People Powered Advertising Word Of Mouth At Scale
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Transcript of People Powered Advertising Word Of Mouth At Scale
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WOMICaseStudyMacy’sHolidayCampaign
Thursday, May 21, 2009
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People I know
People I respect
People with shared interests
No Social component
OnlineRela:onshipPyramid
Thursday, May 21, 2009
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PeopleIKnow
Thursday, May 21, 2009
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PeopleIrespect
Thursday, May 21, 2009
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PeoplewithSharedInterests
Thursday, May 21, 2009
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What’saWOMI(TM)?
•WOMIcampaignsspreadposi:vemessagesaboutabrandbetweenfriends.
•2stepprocess:
1. Opt‐in:getconsumerstoexpresstheiropinionaboutabrand
2. WOMI:sharethedesirableresultswiththeperson’sfriends.
•Messagesaredeliveredwithinstandardadunits.
WOMI: Word Of Mouth Impression
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WOMIexamplesOpt‐in:
WOMI:
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Macy’sHolidayExample
•Macy’sholidaycampaignencouragedconsumersto“BeClaus”andasked“whattypeofSantaareyou?”
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Macysbelieve.com
Thursday, May 21, 2009
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Macy’sWOMIOpt‐in:Monaisaskedaques:on
WOMI:Mona’sresponseissharedonlywithherfriends
WOMI2:CampaigngoesviralasMona’sfriendsrespondtotheoriginalWOMI
•WOMIpromotedtheMacy’s‘becomingclaus’messageamongstfriends
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WOMICampaignResults
•2Monthcampaign
•5millionWordOfMouthImpressionsdeliveredbetweenfriendsonFB
•Strongclickthroughrates:engagingcontent+friendendorsement
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What’sthepoint?
•Friendsinfluenceeachother
•Onsocialnetworks,peoplecaremoreabouttheirfriendsthancontent
•Webelievemessagesfromfriendsaremorerelevant,morebelievableandlesslikelytobeignoredthanmessagesdirectlyfromabrand.
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Realresults
•Wedon’tbelieveinchasingclicks
•Rela:onshipsdeliverinfluence
•Objec:veistohaveconsumersthinkmorefavorablyaboutyourbrandandbecomemorelikelytopurchase
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Goal:capturethefunnel
Brand Awareness
Message Association
Brand Favorability
Purchase Intent
1.
2.
3.
4.
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A]tudinalresearch•PartneredwithDynamicLogictoconductquan:ta:veresearchon3monthCPGcampaign
•Focusedonfourkeymeasures:
1.TopofMindawareness
2.OnlineAdawareness
3.Favorability
4.Purchaseintent
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Overallresults• Strongincreasesinallfourkeymeasures:
• goalwastoincreaseunaided(top‐of‐mind)awareness,Adawareness,FavorabilityandPurchaseintent
• aidedawarenesswasalreadyhighforthebrand(95%amongcontrol),
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
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WOMIvs.DigitalNorms
Percentile Ranking of Delta (!)
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
* MarketNorms Q3/08 (Category: Personal Care, Baseline Adjusted, N=188 campaigns)
Below Average Average Above Average Excellent
• Top20%ofdigitalcampaignswithincategory
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WOMIBump
Thursday, May 21, 2009
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WOMIvs.socialmedia•RatedbyDynamicLogictobeintop20%ofallsocialmediacampaignswithin
category
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
Aided Awareness results not surprising given Aided Awareness was almost maxed out (95%)
Below Average Average Above Average Excellent
Thursday, May 21, 2009
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ArefriendtofriendWOMIsagimmick?
Control Exposed (n=74) (n=300)
No:•Moreexposuremeantsignificantlyimprovedperformance‐‐eveninbrandfavorability:nowearout•Bestresultsacrosseverymeasureforconsumerswhosawatleast4WOMIs
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ArefriendtofriendWOMIsagimmick?
MoreWOMI=improvedresultsforbrand.•1impressionperweekforcampaigndura:onwasbreakthroughlevel
Frequency of Exposure: Brand Metrics
Metrics Ctrl
(%)
1 2-3 4+
Exp
(%) !
Exp
(%) !
Exp
(%) !
Unaided Brand
Awareness: First Mention 9 10 +0.4 14 +5.0 23 +13.9*
Unaided Brand
Awareness: Any Mention 15 19 +4.2 16 +0.8 26 +10.9*
Aided Brand Awareness 95 92 -2.6 91 -4.0 99 +4.0
Online Ad Awareness 36 56 +19.6* 48 +12.5* 58 +22.2*
Brand Favorability 60 62 +1.7 56 -3.9 72 +11.5*
Purchase Intent 45 44 -0.5 50 +5.0 58 +13.1*
Sample Size 300 63 64 74
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CampaignResults
•Millionsofuniqueconversa:ons
•10M+impressionsservedacross3monthcampaign
•BasedonDLstudyresultsandhistoricalbrandclosurerates:
•60K+addi:onalpurchasesper1Muniqueconsumerswithin1year
•ROIes:mateabove$1.40
•Deeplearningaboutconsumersen:ment
Thursday, May 21, 2009