The document describes the success of Sensodyne's global "Think Global, Advertise Local" model for developing locally relevant marketing campaigns. It outlines how Sensodyne grew from a niche player to a £1 billion brand by conducting in-depth local consumer insights research in over 20 markets to understand how people experience and talk about tooth sensitivity in their local culture. This allowed Sensodyne to create highly effective local advertising that resonated strongly with consumers and drove brand growth in each market.
This document discusses using galvanic skin response (GSR) to measure unconscious emotional responses. GSR sensors measure small changes in sweat on the skin to detect physiological arousal in response to stimuli. Combining GSR data with participants' conscious feedback allows identification of emotionally engaging moments. GSR is presented as a useful tool for concept testing, advertising research, and analyzing shopping experiences by providing insights into the unconscious "System 1" responses that influence most decisions.
The document discusses reverse engineering brand strategies for 8 insurance and food delivery brands in Vietnam. It provides templates for analyzing a brand's positioning, idea, promise, and communication idea. For each brand component, it gives the definition and key parts to analyze. The document then analyzes the branding strategies of 8 insurance brands (Generali, Manulife, Prudential, FWD) and food delivery brands (Now, GoFood, GrabFood, Baemin) based on the templates provided.
The document discusses reverse engineering brand strategies for 8 insurance and food delivery brands in Vietnam. It provides templates for analyzing a brand's positioning, idea, promise, and communication idea. For each brand component, it gives the definition and key parts to analyze. The document then analyzes the branding strategies of 8 insurance brands (Generali, Manulife, Prudential, FWD) and food delivery brands (Now, GoFood, GrabFood, Baemin) based on the templates provided.
Pepsodent is a leading toothpaste brand in India with the second highest market share. It uses segmentation strategies like rural/urban geographic segmentation and variants for different consumer needs. It has experimented with various positioning strategies over time like lasting protection and germ fighting. Consumer behavior is influenced by cultural, social, personal and psychological factors. The dental market in India is growing due to factors like aging population and dental tourism.
The document provides an overview of the Living Smart program, which aims to empower participants to improve sustainability in their homes and communities. It discusses the partnership between organizations that developed the program. The 7-week course uses guest speakers, discussions, and coaching to provide sustainability tools and create a supportive learning environment.
Customer is King but...| Professor Jeff French | The Mindsparkthe Mindspark
Learn from Global thought leader on behavioral influence what motivates people and how science is applied to help and influence them, make better decisions in both business and the Public sector.
Keynote by Professor Jeff French at the Mindspark Alexandroupolis 2018:
"Customer is King but...you can always influence Kings & Queens"
Keynote Link: https://youtu.be/frPphlje-nY
Professor Jeff French is a global thought leader in the fields of behavioral influence, Social Marketing, social communication and program planning and evaluation.
More on Prof Jeff French: https://mindspark.gr/professor-jeff-f...
More on the mindspark: www.mindspark.gr
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This is a conference presentation I did on behavioural change for the Massey University Sustainability Conference. Worked on the conference paper and presented with Joanne Tunna. Looks at how we drive positive behavioural change, including the common mistakes, cognitive dissonance etc.
This document proposes an integrated marketing campaign for the national launch of Lutein Blue, a dietary supplement from Nature's Bounty. The objectives are to generate $8-10 million in sales within 12 months by reaching an average of 6 million consumers aged 18-60, increasing brand awareness by 25% among younger adults and 10% among older adults, and enabling repeat purchases from at least 170,000 consumers. The proposed strategy uses mass media like traditional, digital and direct marketing tactics to educate consumers on the harmful effects of blue light and position Lutein Blue as protecting eye health. Success will be evaluated based on website traffic, brand lift, social engagement, leads, sales and other metrics.
