"That won't work here" is one of the biggest roadblocks Regional and Global initiatives face. But what if there was an equation and a leadership mindset that could help you remove some of those roadblocks by building affiliative programs that are improve effectiveness of the central creative brand idea with enhanced local relevancy

1. TRANSCREATION
GLOBAL & LOCAL CONTENT
“Absorb what is useful,
Discard what is not,
Add what is uniquely your own.”
-Bruce Lee

2. • Focus on a TRANSCREATION MODEL
• Focus on AFFILIATIVE & SELF-ACTUALIZING
LEADERSHIP
• Focus on MEASURING & LEARNING

3. OUR STORY TODAY IS ABOUT ONE TWO
SUPERHEROES…
How we made a boring razor EXCITING…
THEN TRANSCREATED it to 8 countries and pooled it out 6x

4. IT ALL STARTED CHINA…

5. Total Brand Awareness/Ever used/Past year/P3M/Most often
Base: Total (450)
Brand Awareness and Usage
99%
Awareness
91%
Ever
88%
P12M
84%
P3M
76%
Most Often
97% 95%92% 90%
74%
Awareness
26%
Ever
20%
P12M
12%
P3M
7%
Most Often
77% 60%35%
58%
OUR CHALLENGE WAS TRIAL …
TRIALwith this
“SUNSHINE MAN”

6. SO WE TRANSCREATED AN “ICON”…
This is BRUCE LEE
He is an “icon”…
This is SMOOTH LEE
he is now also an “icon”…

7. SMOOTH LEE WAVE 1

8. …AND WE POOLED OUT 360 CAMPAIGNS

9. …AND PEOPLE STARTED DANCING

10. BECAUSE THE RESULTS WERE GREAT…
Metric Result Key Point
MB Awareness 35% (vs. 15% norm)
MB Trial +28%
MB Equity Target +37% (“Smooth Shave”)
Trade Up +36% (“Non-Schick Users”)
Sales Results +21.8%

11. “TRANSCREATION” IS LIKE WATER
http://youtu.be/pAxOHPmITHI

12. THE INGREDIENTS OF SUCCESSFUL
TRANSCREATED CONTENT MARKETING
1. ONE
Creative
“Idea”
3. Adapted to
Local Consumer
Insight
4. Local input
upfront & owned
adaptation
2. Core 360 toolkit
and GTM Strategy
Affiliative
Leadership

13. 1. ONE CREATIVE IDEA
CLICK ME!

14. GREAT CREATIVE IDEAS LINK TO BRAND’S DNA

15. GREAT CREATIVE IDEAS LINK TO BRAND’S T&M

16. Research and development by: Robert A. Cooke, Ph.D. & J. Clayton Lafferty, Ph.D.Copyright © 2011 by Human Synergistics International. All rights reserved.
1. We listened to what our consumers bigger problems were…
2. We embraced that GREAT CREATIVE IDEAS focus on making this world a
BETTER place.
3. We developed a GREAT IDEAS CHECKLIST
• 91% of global consumers would switch brands for same price and quality,
if they felt that brand supported a PURPOSE beyond a business goal.
WE EVOLVED AS WE PROGRESSED THROUGH THE
WAVES: FROM “STORYTELLING” TO “STORYDOING”
5 TRUTHs THEY DON’T…
1. Solve a human problem start from the marketing agenda
2. Purposeful reduce doing good to a marketing tactic
3. Humble take credit more than they deserve
4. Consistent contradict the good you do
5. True to the Core try to be something you are not

17. 2. CORE TOOLKIT AND GTM STRATEGY
New
Product
Package &
Promotion
BTL
Viral Video
Digital
Banner/
SEO
Microsite/
Social
Media
Platform
Radio &
OOH/Print
Ad
361˚

18. 3. TRANSCREATED TO LOCAL CONSUMER INSIGHTS
MALAYSIA
• Insight: Don’t be like Uncle
• BOOLOO ( HAIR in BAHASA )
• Target media : Radio + Digital
INDONESIA
• Insight: Social Sharing
• Channel: Digital and Sampling
PHILIPPINES
• Insight: Daily life is Stressful
• Channel: 360

19. 4. LOCAL INPUT UPSTREAM
& OWNED TRANSCREATION DOWNSTREAM

20. PHILIPPINES CASE STUDY: INSIGHT

21. LETTING THE LOCAL INSIGHT EVOLVE THE
CREATIVE IDEA
With all the stresses of every day, the unstressed feeling should
not end with shaving. The precise, smooth, and effortless qualities
of an Exacta 2 shave should go beyond our razors.
A way of life
A state of mind that stays with you throughout every day. So we’re
not going to stop at selling a smooth and effortless shaving
experience. We’ll invite them to a way of life. Smooth Lee’s way of
life.

24. PHILIPPINES EXECUTION: “SMOOTHISM”

28. TWITTER PROFILE

29. FACEBOOK BRIDGE POSTS

30. THE CENTRAL CREATIVE IDEA…BECAUSE WE
DO GET PAID TO SELL RAZORS…

31. Research and development by: Robert A. Cooke, Ph.D. & J. Clayton Lafferty, Ph.D.Copyright © 2011 by Human Synergistics International. All rights reserved.
Sustainable
Vulnerable
Volatile
AFFILIATIVE & SELF-ACTUALIZING LEADERSHIP

32. Research and development by: Robert A. Cooke, Ph.D. & J. Clayton Lafferty, Ph.D.Copyright © 2011 by Human Synergistics International. All rights reserved.
• Achievement
• set challenging goals
• be enthusiastic
• Self-Actualizing
• develop themselves
• be creative
• Humanistic/ Encouraging
• develop others
• be supportive
• Affiliative
• promote teamwork
• be cooperative
AFFILIATIVE & SELF-ACTUALIZING LEADERSHIP

33. 33
A FRAMEWORK FOR MEASURES
Brand awareness,
recall, image,
consideration…
Sales, market
share, orders,
new accounts,
profit…
What consumers
actually do
What consumers
think or feel
Hard evidence of
business results
Volume of
conversations,
brochure downloads,
retail visits, word of
mouth, number of
searches…
Reach, GRPs,
Impressions,
frequency, CPC,
CPM, position in
break, coverage,
day parts…
What the brand did
and at what cost
OUTPUTS OUTCOMES
Campaign Attitudinal Behavioural Business

34. Monkey's
New Suit
Smooth Lee vs.
Knick the Knife
Smooth Lee vs.
Lumpy Bumps
For more information contact
Geoffrey Pickens
geoffrey.pickens@energizer.com HP: 65+85717597