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Young marketers elite program 2 consumer insight activation [kim ha_trung hieu]

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Young marketers elite program 2 consumer insight activation -- DAY 4 [Kim Ha - Trung Hieu]

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Young marketers elite program 2 consumer insight activation [kim ha_trung hieu]

  1. 1. -CONSUMER INSIGHT ACTIVATION- PHAN TRUNG HIEUKIM HA YOUNG MARRKETERS ELITE 2
  2. 2. WHAT IS INSIGHT ACTIVATION? Insight activation is a whole process from how to generate a powerful insight to ideating & concepting based on the found insight, which, later on, will synergize brand activities with consumers’ needs. RECAP WHAT’S AN INSIGHT? It’s consumers’ underlined need – penetrating understanding of attitude and behavior which consumers may/may not be aware of until we let them know. It also reveals an opportunity for our brand to step in.
  3. 3. INSIGHT ACTIVATION PROCESS 1 2 3 4 5 LEVERAGE IMMERSION INSIGHTING VALIDATION IDEATION & CONCEPTING
  4. 4. INSIGHT ACTIVATION EXAMPLE: SUNSILK EUROPE OBSERVATION INSIGHT IDEA A woman with flat hair feels invisible to the world. Bringing volume to her hair is like bringing life and depth to her personality Everyday I start off like a little mouse. But as soon as I get my hair volume I become someone special, interesting. Without volume in my hair, I become a “2D” person instead of “3D”. With volume I become someone. Everything becomes easier because I am taller, bigger and have more physical presence. FROM NOBODY TO SOMEBODY SUNSILK - EUROPE INSIGHT VALIDATION - It shows deep understanding of a consumer need - It represents an important issue or problem in consumer’s life - It can be credibly exploited by brand - Actionable | Feasible | Objective driven | Lead to business action LEVERAGE & IMMERSION - Target audience: - Women | 16 – 40 | Middle & lower income class - Care about their hair, which affects their outlook - Fact: “Women with flat hair feel invisible to the world.” FORMING IDEA CHECKLIST Business opportunity: - Product which increases hair volume - Communication: focus on showing functional benefits
  5. 5. INSIGHT ACTIVATION EXAMPLE: BMW OBSERVATION INSIGHT IDEA Men enjoy driving high performance car as it makes them feel successful and to be seen successful. I want to be seen successful at both personal and professional level. Driving a high performance car is a clear signal to others that I am on the road to success. ENJOY DRIVING INSIGHT VALIDATION - It shows deep understanding of a consumer need - It represents an important issue or problem in consumer’s life - It can be credibly exploited by brand - Actionable | Feasible | Objective driven | Lead to business action LEVERAGE & IMMERSION - Target audience: - Male| 30 – 50 | A+ - Business people who are on the road to success - Fact: “Men want to be seen successful” FORMING IDEA CHECKLIST Business opportunity: - Cars with high performing engines - Communication: focus on showing functional benefit (high performance) and emotional benefit (success)
  6. 6. INSIGHT ACTIVATION EXAMPLE: OMO OBSERVATION INSIGHT IDEA - Kid’s clothes get dirty - They can’t help it when playing - They are thinking about their games with their friends, not their clothes - By playing, they are building friendships and learning new things => I’d rather let my kids get dirty and learn something than clean but learn nothing Through playing and discovering new things, kids can learn a lot. Naturally, they got their clothes dirty at every chance of learning and making good things for people around DIRT IS GOOD CHECKLIST INSIGHT VALIDATION - It shows deep understanding of a consumer need - It represents an important issue or problem in consumer’s life - It can be credibly exploited by brand - Actionable | Feasible | Objective driven | Lead to business action LEVERAGE & IMMERSION - Target audience: - Urban mothers | 25 - 40 | AB+ - Care about children development - Fact: “Kid’s clothes get dirty” FORMING IDEA Business opportunity: - Let the kids play. They get dirty and OMO will take care of stain removal. - Communication: focus on showing functional benefit (stain removal) and emotional benefit (moms feel free to let the kids play)
  7. 7. THANK YOU

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