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B Bonin Bough - Storytelling at Scale - DMEXCO
- 1. Storytelling at Scale How brands become personal on digital B. Bonin Bough Vice President, Global Media & Consumer Engagement, Mondeléz International Carolyn Everson Vice President, Global Marketing Solutions, Facebook
- 4. Then Now
- 7. There are 7 Billion people on earth 5.1 Billion own a cell phone 4.2 Billion own a toothbrush
- 12. Media crossover in terms of time spent Source: eMarketer, US , April 2014 1950 1960 2000 2010 Radio Television Digital Mobile 2h 51m 4h 31m 5h 46m
- 13. 7Bpeople in the world 1/3connected to the internet
- 14. Awarenes s Cost
- 15. To make the world more open and connected
- 16. 1.32B people monthly 829M people daily 654M people daily on mobile 1.07B people monthly on mobile 200M people monthly on Instagram Global Source: Facebook internal data June 2014
- 17. 292M people daily 206M people daily on mobile Source: Facebook internal data June 2014 Europe
- 18. 20M people daily 16M people daily on mobile Source: Facebook internal data June 2014 Germany
- 20. >50M millennials in Brazil1 >10M women, age 18–44 in the UK Sources: Based on Facebook internal data, June 2014, 1. Millennials defined as age 18–34, 2. Based on sampled data pulled September 9th, 2014 26M people in Germany 42M heavy buyers of snack foods in the US2 24M heavy buyers of chocolate candy in the US2
- 29. Creating an new appetite for an old favorite Nilla Wafers Success Story return on ad spend households reached increase in sales of exposed audience 5X 11.3M9%
- 30. Great creative on Mobile is simply great creative
- 31. Increasing awareness Oreo Mini Success Story >26M people reached 81% in mobile News Feed 229M impressions delivered
- 32. Reaching teens and young adults Cadbury Creme Egg Success Story 4X uplift in purchase intent through Facebook + TV vs. TV alone 21%15M people reached unique reach beyond TV
- 34. 34
- 36. Collaboration & education drive cultural change. Culture drives results.
Editor's Notes
- Carolyn Facebook’s & Mondelez are united by common ideas (connection, delight, sharing joy) FB: Give people the power to share and make the world more open and connected Mondelez: Create delicious moments of Joy.” To better understand the challenge ahead– lets look at three key trends defining our era: [Next: Connectivity, Personalization, Storytelling]
- Carolyn Three Key Trends: Connectivity, Personalization, Storytelling So let’s start with #1: Connectivity. [Next: Connectivity]
- Carolyn The first key trend is: Connectivity. The internet/mobile changed everything. World has never been more connected. People have access to information they never dreamed of a few years ago. [Next: Lighter/Smartphone Concert Photo]
- Carolyn Everywhere you go – people are on their mobile devices. People: read news, check scores, talk to friends, send photos, listen to music. People used to hold up lighters at concerts. Now they hold up mobile devices! [Next: Apollo Lander]
- Carolyn Smartphone is 100,000x faster than the Computer that brought man to the moon. 1 Bn smartphones sold last year. >1 Bn will ship this year. 2013’s mobile data traffic was 18x the size of the entire Internet in 2000 How did we get here? I’ll hand it over to Bonin. [Handover to Bonin] [Next: “I think we need a mobile strategy” cartoon]
- Bonin And how are marketers reacting? Sort of like this. It’s funny, but it’s also so true – we have become a society of distracted individuals, and that distraction is only growing. But the funny thing is that we tell ourselves that we are becoming a society of successful multi-taskers. But this couldn’t be the furthest thing from the truth. A study by the Institute of Psychiatry found that those distracted by technology saw a 10-point drop in their IQ – which is more than twice the effect of marijuana! So…you are actually better off being a pothead then a multitasker. And this is only getting worse. In fact, consumers are spending more than 25 percent of their daily media consumption time with mobile. But, at the same time, marketers are spending less than one percent of their spend on mobile. Mobile is more than a trend. It’s the new default medium. [Next: Media –Toothbrush]
- Bonin So not only should marketers be nervous, but so should dentists! Apparently mobile has greater presence in global culture than hygiene does. There are 7 billion people on Earth. 5.1 billion own a cell phone. But only 4.2 billion own a toothbrush. I guess the other 1.1 billion didn’t get the text message. Look at Africa – more Africans have access to a mobile phone than clean water! The fact is, if the Internet was a wave, mobile is a tsunami. And the pace at which the waves are crashing on our shores is unprecedented. [Next: Time to 50M Users]
- Bonin Simple stat. It took 38 years for radio to reach an audience of 50 million consumers, 13 years for television, four years for the Internet, and just two years for the Apple iPhone. There are actually more Android phones turned on daily than babies born! Not only do we see the pace of consumer adoption happening at an increased rate, but the impact on society is unprecedented. [Next: Honk if you love Jesus]
