Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

39

description

What's the link between cool brands and conversations (word of mouth) by Millennials (Generation Y). Results from an InSites Consulting study for MTV Networks

Transcript of Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Page 1: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 2: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 3: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

1.Trends & Brands: ° CBA 2006

2.Wicked? Sick? Dry? Or... ‘Cool’ 2007

3.The Magic Cool Formula: OPA 2008

4.Cool Today, Gone Tomorrow? 2009

5.Can’t get you out of my head 2010

Book on ‘Branding to Gen Y’ 2011

5 years of cool research

Page 4: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 5: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

• The visceral brain

• The limbic system & amygdale

• The neo-cortex & frontal lobes

• Interplay, feedback & identity construction

It’s the brain, stupid

Page 6: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 7: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

• Pleasures: the 5 senses

• Gratifications: challenge & personal

experiences

If it makes you happy

Page 8: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 9: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 10: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Happiness leads to loyalty

Page 11: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 12: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

SOTongue is the new SOV Youth had a conversation in the past 4 weeks about...

Filter = Only female

Page 13: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 14: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 15: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Face value

Page 16: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 17: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

• TOP 3 most mentioned = all advertised

• 3 of TOP 5 most talked about brands =

the coolest in their category !

The most mentioned brands

Page 18: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Mo ba nin

N = 1294 / Filter = If had at least 1 conversation

Page 19: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

1. Chocolates

2. Beauty care

3. Salty snacks

Most + (65%)

1. Mobile operators

2. Energy drinks

3. Banks

Most – (25%)

Page 20: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Yes, they CAN !

Page 21: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Change, we can believe in Was there an impact on ME or on OTHERS during the conversation?

Page 22: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

The Cool BRAIN award ...

What is the main

driver to start a

brand conversation?

Page 23: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 24: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

How to set tongues wagging? The cause of my brand conversation was…

Page 25: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Youth Activation Matrix

Page 26: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

The proof of the pudding...

Page 27: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

High Buzz – Low Impact

Why low impact?

• In-crowd? => break out of in-crowd

Add non-disputable content to surpass the ‘taste’ discourse

• Too distant? => increase emotional levels & end user involvement

Happiness: LOCAL gratifications

E.g. Coca Cola Expedition 206

Page 29: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Low Buzz – Low Impact

• Increase conversations

Add disputable buzzworthy cool content to create conversations

• But watch out to outshine the brand

Conversations about the stunt... STAY TRUE & RELEVANT

E.g. Doritos Late Night Augmented reality concerts

Page 30: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Low Buzz – High Impact

• OBSERVATION !

often critical incident talks

• Or lower youth involvement

with category:

making the category cooler

and your brand cooler will

increase the buzz

E.g. Braun CruZer King of

Snow

Page 31: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

Share of Tongue King of Snow

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

King of snow

Page 32: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

High Buzz – High Impact

• Ongoing conversations

OBSERVE the content

• FACILITATE conversations

Feed with right cool content

• JOIN conversations

Co-create & design

E.g. Communities:

- AB Inbev Idea Brewers

- De Standaard

Page 33: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

THE HYPES OF 2010… The HYPES of 2010…

Page 34: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 35: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 36: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
Page 37: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

3 D(o’s) of the day

1. Design buzz worthy content

2. Drive cool conversations

3. Demonstrate brand’s vision emotionally

If you DO the DDD, youth won’t go Zzz...

Page 38: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

The Head Guard Model

COOL - CONVERSATION - CONVERSION

Page 39: Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)