Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How MROCs helped Heinz to bring the consumer to life (By Anouk Willems & Joella Marsman)

Examining how MROCs have helped Heinz bring the consumer to life within the company (by Anouk Willems - InSites Consulting & Joëlla Marsman - Heinz), presented at Merlien's Insight Valley in Amsterdam (NL) on Friday September 7, 2012.

  • Login to see the comments

How MROCs helped Heinz to bring the consumer to life (By Anouk Willems & Joella Marsman)

  1. 1. How MROCs bring theconsumer to life withinthe company Joëlla Marsman Consumer Insights Manager @JoellaMarsman Anouk Willems Senior Research Innovator @AnoukW1
  2. 2. 1. ABOUT HEINZ2. FOODCOMMUNITY3. ENGAGING EXPERIENCES4. CHALLENGES5. RESULTS
  3. 3. 1// ABOUT HEINZ
  4. 4. CONSUMER FEELING…
  5. 5. 2// THE FOODCOMMUNITY© InSites Consulting
  6. 6. #Number Profile Objectives Duration
  7. 7. 2008 2009 2011 2012
  8. 8. BENEFITS OF A COMMUNITY
  9. 9. BENEFITS OF A COMMUNITY 2/ RICH & RELEVANT DATA
  10. 10. BENEFITS OF A COMMUNITY 2/ RICH & RELEVANT DATA
  11. 11. 3// ENGAGING EXPERIENCES …LET’S START WITH OUR MEMBERS
  12. 12. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
  13. 13. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
  14. 14. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT GOODIEBAGS QUIZES COMPETITIONS
  15. 15. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT MEET PEOPLE
  16. 16. …AND HOW TO INVOLVE
  17. 17. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE Engage CONSUMER WORLD
  18. 18. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE WITH REAL STORIES
  19. 19. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
  20. 20. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE INTO ACTIONS
  21. 21. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
  22. 22. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE RESEARCH RESULTS
  23. 23. 4// CHALLENGES
  24. 24. LESSON LEARNED
  25. 25. SO, TARGET YOUR
  26. 26. 5// RESULTS
  27. 27. INVOLVING MEMBERS IN
  28. 28. IT’S AN EVOLUTION, NOT A REVOLUTIONTARGET THE RIGHT INFORMATIONBALANCE STORIES & ACTIONABLE RESULTS
  29. 29. IT’S AN EVOLUTION, NOT A REVOLUTIONTARGET THE RIGHT INFORMATIONBALANCE STORIES & ACTIONABLE RESULTS
  30. 30. THANK YOU! @JoellaMarsman @AnoukW1 @InSites
  31. 31. THANK YOU! @JoellaMarsman @AnoukW1 @InSites

×