engager presentation

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Introducing South Africa’s most

engaging brands. Engager™ Benchmark Study - August 2011

It’s time to think differently

about the way in which we plan

and evaluate engaging

brand relationships

…is a research tool

to help evaluate the depth and

drivers of engagement with

your brands

• Engager™ provides a strategic and

measurement framework for evaluating

and developing effective engagement.

• It reflects all the new understanding about

how brands and communications work in

today’s world.

• It helps you understand how to deepen the

engagement people have with your brand

and gives you clear insight, direction and

strategies to enhance your brand

relationships and sales.

How it works

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What it looks like

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There are 9 pillars that contribute

to the Brand Engagement

framework

Incorporating rational, emotional and

social building blocks, all critical to

contemporary brand engagement.

The EngagerTM

pillars

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Perceptions of the behaviour of

others and whether they are people

we feel close to

Familiarity and experience with

the brand; knowledge of products

/ services offered

Understanding of what

values the brand stands for

Belief about the truth of what the

brand says; promise delivery;

perceptions of the brand’s

selfishness vs. altruism

Emotional relevance with the

brand

An attitudinal predisposition to

choose the brand among

competitors

Strength of that predisposition

i.e. propensity to switch to

another brand for some reason,

or stick with pre-disposition

ACTIVE interaction with the

brand (beyond just buying it)

Degree to which the brand is

positively or negatively

recommended

EngagerTM

has been benchmarked

extensively:

• Over 300 brands

• From across the UK, US, China, Australia &

South Africa

• Covering more than 20 categories

• Amongst more than 10,000 people

EngagerTM

has been rigorously tested and evaluated

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So far...

Engager™ has been validated using sophisticated analytics, which have

proven a strong link between engagement, sales and profitability.

Engager™ is also significantly related to stock market expectations

(linking data from the 2009 Forbes Top 2000 company database ) and

clearly connects strong brand engagement with above average business

performance.

The top ten most

engaging brands in each of the

benchmark countries have been

identified so far.

SA EngagerTM

Benchmark Study 2011

1,400 in-home interviews were conducted across 7 major metropolitan

cities in South Africa, during the month of June 2011. The sample was

demographically representative of the metropolitan population.

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The survey included 100 brands that yielded more than 7000 brand

responses across the 9 EngagerTM

pillars.

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Top 10 South African Brands

EngagerTM

Score

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Global average = 103

How does this compare to the global results?

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US UK

Google 122

Cadbury 118

Amazon 118

BBC 116

Facebook 116

M&S 114

SONY 113

Microsoft 110

Olympics 110

Dove 109

Ebay 124

Google 122

Amazon 122

Kraft Foods 120

Microsoft 118

Facebook 117

Coca-Cola 114

Pepsi 113

Yahoo! 113

Dove 112

Cadbury 124

Coke 117

Heinz 116

Woolworths 116

Coles 113

Campbells 112

Canon 112

McDonalds 111

Sony 111

Lindt 110

QQ 118

China Mobile 117

Nokia 116

Coke 116

Taobao 115

Microsoft 113

Pepsi 112

Baidu 111

Sprite 110

KFC 109

Australia China

Pick 'n Pay 134

Coca-Cola 132

Clover 127

KFC 126

Shoprite 126

Woolworths 124

Cadbury 123

Handy Andy 123

Nokia 123

Standard

Bank 123

South Africa

What makes our Top Brands

so successful at engaging

South Africans?

Three things our top brands all have in common

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Deep brand affinity

Strong brand advocacy

Deep-seated brand knowledge and

understanding

#1 Pick ‘n Pay:

Understanding what they do really well

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50

70

90

110

130

150Knowledge

Understanding

Integrity

Connection

CommitmentConviction

Participation

Advocacy

Sensing

Pick 'n Pay Global norm

conviction commitment

connection

understanding

knowledge

EngagerTM

Score: 134

#2 Coca-Cola:


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50

70

90

110

130

150Knowledge

Understanding

Integrity

Connection


Participation

Advocacy

Sensing

Coca-cola Global norm


connection

advocacy

sensing

#3 Clover:


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50

70

90

110

130

150Knowledge

Understanding

Integrity

Connection


Participation

Advocacy

Sensing

Clover Global norm


connection

understanding

Advocacy

EngagerTM

Score: 127

5 things we have learnt about South

Africans and the way in which they

engage with brands

South African brands dominate the Most Engaging list - 8 out of

the Top 20 are proudly local

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SA brands in the Top 20

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134

127

126

124

123

121

120

119

Relative to all other markets

we have many more local

brands in our Top 20

We are proudly South African

in this sense but we often hide

our ‘South African-ness’ in the

pursuit of emulating global

trends. Our Engager TM results

prove that the opposite is true

- brands that take on a South

African mantra are likely to

build greater engagement.

