Digital has transformed storytelling in so many ways. However, the key question to ask for marketers is this: Just what kind of digital content actually drive actual, measurable ROI? In this presentation, we share six kinds of content that help brands create meaningful connections with customers on digital.

1. STORYTELLING IN
DIGITAL:
DIGITAL CONTENT THAT
DRIVES PERFORMANCE

2. 60
COUNTRIES
Mobile-First
Creative
Digital
Agency

3. WHAT KIND OF
DIGITAL CONTENT
DRIVES ROI?

4. Proprietary global study of Mobext/Havas Group
involving 375,000+ people. Answers the fundamental
question: What kind of content will make a brand
more meaningful to customers?

5. 2017
WORLDWIDE
STUDY
Meaningful Brands is a
PROPRIETARY
METRIC of brand
strength
It is the FIRST GLOBAL
FRAMEWORK to connect
brands with human well-being
It measures the quality of benefits
brands bring to
people’s lives and the RETURNS
IN BUSINESS TERMS
1
2
3
Brand Framework
Our unique
+1,500 brands
33 markets
15 industries
Ongoing +8 years
+375,000 citizens

6. Our Purpose with
Meaningful
Brands
Inspire Meaningful
Connections
Which Generate
Business Results
Between People
& Brands
Our results show year on year
how Meaningful Brands are
rewarded in business and
marketing terms.
Inspires Meaningful Connections
through identifying the links between
brands and people’s lives which
generates business results.
Meaningful Brands
is part of our
Organic Marketing
Approach.
It delivers data driven
insights to fuel content
that people care about.

7. Why doesMeaningfulness
matter?

9. 58%
BOOMERS
71%
GEN X
77%
MILLENNIALS
PURPOSE BEYOND PRODUCT
People expect more from brands
“More”: Interesting, Useful or Meaningful content / services apart from their usual offer

10. Personal benefitsGo beyond the product,
exploring how brands
tangibly improve peoples’
lives and the role they play
in society
Collective benefitsFunctional benefits
FUNCTIONAL
PHYSICA
L
GOV/ETHICS
ENVIRONMENT
COMMUNITY WORKPLACE
ECONOMY
ORGANISATIONA
L
FINANCIAL
INTELLECTUAL
SOCIAL
EMOTIONAL
NATURA
L
Defining meaningful
Understanding what matters
MB INDEX = Brand Performance + Brand KPIs

11. Cumulatedstock-marketreturns between 2006and 2016
Source: Thomson One.Adjusted Price close,excludingdividends
TOP MB
performers
Overall Stock
Market
Meaningful Brands
outperform
the stock
market by
206%

12. The more meaningful
the greater
share of
wallet
Share of Wallet
MB Index
60 7570
80%
60%
40%
20%
100%
SoW
x 9
0%
65

13. Return on Meaning Boost by KPI
Improving Performance by only 10%,
Brand’s KPI Growby…
14%
12%
10%
8%
6%
4%
2%
0%
+2%
FAMILIARITY
+7%
OVERALL
IMPRESSION
+8%
PURCHASE
+5%
REPURCHASE
+7%
ADVOCACY
+12%
PREMIUM
PRICE
Improving
MeaningfulPerformance
drives
Brand KPIs

14. Return on meaning
MEANINGFUL
VALUE
FOR PEOPLE
BUSINESS
RETURNS
+ Share ofWallet
+ MarketingKPIs
+ Financialvalue
=
Earning MeaningfulReturns

15. How to inspiremore meaningful
connections?
ENERGY&UTILITIES

16. 71%
Correlation between performance
on Personal Benefits and
Content Efficiency*
*CONTENT EFFICIENCY is defined by crossing the strength of association of a brand to content
types and the performance of the content performed by the brand
Great Contentdrives
Personal Well-being

17. Create
Great Digital Content
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream
Events
‣ Sport Events
‣ …
Inspire
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
‣ Discounts
‣ Contests
‣ Special Sales
RewardEntertain Educate Inform Help

18. Create
content that INSPIRES
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream
Events
‣ Sport Events
‣ …
Inspire
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
‣ Discounts
‣ Contests
‣ Special Sales
RewardEntertain Educate Inform Help

19. CASE STUDY:
HYUNDAI MESSAGE TO SPACE
72M VIEWS IN YOUTUBE

20. Create
content that ENTERTAINS
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream
Events
‣ Sport Events
‣ …
Inspire
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
‣ Discounts
‣ Contests
‣ Special Sales
RewardEntertain Educate Inform Help

21. SOME OF THE BEST-SHARED, MOST
ENTERTAINING STORIES IN DIGITAL ARE CO-
CREATED WITH CONSUMERS

22. CASE STUDY:
BURGER KING MCWHOPPER

23. “MAY RITEMED BA NITO”
Entertain
Inspire Entertain
Inform
Our client Ritemed (the leading
generics pharmaceutical brand in the
Philippines)had a hugely popular
song/jingle called “May Ritemed Ba
Nito”. To increase engagement and
awareness, Mobext introduced an
online competition which invited
people to perform the song (via song
and/or dance) and share it online.
The campaign resulted in millions of
free organic views for the brand.

