digital trend refresh 2015

2015

Digital Trend Refresh

FOR TODAY >>

Keep refreshing & upgrading our digital building blocks.

Trends and cases that marketers need to be aware of.

We don’t need to execute against all of them, but it’s good to know what competitors may play on and what our consumers are exposed to.

/ Social can now be much harder working for brand and business.From Likes → Engagement → Brand-building, Consideration-driving, Business-driving

/ Innovations & Form factors allow us to address issues we’ve never been able to target.

/ Digital Convergence now extends into the physical realm, opening up a world of innovation.

KEY THEMES

Mobile : The next frontier

Social: Evolving ‘tradigital’

Technology: Physical + Digital Innovation


COMMUNICATIONMeet the Messengers

RETAILMobile-enabled shopping

PAYMENTThe future of money

Who’s calling?

Different Messaging Apps Dominate Different Markets

Messenger Apps Play an Important Role In the Connected Consumer’s LifeMessengers are integral to consumer communication throughout the day.

Who’s calling?

Originates from USA

Originates from China

Originates from Korea

Originates from Japan

Originates from USA

600,000,000MONTHLY ACTIVE USERS

320,000,000DAILY ACTIVE USERS

1,000,000DAILY ACTIVE USERS

About WhatsApp Inc. was founded in 2009

in USA Acquired by Facebook in Feb 2014

for USD 19billion

On average, a person…Spends 195mins every weekSends 1,200 messages a monthReceives 2,200 messages a monthUploads 40 photos a month

Daily Messages Sent: 19,000,000,000Daily Messages Received: 34,000,000,000

Daily New Users: 1,000,000

No. of photos shared daily: 700,000,000

No. of voice messages sent daily: 200,000,000

Share of overall selfies shared on social media: 27%

— Strong Presence In: Most messenger markets except Korea, Japan, Thailand — Bought by Facebook in 2013

Whatsapp

— Clean interface and minimal features— Focus remains on 1:1 and group chat— Minimal media and emoticons

— Marketing & Ads: Minimal

Whatsapp

Originates from China

1,200,000,000REGISTERED ACCOUNTS

440,000,000ACTIVE USERS

100,000,000USE WECHAT OUTSIDE OF CHINA

About WeChat was first released by

Tencent in China on Jan 2011

No. of WeChat public accounts: 5,800,000Daily growth in WeChat public accounts: 8,000

No. of WeChat messages that were processed in a single minute on Lunar New Year’s eve: 10,000,000

Max no. of friends for personal account: 5,000

No. of followers required for a business to advertise: 100,000

% of WeChat apps that are free: 62.12%

First major company to implement e-commerce: McDonalds

No. of advertisers: 10,000

No. of publishers: 1,000

No. of app developers: >100,000

— THE China messenger— Strong Presence In: CHINA, PHILIPPINES, INDONESIA, HK

WeChat

Most diverse set of features: Rich Media Messaging + Socialization (Finder, Moments / Timeline, Look Around) + mCommerce

WeChat

Extensive branding opportunities via OFFICIAL ACCOUNTS

WeChat

— SUBSCRIPTION ACCOUNT1 message / day; Seen in the Official Account folder, along with other branded accounts

— SERVICE ACCOUNT1 message / month; Seen in the same window as a user’s other chats

— BRAND EXPERIENCE IN-APP ‘MICROSITE’

China Southern Airlines has integrated its membership card, check-in services, ticket booking & even a game on the WeChat account.

WeChat: Cases

CHALLENGE

Increase trial and purchase of La Roche-Posay’s products in store.

SOLUTION

La Roche-Posay held a campaign over 6 weeks in 2013 offering samples to new customers. Customers are able to apply for the 50ml samples through a tab in the WeChat application. After which, they were given a QR code to collect the samples offline in stores.

RESULTS

— 80,000 people participated in the campaign over 6 weeks— La Roche-Posay saw a jump of RMB1million in sales

La Roche-Posay: Short-Term Campaign To Complete Offline-2-Online Loop

WeChat: Cases

CHALLENGE

Driving traffic to Uniqlo’s online site.

SOLUTION

Uniqlo converted their WeChat service account into a mobile portal for direct communication of their product offerings. Users who are interested in purchasing items on the WeChat catalogue are guided to the brand’s mobile site to make a purchase.

