The Irrationality of Measuring Brand Performance: Using Fame, Feeling & Fluency to Track Coca-Cola
•Download as PPTX, PDF•
3 likes•2,384 views
Coca-Cola deployed a new brand tracking model in Brazil to measure campaign effectiveness in real time during the 2016 Rio Olympics. The model focused on consumers' fast, intuitive thinking and tracked three key metrics: Fame, Feeling, and Fluency. These three heuristics explained 85% of market share. Coca-Cola's brand feelings had a strong correlation with market share and were increased significantly by its highly successful Olympic advertising campaigns, which reached 3 out of 4 people in Brazil and boosted Coca-Cola's association with the Games above all other brands.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (9)
Similar to The Irrationality of Measuring Brand Performance: Using Fame, Feeling & Fluency to Track Coca-Cola
Similar to The Irrationality of Measuring Brand Performance: Using Fame, Feeling & Fluency to Track Coca-Cola (20)
More from System1 Group
More from System1 Group (12)
Recently uploaded
Recently uploaded (20)
The Irrationality of Measuring Brand Performance: Using Fame, Feeling & Fluency to Track Coca-Cola
- 1. The Irrationality of Measuring Brand Performance TMRE 2016 Presentation Gabriel Aleixo & Alex Haubold BrainJuicer LatAm | Miami
- 2. Make sure this white line is copied from the master ONTO your slide ↓ How Coca-Cola deployed a highly predictive Brand Tracking model in Brazil to engage consumers in real time during Rio 2016 Olympic Games
- 3. ©BrainJuicer® 3 Improving the returns of Integrated Marketing Campaigns… How to make marketing campaigns more effective, generating actual impact on brand equity and business performance ?
- 4. ©BrainJuicer® 4 ? The answer is not bigger and more data (Your data is probably already big enough). Nor is a more sophisticated model, algorithm, or modelling system. It Does Not Involve More Data
- 5. ©BrainJuicer® 5 ? To understand the way consumer behavior and choices work in real life, not how we would like them to be or how the textbooks theorize. The key is to look at consumers… FOR WHO THEY REALLY ARE
- 6. ©BrainJuicer® 6 We will show you how a new model of consumer behavior helped Coca-Cola produce some of the most successful campaigns during Rio 2016 in Brazil That’s exactly what Coca-Cola did…
- 7. ©BrainJuicer® 7 Need for a solution to track campaigns’ effectiveness in real time. 2013 2014 2016 Coca-Cola Brazil pilots a new brand tracking approach
- 8. ©BrainJuicer® 8 focus on System 2 (slow, analytical part of the brain) Ad recall Purchase funnel Brand attributes Attitude statements (extensive) Emotions Recognition of campaigns (focused) TRADITIONAL APPROACHES THE NEW APPROACH focus on System 1 (fast, intuitive thinking part of the brain) VS. Better aligned with Coca-Cola objectives New approach to Brand Tracking
- 9. ©BrainJuicer® 9 The behavioral and marketing sciences tell us this is all we need to know 9©BrainJuicer® FAME If a brand comes readily to mind, it must be a good choice FEELING FLUENCYFEELING If I feel good about a brand, it must be a good choice FLUENCY If I recognise a brand quickly, it must be a good choice
- 10. ©BrainJuicer® 10 With these three metrics we explain 85% of market share Average correlation across the full set of 14 categories globally (over 150 brands) 0 10 20 30 40 50 60 70 80 90 100 10 20 30 40 50 60 70 80 90 100 Fame,Feeing&FluencyStarPercentile In-market performance Correlation = +0.85 5 4 3 2 1
- 11. ©BrainJuicer® 11 Fame FluencyFeeling Fame FluencyFeeling Fame, Feeling & Fluency | The Difference Between Small and Big Brands Fame, Feeling & Fluency Percentiles Fame Feeling Fluency Small Brands Medium Brands Big BrandsFame FluencyFeeling Small : Market Share up to 7% Medium: Market Share >7% < 15% Big: Market Share >15%
