Know Your Customer Know Your Strategy - Amazon S3 · Know Your Customer Know Your Strategy...
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Know Your Customer Know Your Strategy Philadelphia, May 2016 Kasia Hein-Peters VP, Head of Dengvaxia Marketing
Transcript of Know Your Customer Know Your Strategy - Amazon S3 · Know Your Customer Know Your Strategy...
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Know Your CustomerKnow Your Strategy
Philadelphia, May 2016
Kasia Hein-Peters
VP, Head of Dengvaxia Marketing
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WHAT IS DENGUE FEVER?
High fever accompanied by severe headache, pain behind the eyes, muscle and joint
pains, nausea, vomiting, swollen glands, or rash.
Usually arise 4 to 10 days following infection,
and typically last 2 to 7 days
The majority of patients recover but some will experience complications such as
plasma leakage, hemorrhage, or organ impairment
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MORE THAN 100 COUNTRIES AT RISK
3.9 billion people live in dengue-endemic countries (over
40% of the world’s population)
50–100 million
symptomatic
dengue infections
occur worldwide each year
500,000 people with
severe dengue require
hospitalization each year
2.5% of people with
severe
dengue die
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WHY DENGUE SPREADS?
Gubler, 2011, Trop Med Health.
Simmons, 2012, N Engl J Med.
WHO, 2012, Global Strategy for Dengue Prevention and Control.
Higa, 2011, Trop Med Health.
Bouzid, 2014, BMC Public Health.
Waste managementUrbanization
Transportation and tradeTravel to endemic regions
Climate Change
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DENGUE AWARENESS IS VERY HIGH……BUT AWARENESS ≠ KNOWLEDGE
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“You think that
such a disease
won’t happen
to you.”
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“I feel like kids
are more prone to this
because they always
play outside and
go to dark places…”
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“It depends on
where you live, your habits,
your economic situation
and your surroundings…
Dengue is more common
in poor areas
and in communities.”
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“I never ever
imagined my child
being this sick.
I never thought her
condition would
be this bad.”
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Misconceptions about risk,
severity and impact lead to
inadequate protection
KEY FINDINGS:
Considered a highly prevalent disease, but…
• Feel safe inside the house, mosquitoes are outside
• Do not feel at risk, believe thato Dengue affects lower socio-economic class
o Dengue affects children and elderly
o Dengue is more prevalent in rural areas
• Dengue is a mild disease, like common cold
• All know about the need for vector control, but 50% didn’t
have adequate products at home
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DRIVING BEHAVIORAL CHANGE TOWARD BETTER DENGUE PREVENTION
Moms
Adults
w/o Kids
Current
Understand that THEY are also at risk
Become ACTIVE in DENGUE
PREVENTION
SPREAD the WORD about RISK and
SEVERITY
Understand that EVERYONE in the family
is at risk
Champion PREVENTION for EVERYONE
in the family
SPREAD the WORD about RISK and
SEVERITY
Desired
ALREADY
ACTIVE
mostly for their
KIDS
More PASSIVE
and LESS CONCERNED
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RISK SEVERITY IMPACT
More action for
PREVENTION
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CONSUMER CAMPAIGN IDEA:Mr. DENGUE – THE UNWANTED GUEST
Why Mr Dengue?
Unique, creative idea allowing the campaign to stand out versus current mosquito
control messages and images.
Educating the public in a novel and non-threatening way, and shift the focus from
vector control to the disease.
Represents the hidden dengue threat that is around, all the time - making the
invisible visible.
Character allows for campaign longevity and evolution, and works well across
different media (traditional and digital).
A 3D character, in ‘real-life’ moments, with its own personality and voice.
Found to be the most impactful and easy to understand for consumers
from to
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SOCIAL MEDIA & PR AMPLIFICATION
ONLINE DISPLAY
& RICH MEDIA
OUTDOOR
INTEGRATED COMMUNICATION BASED ON CONSUMER JOURNEY
WEBSITE
& SEARCH
IN-OFFICE
MATERIALS
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GLOCAL EXECUTION
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GLOCAL EXECUTION
Mr DengueCountdown to CNY! I can give you a
different kind of red this year. Red, red
rashes for good luck? I’ll keep you
company in bed whilst you miss all
festivities!
Mr DengueGong Xi Fa Cai!
Don’t change the water in those lucky
bamboo vases! It’s bad luck as my
mosquitoes can’t propagate and prosper!
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NEXT STEPS – KPIs
Challenge – local benchmarks
• Actions
• Reactions
• Comments
• Market Research
• Launch Trackers
• Shares• Likes
• Views
Popularity Relevancy
EngagementBehavioral
change
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Do you have any questions for me?