Uniqlo: Long-Term Strategy For Always-On Product Information

— THE Korean messenger— Strong Presence In: KOREA, PHILIPPINES

KakaoTalk

Originates from Korea

500,000,000DOWNLOADS


93%SOUTH KOREAN SMARTPHONES HAVE KAKAOTALK

About KakaoTalk launched in 2010 in

South Korea It was acquired by Daum in May

2014

Messages delivered daily: 6,500,000,000

Revenue for 2013: $203,000,000

KakaoTalk games: 467KakaoTalk game developer: 217

Languages available: 15Present in 230 countries

Extensive marketing opportunitiesWeChat

OFFICIAL ACCOUNT: KAKAO PLUS FRIEND

— Brands can deploy actively with 1-plus-1 events, promotion, new product introduction, new member event, coupons, launch discount on top of seasonal sales

— Brands can also register at Kakao Story Gifts to sell gift cards and products.

MOBILE COMMERCE

— Users can purchase online goods and then gift them to friends via the app

— The friend will then be able to redeem the gift through the corresponding merchant.

— There are now more than 320 brands that have cooperated with KakaoTalk for this feature, with 7,700 items available for purchase.

DIGITAL STICKERS

— KakaoTalk sells premium emoticons and stickers

— Companies and brands can produce their own special series of emoticons. Revenue is shared between WeChat and the sponsor.

KakaoTalk: Cases

CHALLENGE

Increase awareness and trial of Estee Lauder’s new ‘Envy Shine’ Lipstick

SOLUTION

Estee Lauder invited their fans to sign up for the chance to win a product sample via a Kakaotalk message.

RESULTS

All 20,000 samples were claimed within the 1st day of notice.

Estee Lauder: Promo-based Sampling

— Equity based on visuals and characters— Most differentiated via strong brand-building— Strong Presence In: JAPAN, TAIWAN, THAILAND, INDONESIA

Line

Originates from Japan

560,000,000REGISTERED USERS

22%LINE APP USER GROWTH (Dec ‘13 to May ‘14)

17LANGUAGES SUPPORTED ON LINE

About Line Corporation was launched

in 2011 in Japan

Amount of LINE revenue in 2013: 335,000,000

% of LINE revenue that comes from stickers: 20%Min amount for sponsored stickers: $250,000/monthNo. of stickers sent per day: 1,800,000,000

LINE apps: 63Total number of app downloads: 1,000,000,000

LINE Play Users: 13LINE Game downloads: 300,000,000LINE POP downloads: 40,000,000

Most established messenger brand: built their brand on a strong visual equity that now extends offline.Line

Line’s portfolio of stickers is a major differentiator. These reflect

cultural nuances that have driven adoption:They reflect pop culture, including top Kpop bands, sports figures, movie and television heroes

The app has a permanent set of characters that

feature in its introductory set of stickers and marketing activities. These characters have their own storylines.

Line opened their first retail presence in NY to promote and sell character merchandise.

Extensive Marketing Opportunities Line

OFFICIAL ACCOUNTS— Businesses can send messages to users

who have added their accounts as a friend— Messages have the potential to redirect

large amounts of traffic to the site they advertise

— Users registered as your friend can share a brand’s Timeline posts on their own Timelines

SPONSORED STICKERS— Sponsored stickers come in two types –

standalone free stickers or free stickers tied to an official account

— Users can “friend” a brand within the app to get its stickers

PARTNERSHIP TIE-UPS— Sponsored stickers come in two types –

standalone free stickers or free stickers tied to an official account

— Users can “friend” a brand within the app to get its stickers

S e n d R e c e i v e R e a d A c t

Stickers Tied to Official

Account

Free Stickers

Line: Cases

CHALLENGE

Create awareness of Maybelline’s new Lip Polish Lipstick.

SOLUTION

Maybelline collaborated with LINE, to launch the lipstick through a flash sale on Maybelline’s Line account

RESULTS

500 Maybelline Lip Polish lipsticks sold out within 5 minutes.

Maybelline: Using M-Commerce To Drive Impulse Sales

Messenger App Marketing Best Practice: Uniqlo

Uniqlo successfully uses messenger apps to provide brand, product and promotional information directly to its fans in different markets, and effectively

closes the loop by leading readers to purchase on its online store.

