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How FMCG brands use content to build mental availability

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A brief look at how FMCG brands can build 'mental' availability with consumers and the top tips for how FMCG brands use content to create lasting connections.

Published in: Marketing
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How FMCG brands use content to build mental availability

  1. 1. @buckersHearts and heads – how FMCG brands build mental availability
  2. 2. @buckersWhat we are building has changed
  3. 3. @buckersWhy is building mental availability important? @buckers
  4. 4. @buckersHow do you build mental availability? 1. Achieving high reach, frequency 2. Getting noticed 3. Developing distinctive assets 4. Building brand familiarity and liking 5. Interactions that build & refresh memory structures @buckers
  5. 5. @buckers 1. SHARABLE The importance of creating sharable content To drive engagement and talkability
  6. 6. @buckers 2. COLLABORATIVE Working with others For authenticity and targeted reach
  7. 7. @buckers 3. DISCOVERABLE Visible across digital ecosystem To drive qualified traffic to web properties
  8. 8. @buckers 4. CONSISTENT Creating and reinforcing memory structures To strengthen mental availability and achieve attribution to channel
  9. 9. @buckers 5. CONTINUOUS PRESENCE Optimised across channels To maintain dialogue and engagement
  10. 10. @buckers 6. PARTICIPATORY Made with others To drive longevity, advocacy and social proof
  11. 11. @buckers 7. INNOVATIVE Creative innovation To demonstrate uniqueness and create interest
  12. 12. @buckers 8. INSIGHTFUL Helpful and entertaining To create true value and meet audience needs
  13. 13. @buckers 9. IMPACTFUL Content that gets noticed To achieve cut through
  14. 14. @buckers 10. CREATIVE Content people love from brands they love even more To inspire and increase brand preference and likability
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  16. 16. @buckers ●  PINK CITY ●  BLACK CITY
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  28. 28. @buckers CANNE IMAGE
  29. 29. @buckers CANNES
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  41. 41. @buckersThank you @buckers

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