keynote: brands, content and the moment of truth: the agile approach to unlock brand growth
TRANSCRIPT
Brands, Content & the Moment of Truth | The Agile Approach to Unlock Brand Growth
Business nerdCulture nerdDigital nerd
American Studies ≠ MBA
”
@jcuene
@thewaltwhitman
“Truth” Unlocks Growth
? $ Right
insightRight
Creative Message
Consumer Moment of Truth
Marketer Moment of Truth
12 Months
8We need a way to get there faster
Marketer Consumers
There once was a company of champions….
The farmer's industry calls him to till the soil, from which he receives God's special blessingsJefferson, “Notes on the State of Virginia”
”
The Archetype
Agrarian RootsRationalGritty
Annual CyclesConservative
Legacy
ModernGlobal
State of the ArtPerformance
Growth
New tools, old problemsDigital Marketing =
Brand Building in a Networked WorldNew approach, new opportunities
We Thought:
We Realized:
A very different family unit
The Archetype
hacker“The word `hacker' has an unfairly negative connotation from being portrayed in the media as people who break into computers. In reality, hacking just means building something quickly or testing the boundaries of what can be done….
The Hacker Way is an approach to building that involves continuous improvement and iteration. Hackers believe that something can always be better, and that nothing is ever complete. They just have to go fix it – often in the face of people who say it's impossible or are content with the status quo…
Hackers try to build the best services over the long term by quickly releasing and learning from smaller iterations rather than trying to get everything right all at once.
Hacking is also an inherently hands-on and active discipline. Instead of debating for days whether a new idea is possible or what the best way to build something is, hackers would rather just prototype something and see what works. Mark Zuckerberg – letter to investors
hackBuild somethingSee if worksMake it better, then biggerRepeat again and again
Done is better than perfect.
Make more interaction
Keep shipping
Silicon Valley’s Marketer of the Future
24
Hacking the Modern Brand
25
Agile Brand Building
Individuals and Intuition over processIn-Market Results over opinionConsumer Response over consensus
Responding to Change over following plan
Results over decks
Content = Code = TruthKeep “Shipping” Content
Case Study: Reese’s Puffs
•How to take a classic brand and modernize to jumpstart growth?
Moment of truth: Will consumers respond?
Since 1923 Reese’s has made a flavor mashup worth talking about
Chocolate +
Peanutbutter =
Awesome
But we didn’t stop there, we mashed it up with breakfastChocolate + Peanutbutter + Breakfast = AWESOMER
This idea helped us hone in on the purpose of the brand.
Reese’s Puffs Core Purpose:To bring awesome things together to make them awesomerSince Reese’s Puffs are the ultimate combination, we want to work together with our fans to create even more perfect mashups.
Reese’s Puffs were already being mashed-up in cultureMemes/mashups are a sharable and authentic territory.
Three territories became the launchpad for new content deasRather than limiting the areas Reese’s Puffs could play in, pursuits inspire new ways of thinking about the brand.Unlock new places for consumers and brand to connect.
Connected to Today’s Culture
Take it One Step Further / Pushing
Further
Creativity / Creative Expression & Experiences
CURATION COMMUNITIES
SOCIAL MEDIA CHANNELS
BRANDED CONTENT
HUB
CREATION COMMUNITIES
Impressions
• Branded Content• User Content
BrandedContent
Branded Content
• User Content• Impressions
PAID MEDIA CHANNELS
• Branded Content• Community Learnings
• User Content• Impressions
We plotted out a digital ecosystem to support our effortsIt was designed to distribute our content and fuel Reese’s Puffs’ Always-On engine.
Reese’s Puffs digital ecosystemFacebook was the primary driver. The page gained >160k fans in 3 months with minimal paid acquisition and had stellar levels of engagement when we were most active. The most sharable content was brought to Tumblr and original videos were posted to a branded YouTube channel.
facebook.com/reesespuffs
reesespuffscereal.tumblr.com
youtube.com/reesespuffscereal
Content was executed quickly and put into market to learnWe’ve shared memes and mashups; created new Reese’s Puffs-inspired memes; offered Teen friendly recipes and shared interviews with mashup and meme creators.
Best performing content and themes
Image Macros – Clever headlines with simple images.
Found content – Sourced from and attributed to users and meme sites. Attribution is extremely important.
Co-created content – Photo mashups, caption contests, polls etc.
1,391 LIKES 65 COMMENTS 311 SHARES 480 LIKES 33 COMMENTS 67 SHARES 520 LIKES 31 COMMENTS 65 SHARES
We paired targeted-mass “Paid” with “Always On” Timing: May-Sept 10
2012
Digital, precision/ buy rate Traditional , awareness/trial
Current users
Realistically relevant
Mass market
Buy rate Repeat Penetration
Advertising
Promotions
Always-On Users:153,400
Facebook fans: 152,000Tumblr followers: 1,400
Social/Viral Reach11.3MM impressions
~200MM imp
Facebook Ads, Tumblr Ads
, Banner Ads,
Strong content made our impact even greaterOur content was shared broadly expanding our reach by over 2X and organic fan growth was around 1K new fans per day.
1 organic impression 2.3 viral impressions
Content sharing 10X higher than Brand X
We’ve added almost 70K new fans since stopping advertising on 8/18
Organic fan growth 4X higher than Brand X
It worked! We gained invaluable insights and drove real results• Better than average ROI on
ads
• Low paid CPM, even lower effective CPM
• Less than the production cost of a typical TV spot
• Less than the time it takes to plan a typical campaign
11.3MMOrganic/Viral Impressions
+34MMEst. Yearly
Organic/Viral Impressions
+2.0MMEst. Yearly
Organic/Viral Impressions(from new fans)
>200KFacebook Fans
Agile Brands, Bold Leaders
Hard leadership lessons being learned daily: • It’s a culture change, not a process change• Small, dedicated team • Execution is hard• Constraints / under resourced
Unlocking Growth via Content• Content == interaction == Truth• Iteration > Perfection
Keep shipping (content)!
Jim [email protected]@jcuene