1
2
3
4
Favorite
Series?
Someone
to talk
with?
5
CONTENT KING
6
CONTENTSOMETHING
TO TALK
ABOUT
1. Context
7
3. Content2. Contacts
This is our story (behind the scenes):
1. Context:
(Brand VS Consumer)
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Be part of what interest your consumer
Our Brand/ our product:
10
Our Brand/ our product:
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Our Target Audience:
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16 – 24 years, sweet spot 18 years
3 conversation starters:
1. Sex
2. Leaving home
3. Drivers license
Insight: “Ordinary driving is boring, compared with GTA and Need for speed!”
13
Create for the involved,
AND scale to the indifferent
2. Contacts:
(Contact-strategy)
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First: Understand our Marketing Objectives
Most consumers are indifferent.
They buy chips … and occasionally Doritos
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Households
buying
More …
1.00.000
500.000
00 1- 5x 10x 20x
Purchase frequency
More …
Note: Example only
Acquisition of new buyers is essential!
Indifferent consumers
Involved Brand Enthusiasts
16
Secondly: Understand Consumer Engagement
Consumers must be engaged,
but most don’t want to participate
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Target Audience
More …
100.000
50.000
0Low Medium
Level of Engagement
High
Indifferent consumers
Involved Brand Enthusiasts
Note: Example only
Assume most people don’t care
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3. Content:
(Idea/story)
Add value to your
consumers life
Idea: Doritos Jacked Driving School
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Jacked Driving School – 6 Entertaining Episodes
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Jacked Driving School – 6 Entertaining Episodes
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22
Jacked Driving School – 1 Awesome Event
Personal Driving Experience
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• Doritos Jacked Personal Driving Experience: Video
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Context: be part of what interests your consumer
26
Content:
Add value to your
consumers life
Contacts:
Create for the involved,
scale to the indifferent
Case: http://creativeawards.nl/2013/doritos/jacked/