maria garrido and imogen hewitt's (havas media) presentation at mumbrella360
TRANSCRIPT
Title XXX XXX
Importance weights Indexed per pillar
Good quality prods
Delivers
Useful Prods
Category Leader
Fairly Priced
Life Easier
Me Happier
Show-Off
Peace of Mind
Life Satisfaction
Transparent
Ethical
Diversity
Benefits the Economy
Good workplace
106 123 113
104 122 112
103 122 111
103 116 106
102 114 105
41%FUNCTIONALBENEFITS
PERSONALBENEFITS
31% 28%COLLECTIVEBENEFITS
+
+
+
significantly higher KPIs
Meaningful brands generate
Brands KPIsM Performance M Performance
Overall Impression 37%80%
Purchase Intent(non clients) 14%45%
Repurchase Intent(clients) 83% 45%
Advocacy 76% 33%
Premium Price 53% 13%
High Low
Return on Meaning Boost by KPIImproving Performance by only
10%, Brand’s KPI Grow by…
14%
12%
10%
8%
6%
4%
2%
0%
FAMILIARITY
+3%
OVERALL
IMPRESSION
+7%PURCHASE
+10%
REPURCHASE
+5%ADVOCACY
+7%
PREMIUM
PRICE
+12%
drives Brand KPIs
Improving
Meaningful Performance
41% FUNCTIONAL BENEFITS
PERSONALBENEFITS31%
28% COLLECTIVEBENEFITS
4,77
3,57
4,18
So how do we inspire more meaningful
connections?
Videogames
F2F Games
Spectator Events
Sport Events
Livestream Events
Physical Activities
Parties
Home Events
Fundraising Events
VIP Experiences
Celebrities Collab.
Web Series
Short Movies
Documentaries
Trade Fairs
Virtual Experiences
Driving Tests
Celebrities Interview
Catwalk
Red Carpet Events
Craftsmanship Events
Educational Platforms
Masterclasses
Educational Material
Expert Advices
Test Driving
Nutrition Advices
Beauty Consultancy
Health Advices
Personal Content
Educational Material
Trade Fairs
Own Publications
In-Store Events
Infographics
Beverage Compo.
Tastings
Guided Visits
Food Composition
Craftsmanship Events
Feature Demos
Device Demos
Peer reviews
Customer Support
Lifestyle Apps
Monitoring Apps
Online Purchasing
Nutrition Advices
Personal Shopper
Free Wi-Fi
Ratings
Health Advices
Medical Units
Discounts
Contests
Special Sales
Co-Creation
Social Media Sharing
Peer reviews
Customized Products
Celebrities Collab.
Web Series
Short Movies
Documentaries
Lifestyle Experiences
Contests
Expert Advices
Lifestyle Apps
Monitoring Apps
Own Publications
In-Store Events
Beauty Consultancy
Fashion Trends
Personal Shopper
Inspire
Educate
HelpEntertain
Inform
Reward
Association Performance50% 18% Association Performance38% 64%
Brands are dispensable
They have to go beyond product
matter to consumers
Great content drives meaning, especially
when it comes to personal benefits
Opportunity for brands to
close the gap on personal
benefits!
To provide consumers with meaningful
content!
Entertainment &
inspiration are expected
Meaningfulness
drives higher KPIsfor the brands