How MROCs helped Heinz to bring the consumer to life (By Anouk Willems & Joella Marsman)
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Transcript of How MROCs helped Heinz to bring the consumer to life (By Anouk Willems & Joella Marsman)
![Page 1: How MROCs helped Heinz to bring the consumer to life (By Anouk Willems & Joella Marsman)](https://reader033.fdocuments.us/reader033/viewer/2022042821/55d531c1bb61eb493f8b462c/html5/thumbnails/1.jpg)
How MROCs bring the
consumer to life within
the company
Senior Research Innovator
@AnoukW1
Anouk Willems
Consumer Insights Manager
@JoellaMarsman
Joëlla Marsman
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1. ABOUT HEINZ
2. FOODCOMMUNITY
3. ENGAGING EXPERIENCES
4. CHALLENGES
5. RESULTS
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1// ABOUT HEINZ
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CONSUMER FEELING…
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© In
Site
s C
on
su
ltin
g
2// THE FOODCOMMUNITY
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# Profile Number Duration Objectives
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2008
2009
2011
2012
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BENEFITS OF A COMMUNITY
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BENEFITS OF A COMMUNITY
2/ RICH & RELEVANT DATA
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BENEFITS OF A COMMUNITY
2/ RICH & RELEVANT DATA
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3// ENGAGING EXPERIENCES
…LET’S START WITH OUR MEMBERS
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2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
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2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
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2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
GOODIEBAGS
QUIZES
COMPETITIONS
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MEET PEOPLE
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
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…AND HOW TO INVOLVE
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Engage
CONSUMER WORLD
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE 1/ ENGAGE
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WITH REAL STORIES
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
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2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
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INTO ACTIONS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
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2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
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RESEARCH RESULTS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
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4// CHALLENGES
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LESSON LEARNED
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SO, TARGET YOUR
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5// RESULTS
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INVOLVING MEMBERS IN
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IT’S AN EVOLUTION, NOT A REVOLUTION
BALANCE STORIES & ACTIONABLE RESULTS
TARGET THE RIGHT INFORMATION
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IT’S AN EVOLUTION, NOT A REVOLUTION
BALANCE STORIES & ACTIONABLE RESULTS
TARGET THE RIGHT INFORMATION
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THANK YOU!
@JoellaMarsman
@AnoukW1
@InSites
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THANK YOU!
@JoellaMarsman
@AnoukW1
@InSites