Modern Marketing of Big Brands
DePaul KMG SymposiumJune 1, 2013
Leo Burnett | 2012 Worldwide Credentials
What we’ll cover:LEO BURNETT: WHO ARE WE?
Behavior, Purpose and Acts: A HUMANKIND APPROACH
WHY CREATIVITY MATTERS
ACTIVATION: PLAY, BUY, SHARE FRAMEWORK
SECRET MEAN STINKS CASE STUDY
THE LAST 4%
Leo Burnett | 2012 Worldwide Credentials
Do something.
Stand for something.
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett:
What role do we play in the world of modern marketing?
Meet the family.
Founded in Chicago in 1935
Subsidiary of Publicis Groupe
Leo Burnett | 2012 Worldwide Credentials
We manage some of the world’s largest global brands.
Leo Burnett | 2012 Worldwide Credentials
96 offices in 84 countries. 9,000+ employees.
Leo Burnett | 2012 Worldwide Credentials
We believe creativity has the power to transform human behavior.
Leo Burnett | 2012 Worldwide Credentials
We are a
company.
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Our human-first stance is summed up in four principles:
HumanKind Principles
Leo Burnett | 2012 Worldwide Credentials
GPC Quarterly Review
GPC = Global Product Committee
Comprised of Leo Burnett representatives from across the globe, the GPC meets quarterly to review, discuss, and rate work submitted against our vetted tool.
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
HumankindGPC Q4(Bogota)
GPC Q4 Meeting: Bogota
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
▸ #1 agency in China, Thailand, Russia, Australia, Switzerland, Canada, Portugal, MENA and Poland.
▸ 2011‘s most awarded creative agency in Asia Pacific and top-three new business leader in the region.
▸ 55 Cannes Lions in 2012; 190+ Lions awarded in the last five years.
▸ Shanghai won Gold Lion in Design in 2012
▸ Leo Burnett network named #1 agency in New World Thinking from 2008-2010 and #2 in 2011. (Gunn Report)
▸ Most awarded agency network for three years at International Addy Awards.
▸ 2011 Young Guns Network of the Year.
▸ 2011 Golden Drum Awards Network of the Year.
▸ Most awarded agency at One Show 2011.
Global Creative Recognition
Leo Burnett | 2012 Worldwide Credentials
Creativity matters.
Leo Burnett | 2012 Worldwide Credentials
We know
brands drive marketplace performance.
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide Credentials
Leo Burnett | 2012 Worldwide CredentialsSource: June 2013 Harvard Business Review “Creativity in Advertising. When it Works and When it Doesn’t”.Source: June 2013 Harvard Business Review “Creativity in Advertising. When it Works and When it Doesn’t”.
“A euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign.”
Leo Burnett | 2012 Worldwide Credentials
So, you have a great idea.
Now what?
Leo Burnett | 2012 Worldwide Credentials
Play, Buy, Share. Play, Buy, Share.
Leo Burnett | 2012 Worldwide Credentials
Participation Planning Toolkit
Create AwarenessCreate Awareness Measure SuccessMeasure Success
*START HERE:
What are the unique ways we bring people
in?
*START HERE:
What are the unique ways we bring people
in?
What is the desired
business result?
What is the desired
business result?
Earned ImpressionsEarned Impressions
Play
Play
Buy
Buy
ShareShare
How do we engage them and keep them engaged?
How does participation encourage sale?
How and why will people share?
Creative Idea
Creative Idea
Leo Burnett | 2012 Worldwide Credentials
What are the unique ways we can bring people in?
Owned Expressions &
Paid ImpressionsSocial:
FacebookTwitter
YouTubePinterest
InstagramGoogle+
Stumble UponFlickr
VimeoBlogs & Microblogs
MobileProprietary App on Device(s)
Direct:Email
SMSSearch
OLA:Standard Flash
Rich MediaIn-stream VideoIn-Banner Video
In-App
Traditional:Broadcast (TV, Radio)
OOHPrint
PackagingIn-store Display
Brand Experience / Events
Owned Expressions &
Paid ImpressionsSocial:
FacebookTwitter
YouTubePinterest
InstagramGoogle+
Stumble UponFlickr
VimeoBlogs & Microblogs
MobileProprietary App on Device(s)
Direct:Email
SMSSearch
OLA:Standard Flash
Rich MediaIn-stream VideoIn-Banner Video
In-App
Traditional:Broadcast (TV, Radio)
OOHPrint
PackagingIn-store Display
Brand Experience / Events
These help drive
EarnedImpressio
ns
Consider allExpressions ofthe Creative
Idea.
