This document discusses effective marketing strategies learned from characters in media like Bugs Bunny and movies from Pixar. It discusses how creating a consistent character with clear motivation can generate content over many years to drive engagement. It also discusses the importance of the "peak-end effect" in judging experiences based on the most intense and ending emotions. The document uses the example of a Kofola soft drink ad campaign featuring a character named Fofola that drove over 8 million views through consistency, strong emotions, and spreading virally on social media. It ranked as the #1 ad in surveys for creating happiness.

1. How I learned
about effective
marketing from
Bugs Bunny,
Pixar and a cat
from Japan
Michal Pastier

3. Average Engagement of
the ad
Thehappiestmoment
ofthead
GREAT AD
ZONE

9. Average Engagement of
the ad
Thehappiestmoment
ofthead
GREAT AD
ZONE

11. What is character

20. Haru Urara betting tickets began to be used as o-
mamori,
particularly for protection against traffic accidents.

24. On that day, fans bet over $1 million on Haru Urara to
win.

25. On that day, fans bet over $1 million on Haru Urara to
win.
Because she lost, the track was saved from
bankruptcy.

26. Campaign content for 4 years!!!

28. Tama: symbol of joy

29. Kishi Station

31. In 2007 Tama was officially named
“station master”.
The position came with a station
master's hat.

34. Ridership statistics showed a 10%
increase over the previous financial year.

38. A study estimated that the publicity
surrounding Tama
has contributed 1.1 billion yen to the
local economy.

40. Introducing: "Nitama" ("Second
Tama")

41. Campaign content for 10 years!!!

42. Average Engagement of
the experience
Thehappiestmoment
oftheexperience
GREAT AD
ZONE

43. What kind of character
works?

50. What if I want not just
attractive character, but
character for many
years ?

55. The Road Runner cannot harm the coyote
except by going “beep-beep”.

56. No outside force can harm the coyote—only his own
ineptitude or the failure of the Acme products.

57. No dialogue ever, except “beep-beep”.

58. The coyote is always more humiliated
than harmed by his failures.

61. French striped skunk is constantly in search of love.

62. His skunk odor and his aggressive pursuit of romance
cause other characters to flee from him in fear.

68. Character as content
generator

69. VideosFotos
MOBILE
OUTDOOR
Facebook
Instagram WOM
YouTube

70. VideosFotos
MOBILE
OUTDOOR
Facebook
Instagram WOM
YouTube

71. Motivation

72. Intelectual

73. Too rich
Not too
smart

74. Fashion
blogger

75. Lover

76. Prankster

77. character
concepts19

78. VideosFotos
MOBILE
OUTDOOR
Facebook
Instagram WOM
YouTube

79. Clear motivation

81. Consistency is not enough

82. Average Engagement of
the experience
Thehappiestmoment
oftheexperience
GREAT AD
ZONE

83. How we judge
experience?

85. How we judge
experience?Emotion
al
Reactio
n

86. We judge an experience largely
based on how we felt at its
most intense point and at its
end, rather than based on the
total sum of every moment of
the experience

87. Not about whole
experienceEmotion
al
Reactio
n

88. Peak-End Effect
Emotiona
l
Reaction
Peak End
...how we felt at its most intense point and at its end.

89. The more intensive the peak and the more positive the end, the better the evaluation of the overall
experience.
Peak-End Effect
Emotiona
l
Reaction
Peak End

90. Peak-End determine not only
the enjoyment of the
commercial
but alsothe positive evaluation
of the brand as well as brand
recall.

91. enjoyment of the commercial positive evaluation of the brand
brand recall
Peak-End Effect
Emotiona
l
Reaction
Peak End

92. Average Engagement of
the experience
Thehappiestmoment
oftheexperience
GREAT AD
ZONE

94. Happiness curve for Kofola Ad, Fly
Emotional Anchor
- during the neutral intro
scene people are
already smiling because
they remember the
positive emotion that will
come.
The excuse of the
lisping dog
Mmmmm,
Phophola!
intensit
y
Time
(s)

95. enjoyment of the commercial positive evaluation of the brand
brand recall
Peak-End Effect
Emotiona
l
Reaction
Peak End

