Pete Mitchell - MDLZ11th June 2015

INSEAD Singapore

3

THE INVESTMENTGAP

BETWEEN HOW MUCH CONSUMERS ENGAGE

WITH MEDIA AND HOW MUCH WE INVEST IN

EACH CHANNEL.

THE CONNECTIONS GAP

BETWEEN HOW CONSUMERS RELATE

CROSS-CHANNELS AND HOW WE BUILD PLANS

CROSS-MEDIA.

THE CONTINUITY

GAP

3 Gaps between how consumers use media and how we plan for it

BETWEEN HOW CONSUMERS SHOP FOR

OUR PRODUCTS AND HOW WE “SHOP” FOR MEDIA.

Gap #1: How consumers use media

THIS IS HOW CONSUMERS USE MEDIA

Multiscreen time spent sources: CCS 2013 wave1; APAC

THIS IS HOW WE BUY MEDIA

Gap #2: How consumers shop vshow we plan

THIS IS HOW OUR CONSUMERS SHOP

Weekly Sales

THERE ARE ALWAYS CONSUMERS IN THE MARKET READY TO PURCHASE

Source: Mintel / Datamonitor, 2013

THIS IS HOW WE SHOP FOR MEDIA

40% TIME ON-AIR

Source: Oreo 2012

Gap #3: Consumers having connected experiences yet we plan media in silos

CONNECTED CONSUMERS USING CONNECTED DEVICES ARE HAVING CONNECTED EXPERIENCES

POPE BENEDICT XVI POPE FRANCIS

MEDIA IS CHANGING CONSUMER BEHAVIOUR

Where we pay to say things

Where they can buy things.

Even the pack is media

Where people connect and share

The role of Media in people’s lives has changed

Media as a driver of change

SERIES OF CONNECTED EXPERIENCESINDIVIDUAL CHANNELS

MEDIA THAT DRIVES INNOVATIONDISPLAY & KEY VISUAL ASSETS

ADOPT A CONSUMER PERSPECTIVEA BRAND PERSPECTIVE

ONGOING, REAL TIME CONVERSATIONS REACH & FREQUENCY BURSTS

FROM TO

THE CHANCE TO THE AVOID TRADITIONAL APPROACH

BRIEFCREATIVE

IDEATV OTHERS?

• WHY DID WE START WITH A TV SCRIPT ?

• HOW ARE HEY CONNECTED?

• WHAT IS THE OVERAL EXPERIENCE?

Its not about 360 communications – but the right 36 degrees to get things done

60s – 90s

CAPTIVE AUDIENCES

2000

360° COMMS(IMC)

NOW

CONNECTIONS PLANNING

CONNECTIONS PLANNING HELPS CREATE MORE COHESION

Connections Map

Media PlanTime Intervals

Channel 1

Channel 2

Channel 3

Consumer Journey Stages

Paid

Owned

Earned

CONNECTIONS PLANNING IS AN ENABLER TO CREATE THE COMMUNICATIONS EXPERIENCE

THAT WE WANT CONSUMERS TO HAVE

Entertaining

them with daily

doses of witty

fun!

Fun-seeking

Millennials

Find humour in

everyday

moments

Get… To… By…

Showing them

all the joy that

variety brings

Habitual young

snackers

Expand their

snacking

repertoire

Get… To… By…

Injecting

wonder into

everyday life

The child in all

of usSee outside the

ordinary,

everyday world

Get… To… By…

Chocolate lovers Use chocolate to demonstrate they care

Sharing with their loved ones

DELTA INNOVATION CLASS

Communication Objective

KPIs KPIs KPIs KPIs. KPIs.

Communication Objective

Communication Objective

Communication Objective

Communication Objective

KPIs KPIs KPIs KPIs KPIs

DISOVERY>be positioned in the heart of moments where mums seeks family

focused inspiration and also within the wider context of family friendly pop culture

AMPLIFY> encourage and incentivise mums to share both Oreo and their own moments of family togetherness

CREATE>Helps mums to create her own lighthearted moments of

family bonding

SEEK NEW SPONTANEOUS FUN>inspire mums in

unexpected, surprising family focused occasions

INSPIRE ACTION> buy us for more `family` occasions not just

for a treat

ORADEO

STOREO

It’s a messy process!

The connections map

75% Coverage @ 1+Editorial countUnique page viewsAchieve Awareness target (xx%)

2m video viewsUnique VisitorsCode captureAchieve Awareness target (xx%)

Number of direct mail packs sentAchieve Awareness target (xx%)

Social media mentionsSocial media sentimentUGC postedAchieve Awareness target (xx%)

Viral film to increase awareness and

affinity

Share of requirementIncrease ‘show interest’ (5s)

Achieve Awareness target (xx%)

Social platforms fuel user generated content

Website to capture pack codes/ find out

more

TVC to increase awareness

PR / web news to drive familiarity

Messages of thanks returned and shared on

social sites

In-store activity to drive product awareness & on-pack to increase

interestDirect Mail to named

beneficiaries

Connected Experiences that become part of Culture

THE BEST EXAMPLES OF ADVERTISING ARE THOSE WHICH TRASCEND ADVERTISING TO BECOME PART OF THE FABRIC OF CULTURE

Competing in your category means

focusing on Share of Spend

Competing in popular culture

means focusing on

Share of Mind

LATERAL THINKING EXAMPLES

All Things Automated

The Transparency Race

Client

TechAgency

Client

Tech

Agency

Client Tech

Agency

Some lessons learnt…

October 2010

Jan Koum

Thank You – You Made My Day!