Open Best Cases from Zenith ROI Agency

1. Open Best Cases
Issue
Jun’18
Voice search
Also in this issue:
• Our cases
• World cases

2. Editor's column
Kateryna Shapran
Junior Specialist in the Strategic Department, Zenith Agency
Mariia Velychko
Strategy Director, Zenith Agency
Dear readers,
In the modern world, when people are surrounded by
innumerable information, technologies that make life easier and
allow finding answers to questions quickly and without
extraneous "noise" are becoming especially popular. Exactly this
technology becomes the voice search, which is actively gaining
popularity and for many people has already become even more
in demand than the usual one.
From this issue, you will not only learn about what a voice
search is, but you will also see the possibilities of using it for
brands. And also we will look together into the future to find out
what will happen next.
Enjoy
Dear readers,
Technology is evolving at a great pace and some things that we
found of no great value and convenience for us are soon
becoming mainstream.
That is now happening with the voice search, rapidly gaining the
number of users in the countries with the corresponding devices
available. That means that both at home and on the go, voice is
the most convenient choice to make a query and give a
command.
Soon our market will embrace the new technology and it would
be a good idea to become familiar with it a little earlier)
Have a great time reading!

3. Voice search
About
Reasons touse
Main players
Cases
Future

4. About
Voice search is a set of technologies that enable people to look for information online
and complete certain tasks saying terms aloud rather than typing them into
a search field.
Although designed to be a software application, voice search also may be
used as a service by smartphones and other small Web-enabled devices.
Voice search applications include:
• Making search engine queries
• Clarifying specifics of the request
• Requesting specific information, such as a stock quote or sports score
• Launching programs and selecting options
• Searching for content in audio or video files
• Voice dialing

5. 25% of 16-24s use voice search
on mobile” via Global Web Index
1 in 4 shoppers used voice assistants
in their holiday shopping during
the 2017 season according to CTA
via Hubspot
45% of those who have used AI
personal assistants said they’ve used
Siri. 33% have used Google Now. 27%
used Microsoft’s Cortana. 10% have used
Amazon Echo or Alexa via AYTM
1 in 2 use voice technology on their
smartphone, 1 in 3 voice technology
users use voice technology daily
via ComScore
In May 2016, 1 in 5 searches on an
Android app in the USA were
through speech according to KPCB
About
Google voice search queries in 2016
are up 35x over 2008 according to
Google trends via Search Engine Watch

6. Voice technology is revolutionizing the way we live. People are choosing voice
because it saves them time
Reasons to use
.
Voice search
represented 20% of
queries on Google’s
mobile app
One of 10
searches on that
platform are voice
searches.
MindMeld’s 2016 Intelligent Voice
Assistants Research Report breaks down
the primary reasons consumers use
voice:
61% – Useful when hands / vision
occupied
30% – Faster results
24% – Difficulty typing on certain devices
22% – They’re fun/cool
12% – To avoid confusing menus
1% – Other
The survey also reveals the most
frequent settings for use of voice-
assisted search: home (43%), car (36%),
on the go (19%). Work comprises the
remaining usage.

7. Main players
.There are 4 main players: Google, Amazon, Microsoft and Apple. Each of the players launched their own voice recognition
software, and most of them have released their own voice assistant hardware. All of them make it possible for developers to
connect their technologies to third-party applications and devices
Apple
Software: Siri
Devices: HomePod, iPhones, iPods,
AirPods, Mac Computers, Apple Watch,
Apple TV
Search Engine: Google, previously Bing
from Microsoft (will maintain its default
position for a few areas, including image
search results in Siri, on iOS search and in
Spotlight on the Mac)
Initially released as an app for iOS in 2010,
Siri was then acquired by Apple and
integrated into Apple products from 2011.
The technology relies on machine learning,
enabling Siri’s answers to adapt to each user
over time.
Microsoft
Software: Cortana
Device: Windows Computers
Search Engine: Bing
Microsoft first released Cortana in April 2014.
Cortana can complete actions such as
setting reminders and answering voice
queries using information from Microsoft’s
search engine, Bing.

