Adage: What Works In Digital

This is one of the best write-ups that I've read recently on the fundamentals of digital marketing.  [ Link to article ]  In short, marketers today are buying digital to achieve one of five core objectives:

1. To complement to mass media by ...
• Increasing frequency of exposure - the classic 360 model recognizes that consumers interact with 5+ types of media throughout their day and digital is almost always one of them. By reaching them at multiple touch-points with a consistent message, they will be more likely to internalize your message
• Delivering more reach for less money - I don't particularly like treating digital as a cheaper (than TV) reach driver as the capabilities of the mediums are so different ... but I guess some people think about it this way
2. Better (more efficient) targeting vs. mass reach
• Probably the original way digital content providers tried to sell to advertisers.  The fragmentation of TV viewership into the deep corners of Cable content is allowing better targeting on TV now and makes this objective a little less impactful but there's still a strong case if you have a narrowly defined consumer base that you want to reach, there's no better way to find them than with digital
3. Drive advocacy / conversation
• To me, this is the most powerful way to leverage digital but it's not without its limits.  Digital is the only medium that let's consumers instantly interact with and share your message.  It's the only medium that let's them help you build your message.  Countless studies have shown that people trust their friends (and even people they don't know) more than they trust brands.  The holy grail is to engage in conversations that build trust in your brands. The issue is that there is a limited set of consumers who will actively engage vs. just consume, and it turns out that it's pretty difficult to get a lot of people geeked up to discuss consumer goods  
4. Just in time research / insights
• Instant gratification -- what are people searching for? How much time do they spend on one site vs. the next? What kinds of music are they listening too?  We can easily drift into data overload but the power of digital for trendspotting is undeniable
5. Promotion / activation
• Coupons! Ask 100 consumers what would make them more likely to purchase a product, 99 of them will say "coupons."  Digital is an efficient way to deliver coupons and I've seen print rates and redemption rates consistently rise over the years. Fine way to drive a quick hit for a business, not a brand builder ... unless the coupon is just a hook to click-through into a more engaging brand experience

Thanks Mom

P&G continues their great work with the Olympics -- taking boring laundry detergent, connecting it with the ideas of care, love, and mothering, and wrapping it up in a big Downey-soft blanket that reminds moms that P&G has been with them throughout the whole journey. *tear*

Chipotle: Back to the Start

I somehow missed this during the Superbowl.  I guess they ran it once on TV and it's just been spreading via the web since.  It's an interesting approach -- taking on a tough issue and softening the edge with a simple animation style.  I love the "Cultivate a Better World" message ... it's a terrific message and a great fit with how Chipotle approaches sourcing for pork and chicken. The soundtrack is brilliant, haunting to start but harmonious to finish.



In related news, Applegate Meats just released a very different creative slant on this issue.  A bit more typical of how the brands have approached messaging in this space -- talk to mom about how hormones in their meats are bad -- but the comedic approach is fresh and certainly gets the point across.

Gatorade: Keep Her In The Game

Powerful new work from Gatorade illustrates how a purpose-driven brand can connect with consumers well beyond the grocery store and perhaps drive social change.  Timing with the Olympics seems perfect but the spot hasn't seemed to go viral yet.  Reminds me in tone of Dove's Real Beauty, certainly just as emotive, but without the same "wow" factor that Dove had with the physical transformation of the model on-screen.  It will be interesting to see if the message is enough to make this work mass share-worthy content.  Either way, I hope they put a put a lot of weight behind it on TV -- the world needs to engage with this message and there's no doubt in my mind that this will drive strong affinity for G.



In related news, check out this new Nike spot. Similar message, not as powerful.



[ Link to Dove Evolution ad ]

McDonald's -- Why our burgers look better in ads than in real life

I find this to be an incredible example of transparency from one of the world's biggest marketers.  I imagine that somewhere in their strategy documents are words like "debunk the perception of McD as a shady fast food corporation" or perhaps, more nicely, "foster a more genuine connection with our customers by showing them the REAL McD."

I initially struggled with whether this level of transparency is good as it clearly draws attention to the fact that the food you get from the restaurant doesn't look nearly as good as what they advertise ... but in highlighting the real ingredients that are used in their ads (vs. what I assume is a general perception that the advertised food is fake), they take a small but significant step forward in building brand trust.

Overall I like it and with 5MM views in a week, seems like it's a pretty smart move.

Creating an Icon

The past few weeks have been interesting. I joined the Kraft Macaroni and Cheese team which happens to be the only brand at Kraft working with CPB (Crispin Porter and Boguski). One of the unique aspects of the CPB philosophy is creating "talk value" which hopefully, in the long run, keeps brands relevant and elevates them to "icon" status. Take a look at their work and you'll notice a certain amount of brand confidence, jest, and presumptuousness - Coke Zero, Domino's Pizza "Yes We Did", the Windows 7 campaign, and now KMC's "You Know You Love It." As a marketer, it's exciting to think about your brand becoming an icon, becoming a cultural influence rather than simply reacting to cultural trends. The CPB experiment is still new and I hope it works ... time will tell but early signs are positive. One component of our marketing plan this year is this large macaroni noodle statue which we'll be taking to iconic, high-traffic areas across the country (think Wrigley Field). I spent the afternoon at Chicago's Navy Pier with the Noodle a couple weeks ago and literally every other person who walked by would stop in their tracks for a photo opp. I was wearing a You Know You Love It t-shirt yesterday and a woman stopped me on the street and asked if that was a Kraft Mac and Cheese t-shirt. "I love that stuff!" she said with excitement.

The most vulnerable period for an idea is its first year and I hope Kraft will give this one a chance. Brand building takes years so icon building may be a decade long endeavor. I dream of the day that KMC noodle will rival the Nike Swoosh ... but until then, YOU KNOW YOU LOVE IT.

Bud Light and The King

I've never done anything with sports marketing and as a result, always wondered what advertisers actually got for their ads in sports arenas. But I guess if you're Bud Light and you can get Lebron to pose in front of your sign and get on the front page of ESPN.com, the spend is probably pretty good :)