KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett
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Stand for something and do something: Breakthrough marketing of big brands. ---- Marketing today's modern brands absolutely requires that a brand stand for something that is relevant to consumers -- so that they will want to engage in a conversation with you. Then, the brand has to engage in the conversation consistently, over time and in a variety of channels. As a case study we'll look at the work Leo Burnett has done for P&G Secret. The 50-year purpose and heritage of the Secret brand has been to help women be fearless by giving them the confidence they need to face any stressful situation. Nothing is more stressful than bullying. And, we know that bullying has long-term effects on self-esteem; for girls to grow up to be fearless women, our imperative was to help them overcome bullying themselves and to take a stand to help other girls. Mean “stinks”, and Secret stands against everything that stinks. But we do it in a powerful and empowering way - - one that encourages girls to Gang Up for Good.
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KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett
- 1. Modern Marketing of Big Brands DePaul KMG Symposium June 1, 2013
- 2. 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%
- 3. Leo Burnett | 2012 Worldwide Credentials Do something. Stand for something.
- 4. Leo Burnett | 2012 Worldwide Credentials Leo Burnett: What role do we play in the world of modern marketing?
- 5. Meet the family. Founded in Chicago in 1935 Subsidiary of Publicis Groupe
- 6. Leo Burnett | 2012 Worldwide Credentials We manage some of the world’s largest global brands.
- 7. Leo Burnett | 2012 Worldwide Credentials 96 offices in 84 countries. 9,000+ employees.
- 8. Leo Burnett | 2012 Worldwide Credentials We believe creativity has the power to transform human behavior.
- 9. Leo Burnett | 2012 Worldwide Credentials We are a company.
- 10. Leo Burnett | 2012 Worldwide Credentials
- 11. Leo Burnett | 2012 Worldwide Credentials
- 12. Leo Burnett | 2012 Worldwide Credentials
- 13. Leo Burnett | 2012 Worldwide Credentials
- 14. Leo Burnett | 2012 Worldwide Credentials
- 15. Leo Burnett | 2012 Worldwide Credentials Our human-first stance is summed up in four principles: HumanKind Principles
- 16. 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.
- 17. Leo Burnett | 2012 Worldwide Credentials
- 18. Leo Burnett | 2012 Worldwide Credentials Humankind GPC Q4(Bogota) GPC Q4 Meeting: Bogota
- 19. Leo Burnett | 2012 Worldwide Credentials
- 20. Leo Burnett | 2012 Worldwide Credentials
- 21. Leo Burnett | 2012 Worldwide Credentials
- 22. Leo Burnett | 2012 Worldwide Credentials
- 23. 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
- 24. Leo Burnett | 2012 Worldwide Credentials Creativity matters.
- 25. Leo Burnett | 2012 Worldwide Credentials We know brands drive marketplace performance.
- 26. Leo Burnett | 2012 Worldwide Credentials
- 27. Leo Burnett | 2012 Worldwide Credentials
- 28. Leo Burnett | 2012 Worldwide Credentials
- 29. Leo Burnett | 2012 Worldwide Credentials
- 30. Leo Burnett | 2012 Worldwide Credentials 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.”
- 31. Leo Burnett | 2012 Worldwide Credentials So, you have a great idea. Now what?
- 32. Leo Burnett | 2012 Worldwide Credentials Play, Buy, Share.
- 33. Leo Burnett | 2012 Worldwide Credentials Participation Planning Toolkit Create Awareness Measure Success *START HERE: What are the unique ways we bring people in? What is the desired business result? Earned Impressions Play Buy Share How do we engage them and keep them engaged? How does participation encourage sale? How and why will people share? Creative Idea
- 34. Leo Burnett | 2012 Worldwide Credentials What are the unique ways we can bring people in? Owned Expressions & Paid Impressions Social: Facebook Twitter YouTube Pinterest Instagram Google+ Stumble Upon Flickr Vimeo Blogs & Microblogs Mobile Proprietary App on Device(s) Direct: Email SMS Search OLA: Standard Flash Rich Media In-stream Video In-Banner Video In-App Traditional: Broadcast (TV, Radio) OOH Print Packaging In-store Display These help drive Earned Impressions Consider all Expressions of the Creative Idea . ..
- 35. Leo Burnett | 2012 Worldwide Credentials How do we engage them and keep them engaged? Participate & Take Action Like Share Tweet Retweet Follow Hashtag Pin Click-thru Read Browse Play Download/install app Add +1 Watch Upload Rate Review Share Sign Up for Alert Visit Retail Store RSVP / Attend Event These become KPIs Give People Something to Do . Content Players Interacting Acting Compete CollaborateExplore Express Source: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010
- 36. 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. ©2010 Play, Buy, Share.Play, Buy, Share.
- 37. 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
- 38. Leo Burnett | 2012 Worldwide Credentials How and why will people share? Need to create value for participants and their networks. 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, 2011 Play, Buy, Share.Play, Buy, Share.
