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Michal Pastier - How I learned about effective marketing from Bugs Bunny, Pixar and a cat from Japan

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Marketing Festival 2016

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Michal Pastier - How I learned about effective marketing from Bugs Bunny, Pixar and a cat from Japan

  1. 1. How I learned about effective marketing from Bugs Bunny, Pixar and a cat from Japan Michal Pastier
  2. 2. Average Engagement of the ad Thehappiestmoment ofthead GREAT AD ZONE
  3. 3. Average Engagement of the ad Thehappiestmoment ofthead GREAT AD ZONE
  4. 4. What is character
  5. 5. Haru Urara betting tickets began to be used as o- mamori, particularly for protection against traffic accidents.
  6. 6. On that day, fans bet over $1 million on Haru Urara to win.
  7. 7. On that day, fans bet over $1 million on Haru Urara to win. Because she lost, the track was saved from bankruptcy.
  8. 8. Campaign content for 4 years!!!
  9. 9. Tama: symbol of joy
  10. 10. Kishi Station
  11. 11. In 2007 Tama was officially named “station master”. The position came with a station master's hat.
  12. 12. Ridership statistics showed a 10% increase over the previous financial year.
  13. 13. A study estimated that the publicity surrounding Tama has contributed 1.1 billion yen to the local economy.
  14. 14. Introducing: "Nitama" ("Second Tama")
  15. 15. Campaign content for 10 years!!!
  16. 16. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
  17. 17. What kind of character works?
  18. 18. What if I want not just attractive character, but character for many years ?
  19. 19. The Road Runner cannot harm the coyote except by going “beep-beep”.
  20. 20. No outside force can harm the coyote—only his own ineptitude or the failure of the Acme products.
  21. 21. No dialogue ever, except “beep-beep”.
  22. 22. The coyote is always more humiliated than harmed by his failures.
  23. 23. French striped skunk is constantly in search of love.
  24. 24. His skunk odor and his aggressive pursuit of romance cause other characters to flee from him in fear.
  25. 25. Character as content generator
  26. 26. VideosFotos MOBILE OUTDOOR Facebook Instagram WOM YouTube
  27. 27. VideosFotos MOBILE OUTDOOR Facebook Instagram WOM YouTube
  28. 28. Motivation
  29. 29. Intelectual
  30. 30. Too rich Not too smart
  31. 31. Fashion blogger
  32. 32. Lover
  33. 33. Prankster
  34. 34. character concepts19
  35. 35. VideosFotos MOBILE OUTDOOR Facebook Instagram WOM YouTube
  36. 36. Clear motivation
  37. 37. Consistency is not enough
  38. 38. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
  39. 39. How we judge experience?
  40. 40. How we judge experience?Emotion al Reactio n
  41. 41. We judge an experience largely based on how we felt at its most intense point and at its end, rather than based on the total sum of every moment of the experience
  42. 42. Not about whole experienceEmotion al Reactio n
  43. 43. Peak-End Effect Emotiona l Reaction Peak End ...how we felt at its most intense point and at its end.
  44. 44. The more intensive the peak and the more positive the end, the better the evaluation of the overall experience. Peak-End Effect Emotiona l Reaction Peak End
  45. 45. Peak-End determine not only the enjoyment of the commercial but alsothe positive evaluation of the brand as well as brand recall.
  46. 46. enjoyment of the commercial positive evaluation of the brand brand recall Peak-End Effect Emotiona l Reaction Peak End
  47. 47. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
  48. 48. Happiness curve for Kofola Ad, Fly Emotional Anchor - during the neutral intro scene people are already smiling because they remember the positive emotion that will come. The excuse of the lisping dog Mmmmm, Phophola! intensit y Time (s)
