1
> Storytelling on the web
Building	
  brands	
  in	
  the	
  21st	
  century
today how does multi-national chocolate company
Mars Chocolate use digital advertising to sustain
momentum (and sales)?
2
context
method
work
3
THE CONTEXT
the landscape of digital advertising - our reason to exist
the dust is still settling
5
6
6
its easy to get lost
the best ‘digital advertisers’ see
the forest for the trees
despite the disruption...a strong
brand is still the best defense
7
what makes a brand strong?
8
what makes a brand strong?
8
great brands are great stories
great stories use archetypes to
leverage existing memory
struc...
--video of M&M’S archetypes--
9
advertising is responsible for
writing the story
digital is a way we tell it:
...at the right times, in the right
ways and...
we’re going to look at
established CPG market leader
- Mars Chocolate
11
Mars is one lens
different business models,
industries and products call for
different approaches (this could
be a whole o...
THE METHOD
the mars way - creating strategies of desire
laws of growth:
brands are substitutable
penetration is king
memories are fragile
14
law
basis
takeaway
brands are
substitutable
scale
penetration is king
physical availability
memories are
fragile
mental av...
law
basis
takeaway
brands are
substitutable
scale
penetration is king
physical availability
memories are
fragile
mental av...
inputs for digital advertising:
reach, not engagement
continuity is critical
reinforce 2-3 distinctive assets
these can be...
these impact everything from
planning to production
let’s look at how they play out in
the actual work
17
WORK
the brand: M&M’S
colorful, chocolate, fun
the problem: when consumers
think of chocolate, they don’t
think of M&M’S
object...
solution
Ms Brown
20
--video case study--
21
integrated campaigns are the
result of a coalition of partners
22
creative media pr
promotions
strategic
partners
social
Ms Brown
Launch
23
Ms Brown
Launch
23
.com
Ms Brown
Launch
23
.com
banners
Ms Brown
Launch
23
.com
banners
video ads
Ms Brown
Launch
23
.com
banners
video ads
social
channels
Ms Brown
Launch
23
.com
banners
video ads
social
channels
promotion
Ms Brown
Launch
23
.com
banners
video ads
social
channels
promotion
custom ads
Ms Brown
Launch
23
.com
banners
video ads
social
channels
promotion
custom ads
emails
Ms Brown
Launch
23
.com
banners
video ads
social
channels
promotion
custom ads
emails
experiential
the ‘.com’
24
key players
creative
development
IT
the ‘.com’
24
key players
creative
development
IT
reach, not engagement
the website is not a destination
the banners
25
standard
rich media
key players
creative
development
media
partners
the banners
25
standard
rich media
key players
creative
development
media
partners
reach, not engagement
3rd tier media pl...
the banners
26
standard
rich media
key players
creative
development
media
partners
the banners
26
standard
rich media
key players
creative
development
media
partners
continuity is critical
media buys are g...
the video ads
27
in-banner video or pre-roll
key players
creative
media
the video ads
27
in-banner video or pre-roll
key players
creative
media
reinforce distinctive assets
video neutral media-b...
the custom ads
28
takeovers
key players
creative
media
partners
skins
the custom ads
28
takeovers
key players
creative
media
partners
skins
reinforce distinctive assets
in rare custom buys, he...
the custom ads
29
tandem placements
key players
creative
media
partners
custom
the emails
30
key players
creative
CRM
the emails
30
key players
creative
CRM
reach, not engagement
leverage partner lists to achieve reach
the social channels (owned)
31
key players
creative
social
the social channels (owned)
31
key players
creative
social
reach, not engagement & continuity
not about fans - focus on co...
the social channels (bought)
32
key players
creative
media
partners
the social channels (bought)
32
key players
creative
media
partners
reach, not engagement
achieve reach through partners,
...
the promotion
33
key players
creative
development
promotions
PR
partners
the promotion
33
key players
creative
development
promotions
PR
partners
reach, not engagement
promotions drive massive re...
experiential
34
key players
creative
development
promotions
PR
partners
experiential
34
key players
creative
development
promotions
PR
partners
reach, not engagement - test & learn
smart ‘test a...
35
Rich Media Banner - 160x600 Expandable
recap
content-based
heavy media investment
broadly targeted
low ‘non-working’ spend
superbowl
36
repeated throughout the year
look out for:
prominent brand mark
milk chocolate
wit
37
38
key challenges
85/15 working, non-working split
reach obsession
the combination of these two elements
limits digital effor...
a peak at year 2
40
one more example
snickers 2010 to 2013
one platform: you’re not you
when you’re hungry
told in many ways
41
42
what is innovation in
storytelling to mars?
--video of snickers SEO
campaign--
43
thanks
questions?
marceminor@gmail.com
44
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Digital Advertising: Storytelling for M&M'S