. .
Leo Burnett | 2012 Worldwide Credentials
How do we engage them and keep them engaged?
Participate &
Take Action
LikeShareTweet
RetweetFollow
HashtagPin
Click-thruRead
BrowsePlay
Download/install appAdd+1
WatchUpload
RateReview
ShareSign Up for AlertVisit Retail Store
RSVP / Attend Event
Participate &
Take Action
LikeShareTweet
RetweetFollow
HashtagPin
Click-thruRead
BrowsePlay
Download/install appAdd+1
WatchUpload
RateReview
ShareSign Up for AlertVisit Retail Store
RSVP / Attend Event
These become
KPIs
Give People Something to Do
.
Content Players
Interacting
Acting
Compete
Collaborate
Explore
Express
Source: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010Source: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010
Leo Burnett | 2012 Worldwide Credentials
How do we engage them and keep them engaged?
Newbie
Regular
Enthusiast
• Likes Facebook page, follows on Twitter
• Comments on exclusive content
• Watches / rates social video
• Shares with friends
• Wins fan art contest
• Advocate / Influencer
Fewer People (Higher
Involvement)
More People(Lower
Involvement)
Scale for Different Levels of Involvement:
Source: Step chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010Source: Step chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010
Play, Buy, Share. Play, Buy, Share.
Leo Burnett | 2012 Worldwide Credentials
How does participation encourage sale?
Persuade your Participants to Make a Transaction
Play, Buy, Share. Play, Buy, Share.
Decision RealizationInspiration
Scale
Commitment
• Search for Online Store
• Use Price Comparison App
• Trial / Sampling
• First-Time Purchase
• Repeat Purchase
• Subscribe to a Service
• Buy into a Belief
Leo Burnett | 2012 Worldwide Credentials
How and why will people share? Need to create value for participants and their networks.
Reasons Why People Share:Reasons Why People Share:
Source: Reasons Why People Share from “The Psychology of Sharing: Why Do People Share Online?” New York Times Consumer Insight Group Study, 2011Source: Reasons Why People Share from “The Psychology of Sharing: Why Do People Share Online?” New York Times Consumer Insight Group Study, 2011
Play, Buy, Share.
Play, Buy, Share.
Leo Burnett | 2012 Worldwide Credentials
Secret Mean Stinks Case Study
Leo Burnett | 2012 Worldwide Credentials
Secret Campaign Idea: Fearlessness. Apply Daily.
With the superior protection of Secret,you can dive fearlessly into your life.
Leo Burnett | 2012 Worldwide Credentials
Owning Feminine Strength
By building and celebrating female confidence across life stages…
…and by continually creating fresh and relevant
conversations with our consumers.
POME: Ages 13 to 18 Mean Stinks
The Confidence to Stand up against Bullying
POME: Ages 13 to 18 Mean Stinks
The Confidence to Stand up against Bullying
The Confidence that Comes from Facing Life’s (Big and Small) ChallengesThe Confidence that Comes from Facing Life’s (Big and Small) Challenges
Ages 19-44Outlast & New Campaign
Leo Burnett | 2012 Worldwide Credentials
Mean StinksGang Up For GoodCampaign Snapshot
Leo Burnett | 2012 Worldwide Credentials
Mean StinksGang up for Good Case Study
Leo Burnett | 2012 Worldwide Credentials
The last 4 %.
Leo Burnett | 2012 Worldwide Credentials
Great passion for the idea and relentless determination to bring it to life.
Leo Burnett | 2012 Worldwide Credentials
Focus on Design and the Look, Tone, Feel of the Work.
Leo Burnett | 2012 Worldwide Credentials
Create something ‘real’ early on in the development process.
Leo Burnett | 2012 Worldwide Credentials
Create a focusing and defining act that is irresistible and easy for people to do.
Good chance it will catch fire.
Leo Burnett | 2012 Worldwide Credentials
Let the consumer help you create content.
And you shouldthen find a way to aggregate it.
Leo Burnett | 2012 Worldwide Credentials
Co-creating with the right content partner at the right point in the process will push the idea to the next level.
Leo Burnett | 2012 Worldwide Credentials
Don’t be afraid to ask for help.
Engage the right experts at the right time.
Leo Burnett | 2012 Worldwide Credentials
What will you create?
Leo Burnett | 2012 Worldwide Credentials
I create...