kohler: client case talk - james sandora
TRANSCRIPT
James SandoraDirector – Global Digital Strategy & Integration
How a 140 year old brand stays relevant in an ever changing market?
Omni-Channel Campaign Development
Culture What’s going on in
the world that can’t be ignored?
Company What are the
defining truths about your brand?
Category What are the driving
dynamics of the category? What
conventions should be broken?
Consumers Who are your most
influential consumers, and what drives them?
The Dig
8
The desire for individual
expression is everywhere
9
Culture
10
The democratization of design
IKEA
Kohler
Category
Lack of sex-appeal in plumbing
11
Category
12
Sea of sameness in communications
Category
Audience of “new sophisticates” who want to be engaged and inspired…THEY WANT TO BE
TURNED ON BY LIFE!
13
Consumers
14
Company
Kohler has a long
heritage of pushing the
envelope
The Work
17
23
24
25
28
Insight to Prototype & Measure
Launch a prototype in a contained environment in order to build on the concept and improve it
as it matures.
Un-silo ideas for development in to
programs rather than platforms.
Listen and analyze for business insights
Measure impact of interactions and iterate.
Brand
What does my Brand stand
for?What does my audience care
about?
This intersection is where your
strategy will thrive.
What is truly unique and different about
our brand?
What is truly ownable for our brand?
Where do we have a right to play (and win)
versus competition?
What are they experiencing when
they think/act:
“I want to go”“I want to do”“I want to buy”
“I want to know”etc
What does my Brand stand
for?What does my audience care
about?
Not only inspire, but show people how to bring that inspiration to life
with highly curated product and project ideas.
Hyper Connected Consumer = Hyper Loyal Consumer
The consumer associates with others (brands
included) to filter their fragmented social environment; and
consume the content and interactions they
care about most.
People/Brands/Orgs create exceptional
content and interactions in order to engage with
others; these interactions satisfy
current loyalists, and create new loyalists.
Listen and analyze for business insights
Measure impact of interactions and iterate.
Content Creators
73% of consumers trust brands with personal data when it is
used to make brand and shopping experiences more
relevant.
What do you create? What do you curate? How and with whom do you collaborate?
Technology helps, but isn’t critical as long as you can address:
Where?(hint: go where your customers
already are)
And obviously
Different content = Different purpose
Hygiene
Hub
HeroLarge scale moments,
designed for broad awareness
Regularly scheduled “push” content
Always on “pull” content
HERO
Build branded content platforms for syndication
HUB
Inspire our consumers with planning resources, and
inspirational interiors content
HYGIENE
Create connections and continue to develop
relationships
HERO HUB HYGIENE
Paid Media & Larger NeverToo Campaign
Integrations
ideas.Kohler.com,pinterest.com, &bold.Kohler.com
-other- us.kohler.com
Leveraging Influencer Partnerships to drive reach and scale across the inspiration platform
Quantity of Partnership
Reach of Program
Hygiene
Hub
Hero Paid MediaOwned Media
Paid Media Influencer Reach
Owned Media
Owned MediaInfluencer ReachTier 3
Tier 2
Tier 1
Content Creators & UGC
Significant Bloggers & Media Partners
Known Media Partners
38
Show me: Articlesabout TraditionalBathroomsin Pink
Show me: Moodboardsabout ContemporaryBathroomsin Black
Show me: Moodboardsabout EclecticKitchensin White
43
Paid Media
Literature
Media Syndication
Results & What’s Next?
Social SOV Continues to Grow
1.9 MM pageviews since launch
36% of visitors view product (us.kohler.com)
All content is equipped to print a listing with product, email, and
share.
Focusing on opportunities to
educate and train distribution on
applications for using ideas during selling.
Ideas.Kohler.Com continues to drive value as an important destination during the inspiration phase of the customer journey.
Design Consultation via
Click2Chat
Avg time/site: 3 minAvg pgs/vis: 3(benchmark in development)
And, we are getting some awards and media recognition as well
Now what?
