The document discusses the results of Wave 8, a global survey of active internet users. Some key findings regarding Croatia are: - Croatians value content most when it expresses their point of view and are more likely to share content that inspires others or entertains. - Croatians seek recognition for content they share online and feel happiest when others comment on, share, or like their content. - Trust in bloggers and vloggers as sources of opinions on products and services is increasing in Croatia over time.

1. THE LANGUAGE of CONTENT
#wave8
CROATIA

2. Liz Haas
UM EMEA & G14 Research Director

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What is Wave?
• All surveys are self-completed. The data
collected is purely quantitative
• The survey universe: Active Internet
Users Aged 16-54
• Active Internet Users are those who use
the internet every day or every other
day
• They drive adoption of platforms and
tools and they will determine which tools
and platforms become dominant

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The Wave 8 universe represents the world
Argentina
Australia
Austria
Azerbaijan
Belgium
Bosnia &
Herzegovina
Brazil
Bulgaria
Canada
Chile
China
Colombia
Croatia
Czech Republic
Denmark
Dominican Republic
Ecuador
Egypt
Estonia
Finland
France
Germany
Greece
Hong Kong
Hungary
India
Indonesia
Ireland (ROI)
Israel
Italy
Japan
Latvia
Lithuania
Macedonia
Malaysia
Mexico
Netherlands
Norway
Pakistan
Paraguay
Peru
Philippines
Poland
Portugal
Puerto Rico
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
Ukraine
United Arab
Emirates
United Kingdom
United States
Uruguay
Vietnam
65
countries
50,021
respondents
1.3bnrepresenting
active internet
users worldwide

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The Wave story
pre-’03
15 countries
7,500 respondents
2008
21 countries
10,000 respondents
2009
29 countries
17,000 respondents
2010
38 countries
23,200 respondents
2011
54 countries
37,600 respondents
2012
62 countries
42,000 respondents
2013
72 countries
49,600 respondents
2014
Social Visual Influence Business NeedsMotivation Brands
2012
2003 2004 2005 2006 2007
65 countries
50,000 respondents
Content

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ONLINE
MOVIES
TV
PRINT &
BOOKS
My media diary…

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ONLINE
MOVIES
TV
PRINT &
BOOKS
The media I wish I had time for!

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Film, music, TV, novels;
everything ever created
is a few clicks away.
Branded content has to compete with that.
Increasingly, it does so.
Scott HolmesUM Studios

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696,000
Slideshare
Views

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Content has become part of our everyday conversation

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RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
Belong
Stay in touch
Share knowledge
Seek opinion
Explore
Keep up-to-date
Learn
Promote yourself
Change opinions
Express yourself
Earn respect
Make money
Build a career
Escape
Be creative
Have fun
Five consumer needs drive social sharing

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0%
10%
20%
30%
40%
50%
Helps you
connect with new
people Provides experiences to
share with friends/
family
Something you can
share
Inspires you
Entertains you
About a person you
find interesting
Helps you indulge your
passions/ interests
Sets you a
challenge
Promotes a cause
that’s important to
you
Expresses your
point of view
Interesting or controversial &
will spark a debate
Teaches you about the
brand
Provides useful info/
‘how to’ tips
Tells you something new
& unexpected
Useful & something that
other’s don’t know
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
Content I VALUE
Content I SHARE
When you take a consumer perspective you realise
that what Croatians value and share is different
Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others?
BASE: Croatia

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Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others?
BASE: Global
0%
10%
20%
30%
40%
50%
Helps you
connect with new
people Provides experiences to
share with friends/
family
Something you can
share
Inspires you
Entertains you
About a person you
find interesting
Helps you indulge your
passions/ interests
Sets you a
challenge
Promotes a cause
that’s important to
you
Expresses your
point of view
Interesting or controversial &
will spark a debate
Teaches you about the
brand
Provides useful info/
‘how to’ tips
Tells you something new
& unexpected
Useful & something that
other’s don’t know
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
Globally, content is valued slightly less
than it is in Croatia
Content I VALUE
Content I SHARE

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We are
emotionally
invested in
the things we share

