The document discusses uncovering emotional experiences to build better marketing strategies. It outlines a model for capturing emotions in the moment using mobile technology. Emotions span different categories like caring, experience, and intimacy. Personas are identified for different product lines to segment offerings. Activation involves delivering personalized experiences across channels in real-time based on the insights. Case studies show activating insights can increase conversion rates and average order values.
7. 7
The Problem:
We have a limited window of
opportunity to capture emotions
¾ seconds
recognition reaction reflection
¼ seconds >1 seconds
The Emotional
Discovery Window
8. 8
Capturing Emotions in the Moment with MindSight® Mobile
Camera
Video Playback
Bluetooth
Microphone
Push Notifications
GPS
Cached Surveys
Speaker
• Panel of Engaged Mobile Consumers
• Geo-Fencing Technology
• Push Surveys
• Engage in Tasks
• Disrupt behaviors before, during and after
9. 9
“Using ChapStick
makes me feel ______.”
Capturing Emotions in the Moment with MindSight® Mobile
¾ seconds
reaction
CARING
EXPERIENCE
EMOTIONS
INTIMACY-
FAMILIAL
exposure platform
14. 14
The Application: The Core Emotions provide a “Security Blanket” for the user.
CARING
EXPERIENCE
EMOTIONS
FAMILIAL
INTIMACY
15. Protect Lips from the
Environment
35-49
Skewed female
Protect ChapStick Personas
“It's a product that you can never go wrong with. The cake batter
flavor is my favorite because it smells like vanilla cupcakes. It
makes them super kissable. I usually buy 5 at a time cause I'm
afraid they'll get discontinued.”
Busy days with
work and family
Value and Utility
are Critical
What their friends think is important
17. ChapStick Personas
Fun & Flavorful
25-34
Skews Female “I usually buy ChapStick products because after trying multiple
other types of lip moisturizer I like the way this one feels on my
lips the best.”
Delight
Frequent
Travelers
Exotic
Tastes
Digitally Active
18. 18
The Application: It becomes part of their social persona.
CARING
EXPERIENCE
EMOTIONS
FAMILIAL
INTIMACY
19. ChapStick Personas
Maintain Lip Health &
Appearance
18-25
Equal Male and
Female
“Being hydrated is really important to me. It's part of my regular
skin regimen to moisturize my face. This is similar to my face
lotions, I have one for daytime and one for nighttime, so I liked
that it matched my skincare priorities/preferences.”
Enhance
Appearance
Conscious
Frequent
Online
Presence
Multitasking
as an Art
22. The Foundational Years
1800’s
Eureka!
Charles Browne Fleet
1910’s
The Entrepreneur
John Morton
1930’s
Epic Makeover
Frank Wright, Jr.
1960’s
Smooth Move
A.H. Robbins Company
1970’s
Scandalous
Exhibit A:
Watergate break-in.
23. Evolution of the Advertising
Very Functional
• Guard your lips
• Sunburned lips…
Quick relief
• Make lips feel great
• Relieve dry-lips fast
26. Getting More Social – ChapStick is in songs, in pockets, in drawers, in
purses, in movies, on TV, on your lips
27. 27
Activation – The Evolution of the Brand
Protect
Protect Lips from the
Environment
Classic & Medicated
Delight
Fun & Flavorful
Fun Flavors
Enhance
Maintain Lip Health &
Appearance
Premium Skin Care
Benefits
28. 28
Activation — Delivering on the insights in real time
Understand Organize Activate Optimize
Conduct market research and define segments,
personas and journeys to understand the core
use cases that can be applied to target, engage,
convert and service the core audiences.
Identify and organize the data from 1st, 2nd and
3rd party sources that maps the use cases and
enhances segmentation. Setup a centralized
data management platform to facilitate activation
of high value use cases.
2nd Party (partners,
exchanges etc.)
1st Party (CRM, Site
Analytics, POS,
Loyalty etc.)
3rd Party (Experian,
payment processer
etc.)
Activate core use cases and segments across
high value channels (paid and owned). Phased
approach to activation is recommended in terms
of data as well as channels.
Search
Display
Email
.COM
Data
Management
Platform
(DMP)
Optimization
Cycle
Identify
Plan
DesignDevelop
Analyze
Iterate
Deploy capabilities and resources to
continuously implement new segments and
experiences. Cross-disciplinary team with
representation from all departments but clear
ownership and metrics.