8. Main players
.
Amazon
Software: Alexa
Devices: Echo, Echo Dot, Echo Show, Alexa
App for smartphones
Search Engine: Bing
In November 2014, Amazon launched the
Echo home device and its virtual assistant,
Alexa. Alexa has a number of functions,
referred to as ‘skills’, such as the ability to
play music from connected apps, manage
events in calendar apps, manage alarms,
view shopping lists, etc.
Google
Software: Google Assistant
Devices: Google Home & Google Home
Mini, Android smartphones and other Android
devices
Search Engine: Google Search
Google released their voice-enabled virtual
assistant in May 2016. Available on mobiles
and home devices such as Google Home, it
can engage in two-way conversations, unlike
the Google Now app. Users can activate the
Google Assistants by saying “OK Google” or
“Hey Google”, or pressing a button to then
record their voice query.

9. Cases
Ask Stubb
If your idea of heaven is standing at the grill, you’re probably familiar with Stubb’s line of barbeque sauce. Now, you can enable the brand’s Alexa
skill, Ask Stubb, to up your grilling game. Not only can you get great recipe ideas and tips – they’re from good ol’ Stubbs, himself. Here’s a
sample tip: “Don’t ever put ribs on top of each other. You have to allow space for the heat to penetrate.”
When you hear his voice, you can just tell that he knows what he’s talking about. And it makes for a more genuine user experience
Click to play

10. Cases
Ask Purina
Dog lovers are always looking for insights into various dog breeds, especially if they’re trying to decide which type of furry friend to add to their
households. The Ask Purina skill can give specifics about different types of dogs and let you search with filters to find breeds that are
hypoallergenic, good with kids or other pets, don’t shed, or are a specific size.
It would be a better skill if they’d use a recorded voice and some background music. But the information is thorough, which shows that Purina did
a fine job at anticipating its audience’s questions. And that’s the hallmark of successful skill content.
Click to play

11. Cases
Burger King
With an estimated $135 million in earned media and a top creative award at Cannes Lions, the fast food chain's device-hijacking stunt asked:
What happens when an ad disrupts technology?
Click to play

12. Cases
Campbell's
CPG company created branded “skills” for Amazon’s Echo device in 2015. Campbell’s worked with the digital agency Rain on the project, which
allows Echo users to ask for recipes from “Campbell’s Kitchen,” which is the company’s portal for cooking-related content
Click to play

13. Future
We are likely to see
image-based search
complement voice,
allowing for a richer
way of interacting with
AI assistants
Young people are much better at using voice search than we are. Kids use more natural phrasing when searching online,
whereas adults are used to typing truncated queries into Google. It’s an interesting issue to think about and an important
consideration for marketers. As well as now marketers’ new strategies will need to include how to pitch a new software
product that can now be marketed – literally – through its own voice
As more people start
using voice search
and it becomes more
“normal,” the
percentage of the
population using voice
search will also climb
For businesses and
retailers, it will only
become more vital that
their business information
is up-to-date (location,
opening hours, contact
information) because the
easier it is to use voice
search while out and
about, the more people
will use it
Gartner predicts that
by 2020, 30 percent of
our browsing sessions
will be voice
conductedVoice commerce sales
predicted to reach $40
billion
Sites with the sort of
content that answers
common questions
accurately and concisely
are more likely to be the
ones providing the
answers to those
questions

14. Future
Amazon Alexa and Google Assistant are
coming to Xbox One
Microsoft was working on Alexa support for
Xbox One, complete with voice control support
via compatible Amazon Echo speakers. Now
there’s hard evidence that not only shows Alexa
support is coming, but also support for Google
Assistant. In upcoming Xbox One builds, the
Kinect & Devices menu should have a new
"Digital Assistants" section, which lets you
enable Alexa, Google Assistant, and Cortana,
for use on your Xbox One. It then directs you to
install the Xbox skills app for those respective
platforms to get connected. The full range of
features for those assistants remains unknown,
but it could bring back many of the voice-
assisted features abandoned Kinect users are
yearning for.

