THE BRAND FACTORY®

INVENTING DESIRE

How Engagement has become the New

Branding

A Presentation by

ISHAN GHOSH

Executive Vice President

‘The Old Spice Guy’

Did it work?

110 million views of the video

Did it work?

• Today, Sales up by 107%

• Sales increased steadily – up 55% over 3 months since the event in April 2010

What was the magic behind this?

ENGAGEMENT!

Technology

“Brands don’t make viral videos, Users make videos

viral”

- Dan Greenberg, Sharethrough

It all starts here….

Brand Loyalist Brand Activist

Consequence of Technology

1. Change in Consumer Expectations

2. Change in how Brands approach

Marketing

3. Change in the way we Engage

consumers facilitated by Technology

Change in Consumer Expectations

“Customers expect companies to know who they

are and their preferences regardless of how and

when they interact. Their tolerance for

fragmented interactions will continue to drop as

their expectations rise.”

- Lisa Goodmaster, Partner Peppers & Rogers

Group

Change in Consumer Expectations

Define Refine

Recognise who I

am.

Demographics/

Psychographics

Brand must be an

extension of my

lifestyle

The Brand

influences my

image

Peer

endorsement

I want to drive

the Brand

I will influence

Brand’s image

Change in Consumer Expectations

How does he see himself in the context of his Social network?

Do we understand how his ‘Tribe’ behave and respond to stimuli?

Change in how Brands approach Marketing:

Curator Collaborator

Create

Positioning

Preserve

singular brand

promise

Be consistent

in the offering

Delivery

Co-create

brand’s DNA

with user

Facilitate user

to interact

with the brand

on their terms

Sharing

Change in how Brands approach Marketing:

Mass Personalisation

Mass personalisation, one-to-one

Mass Personalisation, one-to-one, to the mass

Change in how Brands approach Marketing:

How can we Intrude into his tribe?

See what I can do!

What d’you think?

This is how I feel about it!

Track Noise

Join the Conversation

Stimulate ongoing dialogue/ action

Hey, these are guys I’d like to hang

out withCHECK THIS OUT!

Change in how Brands approach Marketing:

“We’re building toward a web where default is social, every application and product will be designed ground up to use real identity.”

How a condo won friends and influenced people

The New Rules of Engagement

The New Rules of Engagement

The New Rules of Engagement

The New Rules of Engagement

• 3,200 names

• 120,000 votes

• 150,000 website hits

3,200 Virtual Brokers!

The New Rules of Engagement

The New Rules of Engagement

The New Rules of Engagement

Be There

- COKE CHEERS

- Share a Coke and tell your friends. Coke Cheers is a simple, fun application that let's you make a toast with a Coke and post it up to Facebook or Twitter. Your online post even shows who you share a Coke with and let's you pick from multiple messages such as- first encounters /- new adventure /- love /- a job well done /- happy hour - reconnecting /- loving life /- sunny days /- a big night/- happiness! - taking a break /- forgetting our worries /- a perfect match - our favorite spot /- old friends /- new friends /- family - celebration /- birthday /- today /- Happy Holiday!

Be There

Engaging the Consumer as a Collaborator

1. Join the conversation.

2. Open opportunity for a dialogue.

3. Be transparent: They don't expect brands to be perfect, but they expect honesty.

4. Provide tools and knowledge and then turn them loose to customize and make them their own.

5. Be relevant and current. Fill a need, answer questions, value her opinion, and then let them see action taken. And don't forget to make the experience, fun.

6. Get to the point. They're busy, so be authentic, clear, and genuine.

7. Make decision making comfortable and information is key to comfort.

8. Be both pragmatic and emotional. Brands need to cover both sides of the conversation.

9. Tell stories. Engagement is about communicating -- telling a story -- which is extremely different than selling.

How Fisher-Price befriended Moms

• #1 thing Moms do online – share pics of their kids

• Personalisation: Label and organize the way they want

• Automatic chronology

• Control who they want to see the pics

• Targets 36 mil moms who are online

May the Best, Buy

May the Best, Buy

Telus wins hearts and business

Campaign for Breast Cancer

Campaign for Breast Cancer

Calvin Klein goes intimate

Going Intimate

Going Intimate

‘The Old Spice Guy’

Going Intimate

Leveraging technology to facilitate Engagement?

Leveraging technology to facilitate Engagement?

Platforms like Facebook, Twitter, Digg, MySpace, YouTube help marketers,

• ‘Meet’ their audience – observe them at work and play

• ‘Share’ the brand with their audience &

• Allow their audience to “guide” the brand direction

Leveraging technology to facilitate Engagement?

• Speed of Response

• Ability to receive and provide feedback

• Ability to share

• On demand

Who is this New Consumer?

Key to Engagement

Solve a problem +

= Create Brand Activists

Make it Fun

Questions?