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In Croatia, we seek recognition when we share
Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are happy (ticked 8, 9 or 10)
BASE: Croatia / Global
71% 68%
55%
52%
35%
62%
57% 55% 56%
41%
% Croatia % Global
Makes an
interesting comment
about it
Shares
something
inspired by it
Shares
it with others you
know
Likes it/shows
appreciation
Shares
it with others you
don’t know
% who are happy when someone responds to their sharing by…

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There is nothing worse than being ignored
Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are unhappy (ticked 1, 2 or 3)
BASE: Croatia / Global
% who are unhappy when someone responds to their sharing by…
32%
47%
28%
40%
Ignores it completely Unfollows / blocks you
% Croatia % Global

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22
%
Because we care about our online reputation
Q: Below is a list of statements. Please answer reflecting your opinion.
Base: Croatia
“I would
love to become
famous online”
Aged 40 and
over
Aged 20-29
30
%

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In this world, Bloggers become role models
Q: Do you trust bloggers/vloggers opinions on products/services? [any agree]
Base: Croatia
33%
36%
43%
Croatia: agree "I trust bloggers or vloggers
opinions on products and services"
Wave 6 Wave 7 Wave 8

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Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others?
BASE: Croatia / Global
20%
15%
37%
26%
Croatia Global
Content I value Content I share
Croatians now manage their own content strategies
Expresses My Point Of View

21. THE LANGUAGE of CONTENT
#wave8

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Content as
a social commodity
Coke Zero: Skyfall partnership
Objective:
Engage young male audience

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In its first week, Coke Zero’s
‘Unlock the 007 in You’
amassed more views online,
than the official Skyfall trailer
achieved in 6 months.

24. Our use of social
media is maturing

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Social media is now ubiquitous in Croatia
98%
84%
71%
54%
28%
20% 20%
14% 14%
96%
82%
72%
67%
30%
23% 22%
13% 14%
YouTube Facebook Forum Google+ Linkedin Twitter Instagram Pinterest Tumblr
Social Sites Visited Once a Month or More
Wave 7 - 2013
Wave 8 - 2014
Q: Thinking about your use of specific websites and applications, which of the following best describes how often you have used them? [Once every 4 weeks or more often]
Base: Croatia

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Social networks are less about having fun than they were
and more about making money and learning
Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+]
BASE: Croatia – Visited a Social Network site in the last 6 months
Wave 6
Wave 7
Wave 8
0%
20%
40%
60%
80%
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
Meet new
people Stay in touch with
friends
Feel like you belong
Share knowledge
Share new
experiences
Hang out or
waste time
Have fun/ be
entertained
Be creative
Make money
Make
contacts for
work
Change opinions
Promote yourself
Express yourself
Earn respect
Learn something new
Keep up-to-date
Explore the world
around me
Seek other people’s
opinions

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22%
29%
Social Network is good for Making Money
Wave 6 Wave 8
So Croatians are realising the potential of the
Social Network for personal advancement
Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+]
BASE: Croatia – Visited a Social Network site in the last 6 months

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Message Boards or Forums (like Forum) are good for seeking
opinions, sharing knowledge; but are declining in their usefulness
Wave 6
Wave 7
Wave 8
0%
20%
40%
60%
80%
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
Meet new
people Stay in touch with
friends
Feel like you belong
Share knowledge
Share new
experiences
Hang out or
waste time
Have fun/ be
entertained
Be creative
Make money
Make
contacts for
work
Change opinions
Promote yourself
Express yourself
Earn respect
Learn something new
Keep up-to-date
Explore the world
around me
Seek other people’s
opinions
Q: “Please select which of them you think does a good job when you want to…” [Message Board or Forum]
BASE: Croatia – Used a Message Board or Forum in the last 6 months

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15%
19%
Message Board or Forum is good for Making
Money
Wave 6 Wave 8
They are increasingly seen as tools for advancement
Q: “Please select which of them you think does a good job when you want to…” [Message Board or Forum]
BASE: Croatia – Used a Message Board or Forum in the last 6 months