- Bonin Texting has become like blinking – the average person sends about 400 texts per month, while the average teenager sends over 3,700 texts. And texting can actually get you closer to god! [Next: Phantom Vibrations]
- Bonin Let me ask you a quick question. How many people in here have thought they felt their phone vibrating and there was nothing there? Raise your hands! This is phenomenon that is called phantom ring – and doctors have actually labeled this a syndrome – the “phantom vibration syndrome.” [Next: Marty Cooper]
- Bonin This the guy we have to blame for this new mobile world we live in. Marty Cooper, former VP of Motorola. In 1973 he invented the cell phone. His first call – made on the Streets of New York – to Joel Engel, his chief competitor at Bell Labs. But he created more than just a device to transmit voice – he started a movement. A movement that is changing the world as we know it. A movement that will give rise to a connected world of devices, people and things that at that time was unimaginable. Some predictions state that every package in your grocery store will be connected to the Internet by 2020. Forget about phones, we are talking about the emergence of the Internet of things. Where every single thing we manufacture is connected to the Internet. A world where a consumer packaged goods company like us, Mondelēz International, could become the largest technology company in the world. And it comes down to where people are spending their time – always connected by at least one device [Transition to Carolyn] [next: media crossover]
- Carolyn I’ve said “this is the year of mobile” before. But 2013 really was the year of mobile. 2013 was the first time, in over 60 years, that – in the US- time spent in digital (5:14, 2:19 mobile) surpassed TV (4:31) Last time this happened was when TV overtook radio as Bonin Pointed Out [Numbers on slide] By the end of 2014, eMarketer predicts it will be: 5:46 on Digital, in TV only 4:31, mobile 2:51 [Next slide 7B/ 1/3rd]
- Carolyn 7 Bn population, only 1/3 connected That’s a lot. But it’s not enough (ITU estimates end of 2014: 3 Bn connected) ~1MM new people sign onto the Internet for the first time every day. [Next: Cost/Awareness]
- Carolyn Our research with Internet.org has uncovered two main barriers to access: Awareness/Cost We’re working to change this We released the Internet.org app in Zambia (free basic internet access for whole country) With our partners in the telecom industry we’re working to connect the world. [Next: Facebook Mission]
- Carolyn Founded 10+ years ago, goal to make the world more open and connected. We also fundamentally believe that we are responsible for giving back more than we take We want to connec everyone - and the same is true with our customers. [Next: Global Facebook Stats]
- Carolyn And we do this at scale 1.32B MAU 1.07B MAU on mobile 829M DAU 654M DAU on mobile 200M MAU on Instagram [Next: Europe Numbers]
- Carolyn In Europe, we have: 292M DAU 206M DAU on mobile [Next: German Numbers]
- Carolyn In Germany, we have: 20M DAU 16M DAU on mobile That’s about 1/4th of all of Germany (pop. 80M), on FB, every single day. [Next: Personalization]
- Carolyn Personalization. Mobile marketing is all about understanding people. Marketing where you are, for who you are. [Next: Shopkeeper]
- Carolyn All the people that matter to marketers like Mondelez: 26M German monthly active people (FB Internal Data) >10M UK monthly active women, age 18-44 (FB Internal Data) >50M Millennials (18-34) in Brazil (FB Internal Data) 42M heavy buyers of snack foods in the US (Sample Data) 24M heavy buyers of chocolate candy in the US (Sample Data) And all these people – are looking at a News Feed that is tailored to them [Next: People Not Pixels]
- Carolyn Because people are authentic, we can also measure them based on their identity (vs. pixels or cookies) People are connecting with the people, places, brands, etc. that matter to them most. Speaking of which, I want to share a great example [Next: Ice Bucket Challenge]
- Carolyn? Ask Question to Audience // Want to share video of Phil Su, who leads engineering for FB in London [CLICK TO PLAY VIDEO] Between June 1 and Sept. 1, more than 17 M videos shared, views 10 Bn times by 440M people Video Views grew by 50% Between May and July (1 Billion each day) >65% of views on mobile Features: Autoplay + Public Views With this type of engagement, storytelling at scale is a massive opportunity for marketers [Next: Storytelling]
- Carolyn We are entering a new era of Storytelling at Scale [Next: Old Facebook Ads - Nike]
- Carolyn Before we take a look at this new era, let’s take a step back This is what Facebook used to look like just a few years ago Brands didn’t have mobile – they had a small space on RHS with click-to-play video [Next Slide: Nike Video in News Feed]
- Carolyn Today: News Feed is a personalized newspaper, different for everyone FB follows people across devices w/ Rich creative canvas World Cup: 3 billion interactions from 350 million people (Final game was #1 most talked about – 280M interactions/88M people) Mondelez knows storytelling better than ever, so I will turn it back to Bonin to talk about storytelling at scale [Handover to Bonin] [Next: Oreo Gay Pride]
- Bonin To producing Oreos for PRIDE [Next Slide: Nilla Wafers]
- Bonin Here are some more examples [Next Slide: More Nilla Images]