This document discusses using galvanic skin response (GSR) to measure unconscious emotional responses. GSR sensors measure small changes in sweat on the skin to detect physiological arousal in response to stimuli. Combining GSR data with participants' conscious feedback allows identification of emotionally engaging moments. GSR is presented as a useful tool for concept testing, advertising research, and analyzing shopping experiences by providing insights into the unconscious "System 1" responses that influence most decisions.
The document discusses reverse engineering brand strategies for 8 insurance and food delivery brands in Vietnam. It provides templates for analyzing a brand's positioning, idea, promise, and communication idea. For each brand component, it gives the definition and key parts to analyze. The document then analyzes the branding strategies of 8 insurance brands (Generali, Manulife, Prudential, FWD) and food delivery brands (Now, GoFood, GrabFood, Baemin) based on the templates provided.
The document discusses reverse engineering brand strategies for 8 insurance and food delivery brands in Vietnam. It provides templates for analyzing a brand's positioning, idea, promise, and communication idea. For each brand component, it gives the definition and key parts to analyze. The document then analyzes the branding strategies of 8 insurance brands (Generali, Manulife, Prudential, FWD) and food delivery brands (Now, GoFood, GrabFood, Baemin) based on the templates provided.
Pepsodent is a leading toothpaste brand in India with the second highest market share. It uses segmentation strategies like rural/urban geographic segmentation and variants for different consumer needs. It has experimented with various positioning strategies over time like lasting protection and germ fighting. Consumer behavior is influenced by cultural, social, personal and psychological factors. The dental market in India is growing due to factors like aging population and dental tourism.
The document provides an overview of the Living Smart program, which aims to empower participants to improve sustainability in their homes and communities. It discusses the partnership between organizations that developed the program. The 7-week course uses guest speakers, discussions, and coaching to provide sustainability tools and create a supportive learning environment.
Customer is King but...| Professor Jeff French | The Mindsparkthe Mindspark
Learn from Global thought leader on behavioral influence what motivates people and how science is applied to help and influence them, make better decisions in both business and the Public sector.
Keynote by Professor Jeff French at the Mindspark Alexandroupolis 2018:
"Customer is King but...you can always influence Kings & Queens"
Keynote Link: https://youtu.be/frPphlje-nY
Professor Jeff French is a global thought leader in the fields of behavioral influence, Social Marketing, social communication and program planning and evaluation.
More on Prof Jeff French: https://mindspark.gr/professor-jeff-f...
More on the mindspark: www.mindspark.gr
Behaviour change massey presentation v3Michael Field
This is a conference presentation I did on behavioural change for the Massey University Sustainability Conference. Worked on the conference paper and presented with Joanne Tunna. Looks at how we drive positive behavioural change, including the common mistakes, cognitive dissonance etc.
This document proposes an integrated marketing campaign for the national launch of Lutein Blue, a dietary supplement from Nature's Bounty. The objectives are to generate $8-10 million in sales within 12 months by reaching an average of 6 million consumers aged 18-60, increasing brand awareness by 25% among younger adults and 10% among older adults, and enabling repeat purchases from at least 170,000 consumers. The proposed strategy uses mass media like traditional, digital and direct marketing tactics to educate consumers on the harmful effects of blue light and position Lutein Blue as protecting eye health. Success will be evaluated based on website traffic, brand lift, social engagement, leads, sales and other metrics.
COMBI - a toolkit for social communication in fighting NCDsPPPKAM
This document discusses COMBI, a toolkit for social communication developed by the WHO to help fight non-communicable diseases (NCDs). It presents COMBI as a 10-step process that emphasizes achieving specific behavioral outcomes, not just increasing awareness. COMBI stresses connecting recommendations to individual needs, understanding alternative behaviors, and listening to communities. The document provides Penang's COMBI plan as an example, with the overall goal of reducing NCDs through behaviors like improved nutrition and physical activity. It emphasizes setting clear behavioral objectives and conducting a situational market analysis to understand barriers and enablers to behavior change from the community's perspective before implementing activities.