Other notable messengers

Chat

Stickers

Voice Messages

DealsGames

Camera

Line PAYVideo Calling

Group Chat

Timeline

Sponsored Stickers

Official Accounts

Transaltion

Messenger Apps:

Becoming rich, integrated digital ecosystems

Where do you shop?

“ Today, success means

reaching consumers wherever they are, on whatever device they may be using. Increasingly, that means smartphones.

According to Google data, for much of the 2014 holiday season, mobile shopping clicks exceeded those on the desktop as shoppers made their purchase decisions on the go.”

SOURCE: GOOGLE

Enhancing the Retail experience

75% of US consumers use their smartphones while in shopping in-store.

42% of in-store consumers conduct purchase-related research while in-store.

85% of shoppers would most likely to shop in stores that offer personalized coupons and exclusive offers in store.

Enhancing the Retail experience

E-Mart

Case: Enhancing the Retail experience

New Retail Spaces: “Click-and-Mortar”

“World Wide Window Shopping”

Any space can now become a retail space – bus stops, subways, bathrooms, offices, +++

Case: New Retail Spaces

CHALLENGE

Use innovative retail + mobile to increase purchase per visit

SOLUTION

A personalized window shopping experience to advertise multiple brands available in its shopping centers simultaneously. As customers enter, body-scanning technology identifies the customer and generates a selection of recommended products based on real-time inventory.

RESULTS

500 Maybelline Lip Polish lipsticks sold out within 5 minutes.

http://demo.bisystem.com/inspirationcorridor/

Klepierre Malls: Inspiration Corridor

http://demo.bisystem.com/inspirationcorridor/

How’s your wallet holding up?

mCOMMERCEPayments in mobile

internet browser

mPAYMENTSContactless /

Mobile App Payments

mWALLETAims to replace physical wallet and loyalty cards

Mobile Payment case: Sephora

“Apple Passbook users are among Sephora’s best customers. They purchase twice as much and twice as frequently as typical customers.”

Sephora has a strong Mobile strategy- Tied to loyalty program; Tracks points- Holds offers and coupons- Contextual browsing options- Can be used as a payment system with Apple Pay


COMMUNICATIONMeet the Messengers

RETAILMobile-enabled shopping

PAYMENTThe future of money

- Emerging channels open up new engagement pathways with consumers- Business-driving is built-in – New contexts for driving trial / sale

MAINSTREAMEvolving to drive business

NICHEEmerging among sub-segments

Social: Evolving past ‘tradigital’

Mainstream Social Platforms: Integration of Social Business Tools

Social Business: Facebook

Making social more hardworkingDriving conversion on the feed through CTAs: Book Now / Contact Us / Use App / Play Game / Shop Now / Sign Up / Watch Video

Social Business: Twitter

Integrating purchase option into tweets- A new feature in 2015- After hitting the "Buy" button, customers will get

additional product details and then can enter shipping and payment information, after which the order information is sent to the merchant for delivery.

Social Business: Instagram

Turning Instagram into a shopping channelConsumers can now shop the style of their favourite Instagrammers on Instagram with Liketoknow.it

Social Business: Instagram

Fashion publications like Vogue and The Conveteur are monetizing their Instagram feeds into shoppable

product displays.

Popular fashion influencers (top bloggers: Manrepeller, Songofstyle, Christellelim) are collaborating with brands to promote products on

their Instagram with shoppable links.

SHOPPABLE FEEDS SHOPPABLE LINKS

Social Business: YouTube

YouTube launches Shoppable Video

VIDEO COMMERCEWith its new channel gadget, viewers can now click on products used in brand videos to for more information and to buy from a selection of retailers. However, the functionality only appears on brand channel pages – not when videos are embedded on other sites.

Social Business: YouTube

Unilever launched its beauty channel, All Things Hair, on Youtube, collaborating with popular beauty influencers. Just below the video are shoppable links where consumers can go to purchase products featured in the video.

Younger consumers are adding

niche channelsto their social media repertoire

Snapchat— Key Markets: UK, IRELAND, SWEDEN, CANADA, USA— Emerging in Asia

Users send videos and pictures that self-destruct after a 10 seconds.