Activating segmentation within the digital ecosystem is a process that relies on organizing data into a centralized source and creating a program
that allows iterative testing and optimization of all aspects of the user experience (segmentation, data, landing and conversion experiences).
36. 36
ENHANCE
Augmented TV or Magazine
experience (hold phone to TV &
see the change in character’s lips
with Chapstick) – perhaps as a
result of a weblink
37. 37
ENHANCE
Before & After Instagram posts
where users have to zoom in to see
the benefits of the product after
(there’s a new feature where user
can zoom in on a post)
38. 38
Impact of activating the insights
• Leading audio electronics company delivered 7%
increase in conversion rate and 12% increase in
average order value.
• Occasion and weather specific vehicle
recommendations resulted in 36% increase in
average order value for a major car rental company.
• Disease and stage specific content and experience
delivered 21% increase in visit-to-actionable lead
conversion rate for a national hospital network.
Activating and delivering relevant experiences deliver
significant impact on digital ecosystem ROI -
39. Thank You
October 18, 2016
Elliot Savitzky : Elliot.savitzki@isobar.com
Navneet Virk : Navneet.virk@isobar.com
Hinweis der Redaktion
Good morning and thanks for choosing to attend our presentation. We are the Isobar Marketing Intelligence Practice. Isobar is a digital agency participating in all things digital and we have the unique ability to take our clients all the way from Insights through to digital strategies, transformations and activation. And that’s what we intend on presenting today. Together Navneet and I will illustrate how we combine our talents along with some innovative tools to better understand the unconscious thoughts and feelings of consumers and transform them into distinctive digital assets for a brand as iconic as ChapStick.
So let’s start at the beginning. What do we know about emotions?
Emotions are at the core of our being… and just about everything we do in daily life.
How do we connect emotionally with our consumers?
The challenge is that emotions are complicated…fleeting, shifting, nuanced.
48 synonyms for “happy” on thesaurous.com…each a slightly different shade of meaning.
And many emotional reactions and responses that we experience fall outside of our conscious awareness…
So if we all agree that Emotions are important, then what do we need to consider when developing emotional marketing assets.
Well, emotional marketing needs to focus on the emotions of motivation because they drive decision making
And if we can fulfill the emotional needs associated with the types of decisions consumers make about the products they use, we can better satisfy the gaps they have between desire and fulfillment.
The more we can satisfy those desires, the stronger the link between the consumer and the brands they consider their own.
THE PROBLEM… AS DAVID OGILVY ONCE STATED…
SO IF WE DIDN’T NEED TO UNDERSTAND PEOPLE …
BUT SINCE ITS PEOPLE WHO ARE YOUR CUSTOMERS ITS PEOPLE WE CARE ABOUT…
THE CHALLENGE IS HOW TO UNCOVER EMOTIONAL INSIGHTS…
But simply asking people to tell you about their thoughts and feelings, just doesn’t work
Sometimes people aren’t willing to tell you. Lots of reasons… Sensitive topic…don’t want to look bad…
Sometimes people don’t really know…or have a difficult time explaining how they feel.
So when you ask them directly you’ll get an answer, it just may not be what’s really going on.
So the first thing we had to do is to construct a language that we could use to understand the unconscious emotions that drive behavior.
We have two tools under our MindSight umbrella. One that helps us to understand the emotions that drive behavior which we call MindSight Motivational Profiling and the other, which we are going to talk about today which we call MindSight Experiential Discovery, which is all about understanding the emotions people experience in the moment. BTW, you can stop by our booth anytime during the conference to take a demo of these tools to see how they work.
So Experiential Discovery starts at the core of the types of experiences people have. What does it feel like to go to Disney World? What does it feel like to drink a Coca Cola? What does it feel like to shop at Whole Foods? These are all experiences that fall within one of these three basic core sectors: Anticipation, Social and User Experiences.
Each of these expand into a more detailed set of emotional experiences, until we wind up with these 27 basic emotions that represent the positive emotions people can experience in the moment. This is based on an exhaustive search from psychological literature published over the past 100 years.
Now its one thing to create the framework to understand the potential emotions. It is an entirely different thing to create a vocabulary for consumers to express these emotions, particularly since we know they either Wont Say or Cant Say. So we tested thousands of images as images are the universal language of expression. We validated these images such that we have now have a relatively small set of images that can be tied back to each of these 27 experiential emotions.
So now that we created a vocabulary for consumers to express their emotions, we were faced with another huge problem. There is evidence to suggest that if you want to collect these emotions, you must do it within the Emotional Discovery Window of less than ¾ of a second, because once you go beyond that length of time, the cognitive rational part of the brain takes over.
