Building an Appetite for Energy

A hypothetical pitch for energy drink brands in Australia

By Hannah Donovan, Digital Strategist hannahdonovan82@gmail.com

@hannah_donovan

A Strategic Approach

• Collaborative and fluid (with the creative team and with you the client)

• Flexible - focused on generating an effective outcome rather than the process itself

• We dive deep, work quickly and refine

Strategic Framework

Understand Invent Architect Create

Information hunt:Brand

BusinessCategory

ConsumerCulture

Identify challenges,

opportunities & goals

Develop insights, platforms, territories

Filter & pressure check

Define strategic approach

Create idea framework

Creative & content solutions

Agency ModelStrategists & Creatives

Producers & Content creators

Technologists

Everyone in our agency is required to have a point of view on every brief. We all participate in the strategy process.

The Big Three in Australia

The Situation

The energy drinks market has seen exponentialgrowth in the last 7 years with 400% sales

growth since 2003 (www.preparedfoods.com, Aug 2010)

BUT

7 out of 10 people are not interested in the energy drink category (Mintel, Aug 2010)

Problem Areas

The pool of youth is diminishing due to anageing population

Increasing health concerns associated with excessive consumption and alcoholic combinations

Increased competition from brands playing in the same space (youth, music, sport)

Big Opportunity

To appeal to a older audience & create a new more health conscious terrain

(or in marketing chat - increase penetration beyond the youth core)

The Energy Terrain

PHYSICAL

Enhanced performance &

reactions

MENTAL

Improved alertness, clarity & wellbeing

The Big Three play in both Physical & Mental energy terrain. Currently no one owns a clear space.

Consumption Motivators

71% of energy drink users consume them for an energy boost

57% drink them to stay awake

60% drink them to stay alert

Out take: mental exhaustion is rife but no one owns the ‘mental’ energy terrain in a purest way

Audience Expansion

Where can we find a new audience that isn’t declining, an audience that suffers from mental tiredness and

requires ongoing energy support for mental stimulation.

We need people searching for alertness, clarity and calm…

Working Mums

Today’s mums are busier than ever “We have crammed lives. We work full time, out kids are busier than ever and we’re always on the go” (Author & Parenting Expert

Stacy DeBroff)

Depleted Mother Syndrome

Women in developed countries are working

more than ever before as they ‘juggle’ paid jobs

with domestic work and child rearing

In Australia 52% of married mothers

with children under 5 are in

paid employment

Official time data reports that mums with kids under 15 provide around 2 ½

a day extra work compared to fathers

In Australia, women report higher frequency of work life conflict than

men. 46% of women reported constant

conflict

Working mums are 2 ½ times more likely to

suffer from interrupted sleep

than working dads

What mums say…

“Parenting is the hardest job you’ll ever have”

“I’m totally burned out”

“I don’t mean a little tired, I’m completely exhausted”

“I have no time for me, I’m a wreck”

Side effects of depleted mothers syndrome:- Mental exhaustion- No “me time”

New bulls eye target

Mums missing in action

Working mums aged 25 to 40Have already weaned their kids

Part of a tag team couple of dual incomeSuffer pronounced work-family conflict

The Insight

Mums need Zenergy

A wellbeing energy drink to maintain mental harmony & togetherness. Re-charge the true you.

Product Innovation

A new energy drink positioned as a wellbeingsupplement

This is not about an occasion based stimulantboost, it’s an ongoing source of mental energyfor mums

A caffeine based energy drink with added vitamins

Gaining Share of Stomach(a cultural context)

Australia is a nation of coffee drinkers. Growth in the Australian coffeeSector is forecast to hit $800 million in 2013 (www.smh.com.au)

A survey by the national sleep foundation found that more than 65%of mums consume coffee ‘to get them through the day’

Mums are already seeking caffeine support so a caffeinated energydrink with added vitamins will not trigger health concerns. And aconvenient RTD format will fit with mums ‘on the go’ lifestyle

How do we drive consideration?

Through mum influencers online

Women with children trust women with children – other mums become the most valuable source of information when making

purchase decisions (iabaustralia.com)

Mums have very limited “me time” which greatly impacts their media consumption habits.

A survey by www.kleenexmums.com.au shows that 54% of mums spend their “me time” online

The rise of the digital mumdot.mum is the new mainstream

A survey by CafeMom reported that mums spend an average of 18.5hours per week online

65% of mums interact with social network (Digital mom)

46% read blogs & 24% write blogs (Kleenex Mums Survey)

Mums set to overtake teenage boys as the new gamers. 46% ofAustralia’s gamers are now women with the average age over 3(AdNews)

Mums - Digital Channel Usage

(Digital Moms)

Mums - Digital Consumption trends

(Kleenex Mums Survey)

Mums going online at similar times regardless of whether they’re working or not.

Out take: This provides us with a vast array of opportunities to engage with and add value to

mums when they are seeking some “Me Time” online

Communications StrategyEnhance mums “me time” experience online by delivering relevant and

engaging content

An experiential campaign in the digital world

Drive awareness through content collaboration e.g. sponsored and exclusive digital content, video, editorial, content

Drive trial through sampling e.g. ‘like to get’ on Facebook. Every mum gets a voucher to redeem a free sample in store

Drive WOM and advocacy by collaborating with the influential core of mum bloggers e.g. Mia Freedman, Chantelle Ellam

Digital Comms ApproachAction Benefit

Listen Understand – identify common ground, understand what content is valuable to mums, identify content gaps

Contribute Support – be generous, build history, earn credibility & trust with the mum community

Collaborate Fulfill needs – support existing mum bloggers, create content through collaboration with the influential core to generate WOM and PR

Integrate Engage – build deeper relationships through ongoing dialogue & collaboration

Execution Starters

Zenergy

Ready. Set.

24 hour days

Ever ReadyMileage for mums

The art of ‘can’

The 2nd Shift