  49. 49. enjoyment of the commercial positive evaluation of the brand brand recall Peak-End Effect Emotiona l Reaction Peak End
  50. 50. Emotional Anchor The Excuse Mmmm, Fofola Fofola and Pizza
  51. 51. The Excuse Mmmm, Fofola Fofola and Bone Emotional Anchor
  52. 52. The Excuse Mmmm, Fofola Fofola and Reverse Driving Emotional Anchor
  53. 53. The Excuse Mmmm, Fofola Fofola, Mr. Melon and Tennis Emotional Anchor
  54. 54. The Excuse Mmmm, Fofola Fofola, Mr. Melon and Longboard Emotional Anchor
  55. 55. Happiness curve for Kofola Ad, Fly Emotional Anchor - during the neutral intro scene people are already smiling because they remember the positive emotion that will come. The excuse of the lisping dog Mmmmm, Phophola! intensit y Time (s)
  56. 56. The more they saw it the more they love it.
  57. 57. Average Engagement of the ad Thehappiestmoment ofthead Over 8 millions views in 2 weeks THE GREAT AD ZONE
  58. 58. intensit y time (s)
  59. 59. 200 respondents 18-69 ESOMAR 2Muse (SR) Nielsen Admosphere (CR)
  60. 60. In 2 years EmotionID have tested 150 best slovak Ads for emotions.
  61. 61. In 2 years EmotionID have tested 150 best slovak Ads for emotions. Fofola ranked as #1.
  62. 62. 2015 Ad Meter Results
  63. 63. Fofola beat the best super bowl commercial in happiness by 8%.
  64. 64. character motivation consistency peak-end effect
  65. 65. character motivation consistency peak-end effect viral effect?
  66. 66. Average Engagement of the ad Thehappiestmoment ofthead THE GREAT AD ZONE
  67. 67. Average Engagement of the ad Thehappiestmoment ofthead THE VIRAL ZONE
  68. 68. Number of total views Facebook, YouTube, 2015 30 660 000views ??% organic 2016
  69. 69. Number of total views Facebook, YouTube, 2015 30 660 000views 78% organic 2016
  70. 70. 2015: 8/10 1. AquaBabes Song 2. Kofola Meruňka 0,5 l: Fofola a moucha 3. Kofola Meruňka 0,5 l: Fofola a kost 3. Kofola Meruňka 0,5 l: Fofola a kost 4. Kofola Meruňka 0,5 l: Fofola a pop-up okno 5. Kofola Meruňka 0,5 l: Fofola a pizza 6. Kofola Meruňka 0,5 l: Fofola a vířivka 7. Kofola Meruňka 0,5 l: Fofola a couvání 8. Kofola Meruňka 0,5 l: Fofola a lednice 9. YouTube Rewind: Now Watch Me 2015 10. Kofola Meruňka 0,5 l: Fofola a domino 1. Nike Football Presents: The Switch ft. Cristiano Ronaldo, Harry Kane, Anthony Martial & More 2. Kofola Meloun 0,5 l: Fofola a padák 3. Semtex: Odpal to naplno – Rosenberg 4. Kofola Meloun 0,5 l: Fofola a tenis 5. Kofola Meloun 0,5 l: Jfem fpět! 6. Kofola Meloun 0,5 l: Fofola a longboard 7. Kofola Meloun 0,5 l: Fofola a houpačka 8. Probuďte se: Héééééééj 9. Zvedni hlavu 10. Volvo V90 – ”Prologue” feat. Zlatan Ibrahimov 2016: 5/10
  71. 71. More than 4000 videos
  72. 72. 560 000 likes Likes 54 000 commen ts Comments 200 000 shares Shares Number of Interactions on Facebook, Facebook interactions 2015
  73. 73. Benchmark: 20 – 30% 2016 v Audience Retention: Facebook 90% YouTube 85% Percentage of Duration Percentageof Users Apr 30, 2016 - Aug 31, 2016Video Audience Retention
  74. 74. YouTube and Facebook audience is different
  75. 75. Branding Marketing Cloud
  76. 76. Story generator is money generator
  77. 77. Sales Volume 0,5l Kofola, haracter + Story = Sales booster
  78. 78. Something deep
  79. 79. Something deep
  80. 80. Something deep
  81. 81. Sales Volume 0,5l Kofola, haracter + Story = Sales booster
  82. 82. Sales Volume 0,5l Kofola, haracter + Story = Sales booster
  83. 83. Something deep
  84. 84. character motivation consistency peak-end effect media story
  85. 85. Average Engagement of the experience Thehappiestmoment oftheexperience GREAT AD ZONE
  86. 86. LAST SLIDE
  87. 87. NOPE
  88. 88. Organické výsledky:
  89. 89. 2016 80 000 download
  90. 90. 35 Snapchat Stories = 45 000+ views 2016
  91. 91. 2016 undreds of Snaps from fans
  92. 92. headlines alternatives26
  93. 93. headlines alternatives26

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