And the last and final problem we had was to find a way to collect Emotional Experiences In the Moment.
So we created MindSight Mobile. With the help of our partners mfour mobile research, we now have the capability to take full advantage of smartphone technology to disrupt behaviors before, during and after an event. We have access to the largest mobile panel of consumers that are enfranchised to participate and engage in a given task. And we can take full advantage of geo location technology to intercept them as soon as they cross the threshold of a particular retail establishment if that ‘s the type of experience we are trying to learn about.
We can ask people to take surveys, to take photographs and to upload videos of themselves involved in user experiences
So if we now put all of these together, we can see that we created a language for people to communicate with us about their emotions, we capture those reactions within the ¾ second Emotional Discovery Window and we do all of this using our MindSight Mobile platform.
What we did for this experiment was to recruit two samples of ChapStick users from the panel. One sample were users of the Basic ChapStick product and the other sample were users of one of their Premium products.
We asked them to take our MindSight Emotional Discovery test the next time they used their ChapStick. All they had to do was to fill in the blank at the end of this stem sentence…..”Using ChapStick makes me feel……” They completed the sentence by touching an image if it filled in the blank for them. Remember that we have validated each of the images back to one of those 27 experiential emotions.
After undergoing the test, we then asked them to take photos of where they were and to upload videos talking about the experience itself.
This is what we learned….
The first thing we noticed was that the intensity of emotions was much deeper among the Premium users. Take a look at these photos. The Premium users are more engaged, more excited and happier to participate.
We then looked at the results of the Experiential tool. We found that the emotional experiences fell into one of three sectors on our Experiential wheel.
The first set of emotions related to Joy and Engagement. We called this set of emotions …Delight
The second set of emotions were related to the Social Emotions of Trust, Esteem, Gratitude, and Caring. We called this set Enhance experience.
And the third set were related to the Experiences of Anticipation, like Optimism, Confidence and Freedom. We called this set Protect.
Now let’s take a closer look at this group of ChapStick users that Experience this sense of Protection when using the product. This is a video of one of users in this segment.
You can see that she is experiencing a sense of Courage, Security, Rejuvination and Liberation.
These are images that are representative of the experiences she selected
Combined with the answers to other questions we asked in the survey along with a rich database available on each user, we were able to then create user Personas that encapsulate what these target users are all about.
The Protect Persona is all about seeking protection from the elements for her lips. The segment is skewed a little older and female. She is a busy working mom who looks for Value and Utility in the products she buys and who feels that what her friends think is important.
Here is a verbatim comment one of our segment users provided……
Now let’s take a look at the second segment which we labeled Delight.
This segment is all about Elation, Enthusiasm and Indugence.
The Persona we created for this segment describes a younger female, who travels frequently, has exotic tastes and is very active in the digital world.
And here is an example of our third segment – Enhance. She expresses feelings associated with Turst, Pride and Sensual Intamacy
This Persona is a good mix of male and female millennials. They are appearance conscious, have a frequent online presence and are really good at multitasking.
So now that we have these Personas developed, the challenge becomes how to target each of the three Personas with messages and tools that relate back to the growing product line of over 35 sku’s.
But before I turn this over to Navneet who will let you know how we activated against these insights, it’s important for you to take a look at how far ChapStick has come over its 125 year history.
125 years ago, there was one product…Fleet’s ChapStick for Chapped Lips
During the foundational years of the 20th Century, the brand grew from Charles Brown’s Fleet product to the point where the entrepreneur John Morton purchased the product for $5 in the early 1900’s. One of the best deals since Manhattan Island.
IN the 30’s the artist Frank Wright Jr. created one of the most iconic logos ever made.
In the 60’s, while most companies were chasing the latest fad, AH Robbins Company nurtured the brand, which eventually came under the auspices of Pfizer Consumer Company.
But not before ChapStick was involved in one of the most famous breakins in history….
Advertising in these early years was strictly functional.
Guard your lips. Quick relief from sunburn, Make your lips feel great, Relieve dry lips fast
In the 80’s, ChapStick started to build a personality for the brand. After her Olympic Gold Medal, the brand enlisted Suzy Chaffe and renamed her Suzy ChapStick. Still Functional, but now more active and fun….
ChapStick has now become Skincare for Lips positioning themselves very differently than they had in the past when they only consisted of one basic product.
I’m going to turn it over to my colleague Navneet, who is going to talk to you about how we can create digital assets to activate against each of these three Personas