"That won't work here" is one of the biggest roadblocks Regional and Global initiatives face. But what if there was an equation and a leadership mindset that could help you remove some of those roadblocks by building affiliative programs that are improve effectiveness of the central creative brand idea with enhanced local relevancy
12. THE INGREDIENTS OF SUCCESSFUL
TRANSCREATED CONTENT MARKETING
1. ONE
Creative
“Idea”
3. Adapted to
Local Consumer
Insight
4. Local input
upfront & owned
adaptation
2. Core 360 toolkit
and GTM Strategy
Affiliative
Leadership
17. 2. CORE TOOLKIT AND GTM STRATEGY
New
Product
Package &
Promotion
BTL
Viral Video
Digital
Banner/
SEO
Microsite/
Social
Media
Platform
Radio &
OOH/Print
Ad
361˚
18. 3. TRANSCREATED TO LOCAL CONSUMER INSIGHTS
MALAYSIA
• Insight: Don’t be like Uncle
• BOOLOO ( HAIR in BAHASA )
• Target media : Radio + Digital
INDONESIA
• Insight: Social Sharing
• Channel: Digital and Sampling
PHILIPPINES
• Insight: Daily life is Stressful
• Channel: 360
19. 4. LOCAL INPUT UPSTREAM
& OWNED TRANSCREATION DOWNSTREAM
21. LETTING THE LOCAL INSIGHT EVOLVE THE
CREATIVE IDEA
With all the stresses of every day, the unstressed feeling should
not end with shaving. The precise, smooth, and effortless qualities
of an Exacta 2 shave should go beyond our razors.
A way of life
A state of mind that stays with you throughout every day. So we’re
not going to stop at selling a smooth and effortless shaving
experience. We’ll invite them to a way of life. Smooth Lee’s way of
life.
33. 33
A FRAMEWORK FOR MEASURES
Brand awareness,
recall, image,
consideration…
Sales, market
share, orders,
new accounts,
profit…
What consumers
actually do
What consumers
think or feel
Hard evidence of
business results
Volume of
conversations,
brochure downloads,
retail visits, word of
mouth, number of
searches…
Reach, GRPs,
Impressions,
frequency, CPC,
CPM, position in
break, coverage,
day parts…
What the brand did
and at what cost
OUTPUTS OUTCOMES
Campaign Attitudinal Behavioural Business
34. Monkey's
New Suit
Smooth Lee vs.
Knick the Knife
Smooth Lee vs.
Lumpy Bumps
For more information contact
Geoffrey Pickens
geoffrey.pickens@energizer.com HP: 65+85717597
Editor's Notes
Now let’s turn our attention to Measures!
Here is a universal and practical framework to help you think about measures.
They can be of two types:
- Outputs measure the amplitude of our campaign implementation.
- Outcomes measure the result, or the impact the campaign has achieved for the product… Outcome measures should therefore be the most important for clients!
Outcome measures can be
- Attitudinal: all the KPIs reporting changes in people attitudes towards the brand, product, service. Mainly relating to what people think or feel about the brand.
- Behavioural: these measures capture to what degree the campaign has changed people’s behaviour. They are critical as they capture a personal investment of resource from people: they have done something as a result of our campaign.
- Business measures are the final, hard evidence that a campaign has produced results.
It is very important that we start using this language in our conversations with clients, so we all understand the different roles measures (or KPIs) can play!
We need to drive the importance of data in our own and our clients business.
The premise here is that becoming data-centric will collect marketing, communications and sales allowing us to shift the debate from media efficiency to business effectiveness.
