Leveraging halo forces to accelerate megabrand growth.

Leveraging halo forces to accelerate megabrand growth

Scope of the project

• Purpose: make you aware of key halo drivers for successful megabrand communication

• End product: give recommendations how to drive halo for megabrand

• Standards: relevant case studies, econometrics

Agenda

1. WHAT is halo

2. DRIVERS of halo• Marketing and comms• Executional

3. HOW to leverage halo• Implications to scheduling and messaging

4. WHEN to expect halo• Scorecard

WHAT is halo

The incremental sale of a product driven by a marketing activity for

another product of the same brand

APPLE

>50% revenues

0% comms investment

McDonald’s

#1 selling product

0% comms investment

ОБОЛОНЬ

WHY halo happens

Because of a connection made in a consumer’s mind between two (or more) products

Pre-requirements

11

22

33

Ensure one overall key competence and one equity

Ensure one overall key competence and one equity

Do only extend your brand into related categories

Do only extend your brand into related categories

Ensure sufficient product specification to meet specific category needs

Ensure sufficient product specification to meet specific category needs

Pre-requirements: 11One overall

competence and one equity

One overall competence and one

equity

Hair Removal

Pre-requirements: 22 Related categoriesRelated categories

Pre Shave Blades & Razors SkincareSkincare

Pre-requirements: 33 Product specificationProduct specification

Male Hair Removal Female Hair Removal

Blades & Razors Pre ShaveSkincare

Still MHR and FHR are two different worlds…


Technology Perfection Precision

Best shave ever


Easing foam Smoothness

Reveal the goddess in you

2. Marketing and communication drivers of halo

PAMPERS: direction of halo?

PAMPERS: role of UNICEF?

PAMPERS: role of Good Night Babies?

МИФ: direction of halo?

1st principle: halo works “down” not “up”

1st principle: a) More aspiration = more halo

Higher-order benefit product generates halo

Halo

d

irectio

n

1st principle: b) high purchase frequency & penetration product drives lower ones

Dish Washing Liquid

65% P6M usageEvery day 70% of users

Laundry Detergent

40% P6M usageOnce a week 75%

Halo effect

2nd principle: halo correlates w. strong propositions

2nd principle:the double-whammy effect

• Strong and distinctive propositions lead to:

– More sales of the initiative (“direct impact”)

– More sales of the rest of the franchise (“halo impact”)

2nd principle: halo impact mechanism

Strong proposition means more traffic to the shelf = more awareness for the other lines

Catch them in-store with other product comms

2nd principle: halo impact mechanism

Strong product performance = consumers’ trust and believe in the brand and return to it

Use strong propositions as loyalty building tool

2nd principle: implications

• Spend behind better performing product / concept to build total franchise in the mid- to longer term

• Use copy test scores to ensure initiative copy has a halo onto the base

• To bring incremental users into franchise and avoid cannibalization, strive for distinctive proposition and comms

3rd principle: relevancy of proposition b/w driver and receiver

3rd principle: leverage overlap in desired consumer experience and trial barrier

Skin CareBody CareHair Care

Overlap in desired consumer experience / barrier to trial = opportunity to deliver the same message / benefit with one communication

Moisturizing Desired Consumer Experience for DOVE

3rd principle: “campaignable” emotional benefit delivers halo across all products

DOVE effectiveness

Halo as % of Direct Volume

Dove PCC to AP/Deo 43

Dove PCC to Haircare 32

3rd principle: implications

• Match consistency and relevancy of the proposition between halo driver and receiver

• Identify consistent trial barriers and/or DCEs across categories.– Leverage any commonality (Dove)

• Look for opportunities (TV, print, in-store, PR, etc) to combine products / categories

4th principle: synchronize to maximize

4th principle: synergies depend on timing

• Co-feature, co-display, co-merchandise, co-market key relevant products with the hero

• Synchronize timings of activities– ATL and BTL ROI is even larger if the BTL

activity features / promotes multiple lines

Use Events / Seasons as a pretext to organize a multi-line event

4th principle: implications

• Synergize ATL with Co-Display / Co-Feature

– Keep the primary focus on the initiative– Other lines are just “piggy-backing”

– Keep the display “clean” – don’t add too many lines / products or it will look confusing

– If the initiative is about multiple lines/products, make the common theme one of your PoD and/or an event

Executional drivers of halo

1st principle: maintain consistent messages within franchise

The brand?

The advertiser?

2nd principle: execute holistically across sub-brands and campaigns

Executional holisticity

• Holistic branded elements (eg. same selling line, RTB, logos, icons, music) build on each campaign and total mega-brand equity

„„Because Because you are you are

worth it!“worth it!“

Spot the difference

One consistent campaign approach

Hair Care Colour CosmeticsStyling Skin CareColorants

L’Oreal execution

1. The celebrity2. The format3. The science story – RTB4. Tag line5. Branding / L’Oreal Paris stamp

“Beauty is…” new umbrella brand campaign - January 2007

“Beauty is…” umbrella campaign

New equity rolled out to all categories

Aug MarFebNovOctSep

„Beauty is…“ in all subsequent copies

45“/30“ image TVC

2 weeks standalone

Combined Brand Index improved 86 Y06 95 Y08

3rd principle: highlight the brand name in marketing for a particular sub-brand

Highlight the brand name in marketing for a particular sub-brand

4. HOW to leverage halo

How to leverage halo learnings: diff. copy-strategy support models

Bundle messages to drive effectiveness / efficiency, but strive for conceptual link Bundle messages to drive effectiveness / efficiency, but strive for conceptual link 1.

Stand-alone support

1. Stand-alone

support

2.Parallel vs. sequential

support

2.Parallel vs. sequential

support

Equity / initiative Equity / initiative Tag-on / tandem Tag-on / tandem

Parallel model: ensure sufficient differentiation of messages (recipient, benefit) to avoid message

dilution

Parallel model: ensure sufficient differentiation of messages (recipient, benefit) to avoid message

dilution

Sequential model: apply in case of competing messages (strong similarity or contradiction), and

to ensure year-round support

Sequential model: apply in case of competing messages (strong similarity or contradiction), and

to ensure year-round support

In any case apply competitive weights per message

In any case apply competitive weights per message

FEB MAR APR MAY JUNJAN

Megabrand communicationGrooming range The glue for the portfolio

Product Rational RTB

Phenom

Series Preps Restage

Series Skin Care

Deodorants line-up

Bundle messages to drive effectiveness / efficiency, but strive for conceptual link

Bundle message: cross category support with one message

Skin Care 20“

Skin Care 20“+10“

Body Care

5. WHEN to expect halo: scorecard

Successful megabrand comms: scorecard

Pre-requirement Brand XOverall key competence and equity fit b/w sub-brands

Sub-brand specification within megabrand

Halo direction: order of benefits for sub-brands

Distinctive and compelling proposition

Proposition overlap

Desired Consumer Experience / Trial barrier

Consistency in messaging: megabrand / sub-brands

Executional holisticity and visual identity

Ownable holistic brand elements

Synchronization of ATL and BTL idea

Synchronization of ATL and BTL activity

Leveraging halo forces to accelerate megabrand growth.

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