24. Create
content that
EDUCATES
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream
Events
‣ Sport Events
‣ …
Inspire
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
‣ Discounts
‣ Contests
‣ Special Sales
RewardEntertain Educate Inform Help

25. CASE STUDY: RITEMED WEBSITE
EducateInform
Research shows that many online
consumers usually try to self-
medicate whenever they get sick,
or about to get sick. Millions of
searches are done in the
Philippines for health-related
concerns. To capitalise on this
opportunity, Mobext relaunched
the Ritemed website, with the
vision of making it the #1 online
resource for health and wellness.
We created hundreds of articles in
the local dialect that provided
wellness tips and advice. The
result: more than 300,000 visits
every month, mostly from organic
searches on Google.

26. CASE STUDY:
PAYO NI DOC (“DOCTOR’S ADVICE”) VIDEO
SERIES
Millions of Filipinos turn to the internet to look for expert advice on health and
wellness. However, most of the advice provided online are from sources which are
not too reputable. To change this situation, Mobext relaunched the industry’s first
online video series for health with Ritemed, featuring real doctors answering
health-related questions. We used Facebook and Youtube to distribute the videos.
We also launched the first online health talk show featuring real doctors, using
Facebook live. The 8 videos created achieved more than 4 million free, organic
views.

27. Facebook health “talk show” hosted by a
doctor. Real questions from people, answered
live.
PAYO NI DOC LIVE
Inspire
Inform

28. CASE STUDY:
RECIPE TV
Our client San Miguel Purefoods (the biggest food company in the Philippines)
wanted to increase consumption for its unprocessed meat products (chicken and
beef) by distributing recipes. To capitalise on the growing trend of video, Mobext
launched in 2012 the first online cooking channel via Youtube, called “Recipe TV”.
The channel featured more than 200 short recipe videos. The result: close to 6
million free, organic views on Youtube.

29. RECIPE TV -
THE FIRST ONLINE COOKING SHOW IN THE PHILIPPINES
#2 search result out of 2.25M possible results

30. 5,880,496 VIEWS (ALL ORGANIC), 19,500+
SUBSCRIBERS

31. Create
content that INFORMS
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream
Events
‣ Sport Events
‣ …
Inspire
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
‣ Discounts
‣ Contests
‣ Special Sales
RewardEntertain Educate Inform Help

32. CASE STUDY:
HOW TO WEAR A SCARF + HOW TO TIE A TIE
People turn to Youtube for content that informs them and helps them perform
specific tasks. Some of the most viewed videos on Youtube are simple, how-to-
videos, such as the videos “how to wear a scarf in 4.5 minutes” (close to 42M
views), and“how to tie a tie” (close to 37 million views). As a marketer, ask
yourself: what kind of content or information are my customers looking for related
to my product category?

33. Create
content that HELPS
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream
Events
‣ Sport Events
‣ …
Inspire
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
‣ Discounts
‣ Contests
‣ Special Sales
RewardEntertain Educate Inform Help

34. CASE STUDY:
MCDELIVERY PHILIPPINES
Back in 2012, research showed the increasing number of searches done by Filipinos
for food delivery services using mobile devices. To capitalise on this growing trend,
Mobext launched McDelivery mobile, the Philippines’ first mobile delivery site for a
fast-food. The site helps customers order their favourite McDonald’s product/s
quickly and easily.

35. Create
content that REWARDS
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream
Events
‣ Sport Events
‣ …
Inspire
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
‣ Discounts
‣ Contests
‣ Special Sales
RewardEntertain Educate Inform Help

36. KRISPY KREME MOBILE LOYALTY APP
Krispy Kreme Philippines
wanted to introduce a
loyalty program that drove
repeat purchases. To help
them achieve this goal,
Mobext launched the Krispy
Kreme app - the country’s
first mobile-based loyalty
app that featured a digital
stamp card, mobile
ordering, and coupons.

37. KRISPY KREME APP - DIGITAL STAMP CARD
The digital stamp card
feature was a first in the
country, helping drive
repeat store visits and
increasing loyalty.

38. CASE STUDY:
SNICKERS’ HUNGERITHM

39. Elements of
Great Digital Content
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream
Events
‣ Sport Events
‣ …
Inspire
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
‣ Discounts
‣ Contests
‣ Special Sales
RewardEntertain Educate Inform Help

40. Arthur Policarpio
Chief Executive Officer
arthur.policarpio@mobext.com
+639175694375

41. THANK YOU