Branded Content - Wrigley 5Gum
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Using brand funded content to help launch a product and build a community - AIMIA Conference presentation 30/03/10
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Branded Content - Wrigley 5Gum
- 1. Wrigley 5 Gum Using brand funded content to help launch a product and build a community
- 2. Wrigley 5 Gum Using brand funded content to help launch a product and build a community
- 3. 5 - A different type of gum A Gum with different product benefits Targeting a different target audience Needed a different approach
- 4. And to date its worked! This different approach to 5Gum has led to us launching the ‘must have Gum’ of the Australian confectionary market, driving total gum category growth
- 5. But it wasn’t just about the balance between media channels We had to ensure that the brand was seen to be associated with both mainstream content
- 6. Whilst also aligning ourselves with... engaging content that targeted the cool kids to provide a sense of authenticity and credibility
- 7. This led to a different type of strategy 1. Use TV as a channel to launch 5 2. Maximise frequency through digital extension 3. Develop a destination / platform for ongoing conversation 4. Engage the community through the commission and aggregation of relevant content
- 8. 1. Use TV / Cinema as a channel to launch 5 Lets face it TV is still the most effective way to reach a mass audience and drive awareness of a new product!
- 9. Lets take a look at the ads
- 10. 2. Maximise frequency through digital extension Research from Nielsen shows that that the advertising impact of the internet can add 15 points of lift above TV in terms of brand recall and 187 points of lift in message recall. Adding engaging internet advertising to a television buy adds incremental reach and increases effectiveness
- 11. 2. Maximise frequency through digital extension
- 12. 2. Maximise frequency through digital extension A quick recap...
- 13. 3. Develop a destination / platform But the big question is, should the strategy be all about content distribution or is there a role for a branded content destination?
- 14. The 5 Feed - A different type of destination We developed a different type to website, one that embodied Mysterious, Challenging, Restless, Imaginative and Experimental ‘The 5 Feed’ a bespoke website that dramatised the proposition ‘stimulate your senses’ through the aggregation, commission and creation of inspiring branded content from credible sources.
- 15. The 5 Feed - A different type of interaction
- 16. 5 Feed - As a branded content platform
- 17. A conversation plan is key Month January February March April May June Topic Festivals Flavours Tempest x x x Favorite Tease about Conversation Promote festivals, new flavour, x x x Starters launch activity bands inside info Prizes iTunes, tickets First to try TBC x x x
- 18. Why the need for a platform? Campaign 1 Campaign 2 Campaign 3 Engagement Active audience Ongoing comms Time
- 19. 4. Engage the community with content Because it isn't just about what you use to tell the story but how you tell it. Are you telling a story about your brand, or helping your customers tell theirs? Graham Brown, 2010
- 20. A different approach to a content plan We use different types of content across our communications, the best way to categorise them is the role the brand plays in each: Authored - Brand TVCs Curated - Commissioned artwork Co-created - Consumer remixes Aggregated - 3rd party content
- 21. Commissioned artists - A different type of content To date we have commissioned 4 artists: • Hobogestapo - Urban youth photography • Aeons - Music • Crozynski - Illustration • Isobel Knowles - Video
- 22. Hobogestapo Some of our most versatile and popular content has come in the form of photography Shot in Sydney, Tokyo and New York these images really capture the authentic tone that we wanted to align 5 Gum with
- 23. Aeons The most difficult part in many respects is understanding who is seen to be credible to our target market In this instance we backed a winner, Aeons recently are an up and coming Sydney based band who went to play at the parklife festival
- 24. Aeons The most difficult part in many respects is understanding who is seen to be credible to our target market In this instance we backed a winner, Aeons recently are an up and coming Sydney based band who went to play at the parklife festival
- 25. Crozynski An interactive toy box of objects that encouraged participation and allowed consumers to create their own story
- 26. Isobel Knowles
- 27. A different approach to engagement Inviting consumers to remix content has been a learning curve for 5 Gum Whilst we firmly believe in the importance of being seen as a brand that welcomes personal interpretation, its evident through the types of work that we received that only semi-professionals have been able to express this As a brand we need to be doing more to help facilitate this behaviour
- 28. But we can’t underestimate the power of this type of engagement with the brand
- 29. Being different isn’t always easy! • This is a good example of another campaign where I recognise 70% of the twitter followers, not a good sign! • As predicted few people have the adobe suite and are able to remix our content • 13 - 24 year olds don’t work in advertising and don’t care about arty content • Its easy to fall into the ‘lets do a promo trap’
- 30. So how are we going to be different this year? • 2009 set a foundation, we have an active audience and a robust platform • 2010 is the year that we can begin to really engage the audience • Expect larger scale participation based ideas • Expect a different approach to commissioned artists • Above all, expect 5 to be different
- 31. Thankyou
Editor's Notes
- Quick introductions - Nick Tubb Digital Strategist at Clemenger BBDO, Craig Harkness Brand Manager of 5 Gum at Wrigley Going to take you through a case study on the journey that led us to using branded content to help launch 5Gum: Why 5 Gum is different and the different approach needed Looking at the balance required in both media and content strategies Understanding the role of digital to maximise reach and provide a content platform Reviewing the different types of content we used and how we intend to keep the conversation going
- 5 Gum is not about functional benefits like teeth whitening, its about sensory feelings - its unique flavours, stylish packaging and impactful advertising - Its positioning was Mysterious, Challenging, Restless, Imaginative, Experimental. Its target audience are younger, Gen c, they aren't consuming media in the same way, they are the generation that drives the media fragmentation that we all talk of. TV viewership of 14 - 24 year olds has declined by 22% since 2001 and digital is at parity with TV as a source of content. They demand more than TVCs to get their attention, they are seeking, sharing and remixing culture. SEEKING - Most information available to them than any other generation - SHARING - They define themselves online not through what they own, but through what they share and create. REMIXING - They have been brought up in an environment where all content is up for grabs to create something new And all of this is done online in social networks!