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Lecture given to advertising undergrads at UNC Chapel Hill in 2013 and 2014 on how Mars Chocolate and M&M'S use digital for advertising.

Generously invited by the wonderful Professor JoAnn Sciarrino - http://www.jomc.unc.edu/directory/faculty/joann-sciarrino

Published in: Marketing, Business

Digital Advertising: Storytelling for M&M'S

  1. 1. 1 > Storytelling on the web Building  brands  in  the  21st  century
  2. 2. today how does multi-national chocolate company Mars Chocolate use digital advertising to sustain momentum (and sales)? 2
  3. 3. context method work 3
  4. 4. THE CONTEXT the landscape of digital advertising - our reason to exist
  5. 5. the dust is still settling 5
  6. 6. 6
  7. 7. 6 its easy to get lost the best ‘digital advertisers’ see the forest for the trees
  8. 8. despite the disruption...a strong brand is still the best defense 7
  9. 9. what makes a brand strong? 8
  10. 10. what makes a brand strong? 8 great brands are great stories great stories use archetypes to leverage existing memory structures they are ruthlessly focused on meaning
  11. 11. --video of M&M’S archetypes-- 9
  12. 12. advertising is responsible for writing the story digital is a way we tell it: ...at the right times, in the right ways and the right places ...part art, part science ...lots of partners 10
  13. 13. we’re going to look at established CPG market leader - Mars Chocolate 11
  14. 14. Mars is one lens different business models, industries and products call for different approaches (this could be a whole other talk...) 12
  15. 15. THE METHOD the mars way - creating strategies of desire
  16. 16. laws of growth: brands are substitutable penetration is king memories are fragile 14
  17. 17. law basis takeaway brands are substitutable scale penetration is king physical availability memories are fragile mental availability category loyalty not brand loyalty brand substitutability is mathematically predictable based upon the size of the brand and not the positioning of that brand Around 70% of brand growth or decline is linked to changes in penetration 95% of human decision making is unconscious memory is typically ‘lost’ after 8-16 weeks of communication focus on looking distinctive, not on differentiation don’t target - reach the whole category penetration is a leaky bucket focus on constantly refilling the bucket (eg. touchpoints, reach, pricing, distribution) continually reinforce fragile memory structure be noticed, then ...be remembered ...be understood 15
  18. 18. law basis takeaway brands are substitutable scale penetration is king physical availability memories are fragile mental availability category loyalty not brand loyalty brand substitutability is mathematically predictable based upon the size of the brand and not the positioning of that brand Around 70% of brand growth or decline is linked to changes in penetration 95% of human decision making is unconscious memory is typically ‘lost’ after 8-16 weeks of communication focus on looking distinctive, not on differentiation don’t target - reach the whole category penetration is a leaky bucket focus on constantly refilling the bucket (eg. touchpoints, reach, pricing, distribution) continually reinforce fragile memory structure be noticed, then ...be remembered ...be understood 15
  19. 19. inputs for digital advertising: reach, not engagement continuity is critical reinforce 2-3 distinctive assets these can be seen as primarily listening and talking strategies 16
  20. 20. these impact everything from planning to production let’s look at how they play out in the actual work 17
  21. 21. WORK
  22. 22. the brand: M&M’S colorful, chocolate, fun the problem: when consumers think of chocolate, they don’t think of M&M’S objective: put the chocolate back in ‘colorful, chocolate, fun’ 19
  23. 23. solution Ms Brown 20
