Finding insights about your audience in unexpected places

1. Data Driven Creativity
Finding insights about your audience in unexpected places

2. Assistent Director
Who Am I?
Directed my own short film
Branded Content Copywriter
Creative Strategist
Brand Strategist
Creative Director
Head of Digital
Searching ways
to be relevant to
people

3. My current job is
Find the best way to connect brands to
their audience, specially in the digital
environment.

4. My current job is
Find the best way to connect brands to
their audience, specially in the digital
environment.

6. The Culture Lab is a squad
of experts in behavioral
analysis.

7. Like detectives

8. Like detectives
P E O P L E

10. Just like detectives, we
use many different
techniques.

11. Police
Questioning

12. Social
Listening

13. Forensics

14. Analytics
ANALYTICS

15. Crime Scene to be
analyzed

16. Semiotics
applied to
social content

17. Witness
interrogation

18. Check the
comment
session

22. Family briefing
Mcdonald’s

23. Challenge
Create a campaign to strengthen the bond between families and
Mcdonald’s.

24. ST Fast food vs. Healthiness.
We started by asking moms from a private
Facebook group.
4,5K participants.

25. ST Fast food vs. Healthiness.

26. ST Fast food vs. Healthiness.
For most moms was ok to take
their kids to eat fast food
sometimes.

27. ST Fast food vs. Healthiness.
For most of the mom’s was ok to,
sometimes, take their kids to eat
fast food.

28. ND When is sometimes?
Interest over time for “Healthy food” and “baby food”
#Holidays

29. ND When is sometimes?
#Holidays+weekends
Of all searches during weekends are
related to McDonald’s
Of all pictures containing kids at
McDonald’s were taken during
weekends.

30. ND When is sometimes?
#Holidays+weekends
Of all searches during weekends are
related to McDonald’s
Aí lembramos que crianças não
fazem dieta 😰
Cinema LOTADO... Então bora adquirir ferro no
sangue?
1º rolé do ano com meu melhor amigo!! 😌👊🍟🍔💸
Sexta-feira o bicho pega! Dia que
encontrar os amigos da creche e
quebrar.

31. RD How does families behave in fast
food restaurants?

32. percentage of Instagram photos displaying
families on the 3 main fast food restaurants
9%
11%
13%
RD How does families behave in fast
food restaurants?

33. Why McDonald’s scored lower than it competitors if
the Brand image has always had a great
performance among families?

34. Why McDonald’s scored lower than it competitors if
the Brand image has always had a great
performance among families?
Maybe it’s not an image problem.

35. TH Investigating the in-store
experience.

36. We’ve selected 200 restaurants in residential
neighborhoods of the 3 main fast food chains in Brazil.

37. We’ve checked the average time spent by consumers during
weekends in each of these restaurants using Google.

38. average time spent on each restaurant

39. More than a campaign, McDonald’s had to rethink their
in-store experience.
Despite having the best brand image among families,
the competition outperformed Mcdonald’s in
restaurant experience for families

40. Now McDonald’s has many different initiatives to improve
restaurant experience for families on weekends and
holidays
Result:

41. Mcdonald’s is now rethinking the restaurant’s experiences
on weekends and holidays
Result:
Family Day : During weekends, monitors visit several stores to entertain kids with stories and games.

42. EOTF : New restaurants are more modern and have several game stations which kids can engage with.

43. Brewer profile
AB InBev

44. Create a more efficient approach for Ambev in social media that
differentiates the beer consumer by the level of knowledge and
behavior when drinking beer.
Challenge

45. ST
We’ve selected 100 beer
consumer profiles with high
engagement in social media for
analysis

46. ND According to the level of
knowledge, beer consumers were
structured in 3 categories
ROOKIE ENTHUSIAST EXPERT

47. RD For each profile, we’ve
discovered their behavior

48. ROOKIE ENTHUSIAST EXPERT
Brands
Stage
Beer
consumption
Observations
Skol, Brahma, Antarctica
Experience
With friends or family
Beer as an experience
catalyst and consumers
tend to have a favorite
brand
Colorado, Goose Island Wals, Leffe
Experimentation Lifestyle
Friends, Alone and beer
events
Beer tours (trips), Beer
courses, breweries
Produce their own beer,
beer tasting focusing on
diversity
Experiment new beer styles
(diversity) and visit beer
factories for knowledge.

