can Breathe, You Can Donate. Welcome to the Vicks Breathe for Life Pneumonia Project website, where by simply blowing up a virtual balloon, you make a breath donation, and help save the over 1.5 million children who die from pneumonia every year.
    • VICKS CAUSE VIDEO
    • VICKS CAUSE VIDEO
    • WHAT ISOUT OF THE BOXFOR FMCG?@marcconnor
    • OUT OF THE BOXWHAT’SIN THEBOX?
    • OUT OF THE BOXWHAT’SIN THEBOX?
    • OUT OF THE BOXWHEREIS THESTORE?
    • OUT OF THE BOXWHEREIS THESTORE?
    • PACKAGING THEGOODS@marcconnor
    • PACKAGING THE GOODS 01 BRAND IS THE GUT REACTION TO YOUR BEHAVIOR 02 GOOD MARKETING IS AN “IDEA” 03 USE ALL 7 COMPONENTS OF DIGITAL CREATIVE 04 HIGH INVOLVEMENT = EMOTION & STORYTELLING 05 ASK THE 2 QUESTIONS TO GET OUT OF THE BOX@marcconnor
    • THANK YOUOCT 23, 2012 SEATTLE CONFERENCE