  24. 24. --video case study-- 21
  25. 25. integrated campaigns are the result of a coalition of partners 22 creative media pr promotions strategic partners social
  26. 26. Ms Brown Launch 23
  27. 27. Ms Brown Launch 23 .com
  28. 28. Ms Brown Launch 23 .com banners
  29. 29. Ms Brown Launch 23 .com banners video ads
  30. 30. Ms Brown Launch 23 .com banners video ads social channels
  31. 31. Ms Brown Launch 23 .com banners video ads social channels promotion
  32. 32. Ms Brown Launch 23 .com banners video ads social channels promotion custom ads
  33. 33. Ms Brown Launch 23 .com banners video ads social channels promotion custom ads emails
  34. 34. Ms Brown Launch 23 .com banners video ads social channels promotion custom ads emails experiential
  35. 35. the ‘.com’ 24 key players creative development IT
  36. 36. the ‘.com’ 24 key players creative development IT reach, not engagement the website is not a destination
  37. 37. the banners 25 standard rich media key players creative development media partners
  38. 38. the banners 25 standard rich media key players creative development media partners reach, not engagement 3rd tier media plans, mostly equal distribution
  39. 39. the banners 26 standard rich media key players creative development media partners
  40. 40. the banners 26 standard rich media key players creative development media partners continuity is critical media buys are generally year-long
  41. 41. the video ads 27 in-banner video or pre-roll key players creative media
  42. 42. the video ads 27 in-banner video or pre-roll key players creative media reinforce distinctive assets video neutral media-buying
  43. 43. the custom ads 28 takeovers key players creative media partners skins
  44. 44. the custom ads 28 takeovers key players creative media partners skins reinforce distinctive assets in rare custom buys, heavily enforce key assets
  45. 45. the custom ads 29 tandem placements key players creative media partners custom
  46. 46. the emails 30 key players creative CRM
  47. 47. the emails 30 key players creative CRM reach, not engagement leverage partner lists to achieve reach
  48. 48. the social channels (owned) 31 key players creative social
  49. 49. the social channels (owned) 31 key players creative social reach, not engagement & continuity not about fans - focus on constant updates with distinctive, emotionally arresting content
  50. 50. the social channels (bought) 32 key players creative media partners
  51. 51. the social channels (bought) 32 key players creative media partners reach, not engagement achieve reach through partners, smart buys & distinctive content
  52. 52. the promotion 33 key players creative development promotions PR partners
  53. 53. the promotion 33 key players creative development promotions PR partners reach, not engagement promotions drive massive reach & purchase
  54. 54. experiential 34 key players creative development promotions PR partners
  55. 55. experiential 34 key players creative development promotions PR partners reach, not engagement - test & learn smart ‘test and learn’ experiments to innovate and identify new channels for reach
  56. 56. 35 Rich Media Banner - 160x600 Expandable
  57. 57. recap content-based heavy media investment broadly targeted low ‘non-working’ spend superbowl 36
  58. 58. repeated throughout the year look out for: prominent brand mark milk chocolate wit 37
  59. 59. 38
  60. 60. key challenges 85/15 working, non-working split reach obsession the combination of these two elements limits digital efforts 39
  61. 61. a peak at year 2 40
  62. 62. one more example snickers 2010 to 2013 one platform: you’re not you when you’re hungry told in many ways 41
  63. 63. 42
  64. 64. what is innovation in storytelling to mars? --video of snickers SEO campaign-- 43
  65. 65. thanks questions? marceminor@gmail.com 44

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