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Allan Askov Christoffersen - Purpose-Driven Marketing: Making an Impact

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Gain insights into how momondo - and other leading brands - are using purpose-driven marketing to emotionally connect with global audiences.

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Allan Askov Christoffersen - Purpose-Driven Marketing: Making an Impact

  1. 1. HOW TO CONNECT EMOTIONALLY AND PSYCHOLOGICALLY WITH AUDIENCES #letsopenourworld @momondo
  2. 2. Expectation management for the next 30 minutes... #letsopenourworld @momondo ...why are we working with purpose marketing ...what is our source of inspiration ...which elements are crucial (disecting the DNA Journey) ...how to build trust (lets open our world) ...what can you do here and now (key take aways)
  3. 3. It has never been tougher for brands to connect with audiences.... #letsopenourworld @momondo
  4. 4. ...so what can brands do to connect? #letsopenourworld @momondo
  5. 5. #letsopenourworld @momondo
  6. 6. TAPPING INTO GLOBAL MEGA TRENDS #letsopenourworld @momondo
  7. 7. ...basically it’s all about being relevant on a personal and societal level #letsopenourworld @momondo
  8. 8. “Purpose Marketing is a way for a brand to create emotional and psychological connections with a target audience based on their shared interests in a local and/or universal societal issue as well as the willingness of the brand to help put attention to this issue and at the same time make efforts to solve it by involving and mobilizing audiences through long term engaging initiatives” #letsopenourworld @momondo
  9. 9. #letsopenourworld @momondo
  10. 10. Our purpose platform LET’S OPEN OUR WORLD LIVING WITH AN OPEN MIND HELPING THE NEXT GENERATION THE DNA JOURNEYTHE VALUE OF TRAVELLING 5 WAYS TO OPEN OUR WORLD #letsopenourworld @momondo
  11. 11. AT MOMONDO WE HAVE A VISION OF A WORLD WHERE OUR DIFFERENCES ARE A SOURCE OF INSPIRATION AND DEVELOPMENT, NOT INTOLERANCE AND PREJUDICE OUR PURPOSE IS TO GIVE COURAGE AND ENCOURAGE EACH ONE OF US TO STAY CURIOUS AND BE OPEN-MINDED SO WE CAN ALL ENJOY A BETTER, MORE DIVERSIFIED WORLD #letsopenourworld @momondo
  12. 12. 7,292 people 18 countries #letsopenourworld @momondo
  13. 13. 48% believe that people are less tolerant of other cultures today than five years ago #letsopenourworld @momondo
  14. 14. 75% say that travelling has given them a more positive view on people from the countries they have visited #letsopenourworld @momondo
  15. 15. 76% say that travelling has made them look more positively on differences and diversity #letsopenourworld @momondo
  16. 16. LETS OPEN OUR WORLD THE CHALLENGE STRATEGIC CHALLENGES COMMUNICATION TARGETS Re-create the value of travelling Put tolerance and openness on the agenda Make it personal and engaging Start an involving debate (not political) Create the foundation that last longer than a simple campaign Develop the debate to a movement for a better world MARKETING CHALLENGES MARKETING TARGETS How can we make momondo a ‘true’ global brand with a limited budget? Build momondo as a vision driven travel brand more effeciently than by using traditional media #letsopenourworld @momondo
  17. 17. #letsopenourworld @momondo
  18. 18. INSERT DNA JOURNEY VIDEO (ENGLISH)
  19. 19. THE DNA JOURNEY ELEMENTS USED TO CREATE AN EMOTIONAL AND PSYCHOLOGICAL CONNECTION A CLEAR BATTLE – prejudice. Take a stand. SOMETHING FOR ME – DNA test ARCHITECT YOURSELF – Show the world how I am and do good CO-CREATE – DNA test me A STRONG BEGINNING – Trigger curiosity EMOTIONS – show clear emotions CLEAR CALL OUT – join movement or competition #letsopenourworld @momondo
  20. 20. +600M VIDEO VIEWS (97% ORGANIC) 18.6 M LIKES, COMMENTS, SHARES 170.378 PARTICIPANTS ASTON KUTCHER, BROOK HOGAN, UFFE ELBÆK, ANDERS SAMUELSEN, OPRAH, TEDX .. USED IN SCHOOLS FOR EDUCATIONAL PURPOSES .. AND IN THE PRESIDENTIAL ELECTION TodayShow hosts New York Hulk Hogans daughter Actor Ashton Kutcher Model/actress THE DNA JOURNEY RESULTS SO FAR #letsopenourworld @momondo
  21. 21. THE DNA JOURNEY RESULTS SO FAR TARGETS RESULTS 1. Put tolerance and openness on the agenda Massive global awareness. +1B Reach. +600M Views. +1.600 Press clippings. 2. Start an involving debate (not political) Explosive engagement and debate. 97% organic spread. 18.6M social engagment. 3. Develop the debate to a movement for a better world Huge commitment to the vision from travellers, famous people, politicians, universities, etc. 4. Build momondo as a vision driven travel brand more effeciently than by using traditional media Media value of PR/social of USD 160.2M and with a budget of USD 0.75M the ROI is 213 (160.2M- 0.75M/0.75M). Equal to 1 USD invested, momondo has had a return of 213 USD. It has at the same time attracted new and existing customers, and momondo has increased its global market share by 2% as a result of the campaign. #letsopenourworld @momondo
  22. 22. THE DNA JOURNEY VIDEO WAS JUST THE BEGINNING #letsopenourworld @momondo
  23. 23. Our purpose platform LET’S OPEN OUR WORLD LIVING WITH AN OPEN MIND HELPING THE NEXT GENERATION THE DNA JOURNEY THE VALUE OF TRAVELLING 5 WAYS TO OPEN OUR WORLD OPEN WORLD PROJECTS THE PASSPORT INITIATIVE OPEN MINDS SCHOOL ENGAGEMENT BLOGGERS OPEN WORLD AWARD WE: deutschland #letsopenourworld @momondo
  24. 24. BUILDING GLOBAL FRIENDSHIPS #letsopenourworld @momondo
  25. 25. #letsopenourworld @momondo
  26. 26. #letsopenourworld @momondo
  27. 27. #letsopenourworld @momondo
  28. 28. #letsopenourworld @momondo
  29. 29. #letsopenourworld @momondo
  30. 30. KEY TO SUCCES FOR BRANDS use maslow’s needs hierarchy to be relevant integrate mega trends to be timely get external endorsement to gain authenticity create hero, hub and hygiene content = always on ensure possibility for co-creation to engage people be persistant in your purpose initiatives to gain trust put the message in front – not the brand #letsopenourworld @momondo
  31. 31. THANK YOU FOR YOUR TIME - IF YOU WANT TO JOIN THE MOVEMENT - aac@momondo.com #letsopenourworld @momondo

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