400,000,000SNAPCHAT SNAPS A DAY

12%OF SNAPCHATS ARE SHARED WITH MULTIPLE RECEIPIENTS

70%OF SNAPCHAT USERS ARE FEMALE

71%OF SNAPCHATS USERS ARE UNDER 25 YEARS OLD

Tinder: Case

Snapchat: Case

CHALLENGE

To raise awareness about endangered species amongst young consumers.

SOLUTION

Showcase the images of endangered species disappearing in 10 seconds on Snapchat through the #lastselfie campaign.

RESULTS

— 40,000 tweets with the #last selfie hashtag in 1 week— Reached donation target in 3 days.

WWF: Last Selfie

Meerkat— Breakout star of the recent SXSW festival— Allows users to livestream to their Twitter followers

Brands have started experimenting with

the platform >>

@Redbull – Event Broadcast Starbucks – Store Tour

Dating app that matches users according to location. Users can swipe right to ‘like’ or left to ‘pass’. Successful matches can start chatting.

50,000,000ACTIVE USERS

1 BillionSWIPES A DAY

12,000,000 MATCHES A DAY

11AVERAGE TIMES OF LOGIN PER DAY, PER USER

90MINUTES PER DAY SPENT ON APP

Tinder

The future of socialization

…the new and fun way for connecting to share experiences with like-minded cannabis consuming people near you. (Only available in the US where cannabis is legal.)

HIGH THEREBristlr is a new dating app that promises to connect ‘a Dating

Service for Bearded Men and People Who Love Them'.

BRISTLR

MAINSTREAMEvolving to drive business

NICHEEmerging among sub-segments

Social: Evolving past ‘tradigital’

- Get the basics right.- Maximize new business features- Maintain awareness of emerging networks to gauge (a) consumer reception /

(b) brand opportunities

SMART STUFFInternet of Things

SMART HOMEThe cyclons are coming

SMART INNOVATIONProducts & Experience


By 2020 we’ll live in a world with over 26 billion connected devices.

“connects devices (everyday objects and higher-level equipment), enabling information-gathering and management of devices to increase efficiency, enable new services or achieve other health, safety or environmental benefits.”(GoldmanSachs)

“a whole constellation of inanimate objects with built-in wireless connectivity, so that they can be monitored, controlled and linked over the Internet via mobile.”

(Recode.net)

IoT: Wearables

Digital sensors integrated into clothes, shoes and other wearable items.

IoT Case: Wearables

Zappos ties up with MapMyFitness app Platform tracks shoe mileage to give reminders when to buy a new pair

What’s in your fridge?

IoT: Smart House

IoT Case: SmartThings

Get instant alerts if there’s unexpected motion inside your home

Know if a door or window opens while you’re away

Gain peace of mind knowing that your kids are home from school

Secure safes, jewelry, and other valuables

Never lose your keys inside your house again

Be alerted if Barkley or Whiskers makes a break for it

Be notified if the temperature in your home rises or falls below a certain level

Be notified if someone opens your liquor cabinet

IoT Case: SmartThings

IoT Case: Amazon Dash Buttons

Need- and Context-triggered purchaseIn-home frequency triggers from Amazon, with quick fulfilment

IoT Case: Amazon Dash Buttons

Smart Innovation

Meet Makerbot

Makerbot X Martha Stewart

Target X ShapewaysCustomizable, Exclusive 3D Printed Gifts

for Your Holiday

Makerbot X Hello Kitty

Innovative Brand Experience: Brand Labs

Smart Innovation

LEVI’S EUREKA INNOVATION LAB

Witness the latest denim innovation in Levi’s Innovation Lab in San Francisco.

INNISFREE HOUSE @ JEJU

See, touch and smell the natural ingredients that are used in Innisfree’sproducts in the Innisfree House in South Korea’s Jeju Island.


SMART STUFFInternet of Things

SMART HOMEThe cyclons are coming

SMART INNOVATIONProducts & Experience

- The world is digital! And technology is slowly being embedded into every individual, business, organization, society.

- New opportunities for marketing innovation.

Consumer Perspective

Plug me into the matrix!

I don’t want my technology to be so smart!

Continuous Marketing Innovation

70COREOptimize existing technology that we already use

Minimal risk

20ADJACENTExisting technology that we don’t currently useMay attract an existing market that we do not serve

10

TRANSFORMATIONALExperimentation with new technology

Higher risk but high learning potential

BEA ATIENZA, 2015