Behind the Buzz - digital and interactive advertising and marketing

Passionistas Case Studies

by Rachel on October 26th, 2007

Next up in the Passionistas event was some case studies, from Doritos, Special K and Dove. All of them had done work with Yahoo.

Anindita Mukherjee, Group VP of Marketing, Frito-Lay.

• Talk to us about Doritos. We had a pretty successful promotion with the Superbowl and I’m talking about that promotion
• Understand who is your brand. What it stands for. Doritos- Bold, Intense, Unapologetic, Loud. You have to stay true to who you are.
• Then the consumer -Young Adults. Doritos have a huge penetration. by focusing on the young adults…older audience also want to be young adult again. Needed to understand that times have changed and the way they interact is different
• Info comes in many aspects…computer and TV are merging..they all work together. Second…communication style has changed. You used to talk AT them, now they want you to talk WITH them. Marketing has been seen as entertainment in the past….it’s now more about authenticity.
• It’s critical that you do not put them up to a mirror…it’s not about mimicking, but about reflecting.
• Media builds a relationship…the idea drives the media not he media that drives content.
• Team: collaborative across agencies - 4 of them with the brand
• The idea came from Millsport, our sports marketing agency. Idea generation came from anywhere. you had to be sure you could create content and have the tech infrastructure - Yahoo was a key partnership, with JumpCut for the videos.
• We asked consumers to make own Doritos superbowl ad…we knew we could not edit the content..we needed to find the largest stage. When I went to ask for 2.5m and I told him I was not creating the ad..I would not forget his face.
• Ads were created, put on 2 sites (yahoo/us) got to 16, the top 5..each of the finalists got money and a trip. consumers voted…only 3 of us knew and we did not unveil until we got the there
• the site they came into needed to be a great experience, not just about Doritos..
• I had no clue what I was going to get..but I started to see the quality and creativity and it blew my mind. We had little direction..except show your passion. The Winner was ‘Live the Flavour’ with Checkout Girl only 1/2 percent lower. We ended up buying a second spot and showed both. we used all 5 over the next 2 months.
• We did really well on the Ad surveys about the superbowl…better than we had done before. Hoped to have about 10million in PR, got 37mill. 1.4billion impressions
• Lessons - trust and respect your consumer..be authentic..Be clear on the outcome…stay flexible…understand the broader strategy. I really mean it..the brand fans protect the brand.. really trust and give over the control. Whe we said were not going to edit at all..we did not take anything off the site..we let everything air as it was. In a space like this…so much will happen that you do not expect..but get the organisation aligned with the end outcome…the rest is news..I had about 59 contingency plans and I had constant communications all over. Because this is real time, it;s the best part of doing marketing like this…listen to the feedback and react. Pleae, be responsibile..do NOT do it for the sake, do it because there is a reason and purpose…it was engagement for us..getting the consumer to see doritos that really wanted engagement…after the promotion we HAD to continue the dialogue…we got the consumers to chose the next flavor…then name the product…in market for a short period..got passion about it. the next one is the Xbox design…
• we continue to deliver against that engagement, make sure it is art of everyday

John Sheehy, EVP, Director of Account Managment, Leo Burnett

• Special K..been around about 55 years.Some great messaging. I’m going to talk about how we have added a layer of conversations, added trust and credibility going forward.
• Dieting is a hot conversation..all over the place. A lot of competition
• we wanted to become a weight management partner throughout the day - launched brand extensions.
• we did some research and found that consumers are always facing a challenge..do I snack/go for it..or not. Out job was to help them manage this, give them a nudge
• A mass approach was not the right way.
• We bought in Yahoo to help get there…
• we had to provide motivation, technical tools/tips/ and the emotional aspect
• 4 pillars…Content - credible advice and tips, Community - Y! groups, forums, Personalisation - local info, Search - custom brand placement.
• TV ads….drove them online. (Yahoo search…branded results) connect to groups page,..get peer support..then specialk.com where she could design own plan. get expert advice. RM ads along the way.
• search vol up 404$, 4900 memebers,…3million visitos
• now 6k members…
• we talk about how to change our game.. focus on all parts of the curve…
• 2.6million on content 90% return rate.
• Most activity..Find a Buddy support, Q?A part - get real advice…Success Stories…response metrics grater in immersive areas (like blogs) than general campaign area
• it was about listening, learning and applying.
• Best ideas were coming from the groups..we created special breakout groups…
• featured women in our advertising that spoke like the conversations we had seen..mined the conversation for the tne
• Zafu - an online site..look at your figure to try find out best jeans size for you
• 3 levels - B2C, C2C, C2B.

Steve Hayden, Ogilvy, Dove

• a marketing play in 3 acts
• we framed and hosted the conversation space
• se shifted from being framers to participants
• we did sparking events from the top to the tip of the tail
• in a few days time we will be placing a video on YT and Yahoo…a Spark event at the end of the tail. If I had said were not doing a Tv ad, but YT ad, then people would have thought I was mad….we hope this one will work.
• Sneak Preview: a look at the beauty industry -a years worth of beauty pressure into a minute. GOOD video, but in a very different way to evolution. Dove SelfEsteem fund. Looking for a passionate dialogue around the video
• in the early days…dove claimed a functional superiority..but was always one way, but projecting honesty and authenticity..with ‘real women’ successful for 40 years
• In 2000, Unilever was slimming down the lines…bringing things under the Dove line. wanted Dove to have a point of view, a global view…we surveyed 3k women in 10 countries…on 2% of women think they are beautiful…85% feel worse after looking through a fashion mag…68% think advertisers set an unrealistic standard.
• All selling is word of mouth….76% of purchase decision are influenced by WOM…67% of economy influenced by WOM
• it used to be about the Big IDEA but we are after the big IDEAL…at the intersection of a brands best self…and trends an d culture
• "Brand"believes the world would be a better place if ….’ complete it and you may be somewhere good.
• Apple - unleash your potential. Coke - -if we saw the glass half full not half empty
• Dove..if women were allowed to feel good about themselves
• this is opposite to how the beauty industry works…a dialogue not an advertising monologue.
• Not entirely embraced at Dove/Universe…Brand mangers did not wan tot run campaigns..did not like it. there were risks…we did successful tests in Europe
• Check box 0 5million votes on the website, 1000s with text sms on billboards
• posts - 6 posts per visit. One blogger posted 1100 times
• real women in the next camapign were on the Oprah show..she adopted Dove as her personal brand. it bought scale to wWOM
• Next big catalyst was self exteeem for girls….the Superbowl was start…women and dads of young girls watched the superbowl..to drive converation down the tail. 92% of girls want to change one part of their physic
• self esteem fund - no product on ad…promoted workshops….improved the view of Dove.
• Evolution…shoestring budget..many services for free,. 400m people have seen it
• sales up by 500m in 2004, related products get a halo effect. women buy the brand
• Dove was 3rd behind yt and google as the most transformed brand..not bad for a brand pushing 50.
• this is thought of more as public service..rather than advertising
• you have to be prepared to be poked, prodded and parodies (Slob evolution)

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