15. Our Cases
Gourmet Data Strategy
Puma En Pointe
Vichy Mineral 89

16. • To target the most relevant TA which feeds their cats with industrial food
• Using data powered approach for Gourmet special project, we have increased
conversion rate from 2% to 15% by Data strategy activation
Gourmet Data Strategy
Results
Execution
Idea
Objectives
We had already created the social network for cat fans. There cat owners could
exchange their recipes for love, and also share other interesting content. These
were called Love recipes.
After the success, data management was enhanced to build individual view of the
consumer (PCE) and increase Paid media effectiveness. We chose and targeted
TA based on the consumer’s data of those, who interacted with our content,
building look alike audiences as part of the strategy.
Based on the idea of activation - way of showing owner’s gratitude to pets and to
express the feelings of cat owners on how to receive mutual love from the cat –
we had the challenge to optimize the campaign according to the data gathered

17. • Inform about new collection Puma En Pointe
• Maximize TA reach
• 23 000 article views (+122% from planned)
• Almost 1 221 000 button static impressions (+74% from planned)
• Engagement statistic shows deep involvement with more than 3.5
minutes per user and low average bounce rate – 20.83%
Puma En Pointe
Results
Execution
Idea
Objectives
To visualize the stories of our opinion leaders we used long-reads on the site
Buro24/7.ua that corresponds with our TA., focusing on trends, sport and lifestyle
information. For the entire period of the special project we had media support on
the site. Additionally, FB promo-posts were created to further expand project’s
reach.
To inform our female TA about the new product and natively show the product and
its best features we chose to use opinion leaders that can inspire our TA with their
stories, staying relevant to current trends.
Click to play

18. • Build product awareness
• Strengthen brand perception as premium based on natural ingredients
• Stimulate trial of new product
• TA coverage– 1 348 144* unique users (90,86% from all TA)
• VTR 33% vs benchmark 24,4%
• AdRecall - 68,1% best in class
• Purchase Intent -13,8% best in class
• Total volume of "Order a sampler" conversions - 5032
*Zenith Estimation based on Google Unique Reach report , Facebook data,
TNS, GDE
Vichy Mineral 89
Results
Execution
Idea
Objectives
TA was segmented into groups according to their lifestyle + Vichy lovers (brand
loyalists). Based on that, the creative message was shown with precise targeting
on selected groups of women, building the holistic story for each individual with
our message. There were 2 stages: awareness campaign (YouTube, social
networks) and performance, were women were proposed to try/order the new
product for those who contacted with our message previously.
Brand audience is quite wide – F 25-45, but among them are different women with
different interests. That means that our TA within itself will have different level of
interest in the product. Moreover, the product is offered at a price that is not
affordable for every women, being dermocosmetics brand. We needed unique and
relevant approach to finding an audience with the highest potential of interest for
the new product – with the help of TA segmentation.
Click to play

19. Publicis Brazil tackles a pervasive gender stereotype
head-on in its new spot for Heineken, “The Cliché.”
The three-minute online spot opens with the question,
“What if you had the perfect excuse to watch the match
without your girlfriend?” as a group of men open menus
at a restaurant one week before the UEFA Champions
League Final in Milan while having dinner with their
significant others to find an enticing proposition. A card
inside the menu reads: “Would you like to be free to
watch the UEFA Champions League Final at a
Heineken party? Gift your lady a weekend at this spa.”
(Complete with a voucher for said spa, of course).
Each of the guys finds a way to suggest the proposition
to his girlfriend, with one guy even claiming he “bought”
her a gift. this isn’t just a simple giveaway and the guys
at the UEFA Champions League Final Heineken party
are in for a surprise.
Cannes Lions 2017 Case
Click to play