How FMCG brands use content to build mental availability

@buckers Hearts and heads – how FMCG brands build mental availability

@buckers What we are building has changed

@buckers Why is building mental availability important? @buckers

@buckers How do you build mental availability?

1. Achieving

high reach, frequency

2. Getting noticed

3. Developing distinctive

assets

4. Building brand

familiarity and liking

5. Interactions that build &

refresh memory

structures

@buckers

@buckers 1. SHARABLE

The importance of creating sharable content To drive engagement and talkability

@buckers 2. COLLABORATIVE

Working with others For authenticity and targeted reach

@buckers 3. DISCOVERABLE

Visible across digital ecosystem To drive qualified traffic to web properties

@buckers 4. CONSISTENT

Creating and reinforcing memory structures To strengthen mental availability and achieve attribution to channel

@buckers 5. CONTINUOUS PRESENCE

Optimised across channels To maintain dialogue and engagement

@buckers 6. PARTICIPATORY

Made with others To drive longevity, advocacy and social proof

@buckers 7. INNOVATIVE

Creative innovation To demonstrate uniqueness and create interest

@buckers 8. INSIGHTFUL

Helpful and entertaining To create true value and meet audience needs

@buckers 9. IMPACTFUL

Content that gets noticed To achieve cut through

@buckers 10. CREATIVE

Content people love from brands they love even more To inspire and increase brand preference and likability

@buckers

@buckers

●  PINK CITY ●  BLACK CITY

@buckers

@buckers CANNE IMAGE

@buckers CANNES

@buckers

@buckers Thank you @buckers

How FMCG brands use content to build mental availability

Marketing

Transcript of How FMCG brands use content to build mental availability