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The same could be said for microblogs like Twitter too
Wave 6
Wave 7
Wave 8
0%
20%
40%
60%
80%
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
Meet new
people Stay in touch with
friends
Feel like you belong
Share knowledge
Share new
experiences
Hang out or
waste time
Have fun/ be
entertained
Be creative
Make money
Make
contacts for
work
Change opinions
Promote yourself
Express yourself
Earn respect
Learn something new
Keep up-to-date
Explore the world
around me
Seek other people’s
opinions
Q: “Please select which of them you think does a good job when you want to…” [Microblog; e.g. Twitter]
BASE: Croatia – Used a Microblog e.g. Twitter in the last 6 months

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13%
17%
Microblog e.g. Twitter is good for Making
Money
Wave 6 Wave 8
The realisation that microblogs are a tool for
advancement
Q: “Please select which of them you think does a good job when you want to…” [Microblog; e.g. Twitter]
BASE: Croatia – Used a Microblog e.g. Twitter in the last 6 months

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Photo/video sites are less about fun
and more about education
Wave 6
Wave 7
Wave 8
0%
20%
40%
60%
80%
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
Meet new
people Stay in touch with
friends
Feel like you belong
Share knowledge
Share new
experiences
Hang out or
waste time
Have fun/ be
entertained
Be creative
Make money
Make
contacts for
work
Change opinions
Promote yourself
Express yourself
Earn respect
Learn something new
Keep up-to-date
Explore the world
around me
Seek other people’s
opinions
Q: “Please select which of them you think does a good job when you want to…” [Photo/video site e.g. Flickr, Pinterest, Instagram, YouTube, Vine]
BASE: Croatia – Used a Photo/video site in the last 6 months

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45%
15%
18%
20%
8%
6%
4%
27%
6%
10%
18%
6%
8%
8%
0% 10% 20% 30% 40%
Social Network
Video site e.g. YouTube
SMS
Messaging Service e.g. WhatsApp
Photo-sharing site e.g. Instagram
Microblog e.g. Twitter
Blog
Fun & Entertaining Expresses your Point Of View
When you share this content with others, which methods do you use to share it?
BASE: Croatia – All Who Share Each Type of Content
In the language of content the idea that the medium is the
message is still holds true

34. THE LANGUAGE of CONTENT
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‫ههههه‬
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The ability of social media to meet personal
ambitions is growing all the time
Q: Thinking about using the internet, which of the following activities have you ever done?
Base: Croatia
44%
47%
Wave 7 2013 Wave 8 2014
%EverDone
Visit a Professional Social Networking Site
e.g. Linkedin, Xing

35. THE LANGUAGE of CONTENT
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The people who crave fame the most are us!
54%
51%
47% 46% 45% 45% 44% 43%
41% 40% 40% 39% 38%
36% 35% 34%
31% 30% 29% 28%
22%
21%
Q; I would love to become famous online [Completely or Somewhat Agree]. Q: What would best describe your current field of work?
Base: Global

36. THE LANGUAGE of CONTENT
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Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others?
BASE: Global
Entertainment
Inspiration
Something new and
unexpected
Something useful other
people don’t know
Escape
Build a career
Change peoples’ opinions
Earn respect
With wave 8 We can map consumer need to
content need

37. THE LANGUAGE of CONTENT
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Content builds commitment
Q: “Which 3 statements best describes how this would make you feel about the company/its products/services?
BASE: Croatia – all who value each type of content
0%
10%
20%
30%
Commitment
Sets you a
challenge
Entertaining
& Fun
Inspires you
Teaches you
about the
brand
Provides experiences
to share with
friends/family

38. THE LANGUAGE of CONTENT
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Content:
Earning Respect
Xbox One: Glitch
Objective:
Reconnect with core gamers

39. THE LANGUAGE of CONTENT
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The Xbox ‘Glitch’ helped gamers in
the UK to win the respect of others.
In doing so, Xbox gained a 7X return
on their investment via huge reach
on social media