- 39. Leo Burnett | 2012 Worldwide Credentials Secret Mean Stinks Case Study
- 40. Leo Burnett | 2012 Worldwide Credentials Secret Campaign Idea: Fearlessness. Apply Daily. With the superior protection of Secret, you can dive fearlessly into your life.
- 41. 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 19-44 Outlast & New Campaign
- 42. Leo Burnett | 2012 Worldwide Credentials Mean Stinks Gang Up For Good Campaign Snapshot
- 43. Leo Burnett | 2012 Worldwide Credentials Mean Stinks Gang up for Good Case Study
- 44. Leo Burnett | 2012 Worldwide Credentials The last 4 %.
- 45. Leo Burnett | 2012 Worldwide Credentials Great passion for the idea and relentless determination to bring it to life.
- 46. Leo Burnett | 2012 Worldwide Credentials Focus on Design and the Look, Tone, Feel of the Work.
- 47. Leo Burnett | 2012 Worldwide Credentials Create something ‘real’ early on in the development process.
- 48. 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.
- 49. Leo Burnett | 2012 Worldwide Credentials Let the consumer help you create content. And you should then find a way to aggregate it.
- 50. 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.
- 51. Leo Burnett | 2012 Worldwide Credentials Don’t be afraid to ask for help. Engage the right experts at the right
- 52. Leo Burnett | 2012 Worldwide Credentials What will you create?
- 53. Leo Burnett | 2012 Worldwide Credentials I create...
Editor's Notes
- Arc Worldwide is the global marketing services arm of Leo Burnett and a specialist in cross-channel activation, with expertise in digital, direct, promotion and shopper/retail marketing. www.arcww.com
- Arc Worldwide is the global marketing services arm of Leo Burnett and a specialist in cross-channel activation, with expertise in digital, direct, promotion and shopper/retail marketing. www.arcww.com . Alpha 245 is a global communications network that generates creative solutions to client problems to accelerate business growth. The Alpha 245 approach is rooted in clarity of purpose, connecting diverse creative minds, and working in creative ways with open collaboration. Diverse creative minds expand expertise, insight and creativity to disrupt convention and enhance local business solutions. www.alpha245.com Atelier is a global community of communication specialists dedicated to the fashion, beauty and luxury sectors. Atelier leverages style, design and incisive strategic thinking to create aspirational luxury values for brands competing in these growing areas. Atelier is present in six global fashion capitals around the world. www.atelier-lb.com
- MARTHA, CAN YOU UPDATE?
- MARTHA -- IS THERE A BETTER SLIDE WE CAN USE HERE?
- Great brands invite participation, and great participation has three components: Play, Buy, Share. This tool will help you develop the mechanisms of a great participation idea platform. Answer the questions on this page to ensure that your program has the elements it needs to be successful
- Not just the ones commonly considered “digital” or “interactive”, but any expression of the idea.
- Ensuring participation requires us to have things for people to do. Knowing what we want people to do helps inform brand expressions, tactics and measurement. Most programs focus on one or two of the four basic types of engagement: Express, Compete, Explore, Collaborate. REMEMBER: be as explicit and as detailed as possible, even if you ultimately simplify for presentation. It’s not an idea you can sell if it cannot be implemented.
- Make sure there are different levels of involvement to ensure the means of participation can scale across a variety of people. Achieving scale creates the potential to create a truly Populist act or movement. The range of things for people to do should be “ Easy to start, hard to master.”
- Play and Share elements are frequently the easiest ones to figure out. But the Buy is crucial to our success and cannot be overlooked. Nor should it feel “slapped on”. The Buy element of your program may take different forms, depending on the nature of the assignment. Find ways to implicitly and explicitly encourage degrees of “sale” throughout the program.
- People share for a variety of reasons. Remember that sharing is all about relationships (programs that attempt to break relationships may not get shared as much). Make sure it is easy to share to the networks where participants already tend to share experiences. Ideally, the experience being shared provides value to the user and to the user’s networks – so that earned impressions keep earning
- A problem is just a gift that goes by another name. A problem isn’t always an adversary. Problems bring a lifetime of curious and rewarding challenges. Things to conquer. Things to outlast. Opportunities to explore. Problems are situations, big or small, that we keep close to us so we can learn. Secret invites women of all ages to fearlessly dive into their lives with both feet, no matter what comes along.
- Integrate :60 - https://leoburnett.lftservice.com/index.php?op=DownloadFile&i=7ve4zrWT4JHSNxWi5k2qciwMwphYuhxMfk%2FUdkFihNi86sZWa9GcarCnpjsu8jul9J4ShKoj1fZRvsZg8lhfhj3LxaaJk2utgQVDWf%2BRXr0pLqq%2FKOSiS77YvzGYuITm
- What do you create?