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Pissing people off is safer than playing it safe

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Presented at OnBrand18 in Amsterdam. Brands can't buy their way into culture. They need to get people involved. From understanding the cost of apathy, to secrets on how to get the Dutch to pay more... you'll find a sample of several key insights from the hot-off-the-press Participation Brand Index in this presentation!

Also included are 10 key global and Netherlands finding - get in touch if you're interested to learn more.

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Pissing people off is safer than playing it safe

  1. 1. Pissing people offis safer than playing it safe…
  2. 2. Pissing people offis safer than playing it safe… and otherglobal and Dutch findings from the Participation Brand Index
  3. 3. 3 What’sthe role for marketing likethis? From Suitsupply’s provocative ads,to Niketaking a stance on racism inAmerica?
  4. 4. 4 Does itwork? Does it drive love, advocacy, price premium? And ifnot… Thenwhat does?
  5. 5. 5 84% 16% CORRECTLY ATTRIBUTED INCORRECTLY ATTRIBUTED Source: Ehrenberg-Bass Institute, 2016 It’s hard enoughto be noticed intoday’s attention economy, and ofthe ads remembered arewasted. ATTRIBUTION 84%
  6. 6. 6 Yet, some brands are flourishing. Fitting into ourlives like neverbefore, and oftenwith no media spend. How?
  7. 7. 7 Theyknowthat enabled bytech, consumers are in control…they realise consumers owntheirbrands, notthem.   The knowthe secret isto getthem involved byenhancingtheir lifestyles, not sellingthem stuff.   We callthem Participation Brands.
  8. 8. 9 METHODOLOGY Iris createdtheworld’s largest studyon Return on Involvementto understandthe drivers ofParticipation BEHAVIOURS ACROSS5PILLARS PURCHASE FUNNEL METRICS ADVOCACY AWARENESS OPINION CONSIDERATION PREFERENCES PURCHASE Set of familiar brands Response questions Perception questions EMOTIONAL RESPONSE 6 markets 7 sectors 16 600 consumers 211 brands Output = PBI score per brand.
  9. 9. What didwe learn? Afewglobal findings and a sample of headlines fromthe hot-off-the-press Dutch market analysis on howto drive Participation.
  10. 10. 11 We foundthat Participationworks. Source: Net Promotor Score / Participation Brand Index 2018 = NETPROMOTORSCORE PBI y = 8.4519x + 9.9173
 R² = 0.7116 PBI / NET PROMOTER SCORE CORRELATION WILLINGTOPAYMORE PBI / WILLING TO PAY MORE CORRELATION y = 0.017x - 0.837
 R² = 0.42288 PBI It getsyourmarket talking aboutyou… … and it creates value.
  11. 11. 12 Source: Participation Brand Index 2018 =PBI BRANDS RANKED BY PBI SCORE (BY CATEGORY) Consumertech is a clearwinner,Alcohol has towork a bit harderto drive involvement! Consumer Tech FMCG Services & Utilities Retail - Grocery Travel Alcohol
  12. 12. What didwe learn?3 ofour10 keyDutch headlines…
  13. 13. 1. The Dutch Brand-in-hand effect: Powering Experience Economy 2. To shape culture, hand over the keys! Be accessible. 3. Apathy costs you a lot in the Dutch market. Pissing people off is safer than playing it safe! 4. Don’t choose love: Return on Excitement > Return on Love 5. How to get the Dutch to pay more? Be human. 6. In the Netherlands, it’s work hard, play hard in the city. 7. Trust works harder here - it’s the express pass to the “First Choice” spot. 8. Ubiquity: Boon or burden? 9. The brand everyone loves to hate teaches us that being polarising pays. 10. High-involvement categories have to work harder here! 14
  14. 14. #3Pissing people offis actually saferthan playing it safe.
  15. 15. So, who beat who? Suitsupply saw zero negative business impact from campaign activities, despite mixed reactions. Why? 
 You aren’t interesting if you have no opinions.
  16. 16. So, who beat who? Björn Borg’s Exerhighs pop-up store successfullygot consumers in Amsterdamto consider a newkind ofhigh and trade in drugs for sportswear
  17. 17. Butthe question isn’t reallyaboutwhetheryou should dothesethings ornot. It’s aboutwhat happenswhenyou do nothing.
  18. 18. 19 Apathycostsyou. The more apathy,the less peoplewill pay. = APATHY / WILLING TO PAY MORE APATHY WILLING TO PAY MORE Source: Participation Brand Index 2018 y = -0.0082x + 0.6485
 R² = 0.58207
  19. 19. 20 Angerhas zero impact on ‘willing to paymore’. = ANGER y = -0.0079x + 0.0107
 R² = 0.0096 ANGER / WILLING TO PAY MORE WILLING TO PAY MORE Source: Participation Brand Index 2018
  20. 20. 21 -0.8 -0.6 -0.4 -0.2 0 -.69 -.76 -.80 “Willing to pay more” Overall PBI score “Likely to recommend” APATHY / KEY METRICS CORRELATION Source: Participation Brand Index 2018 Apathydamages likelinessto rate or recommend.
  21. 21. So, who beat who? adidas launchedthe Nemeziz in Benelux bytelling people theyweren’t good enoughtowearit. Farfrom pushing people away, it became one oftheir fastest selling boots. Source: Iris and client
  22. 22. 23 Source: Apex marketing group, through 9.30am ET Sept 4 $10.91 negative $13.76 neutral $19.01 positive Despite more negative press… Nike sales up 61%
  23. 23. 24 Take a stand. Letthe haters hate, 
 sitting onthe fence costs you more inthe long run.
  24. 24. 25 #5The Dutchwill pay more forhuman brands.
  25. 25. So, who beat who? Invest in personality. The Dutch are more likelyto paymore 
 forhuman brands. 3x
  26. 26. 27 68% 32% explained by warmth Being real doesn’t just drive a premium. Inthe Netherlands, ‘warmth’ isthe single biggest predictorof Net PromoterScore and sharing. explained by all other factors FACTORS EXPLAINING % VARIANCE IN NPS Source: Participation Brand Index 2018
  27. 27. So, who beat who? Re-connecting young people with history in a way that appeals to them by creating Evert_45, a young Dutch boy living during the final days of WW2. Findyourhuman side. 
  28. 28. #7Trust isthe express pass 
 tothe “First Choice” spot.
  29. 29. 30 PBI - GLOBAL PBI - NL 0.59 0.27 PBI - GLOBAL PBI - NL Trustworks harderhere: 
 lift in ‘first choice’ effect vs othermarkets. CORRELATION BETWEEN ‘FIRST CHOICE’ / TRUST 2x Source: Participation Brand Index 2018 GLOBAL NL
  30. 30. 31 The rest oftheworld trusts import brands more,the Dutch have highertrust intheirown.
  31. 31. 32 However… 
 ‘Dutchness’ drives less 
 ofa premiumthe youngeryou go. 0% 25% 50% 75% 100% 55+ 35-54 18-34 NL BRANDS GLOBAL BRANDS % OF NL BRANDS IN TOP-RANKED WILLING TO PAY MORE SET Source: Participation Brand Index 2018
  32. 32. 33 Don’t forgettotalk toyourolderbase!
  33. 33. What didwe learn? There’s much moreto explore. Get intouch ifyou’re interested!
  34. 34. Let’s piss some people off! fortheforward@iris-worldwide.com amy.brown@iris-worldwide.com

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