- 12. ©BrainJuicer® 12 Fame FluencyFeeling Fame, Feeling &Fluency | How Brands Grow and How Brands Decline Fame, Feeling &Fluency Percentiles Fame Feeling Fluency Growing Stable Declining Fame FluencyFeeling Fame FluencyFeeling Growing : >+2% Stable: +2% to -2% Declining: <-2%
- 13. ©BrainJuicer® 13 Fame FluencyFeeling Fame FluencyFeeling Fame, Feeling &Fluency | Commanding a Premium Fame, Feeling &Fluency Percentiles Fame Feeling Fluency $ $$ $$$Fame FluencyFeeling £: Bottom 3rd on price within category brands tested ££: Middle third £££: top third %
- 14. ©BrainJuicer® 14 The battleground for even further brand growth and long-term success is Brand Feelings It is distinct from other brands and has strong distinctive assets Coca-Cola is a Super Brand 5 Very good especially cold and together with a meal Coca-Cola has a delicious taste, the more you drink, the more you want! The bubbles, so delicious! I like it so much, ice cold. Coca- Cola is Coca-Cola How strong is the Coca-Cola brand in Brazil?
- 15. ©BrainJuicer® 15 Coca-Cola Brand Feelings are crucial for Market Share. Correlation of Market Share and Brand Feelings when controlling for price and distribution variablesImportance of Emotional Engagement for sales volumes ShareofMarketadjustedforPriceandExecution Emotional Engagement (standardized)
- 16. ©BrainJuicer® 16 Marketing Campaigns have a direct impact on Brand Feelings. Coca-Cola Brand Feeling 6 period Moving Average Impact of Coca-Cola Campaigns Emotional Impact x Reach Emotional Impact of Campaign X Reach determines long term effects YEAR 1 YEAR 2 YEAR 3
- 17. ©BrainJuicer® 17 0 10 20 30 40 50 60 70 80 90 100 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 %ofBrazilIndividualsreached Average hours per month TOTAL TV INTERNET Pesquisa Brasileira de Mídia, 2015 RADIO Reach | Despite the relevance of digital (social media) and the time spent on this media, TV is still very much relevant.
- 18. ©BrainJuicer® 18 Aim for 5-Stars, don’t stop at 3! Think human truths and tie it to your brand for years to come. Emotional Impact | The challenge is to always find powerful ideas that are able to strengthen the brand’s connection with consumers.
- 20. 5-Star TV Ads Reaching 3 out of 4 people in Brazil https://www.youtube.com/watch?v=SW7Cuopu8No
- 21. ©BrainJuicer® 21 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 2015 Coca-ColaBrandFeelings(Index) TOTAL TEENS Brand feelings increased dramatically during Olympics campaign, exceeding all benchmarks
- 22. ©BrainJuicer® 22 90 95 100 105 110 115 120 125 2015 Games Period Brazil Games Period Rio Coca-ColaBrandFeelings(Index) Enough to potentially increase SOM by 1.5% TOTAL TEENS Brand feelings went through the roof in the city of Rio de Janeiro
- 23. ©BrainJuicer® 23 0 20 40 60 80 Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 Wave 12 Wave 13 Wave 14 Wave 15 %peoplementioningbrand(unaided) Brand Number 2 Brand Number 3 Brand Number 4 Brand Number 5 Coca-Cola more associated to the Olympic games than any other brand
- 24. ©BrainJuicer® 24 Three Takeaways Decision making is fast & frugal. Three basic heuristics (Fame, Feeling, & Fluency) explain all you need to know about your brand Brand Tracker insights must lead to action. Timing and Focus are essential to maximize impact of campaigns Make Brand Trackers accountable. Equity measures are not enough, must look for business results
- 25. The Irrationality of Measuring Brand Performance requests@brainjuicer.com The original presentation was given by Gabriel Aleixo in partnership with Coca-Cola at TMRE (The Market Research Event) in Boca Raton, Florida in October 2016.