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The document provides an overview of marketing management concepts and internet marketing. It discusses Philip Kotler's definition of marketing, the difference between sales and marketing, the marketing mix (4Ps), and the marketing environment. It also outlines the principles of internet marketing, including making products easy to find online, delivering good service, allowing for customization, and having simple navigation. The benefits of internet marketing are increased reach, customer service, competitive advantages, and reduced costs.
The document discusses the Communication for Behavioral Impact (COMBI) approach and how it has been successfully used to change behaviors related to malaria treatment and other health issues. COMBI borrows from marketing and psychology theories and uses a 10 step process. It focuses on narrow behavioral objectives and generating insights into consumers to develop emotionally resonant messaging. The speaker provides the example of how COMBI was used in Uganda to significantly increase correct and timely malaria treatment. He suggests sanitation campaigns could apply COMBI's focus on specific behaviors and tapping into deep consumer needs and desires through emotional messaging like the "Little Gandhi" advertisement.
Social Marketing and Social Mobilization
I believe these two work together.
This presentation also includes references.
Credits to: Jeriel Reyes De Silos and Mark Joenel Castillo
Allen
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Jeff French: How to Design and Deliver Social Programs that Influence Behaviour Horizons RG
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Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Writing Introduction To Research Paper. Online assignment writing service.Nicole Fields
The passage discusses the book The Book Thief by Markus Zusak. It notes that the narrator, Death, is portrayed with more sympathy and kindness compared to other works. It expresses sympathy for the main character Liesel, who loses her brother as a child and is then sent to live with foster parents, one of whom is physically abusive. Despite this, Liesel finds comfort in stealing and reading books. The passage conveys empathy for Liesel's difficult experiences as an orphan in Nazi Germany.
This marketing plan summarizes the strategy for a new toothpaste brand called "SmileOdent" targeted at lower income consumers in Bangladesh. The plan outlines market research conducted on existing brands. It then discusses objectives to reduce oral infections and provide an affordable product. Key elements of the marketing strategy include targeting lower income groups, positioning based on product benefits and affordable price, and a product line with three variants. The plan also covers pricing, distribution through wholesalers and retailers, and advertising through billboards, radio, and television featuring cricketers. Sales promotions will focus on the tagline "Smile can change your life."
The document provides three examples of insights generated for different clients:
1) An insight for Univision and advertisers that by understanding the logos, ethos, and pathos of the Hispanic community, Univision is able to broadcast programming that appeals to their sense of community and emotional moments of identification.
2) An insight for the US travel industry that digital channels begin as inspiration for travel planning but evolve to become planning tools as trips take shape.
3) An insight for Columbia Children's Health highlighting their reputation and expertise allows them to provide outstanding pediatric care and research, appealing to donors, parents, and fellows.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
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Session 1: Business Work Improvement Course (Introduction) developed by DOLE-Bureau of Workers with Special Concerns (BWIC) presented by Cheekee J. Gonzales.
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This document provides a project report on changing consumer attitudes through emotional advertising. It discusses advertising and the increasing clutter consumers face. It then examines how emotions like happiness, sadness, and fear can influence consumers when used in advertising. The report aims to study which emotions positively or negatively impact consumers' purchase decisions. It details research conducted on emotional advertising and concludes with findings on how certain emotions can facilitate understanding of advertising messages and influence buying behavior.
This document contains an integrated marketing communications (IMC) plan proposal for the Olympic Nutty biscuit brand in Bangladesh. It includes details of the brand's distribution network and SWOT analysis. It then proposes positioning the brand using a character called DODO and focusing the campaign on visual elements. The proposed IMC plan budget is 10 million TK or 34% of annual turnover. Tactics proposed include social media, website improvements, and public relations. Results would be measured through surveys. The goal is to increase awareness, market share and sales for Olympic to maintain its position as market leader in Bangladesh.
Short term gain = long term pain
Eddie Johnson discusses the importance of telling the truth in marketing and communications. While self-promotion in CVs is acceptable, exaggerating abilities can damage credibility long term. Personalization and telling different truths depending on perception can lead to difficult decisions and consequences. Ultimately, marketing should foster trust and build bonds between consumers and brands through relevant, consistent communication that listens to feedback and builds community.