40. The Language Of
Content has the
smartphone at its
heart

41. THE LANGUAGE of CONTENT
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In Croatia, smartphone has greater reach than laptop
Q: Which of the following devices do you own?
Base: Croatia
77%
64%
6%
28%
85%
72%
80%
15%
11%
69%
66%
72%
75%
27%
22%
78%
59%
0% 20% 40% 60% 80% 100%
Desktop
Laptop/ Netbook/ Convertible
Touchscreen
Full-sized Tablet e.g. iPad,
Samsung Galaxy
Mini Tablet e.g. iPad Mini, Kindle
Fire
Smartphone
Mobile Phone
Devices Owned
Wave 6
Wave 7
Wave 8

42. THE LANGUAGE of CONTENT
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43. THE LANGUAGE of CONTENT
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The smartphone fulfils almost every need
Q: “Please select which of them you think does a good job when you want to…” [Smartphone]
BASE: Croatia – Own a Smartphone
0%
20%
40%
60%
80%
Socialise with
others
Be creative
Have fun /
be entertained
Hang out or
waste time
Relax
Read content
Watch content
Ward off
boredom
Play a game
Manage
my life
Access information
quickly
Make a purchase
Find your way
Get something done
Organise something
Explore the world
around you
Learn
something new
Research
something
thoroughly RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Wave 6
Wave 7
Wave 8

44. THE LANGUAGE of CONTENT
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“New generation” devices like the tablet are feeling the effects
Q: “Please select which of them you think does a good job when you want to…” [Tablet]
BASE: Croatia – Own a Tablet
0%
20%
40%
60%
80%
Socialise with
others
Be creative
Have fun /
be entertained
Hang out or
waste time
Relax
Read content
Watch content
Ward off
boredom
Play a game
Manage
my life
Access information
quickly
Make a purchase
Find your way
Get something done
Organise something
Explore the world
around you
Learn
something new
Research
something
thoroughly RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Wave 6
Wave 7
Wave 8

45. THE LANGUAGE of CONTENT
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In Croatia, smartphone battles laptop for domination
Q: “Please select which of them you think does a good job when you want to…”
Base: Crroatis - Own Each Device
Socialise
with
others Share something
Have fun /
be entertained
Hang out or waste
time
Relax
Read content
Watch content
Ward off boredom
Play a game
Manage my life
Access information
quicklyMake a
purchase
Find your way
Get something done
Change opinions
Explore the world
around you
Learn something new
Research
something
thoroughly
0%
20%
40%
60%
80%
Express yourself
Earn respect
Make contacts for
work
Be creative
Organise something
Build your career
Laptop
Tablet
Smartphone
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION

46. THE LANGUAGE of CONTENT
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The two fastest-growing social activities
in Croatia are mobile-based
Q: Thinking about using the internet, which of the following activities have you ever done?
Base: Croatia
24%
31%
34%
41%
56%
69%
0%
10%
20%
30%
40%
50%
60%
70%
Wave 6 2011 Wave 7 2013 Wave 8 2014
%EverDone
Share your
location
Use a
microblogging
service e.g.
Twitter

47. THE LANGUAGE of CONTENT
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Content consumption is moving in one direction only
Q: “Please select which devices you have used to do these activities” [Watch video clips online]
BASE: Croatia
Wave 7 86
60%
57%56%
66%
51%
63%
Desktop PC Laptop PC
4%
16%
13%
37%
21%
53%
Tablet Smartphone
Devices Used to Watch
Online Video

48. THE LANGUAGE of CONTENT
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The Gif keyboard app brings
content and conversation
together

49. THE LANGUAGE of CONTENT
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0% 10% 20% 30% 40%
Meet New People
Be Creative
Make Money
Earn Respect
So now we share content as a quick way to communicate what
we’re trying to say
Q: Now we would like you to think about why other people share the kinds of content you said you like. Why do you think someone would share content that…
Base: Croatia - Value that type of content
#
<3
#
#
#
@
LOL
#
Inspires you
Helps you connect with new people
Promotes a cause / charity that is important to you
RELATIONSHIP
DIVERSION
RECOGNITION
PROGRESSION

50. THE LANGUAGE of CONTENT
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The “ice bucket challenge” is a great example of
these principles coming together

