KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett

Modern Marketing of Big Brands

DePaul KMG SymposiumJune 1, 2013

Leo Burnett | 2012 Worldwide Credentials

What we’ll cover:LEO BURNETT: WHO ARE WE?

Behavior, Purpose and Acts: A HUMANKIND APPROACH

WHY CREATIVITY MATTERS

ACTIVATION: PLAY, BUY, SHARE FRAMEWORK

SECRET MEAN STINKS CASE STUDY

THE LAST 4%


Do something.

Stand for something.


Leo Burnett:

What role do we play in the world of modern marketing?

Meet the family.

Founded in Chicago in 1935

Subsidiary of Publicis Groupe


We manage some of the world’s largest global brands.


96 offices in 84 countries. 9,000+ employees.


We believe creativity has the power to transform human behavior.


We are a

company.


Our human-first stance is summed up in four principles:

HumanKind Principles


GPC Quarterly Review

GPC = Global Product Committee

Comprised of Leo Burnett representatives from across the globe, the GPC meets quarterly to review, discuss, and rate work submitted against our vetted tool.


HumankindGPC Q4(Bogota)

GPC Q4 Meeting: Bogota


▸ #1 agency in China, Thailand, Russia, Australia, Switzerland, Canada, Portugal, MENA and Poland.

▸ 2011‘s most awarded creative agency in Asia Pacific and top-three new business leader in the region.

▸ 55 Cannes Lions in 2012; 190+ Lions awarded in the last five years.

▸ Shanghai won Gold Lion in Design in 2012

▸ Leo Burnett network named #1 agency in New World Thinking from 2008-2010 and #2 in 2011. (Gunn Report)

▸ Most awarded agency network for three years at International Addy Awards.

▸ 2011 Young Guns Network of the Year.

▸ 2011 Golden Drum Awards Network of the Year.

▸ Most awarded agency at One Show 2011.

Global Creative Recognition


Creativity matters.


We know

brands drive marketplace performance.

Leo Burnett | 2012 Worldwide CredentialsSource: June 2013 Harvard Business Review “Creativity in Advertising. When it Works and When it Doesn’t”.Source: June 2013 Harvard Business Review “Creativity in Advertising. When it Works and When it Doesn’t”.

“A euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign.”


So, you have a great idea.

Now what?


Play, Buy, Share. Play, Buy, Share.


Participation Planning Toolkit

Create AwarenessCreate Awareness Measure SuccessMeasure Success

*START HERE:

What are the unique ways we bring people

in?

*START HERE:

What are the unique ways we bring people

in?

What is the desired

business result?

What is the desired

business result?

Earned ImpressionsEarned Impressions

Play

Play

Buy

Buy

ShareShare

How do we engage them and keep them engaged?

How does participation encourage sale?

How and why will people share?

Creative Idea

Creative Idea


What are the unique ways we can bring people in?

Owned Expressions &

Paid ImpressionsSocial:

FacebookTwitter

YouTubePinterest

InstagramGoogle+

Stumble UponFlickr

VimeoBlogs & Microblogs

MobileProprietary App on Device(s)

Direct:Email

SMSSearch

OLA:Standard Flash

Rich MediaIn-stream VideoIn-Banner Video

In-App

Traditional:Broadcast (TV, Radio)

OOHPrint

PackagingIn-store Display

Brand Experience / Events

Owned Expressions &

Paid ImpressionsSocial:

FacebookTwitter

YouTubePinterest

InstagramGoogle+

Stumble UponFlickr

VimeoBlogs & Microblogs

MobileProprietary App on Device(s)

Direct:Email

SMSSearch

OLA:Standard Flash

Rich MediaIn-stream VideoIn-Banner Video

In-App

Traditional:Broadcast (TV, Radio)

OOHPrint

PackagingIn-store Display

Brand Experience / Events

These help drive

EarnedImpressio

ns

Consider allExpressions ofthe Creative

Idea.

. .



Participate &

Take Action

LikeShareTweet

RetweetFollow

HashtagPin

Click-thruRead

BrowsePlay

Download/install appAdd+1

WatchUpload

RateReview

ShareSign Up for AlertVisit Retail Store

RSVP / Attend Event

Participate &

Take Action

LikeShareTweet

RetweetFollow

HashtagPin

Click-thruRead

BrowsePlay

Download/install appAdd+1

WatchUpload

RateReview

ShareSign Up for AlertVisit Retail Store

RSVP / Attend Event

These become

KPIs

Give People Something to Do

.

Content Players

Interacting

Acting

Compete

Collaborate

Explore

Express

Source: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010Source: Quadrant chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010



Newbie

Regular

Enthusiast

• Likes Facebook page, follows on Twitter

• Comments on exclusive content

• Watches / rates social video

• Shares with friends

• Wins fan art contest

• Advocate / Influencer

Fewer People (Higher

Involvement)

More People(Lower

Involvement)

Scale for Different Levels of Involvement:

Source: Step chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010Source: Step chart adapted from “Smart Gamification: Social Game Design for a Connected World” by Amy Jo Kim, pH.D. ©2010



How does participation encourage sale?

Persuade your Participants to Make a Transaction


Decision RealizationInspiration

Scale

Commitment

• Search for Online Store

• Use Price Comparison App

• Trial / Sampling

• First-Time Purchase

• Repeat Purchase

• Subscribe to a Service

• Buy into a Belief


How and why will people share? Need to create value for participants and their networks.

Reasons Why People Share:Reasons Why People Share:

Source: Reasons Why People Share from “The Psychology of Sharing: Why Do People Share Online?” New York Times Consumer Insight Group Study, 2011Source: Reasons Why People Share from “The Psychology of Sharing: Why Do People Share Online?” New York Times Consumer Insight Group Study, 2011

Play, Buy, Share.

Play, Buy, Share.


Secret Mean Stinks Case Study


Secret Campaign Idea: Fearlessness. Apply Daily.

With the superior protection of Secret,you can dive fearlessly into your life.


Owning Feminine Strength

By building and celebrating female confidence across life stages…

…and by continually creating fresh and relevant

conversations with our consumers.

POME: Ages 13 to 18 Mean Stinks

The Confidence to Stand up against Bullying

POME: Ages 13 to 18 Mean Stinks

The Confidence to Stand up against Bullying

The Confidence that Comes from Facing Life’s (Big and Small) ChallengesThe Confidence that Comes from Facing Life’s (Big and Small) Challenges

Ages 19-44Outlast & New Campaign


Mean StinksGang Up For GoodCampaign Snapshot


Mean StinksGang up for Good Case Study


The last 4 %.


Great passion for the idea and relentless determination to bring it to life.


Focus on Design and the Look, Tone, Feel of the Work.


Create something ‘real’ early on in the development process.


Create a focusing and defining act that is irresistible and easy for people to do.

Good chance it will catch fire.


Let the consumer help you create content.

And you shouldthen find a way to aggregate it.


Co-creating with the right content partner at the right point in the process will push the idea to the next level.


Don’t be afraid to ask for help.

Engage the right experts at the right time.


What will you create?


I create...

KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett

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Transcript of KMG Symposium 2013, Presentation by Cindy Blikre from Leo Burnett