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
COMBI - a toolkit for social communication in fighting NCDsPPPKAM
This document discusses COMBI, a toolkit for social communication developed by the WHO to help fight non-communicable diseases (NCDs). It presents COMBI as a 10-step process that emphasizes achieving specific behavioral outcomes, not just increasing awareness. COMBI stresses connecting recommendations to individual needs, understanding alternative behaviors, and listening to communities. The document provides Penang's COMBI plan as an example, with the overall goal of reducing NCDs through behaviors like improved nutrition and physical activity. It emphasizes setting clear behavioral objectives and conducting a situational market analysis to understand barriers and enablers to behavior change from the community's perspective before implementing activities.
Welingkar Institute for Distance Learning.pptxPreeti Jadhav
The document provides an overview of marketing management concepts and internet marketing. It discusses Philip Kotler's definition of marketing, the difference between sales and marketing, the marketing mix (4Ps), and the marketing environment. It also outlines the principles of internet marketing, including making products easy to find online, delivering good service, allowing for customization, and having simple navigation. The benefits of internet marketing are increased reach, customer service, competitive advantages, and reduced costs.
The document discusses the Communication for Behavioral Impact (COMBI) approach and how it has been successfully used to change behaviors related to malaria treatment and other health issues. COMBI borrows from marketing and psychology theories and uses a 10 step process. It focuses on narrow behavioral objectives and generating insights into consumers to develop emotionally resonant messaging. The speaker provides the example of how COMBI was used in Uganda to significantly increase correct and timely malaria treatment. He suggests sanitation campaigns could apply COMBI's focus on specific behaviors and tapping into deep consumer needs and desires through emotional messaging like the "Little Gandhi" advertisement.
Social Marketing and Social Mobilization
I believe these two work together.
This presentation also includes references.
Credits to: Jeriel Reyes De Silos and Mark Joenel Castillo
Allen
Key messages are concise phrases or sentences that convey the core purpose and focus of a marketing campaign. They reinforce a brand's message and guide all marketing activities. Effective key messages are believable, understandable to stakeholders, distinctive from competitors, aligned with company strategy, and credible. When crafting key messages, it is important to consider both verbal and structural approaches to ensure the core message is clear and will be remembered by the target audience.
The significance of brand and how to research it, drawing on the experiences of two national charities and nfpSynergy’s experience in tracking charity brands over time.
Dr. Jeff French: How to Design and Deliver Social Programs that Influence Beh...Horizons RG
This document provides an overview of Professor Jeff French's work on designing and delivering social programmes to influence behavior. It discusses what is known about influencing behavior from fields like behavioral economics, neuroscience, and psychology. It presents French's de-CIDES framework that outlines 5 types of interventions - control, inform, design, educate, and support - and different forms of influencing behavior within each type from nudges to smacks to shoves. The document emphasizes using a mix of interventions and an evidence-based approach to change behaviors and achieve policy outcomes.
Jeff French: How to Design and Deliver Social Programs that Influence Behaviour Horizons RG
Jeff French: How to Design and Deliver Social Programs that Influence Behaviour
Keynote Session
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, January 27-29, 2014
Good principles for building customer relationships that stand the test of ti...CharityComms
Dan Dufour, head of brand and engagement, The Good Agency; Natasha Dickinson, head of marketing and communications, RNIB
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Writing Introduction To Research Paper. Online assignment writing service.Nicole Fields
The passage discusses the book The Book Thief by Markus Zusak. It notes that the narrator, Death, is portrayed with more sympathy and kindness compared to other works. It expresses sympathy for the main character Liesel, who loses her brother as a child and is then sent to live with foster parents, one of whom is physically abusive. Despite this, Liesel finds comfort in stealing and reading books. The passage conveys empathy for Liesel's difficult experiences as an orphan in Nazi Germany.