51. So how do we measure
Return On Investment?

52. 1: The content glut
is killing reach
OUR CLIENTS FACE 3 MAJOR ISSUES

53. THE LANGUAGE of CONTENT
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Content visibility for
five Mediabrands clients
Source: our clients • February 2014
Client
Posts/
month
Total reach
per post
Avg reach
per post
Fans Visibility
Beverage 2 10,254 5,127 93,000 5.51%
Gaming 14 630,655 45,047 500,865 8.99%
Chemicals 6 13,574 2,262 148,000 1.53%
Insurance 54 155,102 2,872 48,000 5.98%
Software 28 577,589 20,628 638,000 3.23%
AVERAGE 5.04%
95%of your fans don’t
even see your content
investment

54. 2: Paid social ads
now a requirement
OUR CLIENTS FACE 3 MAJOR ISSUES
€

55. THE LANGUAGE of CONTENT
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Organic reach in 2014: MEH.
ORGANIC REACH
(Maximum 5% visibility)

56. THE LANGUAGE of CONTENT
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“If you pay, we’ll make it worth your while.”
ORGANIC REACH (Maximum 8%
visibility)
PAID REACHHERE COMES THE BOOM

57. THE LANGUAGE of CONTENT
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All good things come to those who reach
ORGANIC REACH (Maximum 8%
visibility)

58. 3: No fiscal
metrics
OUR CLIENTS FACE 3 MAJOR ISSUES
“I’ve got Likes,
Retweets and
Shares. No idea
what they’re
worth.”

59. THE LANGUAGE of CONTENT
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“We don’t internally have the
confident data we need to
convince leaders or peers that
they should invest in some of
this new technology or
positions
or skills that will be
crucial to a growth plan”
Adrian Parker,
Patron Spirits Company
“I also have no
clue about what’s
working and
what’s not.”
US fast food client

60. Earned Media
Value
The solution
€

61. THE LANGUAGE of CONTENT
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“What would
I have had to
pay to achieve
the same
result?”
EMV works across
channels, and is easily
calculated and automated to
allow daily measurement.
We need one performance
metric to rule them all
Earned
Media Value
(in cash)
€

62. THE LANGUAGE of CONTENT
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‫ههههه‬
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63. THE LANGUAGE of CONTENT
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We read via API, price social activity, validate it, and report it
TWEETS RETWEETS
Promoted
Trends, Etc.
TEXT POSTSCOMMENTS LIKES @REPLIES
Faves
Photo
Tweets
Video
Tweets
Social Performance
Dashboard,
Monthly Reports
& Expert Counsel
SHARES
Video
Plays
Likes
Channel
Subscribers
Faves
Video Posts
Photo Posts
Promoted Posts
Comments
Shares
Your Paid
Media Rates
Falls within
benchmarks?
YOUR DATA KPIs
PERFORMLY PROCESS
Automated
Guidance
Assign
Earned Value
Aggregate
Brand EMV
OUTPUTS
¤
¥
$
=

64. THE LANGUAGE of CONTENT
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Example Performly
content performance chart
FAN ACQUISITION
FANENGAGEMENT
0 2 4 6 8 10
20
40
60
This post has
low
engagement,
low acquisition.
Performly might
calculate total
EMV at €21.50.
This social team
needs to
improve.

65. THE LANGUAGE of CONTENT
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Content performance
FAN ACQUISITION
FANAENGAGEMENT
0 2 4 6 8 10
20
40
60
An easy like, this
post has high
acquisition but
low engagement.
Few touchpoints
created by fans.
Performly might
calculate it’s
worth €384.

66. THE LANGUAGE of CONTENT
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:*5
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Content performance
FAN ACQUISITION
FANENGAGEMENT
0 2 4 6 8 10
20
40
60
This very
controversial
post has high
engagement, but
low acquisition.
Performly might
show it earned
€3120, but also
generated
significant
unfollows.

