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How Pfizer's influencer marketing boosted Children's Advil
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US.
This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US. Building on the insight that recommendations from another mother carries a lot of weight and trust, Pfizer partnered with an online community to connect with 20,000 "hyper-connected" mothers with children in the target age group. Each mother was sent a sample kit that directly encouraged mothers to share their view of the product online. This relationship was then fostered through regular email updates, promotions and vouchers. Children's Advil grew its share of voice by 163%, and generated 7.7 million impressions. The article offers three recommendations for improving brand health through influencer marketing: inspire sharing, mix value and education, and spark storytelling.
Understanding mothers in Asia: Insights from Qualitative 360
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report assesses the changing attitudes of mothers in six Asian markets: China, India, the Philippines, Singapore, Thailand and Vietnam.
This event report assesses the changing attitudes of mothers in six Asian markets: China, India, the Philippines, Singapore, Thailand and Vietnam. As women in these countries become more affluent and empowered, traditional views about motherhood are changing. More specifically, research by Ipsos showed that five main mothering techniques now predominate: enjoyment, giving, nurturing, perfecting and winning. Brands must work out which of these values they embody, and monitor emerging shifts in popular perspectives to tap new opportunities.
Recreating AlaTurca: Consumer goal conflicts as a creative driver for innovation
Deger Ozkaramanli, Steven Fokkinga, Pieter Desmet, Erkan Balkan and Eapen George, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey. In order to achieve radical innovation, companies require an increasingly deep understanding of consumers' wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritise them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives.
PepsiCo's shopper marketing insights from Latin America
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report looks at PepsiCo's shopper marketing strategy in Latin America, focusing on mom-and-pop shops.
This event report looks at PepsiCo's shopper marketing strategy in Latin America, focusing on mom-and-pop shops. While there is a trend towards organised retail, mom-and-pop stores remain highly prevalent in Latin America, and deliver significant sales. As they are crowded, chaotic and typically frequented by customers spending modest amounts of money, many brands are hesitant to implement marketing schemes at this level. PepsiCo thus exploited an opportunity by borrowing learnings from the fast-food category, and implementing specific strategies on the approach to the store, the exterior of a shop, the freezer or counter, and then at the moment of payment.
Marriott International identifies a new kind of travel dynamic
Geoffrey Precourt, Event Reports, IAB MIXX, September 2013
This event report describes ethnographic research by Marriott International, the hotel chain, into how the travel planning process has been changed by technology.
This event report describes ethnographic research by Marriott International, the hotel chain, into how the travel planning process has been changed by technology. The research focused on the role of video in travel planning, finding that video has an emotional appeal to consumers and increases brand credibility. The role of children in planning is also considered, with findings suggesting that children are significant contributors to research and decision making. The research identified three points of difference for Marriott to focus on. 'Co-creation' looks at how the knowledge and research of different family members combines to lead to decisions. Presenting an 'authentic experience' is important as younger generations are highly conscious of details and design in hospitality. Marriott is making its marketing more engaging and authentic by having local hotel managers and staff create video tours. Marketers need to strike a balance between technology that knows what consumers are doing, and allowing for 'serendipitous discovery' that expands people's understanding of what is possible.
My Mum's Throne Room: The technology that defines modernity in a developing world
Dave McCaughan, ESOMAR, Congress, Istanbul, September 2013
This paper describes the importance of the toilet in people's lives, especially to the global emerging middle class, and uses this to reveal some wider lessons for market research.
This paper describes the importance of the toilet in people's lives, especially to the global emerging middle class, and uses this to reveal some wider lessons for market research. These lessons include the idea that indirect ethnographic research may offer insights that direct questioning does not reveal, and that connectedness is viewed as both desirable and as carrying risk. It is also argued that research should not just be used to confirm hypotheses, but allow scope for unexpected results to be generated.
Small Numbers, Big Insights: A year in the lives of families living with austerity
Suzanne Hall, Isabella Pereira and Chris Perry, ESOMAR, Congress, Istanbul, September 2013
This paper argues that small scale face-to-face qualitative interviews are still a valuable research method, despite advances in technology and data collection, using the example of a longitudinal research project in the UK.
This paper argues that small scale face-to-face qualitative interviews are still a valuable research method, despite advances in technology and data collection, using the example of a longitudinal research project in the UK. The study repeatedly interviewed (face-to-face and telephone) and collected other details (such as financial information) from 11 families over the course of a year to understand how their relationships and finances interacted and were affected by other life events. It is argued that this research approach allowed a depth and detail of understanding that Big Data and panel surveys do not give.
Air Wick finds success with Facebook targeting
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This report show how Air Wick, the air-care brand made by Reckitt Benckiser, used targeted advertising to effectively reach moms on Facebook.
This report show how Air Wick, the air-care brand made by Reckitt Benckiser, used targeted advertising to effectively reach moms on Facebook. While the social media service is often associated with more glamorous brands and categories, approximately 100m of its users are female heads of household in the US. By zoning in on this group using a diverse range of datasets, as well as creating striking ads, Air Wick was able to drive up sales and core brand metrics for its scented candle that also changes color.
Fisher-Price tackles the world of "toddler tech"
Sarah Shearman, Event Reports, South by Southwest Interactive, March 2013
Fisher-Price, the toy manufacturer, has been an early-mover in the world of "toddler tech", leveraging the kind of technology used by smartphones, tablets and similar devices.
Fisher-Price, the toy manufacturer, has been an early-mover in the world of "toddler tech", leveraging the kind of technology used by smartphones, tablets and similar devices. Its various apps for children have been downloaded eight million times to date, and form part of a burgeoning market, as parents seek to obtain engaging material for their kids. Third-party and in-house research have already shown that such products have developmental benefits for toddlers.
Russian kids and the West: So far, so close
Anna Demianova and Julia Yuzbasheva, ESOMAR, CEE Research Forum, Prague, March 2013
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries). The paper presents a holistic view of Russian kids aged between 5 and 8, from both the perspective of an insider and by contextualising this culture with that of Western Europe. Russian children watch The Simpsons, listen to Justin Bieber, aspire to have 'gangsta style' and sometimes even say 'hey' instead of the (Russian) 'privet'. But the paper also argues that, while Russian kids might appear to be similar to their Western this is merely a pitfall for international brands aiming to directly export Western marketing communication to Russia. Because the differences are not obvious from the outside, the authors argue that it is more important than ever to go beyond the surface and listen to cultural specifics.
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