This marketing plan summarizes the strategy for a new toothpaste brand called "SmileOdent" targeted at lower income consumers in Bangladesh. The plan outlines market research conducted on existing brands. It then discusses objectives to reduce oral infections and provide an affordable product. Key elements of the marketing strategy include targeting lower income groups, positioning based on product benefits and affordable price, and a product line with three variants. The plan also covers pricing, distribution through wholesalers and retailers, and advertising through billboards, radio, and television featuring cricketers. Sales promotions will focus on the tagline "Smile can change your life."
The document provides three examples of insights generated for different clients:
1) An insight for Univision and advertisers that by understanding the logos, ethos, and pathos of the Hispanic community, Univision is able to broadcast programming that appeals to their sense of community and emotional moments of identification.
2) An insight for the US travel industry that digital channels begin as inspiration for travel planning but evolve to become planning tools as trips take shape.
3) An insight for Columbia Children's Health highlighting their reputation and expertise allows them to provide outstanding pediatric care and research, appealing to donors, parents, and fellows.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Session 1: Business Work Improvement Course (Introduction) developed by DOLE-Bureau of Workers with Special Concerns (BWIC) presented by Cheekee J. Gonzales.
Changing attitudes of consumers through emotional advertisingYohan DSouza
This document provides a project report on changing consumer attitudes through emotional advertising. It discusses advertising and the increasing clutter consumers face. It then examines how emotions like happiness, sadness, and fear can influence consumers when used in advertising. The report aims to study which emotions positively or negatively impact consumers' purchase decisions. It details research conducted on emotional advertising and concludes with findings on how certain emotions can facilitate understanding of advertising messages and influence buying behavior.
This document contains an integrated marketing communications (IMC) plan proposal for the Olympic Nutty biscuit brand in Bangladesh. It includes details of the brand's distribution network and SWOT analysis. It then proposes positioning the brand using a character called DODO and focusing the campaign on visual elements. The proposed IMC plan budget is 10 million TK or 34% of annual turnover. Tactics proposed include social media, website improvements, and public relations. Results would be measured through surveys. The goal is to increase awareness, market share and sales for Olympic to maintain its position as market leader in Bangladesh.
Short term gain = long term pain
Eddie Johnson discusses the importance of telling the truth in marketing and communications. While self-promotion in CVs is acceptable, exaggerating abilities can damage credibility long term. Personalization and telling different truths depending on perception can lead to difficult decisions and consequences. Ultimately, marketing should foster trust and build bonds between consumers and brands through relevant, consistent communication that listens to feedback and builds community.
Similar to Sensodyne - Think Global. Advertise Local. (20)
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A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
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A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
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The utilization of land is impacted by human needs and environmental factors. In countries
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providing crucial environmental data for scientific, resource management, policy purposes, and
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Remote Sensing and Geographic Information Systems
9
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Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
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5. The rise of Sensodyne
Role of insight
Insights with impact
Internal localisation
Summary
5 | Think Global. Advertise Local | 06 2017
1
2
3
4
5
6. 1From niche player
to £1bn brand:
THE RISE OF SENSODYNE
Visualisation of hydroxyapitite crystals,
formed from Novamin technology as
found in Sensodyne Repair & Protect
7. Sensodyne has experienced
double digit growth every
year since 2000.
7 | Think Global. Advertise Local | 06 2017
From niche player to £1bn brand
Sensodyne Penetration – UK
1991 - 2015
8. 8 | Think Global. Advertise Local | 06 2017
1
Experience
sensitivity
pain
3
Become
interested
in finding a
solution
2
Understand
that the
pain is a
condition
Condition understanding was a key step
GSK realised three elements were important:
But previous communications failed
to tackle the 2nd
crucial step
9. 9 | Think Global. Advertise Local | 06 2017
The Solution
Bring the dentist out of the surgery
The Execution
Real dentists explaining sensitivity –
in their own words.