67. THE LANGUAGE of CONTENT
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:*5
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Content performance
FAN ACQUISITION
FANENGAGEMENT
0 2 4 6 8 10
20
40
60
This post is doing
everything right.
High acquisition &
high engagement.
Performly says it
created €9850 of
marketing impact
and grew the fan
base.

68. THE LANGUAGE of CONTENT
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Now you can justify social budgets for paid ads AND content by
showing financial impact
THESE NEW FANS, AND
OUR EXISTING FANS,
CREATED
OF NEW MEDIA AND
TOUCHPOINTS
“HEY, THANKS FOR THE
OUR SOCIAL
PROWESS PRODUCED
OF MARKETING
IMPACT!”
PERFORMLY
SAYS WE GAINED
NEW FANS
12,500
€62,042
“MS. CFO, I’D LIKE
TO PROMOTE THIS
POST:”
€13,000 €13,000
€62,042

69. So we think we can
do more with
content

70. THE LANGUAGE of CONTENT
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Croatian consumers value Entertaining & Educational content
from Alcohol brands
Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others?
BASE: Croatia Age 18+ – those interested in the ALCOHOL category
0%
10%
20%
30%
Helps you
connect with
new people
Provides experiences
to share with friends/
family
Something you
can share
Inspires you
Entertains you
About a person
you find interesting
Helps you indulge your
passions/ interests
Sets you a
challenge
Promotes a
cause that’s
important to you
Expresses your
point of view
Interesting or controversial
& will spark a debate
Teaches you about
the brand
Provides useful
info/ ‘how to’ tips
Tells you something
new & unexpected
Useful & something
that other’s don’t know
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
Alcohol Brand Content I VALUE

71. THE LANGUAGE of CONTENT
L
O
L
I
M
H
O
T
M
I <3
打
酱
油
リ
ア
充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
5
5
P
K
O
I
F
M
L
Promotes Cause
Sets you a challenge
Person you are
interested in
Connect with
new people
Experiences
to share with
friends &
family
Something
you can
share with
others
Is useful & something
others don’t know
Express
yourself
Inspires you
Teaches you about
the brand
Useful info /
how-to tips
Tells you
something new &
unexpected
Helps you indulge your
passions & interests
Interesting or
controversial. W will
spark debate
Entertaining &
fun
Different content helps brands achieve different objectives.
Wave 8 maps objective to content
Q: When you see any of this content shared with you by brands directly (or shared by other people), do you value this content most when it…? /
Which 3 statements from the list below best describes how this would make you feel about the company and its products or services? [Remember it]
Base: Croatia Age 18+ – those interested in the ALCOHOL category
Drives Awareness
Conten
t I
Value
Alcohol Category in Croatia

72. THE LANGUAGE of CONTENT
L
O
L
I
M
H
O
T
M
I <3
打
酱
油
リ
ア
充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
5
5
P
K
O
I
F
M
L
Promotes
Cause Sets you a challenge
Person you are
interested in
Connect with
new people
Experiences
to share with
friends &
family
Something
you can
share with
others
Is useful &
something
others don’t
know
Express
yourself
Inspires you
Teaches you about
the brand
Useful info /
how-to tips
Tells you
something new &
unexpected
Helps you indulge your
passions & interests
Interesting or
controversial. Will
spark debate
Entertaining &
fun
Different content helps brands achieve different objectives.
Wave 8 maps objective to content
Q: When you see any of this content shared with you by brands directly (or shared by other people), do you value this content most when it…? /
Which 3 statements from the list below best describes how this would make you feel about the company and its products or services? [Desire it]
Base: Croatia Age 18+ – those interested in the ALCOHOL category
Drives Desire for the Brand
Conten
t I
Value
Alcohol Category in Croatia

73. THE LANGUAGE of CONTENT
L
O
L
I
M
H
O
T
M
I <3
打
酱
油
リ
ア
充
1
2
C
4:)
Y
O
L
O
C
Y
A
哈
哈
哈
‫ههههه‬
:*5
5
5
P
K
O
I
F
M
L
Summary
Think about your
consumers’ ambitions
Create social
commodities
Measure and
optimise

74. THE LANGUAGE of CONTENT
#wave8
CROATIA