Take Action: Find ‘ownable’

South African rhetoric that

talks to a universal emotional

need.

South Africans love shopping

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…and it’s driven by physical stores, relative to the other

benchmark countries where e-commerce is more prevalent

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Pick ‘n Pay

Shoprite

Woolworths

Woolworths

Coles

Amazon

M&S

eBay

Amazon

Taobao

Understanding the customer journey -

how different segments make

decisions, the influencers of those

decisions & drivers of engagement -

is a critical component for future

success.

Then we can plan where we need to

be and when, with what tools, offers

or experience to engage the shopper

Take Action: Ensure you are

engaging your shoppers at critical

moments of truth, with the right

influencers.

Digital doesn’t do it in SA (yet)

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There are no digital brands in SA Top 10, and only 1 tech brand

makes it… much like Australia

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US UK

Google 1

Amazon 3

Facebook 5

Sony 7

Microsoft 8

Ebay 1

Google 2

Amazon 3

Microsoft 5

Facebook 6

Cannon 7

Sony 9

QQ 1

Nokia 3

Taobao 5

Microsoft 6

Baidu 8

Australia

China

Nokia 9

South Africa

In SA, most digital brands

have not yet forged

relationships beyond

functional participation –

limited understanding &

connection with these

brands is evident across

the board.

Take Action: Tremendous

opportunity for off-line

brands to utilise the power

of participation through

tech, to enhance brand

participation. Brands like

Clover, Handy Andy &

Kellogg’s are already

experimenting.

We are the only country where banking features amongst the

most engaging brands

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Standard Bank has

successfully built a well-

rounded brand that engages

consumers effectively – using

a combination of digital &

offline engagement

approaches to demonstrate

customer centricity

Looking at the success of Standard Bank –

a well-balanced brand footprint

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70

80

90

100

110

120

130

140Knowledge

Understanding

Integrity

Connection


Participation

Advocacy

Sensing

Standard Bank FNB Absa Nedbank Capitec

conviction

integrity

commitment

advocacy

knowledge

Standard Bank #10

As a house-proud nation, home care is important and reflected in

the brands we engage with

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Unilever dominates the product brands in that South Africans

engage with most…with 4 in the Top 20

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Although often premium to the

mainstream alternatives, tried &

trusted brands have truly entrenched

their place in the home – with often

very diverse uses, well beyond the

intended. A reflection of the trust &

deeply emotional bond that

consumers from all backgrounds have

with these brands & others like them.

Take Action: Increasing active brand

participation through the use of digital

apps, will only serve to increase brand

engagement.

Tapping into marketing thematics that

demonstrate concrete goal

achievement will further resonate.

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80

90

100

110

120

130

140Knowledge

Understanding

Integrity

Connection


Participation

Advocacy

Sensing

Unilever Omo Sunlight Handy Andy


knowledge

• There’s still value in building provenance and local market nuances into your

communication – we need to celebrate our unique identity, rather than always

looking to global trends to shape our thinking

• Even in relatively low involvement categories, brands have the ability to build

deeply engaging consumer relationships - this can go a long way to driving

preference, over and above the generic functional deliverables

• Digital brands still have a way to go in building engagement with SA

consumers – although it is expected that as consumers become more accustomed

to the digital world through participatory channels from offline brands, this will

change… and probably in the not too distant future

• 360 degree Shopper marketing is going to become even more important in

building brand engagement, as the access & choice consumers have expands into

the online world

In summary, some of our key learnings have been…

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Looking to the future

• EngagerTM

stretches well beyond the research realm – enabling thinking

and planning for brands of the future

• EngagerTM

can help us answer strategic questions such as:

– Where to focus your marketing efforts to achieve the maximum impact

with your consumers at a rational, emotional and social level

– What kind of conversations are needed to build and support engaging

brand relationships

– How to equip your consumers to positively influence others

Strategic planning & implementation

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Key questions to be asking yourself…

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Are you able to turn emotional

relationships into meaningful ones?

With the gap in social dimensions of brand

engagement in SA, how will your brand take

advantage of this?

Do you know which barriers to raise to

protect or where to focus your efforts to

grow your brand equity?

Thank you for your time…

If you would like to know what EngagerTM

can do

for your brand, or explore the results of our

benchmark study in more detail, we’d love to chat.

engager presentation

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