11. Maintaining a leadership position
against constant competitor attacks
Defending a highly effective model against
Refresh the “sameness” of advertising
Same creative doesn’t always work across countries
Competitors use of experts
Commoditisation of toothpaste
Challenge of being an everyday specialist
= NEED FOR NEW COMMS INSIGHTS
11 | Think Global. Advertise Local | 06 2017
13. Experiencing discomfort or fleeting pain as a result of a
cold/hot trigger is universal
BUT
How people describe the pain, its impact, the emotional
consequences, how they cope and why sensitivity bothers
them varies widely across markets
The food/drink triggers vary widely and so do attitudes and
behaviour around sensitivity
Oral care standards and the category varies widely
Needed to find ways to translate universal
truths about sensitivity into persuasive
local cultural insight in order to land
effective communications
Around the world people experience sensitivity in the same
way but how sufferers talk and feel about it varies widely
14. Early qual insight in Philippines and Indonesia
identified cultural specificity around:
• The life impact of sensitivity
• Pain language
• Pain facial/hand gestures
• Trigger foods/drinks
• Social occasions
• The emotional toll
• Attitudes to coping
• Myths, confusion and curiosity about causes of sensitivity
15. 71% of Sensodyne ads tested by MB since 2014 have hit their STSL score
The global oral care advertising average is only 25%
In China, the winning TVC achieved the highest test results
of all Sensodyne ads ever tested in China, with high
persuasion and dark green on the Link 9-box. In market
results show 3% growth vs. no growth previously - used Ding
Ming with a new message when previously he hadn’t worked
In Australia, the chosen execution contains a moment that
is one of the most memorable moments in the whole of the
research agency’s database: “in the top 2% of the 7,000
ads”. Tracking shows that the ad is 2nd best performing
sensitivity copy since tracking began in 2010 – with half the
GRP support and less air time than the 1st
In S. Korea the resulting comms has led to the brand
overtaking the main competitor and growing at 35%
16. Indonesia performance as a result of localisation process
Previous approach: TV communication focused on condition education from an oral health
expert (for example showing a board with trigger foods)
New Relevancy driving approach :
TV communication integrated consumers talking about the impact of sensitivity on their daily life and
oral health experts reflecting consumer language and behavior as they gave condition education
In store communication uses consumer relevant descriptions of pain “ngilu” (consumer
relevant description of shooting pain) instead of “gigi sensitive” (sensitive teeth)
Relevancy campaign impact:
Running in Indonesia since April 2014, it has given Sensodyne a rebound in performance.
Consumption in Indonesia increased by 17% (July 2014 vs. July 2013) driving growth across the core
range. Market share reached a record high of 6.7%.
17. Sensodyne have gone on to localise comms via cultural insight in 20+
markets
USA
UK
Germany
Italy
Spain
Brazil
India
Australia
Philippines
Japan
Russia
Egypt
Nigeria
Poland
Hungary
Romania
Slovakia
Czech Republic
Turkey
China
19. In keeping with Sensodyne, we generated insight in the initial markets*
with consumer authenticity in mind
Ethnography amongst Non-Treaters to
generate experiences, language and
sensitivity understanding
*Philippines, Indonesia, China
Stimulus developed directly off
consumer verbatims and themes
Stimulus shared with participants from
the ethnographic stage to ensure
resonates – in focus groups
• In-home peer-to-peer interviewing
• Filming of consumption moments by family member
• Café interviews in ‘torture test’ setting
20. Our approach to stimulus evolved from Philippines/Indonesia/China to
Australia and beyond…
We then switched to adcept-
stimulus and trialled it in
Australia:
Pangingilo can put me on mute for a moment…I go quiet
and subdued
When I’m out malling with friends, we often stop for a coffee and a
chat. Everyone is chatting away but sometimes when I take a sip…
tschee-ow! I feel piercing pain - that shuts me up straight away. I
will be really quiet for a while. I think my friends might be wondering
what’s wrong with me.
