Innocent: New marketing platform ideas for 2009

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    Notes on slide 1

    Brief: Innocent are the gurus of brand engagement, but it’s the less engaged who are their mass consumer. How can Innocent drive loyalty with consumers who are just like the brand rather than love it?

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    Innocent: New marketing platform ideas for 2009 - Presentation Transcript

    1. Broadening the Church of Innocent
    2.  
    3.  
    4. Innocent is like a religion
    5. 1: Charismatic leader
    6. 2: Sacred text
    7. 3: Semiotics
    8. 4: Ritual
    9. 5: Myth
    10. 6: Community
    11.  
    12.  
    13.  
    14.  
    15. ‘ Give and get’ will not benefit the brand
    16. Extending brand engagement is smarter
    17. Hierarchy of participation Pull
    18. “ For each unique code ..we’ll make sure that at least one sapling grows into a healthy adult tree over the next 10 years.”
    19. they’re simply friends who we haven’t met yet
      • Lower the barrier
      • Focus on joiners
      • Provide utility
      • Extend your world
      Extending your community beyond zealots
    20. Your world needs more relevance and depth
    21. Platform ideas
      • INSIGHT: Innocent feedback is systemically biased by the most vocal brand zealots.
      • PROPOSITION: Create a large private network of heavy consumers to balance the feedback and seek their concerns and passions.
      • IDEA: Innocent Members Club.
      Platform: Research Club
    22.  
      • INSIGHT: There is a lack of trusted, responsive and objective nutrition advice online.
      • PROPOSITION: Create a modern online nutrition resource with an in-built reputation system.
      • IDEA: Innocent Nutrition database.
      Platform: Nutrition.db
    23.  
      • INSIGHT: Parents of young children seek safe, fun and educational online experiences for their children.
      • PROPOSITION: Provide a highly interactive gaming environment for young children that is fun and educational.
      • IDEA: Innocent ‘club penguin’ with power and rewards linked to on-pack codes.
      Platform: Club Fruit
    24.  
    25.  
      • INSIGHT: Children think food comes from the supermarket. They are disconnected from the seasons and how food grows.
      • PROPOSITION: Show teachers, kids and parents the fun of growing and caring for food.
      • IDEA: Innocent kitchen gardens.
      Platform: Grow
    26.  
    27.  
      • INSIGHT: Geo-tagging treasure games make simple visceral pleasures like ‘Walk in the woods’ more enjoyable and shareable for families.
      • PROPOSITION: Help people connect with the outdoors by providing a way to discover and share the experience with technology.
      • IDEA: Innocent Geo cache.
      Platform: Outdoor treasure
    28.  
      • Research Club
      • Nutrition.db
      • Club Fruit
      • Grow
      • Outdoor treasure
      Platform Summary
    29. Thanks
    30. What do parents do online?
    31. Modern brand experience

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