- 5 Gum has been a huge success in the Australian market smashing all sales projections Now before you get worried that I’m going to bang on about digital with little regard for TV I want to caveat that I’m not one of those digital strategists that believes TV is dead, not even not for generation C, it just has some very influential brothers and sisters these days. At the end of the day this was the launch of a new brand and TV was key for driving awareness, but with this target its becoming more and more difficult to buy effective frequency and engage through this medium.
- That vid shows us that its not just about media, the types of content they are consuming as well
- The objective of 5 is obviously to be a mainstream brand, but engaging with Gen C is a careful balance of positioning the brand as mainstream and edgy - almost cult recognition
- Get the brand on their radar with high cut through TVCs and cinema advertising in mainstream broadcast content Harry Potter, Alice in Wonderland, So you think you can dance etc etc Its difficult to buy efficient frequency in TV for 13 - 24 year olds - but digital can provide that additional reach and frequency at a low cost in relevant environments MySpace, Facebook, MTV, Gaming networks etc etc
- We had a series of really impactful TVCs that would really cut through in the Australian market. Like I said I'm not going to get precious about using TV, it's where the majority of spend lay and was critical to putting the brand on the radar of our audience. But it soon becomes difficult to drive the frequency we need digital. The programming selection wasn't just mass reach TV spots it was still specifically targeted to this age group - supernatural on Fox 8
- The first layer of digital is what I consider to be 'traditional digital' essentially it is the continuation of an awareness campaign in the online space
- We used high reach buy outs across key portals and youth properties to maximise cross channel reach efficiently.
- These placements included re-playing the TVC in areas where we knew our audience were receptive to video such as MySpace and YouTube
- Distribution or destination Skittles recently went for distribution, but then everyone knows Skittles We needed a destination to provide additional info on the product and a consistent user journey from our advertising, but we also needed to develop a distribution platform where we could have an ongoing conversation with our audience and invite them to participate. We developed ‘the 5 feed’ website and used Facebook as a platform
- The role of the site was ‘brand association through content aggregation’ A branded central hub for commissioned artwork and TVCs The branded destination provided a consistent destination from our ads and set the tone of the brand - could we expect instant conversation on a platform like FB, probably not at this point it was all about awareness and positioning. A destination that can be found through organic search (We launched prior to Google indexing FB) But the longer term play is bigger engagement activities that can only be activated with the flexibility of a stand alone destination
- An exploratory experience that provides the consumer with a portal to content that stayed true to the brand and the audience
- Our FB presence has only recently been properly invested in but it is reaping the rewards with over 45k fans. An acquisition tool in an environment where we know our broader audience reside An area where we can have an ongoing dialogue between larger scale activities
- But what we are very conscious of is ensuring that there is an ongoing conversation - 45k people in an empty room is worthless
- In addition to the branded destination we needed a platform from which we could build our audience FB was the obvious choice
- Show the brand to be a facilitator rather than just a broadcaster A bit like a good moderator of a group - we want to facilitate conversation rather than lead or dominate
- Each has a different role to play. Initially we didn’t think there was a role for the TVCs on the site, but we’ve had over 25k views Commissioned artwork gave us the initial content we needed to position the brand Co-created content we have learnt alot from, but even without high participation its role was important to show the brand as inviting consumers to shape the brand Aggregated content has been essential to build and guide conversation
- Commissioning artists can be risky but the key to success is to adhere to the same processes you would do in an agency: A clear concise brief that tells the artist: What we are expecting from them and direction on where not go venture Considerations such as ‘whilst the brand doesn’t have to be the focus, the work does need to be inspired by it and therefore feature the brand’ Contractual agreements, NDA’s, content rights, budgets Make it feel like an opportunity for both parties and build a relationship
- How many of his friends has this kid show this to, how long did it take to put together, how thrilled is he that we contacted him and showcased it to 45k other fans!
- We've learnt alot over the last year and it has always been our philosophy to always be That attitude is the only reason that we have managed to be different over the course of the year. So what have we learnt!
- As I’m sure you’ll appreciate its a competitive market so I cant reveal our plans for the year What I can say is that whatever we do will be different and will build upon our learnings. 2009 set a foundation