Suddenly going quiet like that affects my confidence a bit. I wish I
didn’t have to go quiet randomly because of pangingilo.
Short sharp pain when eating or drinking something cold or
sour often begins in our early 30’s. This can be a sign
that teeth are becoming sensitive.
Over time, our tooth’s surface can gradually wear away, exposing a
vulnerable part of the tooth. The vulnerable and sensitive area has
tiny holes that you would only see under a microscope.
The tooth can sense sudden changes in temperature and we feel this
as pain.
Sensodyne’s range of daily toothpastes contain potassium, a
scientifically proven ingredient that penetrates through the holes to
the inside of the tooth. Its hydro dynamic action protects against pain.
Used as your daily toothpaste, it provides continuous sensitivity
protection
Sensodyne allows you to continue fully enjoying all the foods and
drinks you love.
21. Pain experience
Emotional toll Cause suspicion
Coping strategies
My food enjoyment
My family food enjoyment
My social food enjoyment
Best self
Vitality (anti-ageing)
Pain is a sign
Pain is severe
Pain is intrusive
Make excuses at social occasions
Opt for natural solution
Compromise food enjoyment
Poor Oral Health Suspicion
Poor Hygiene Suspicion
Cultural Health Beliefs
Age is the cause
Blame the triggers
THEMES
22. The insight process which enabled us to get to the Australia adcepts
was so successful we made it into an official insight programme which
still runs today
Ignite is a purpose-built
approach to help deliver winning
communications
It is a 4 stage process designed to
deliver powerful insights that persuade
Non-Users
to treat their sensitivity with Sensodyne
23.
24. The journey in India…
24 | Sensodyne Title | MM YYYY
Examples of stronger adcepts
25. The journey in India…
25 | Think Global. Advertise Local | 06 2017
Examples of old and new TVC’s
27. The Global GSK and GREY teams lead the IGNITE process and
collaborate heavily with their local teams
Roles are clear from the outset and it’s clear that
responsibility is shared:
The Global Commercial Director and Consumer Insight Leader are the
project owners and key points of contact throughout
Local GSK appoint a Consumer Insight gatekeeper and a Commercial
gatekeeper liaise with Global GSK
Grey Global and Grey Local are also partners – the Global Planning
Director and her local/regional counterpart are key contacts
Timings are agreed up front for the whole process but reviewed as the
stages progress
AND
The process calls for a combination of formal and informal DISCOURSE
moments which leads to effective collaboration
Spirit of partnership is
established from the outset
28. The IGNITE programme has been all about collaboration from the outset…
How the Global team could assist the local market… No 'us and them' just a common
desire to understand the local consumer and culture in order to grow the Sensodyne
business in that market…
It was the perfect marriage of global brand stewardship with local insight. The
immediate impact was on motivation for the local team, which then played its part in
contributing to growth in that market once the campaign was launched.
Jeremy Whitehead
Senior Vice-President, Grey
“
30. THE
BUSINESS
We are still following this model today. Why?
US
Better advertising brief
Engaging + collaborative
Increased comms success in
validation and in market
Allows tailoring to market
Builds brand equity
Maintains authenticity
Grows penetration
Builds cultural relevance
THE
CONSUME
R
31. 7 tips on an evolving and adaptable model
Identify challenges early for communications
Have a clear target audience and objective
Stay objective throughout the process
Collaborate: it’s the entire journey that’s key to success
Get the right team around you – look for a mix of skills and
styles
Good insight management is key for best impact
Consider how you can use digital tools to gather insights, or
use cultural insights to inform digital activation
31 | Think Global. Advertise Local | 06 2017
32. This programme really works...
There are many great and different
films on IGNITE.
My personal favourites are from
Nigeria – where we captured their
joy and spirit of optimism and
ambition – letting nothing
(including sensitivity) get in the
way of where they want to be.
“
Jeremy Whitehead
Senior Vice-President, Grey