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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.
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.
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.
Drinkaware: So what difference does it make?
Kate Owen, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation outlines how Drinkaware, a UK-based alcohol-awareness charity, evaluated a marketing communications campaign encouraging parents to having meaningful conversations with their children about alcohol.
This presentation outlines how Drinkaware, a UK-based alcohol-awareness charity, evaluated a marketing communications campaign encouraging parents to having meaningful conversations with their children about alcohol. The charity recreated the campaign journey, and tracked parents' behaviours, attitudes and knowledge, and conducted follow up interviews.
Singapore social: Insights into Singaporeans' use of social media
Low Lai Chow, Event Reports, Social Media Week Singapore, February 2013
This paper reports on research into social media habits in Asia, with a particular focus on mothers and Generation Y (Gen Y) consumers in Singapore, a nation found to be avid users of social tools and platforms.
This paper reports on research into social media habits in Asia, with a particular focus on mothers and Generation Y (Gen Y) consumers in Singapore, a nation found to be avid users of social tools and platforms. Eight key findings for Gen Y are listed and include: friends and family are more influential than online reviews; they distrust advertising; they are motivated by entertainment and everyday life, rather than self-improvement; and they are active video watchers. Key finding among mothers include: they seek expert opinions online; they use the internet and social media to connect with their kids; and they go online to be 'me' as well as a mother. The paper concludes with some implications and practical advice for brands.
Grupo Bimbo on Global Expansion and the Role of Agencies
Ivan Castano, Event Reports, Festival of Media Latin America, September 2012
Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives.
Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives. Following an unsuccessful expansion into Brazil, the company learnt to take localisation strategies seriously, balancing global positioning and graphic identity with local insights and innovations. This article also provides examples of how the company fought to win consumers in the US, China and Chile.
The snack food consumer journey
Kelly Jones, Admap, November 2012, pp. 26-28
Using the example of Kate, a working mom in the US, this article explains the five distinct stages in the snack food path to purchase, using qualitative research undertaken by Microsoft Advertising and Ipsos OTX.
Using the example of Kate, a working mom in the US, this article explains the five distinct stages in the snack food path to purchase, using qualitative research undertaken by Microsoft Advertising and Ipsos OTX. The aim of the research was to go beyond the basic behavioural information to understanding the psychology behind how purchase decisions are made and how the right media and content can influence these decisions. It shows how a deep understanding of each of the decision phases - and the channels, people and devices that influences whether people will try a new product, buy it and become loyal users in the future - can help marketers invest their budgets where they will have the most impact.
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