49. Result:
ROOKIE ENTHUSIAST EXPERT
Current avg beer
consumer knowledge
Prediction for 2020
And a thermometer to understand knowledge level of the average beer
consumers in Brazil over the years.
+82%Engagement on Facebook

50. Huge night Hunger
Mcdonald’s

51. Find a way to increase drive thru sales
Challenge

52. ST When people say
they want to go to the drive thru
“drive thru” on twitter social listening
Mentions throughout the day on Twitter

53. ND When they are actually
going to the drive thru
“drive thru” on google trends
Evolution of Interest for places with drive thru
throughout the day (Google).

54. RD Why do people
go to the drive thru
late at night?
We’ve analyzed posts on
Instagram with McDonald’s
Geotag from 10pm to 4am

55. RD Why do people
go to the drive thru
late at night?

56. Wearing
Pajamas
Wearing
Costumes
Drunk
Friends
Drunk
Selfie
Drunk
AF
RD Why do people
go to the drive thru
late at night?

57. And what were they
ordering?

58. TH What's their urge for
Mcdonald's in those
situations?

59. TH What's their urge for
Mcdonald's food

60. “Monster Hunger promotion”, valid
only from 8pm until 6am which
people can put add ons for free to
kill the monster inside them.
Result:

61. Veganism and vegetarianism profile study
Perdigão

62. Understand the impact of vegan and vegetarian
culture on companies focused on products of
animal origin
Challenge

63. We started off by searching
for quantitative research
available online
Than, we tried social
listening
After that, we made a
Google Trends Analysis
ST We tried a few things:

64. NONE OF THAT WAS ENOUGH

65. +25
hours
We decided to try
YouTube and select the
top channels of vegan/
veggie creators
100
YouTubers
ND
of
content

66. We found out the key drivers to become vegan
or vegetarian.
Result:

67. We found out the key drivers to become vegan
or vegetarian.
Result:
*Something that no other research available
was able to do.

68. Ethics Health Environment Spirituality

70. 44%
of people who became
vegans or vegetarians
point documentaries and
movies as the trigger for
the new lifestyle.

71. By looking at the pace of video upload on Youtube about Veganism and vegetarianism
we are now able to understand how big this trend is and when it will become a real threat
for companies that has animal protein as core business
0
25
50
75
100
2013 2014 2015 2016 2017 2018
Number of vídeos on YT about veganism and vegetarianism
Interest for vegan or vegetarian diet
Result:

72. Drive thru prank with youtuber
Mcdonald’s

73. Challenge
strengthen mcdonald’s drive thru as a brand property, delivering a
unique competitive advantage

74. ST
For Brazilians, Drive Thru was a feature
introduced by McDonald’s. And multiple
businesses have copied their initiative

75. ND
We found out that people love pranks
on drive thrus and these videos tend
to be a success

76. ND Felipe Castanhari, a huge Brazilian
YouTuber, was frequently involved

77. Result:

79. Inspire content production at Mcdonald’s drive thru in conjunction with the
brand
Result:

80. Result:
McDonald’s most
viewed video of
2018 on Facebook
11.4 MM
Huge
engagement rate
growth
up to 15x higher
than the channel
avg
4 MM
Organic views on
Youtube
Brand Health on
Youtube
99,2%

81. Cheddar memes
Mcdonald’s

82. After 3 years, the cheddar festival was losing awareness and its differential. How
could communication help creating a strong sales momentum?
Challenge

83. We found out that the interest in
HUMOR TOPICS
was even more relevant to cheddar
McMelt lovers than for the average
McDonald’s fan
st
More Facebook pages of
memes liked by lovers
3x

84. QUESTION
Which memes are the
most popular in those
pages?
ND

85. WE FOUND THE TOP 50

86. AND NARROWED IT DOWN TO 27 MEMES

87. Result:

88. The video with the highest
volume of likes and comments on
McDonalds Brazil channel
5x greater than the
average of previous
campaigns
Result:

89. Organic Media
+2MM VIEWS ON YOUTUBE
MAJOR COVERAGE BY LOCAL MEDIA
Result

90. Linkedin: Filipe Muniz Simas Botton
Gracias ;)