- Bonin Here are some more examples [Next Slide: Nilla Case Study]
- Bonin Nilla is using ads to drive in-store purchases by reaching the right people with the right message and saw phenomenal results: 9% increase in sales of exposed audience driven by Facebook ads (Datalogix); 5X return on ad spend (Datalogix); 11.3 million households reached by Facebook Ads (Datalogix) While this story is a fantastic one, there is another story behind Nilla. Before this campaign launched, we hired a very talented new brand manager from Wharton When she arrived, she was really excited to help build a big, flashy, TVC for Nilla. Instead, to her surprise, we asked her to focus just on Facebook marketing. She was challenged to embrace a new medium, educate herself on the platform and also drive real business results. But just as strong of a business result was our ability to drive culture shifts within the organization – getting this BM to embrace new mediums and tell stories at scale Nilla is such a small brand – if we can drive this sort of transformation with our largest global brands, imagine the possibilities. [Next: Great Creative on mobile is simply great creative]
- Bonin Like the early days of TV, these are exciting times to be a marketer. But we can’t think like we always have as traditional marketers in this new world of digital and mobile. One thing hasn’t changed at all – great creative is still great creative. At the soul of effective marketing is a great creative storytelling. Great thing about mobile is how dynamic a canvas we now have. It combines all the possibilities of text, print and video, together in a personalized medium. [Next: Oreo Mini Success Story]
- Bonin At Mondelez – we want to foster a social dialog with our customers. The Superbowl Blackout story is all the evidence you’ll ever need to know that is true. So, to increase awareness of the Oreo Mini sub-brand, increase HH penetration, and drive sales, we targeted U.S. Moms and Millennials with tailored messages guaranteed to resonate. And as a result, 26,633,859 people reached 229,099,771 impressions delivered (avg. freq of 8.6) 81% of impressions in Mobile NF, 19% in Desktop NF [Next: Cadbury]
- Bonin Cadbury Creme Egg wanted to reach UK 16-24-year-olds who buying single Creme Eggs with its “Have a Fling” campaign. The brand reached 15 million unique people, 21% of which had not been exposed to the television campaign, and 6 million were reached on mobile. As a result, they saw a 4X uplift in purchase intent when Facebook and TV were combined, compared to TV alone. Single Creme Egg sales over the same period increased 7%. [Next: Publishing Garage]
- Bonin And to understand these new mediums, digital affluence is the key; It’s the responsibility of us (the clients & brands) to take responsibility for educating ourselves on these platforms with our partners. This means optimizing the skillsets of our brand marketers toward mobile/digital By doing so, we can also start to connect all of our advertising and figure out how the story is told cohesively (at scale) and how all of our media works harder together What makes our partnership with Facebook unique is how we bring each other in early on opportunities: Whether that’s Facebook educating us through a Publishing Garage or Mondelez bringing Facebook into early conversations around big launches, we’re transforming our culture so that platforms like Facebook can be a part of everything we’re doing from the beginning, making all media work harder. [Next: Mobile Futures]
- Bonin The above was made possible by hacking culture… [Next Slide: Feature Phones]
- Bonin Facebook Feature Phone Garage Facebook is the premiere marketing platform to drive business results in emerging markets, for three main reasons: Reach + Targeting Where people spend the most time, where they connect with what they care about Measurement. Most people still access the Internet on a feature phone. The fact of the matter is that 70% of mobile devices globally are feature phones. And FB is a great platform for reaching those people. Today we announce that as part of our partnership, Facebook and Mondelez will collaborate to crack open the massive opportunity that lies in high-growth markets for brand marketers. We will evolve the collaborative process we’ve used in developed markets to run world-class brand marketing campaigns to tackle the unique challenges and opportunities in markets where this (referencing visual of feature phone) is the creative canvas that we are working with. [Next Slide: Quote about Cultural change driving results]
- Bonin Global mobile connectivity has given rise to a personalized era of marketing that presents some really amazing storytelling opportunities. And where we go from here, as marketers, is up to us. We’re at a point where we all have a unique opportunity to rethink how consumers engage. And that’s why connectivity/mobile and personalization is so important to us -- it is enabling us to reach our consumers in new and meaningful ways, and it’s the source of today’s most exciting innovations. What is unique about the Facebook/Mondelez partnership vs. other partnerships is not just the case studies -- it’s the collaboration Together with Facebook, we’re inventing future of marketing. [Next: Ending Slide]
- Thank you!