96. Emotional Anchor The Excuse Mmmm, Fofola
Fofola and
Pizza

97. The Excuse Mmmm, Fofola
Fofola and
Bone
Emotional Anchor

98. The Excuse Mmmm, Fofola
Fofola and Reverse
Driving
Emotional Anchor

99. The Excuse Mmmm, Fofola
Fofola, Mr. Melon and
Tennis
Emotional Anchor

100. The Excuse Mmmm, Fofola
Fofola, Mr. Melon and
Longboard
Emotional Anchor

101. Happiness curve for Kofola Ad, Fly
Emotional Anchor
- during the neutral intro
scene people are
already smiling because
they remember the
positive emotion that will
come.
The excuse of the
lisping dog
Mmmmm,
Phophola!
intensit
y
Time
(s)

102. The more they saw it
the more they love it.

103. Average Engagement of
the ad
Thehappiestmoment
ofthead
Over 8 millions views in 2
weeks
THE GREAT
AD ZONE

104. intensit
y
time (s)

105. 200 respondents
18-69
ESOMAR
2Muse (SR)
Nielsen Admosphere
(CR)

106. In 2 years EmotionID
have tested 150 best
slovak Ads for emotions.

107. In 2 years EmotionID
have tested 150 best
slovak Ads for emotions.
Fofola ranked as #1.

111. 2015 Ad Meter
Results

112. Fofola beat the best super bowl
commercial in happiness by
8%.

113. character
motivation
consistency
peak-end effect

114. character
motivation
consistency
peak-end effect
viral effect?

115. Average Engagement of
the ad
Thehappiestmoment
ofthead
THE GREAT
AD ZONE

116. Average Engagement of
the ad
Thehappiestmoment
ofthead
THE VIRAL
ZONE

117. Number of total views Facebook,
YouTube, 2015
30 660
000views ??%
organic
2016

118. Number of total views Facebook,
YouTube, 2015
30 660
000views 78%
organic
2016

121. 2015: 8/10
1. AquaBabes Song
2. Kofola Meruňka 0,5 l: Fofola a moucha
3. Kofola Meruňka 0,5 l: Fofola a kost
3. Kofola Meruňka 0,5 l: Fofola a kost
4. Kofola Meruňka 0,5 l: Fofola a pop-up
okno
5. Kofola Meruňka 0,5 l: Fofola a pizza
6. Kofola Meruňka 0,5 l: Fofola a vířivka
7. Kofola Meruňka 0,5 l: Fofola a couvání
8. Kofola Meruňka 0,5 l: Fofola a lednice
9. YouTube Rewind: Now Watch Me 2015
10. Kofola Meruňka 0,5 l: Fofola a domino
1. Nike Football Presents: The Switch ft. Cristiano
Ronaldo,
Harry Kane, Anthony Martial & More
2. Kofola Meloun 0,5 l: Fofola a padák
3. Semtex: Odpal to naplno – Rosenberg
4. Kofola Meloun 0,5 l: Fofola a tenis
5. Kofola Meloun 0,5 l: Jfem fpět!
6. Kofola Meloun 0,5 l: Fofola a longboard
7. Kofola Meloun 0,5 l: Fofola a houpačka
8. Probuďte se: Héééééééj
9. Zvedni hlavu
10. Volvo V90 – ”Prologue” feat. Zlatan Ibrahimov
2016: 5/10

123. More than 4000 videos

124. 560 000
likes
Likes
54 000
commen
ts
Comments
200 000
shares
Shares
Number of Interactions on Facebook,
Facebook interactions
2015

125. Benchmark: 20 – 30%
2016
v
Audience
Retention:
Facebook 90%
YouTube 85%
Percentage of Duration
Percentageof
Users
Apr 30, 2016 - Aug 31, 2016Video Audience Retention

126. YouTube and Facebook audience
is different

128. Branding Marketing Cloud

129. Story generator is money
generator

137. Sales Volume 0,5l Kofola,
haracter + Story = Sales booster

138. Something deep

139. Something deep

140. Something deep

141. Sales Volume 0,5l Kofola,
haracter + Story = Sales booster

142. Sales Volume 0,5l Kofola,
haracter + Story = Sales booster

143. Something deep

144. character
motivation
consistency
peak-end effect
media story

145. Average Engagement of
the experience
Thehappiestmoment
oftheexperience
GREAT AD
ZONE

147. LAST SLIDE

148. NOPE

150. Organické výsledky:

151. 2016
80 000
download

152. 35 Snapchat Stories = 45 000+
views
2016

153. 2016
undreds of Snaps from fans

164. headlines
alternatives26

165. headlines
alternatives26