Seize the Awkward| Ad Council


The term ‘woke-washing’ describes work that promises to improve the world but doesn’t take real action. Brands without a clear purpose who jump on the bandwagon are actually doing more damage than good.
Taking the luxury fashion sector as an example, we identified that personal relationships trigger positive commercial responses in consumers in four key ways:

Suicide is the third leading cause of death among young adults in the U.S., but it’s still a subject many brands shy away from. The Ad Council’s latest campaign aims to remove some of the stigma around the topic, urging teens and young adults to speak openly with friends who may be suffering in silence.

An estimated 76% of young adults turn to a peer in a time of crisis for support, according to a survey conducted by the Jed Foundation. What’s more, research from the National Alliance of Mental Illness reveals:

50% of all lifetime cases of mental illness begin by age 14, and 75% start by age 24.

Using these insights to inform their creative campaign targeting 16-24 year-olds, the teams saw an opportunity to break down some barriers surrounding the issue at a fundamental time when many are at risk.

“It’s friends who are most likely to spot the signs that their friends are struggling with their mental health,” says Will Lowe, Creative Director at Droga5. “So we wanted to empower young people to reach out to those friends and help them talk about how they are feeling; something which is shown to really help.”

This campaign proves the power that lies in uncovering an insight unique to your audience that can actually drive change. Not only does it give the brand a key purpose, it proves its deep understanding of its target audience and the challenges they face in everyday life.

Marketing- How to Turn Data into Insight in Five Simple Steps

Today’s marketers have access to an endless stream of data sources, but being data-rich doesn’t mean you know what works.

The skill lies in turning this wealth of granular data into compelling consumer insights – transforming hard numbers into a concept that will resonate.

As previously outlined in our Smart Researcher’s Guide to Creating Consumer Insights, turning data into actionable insights is one of the most important skills for marketers today. Here’s how it’s done:

1. State a clear goal.

Ask yourself what your campaign is ultimately trying to achieve.

Knowing what you’re aiming for is the key to asking the right questions of the data.

In 2014, WeAreSocial devised a student campaign with HSBC. With the clear aim of appealing to new students just starting university, this goal led the team to the data that held the answers they needed.

The powerful campaign that inspired young people to build diverse connections at university was based on insights that revealed one of the biggest predictors of future success comes from the people you meet at university, not the degree you get.

The campaign won two awards at the Warc Prize for Social Strategy 2016.

2. Prioritize your data.

Which data sets are most pertinent to your goals?

Focus on the most interesting numbers and rank the data by relevance to avoid distraction.

Starting with the best ‘small’ data – or the more readily available information is often useful, such as sales figures, for example. This can then be enriched with additional behavioral, attitudinal and perceptions data.

As Ben Sharma, PR Executive at Engage by Bell Pottinger says, “I get my audience starting with demographics to find out who they are. Then I work my way through finding anything that’s insightful. The main one I rely on is their interests and attitudes – so if they’re massively over-indexing for something, that gives us a really good idea of what direction to take.”

3. Make it real.

Hard numbers can leave people cold.

To truly understand data and make it meaningful for your creative team, it needs to be brought to life.

Context is what matters here – A standalone figure highlighting the number of people using ad-blockers on their devices today is often meaningless without figures relating to previous months or years, illustrating how this market is changing and where the opportunities might lie.

In short, meaning is the key to transforming data into insight.

4. Map a day in the life.

Use the data you gather to map a typical day in the life of your target consumer.

This might rely on data relating to how, when and why these consumers purchase products or services, what their interests and perceptions are, as well as social data that sheds light on how these consumers spend their time online.

Digging into these seemingly mundane details can help you to put yourself in the shoes of your audience, identifying the ideal times, channels and mediums they would be most receptive to your message, or highlighting the common challenges they face to guide your content.

This is where your insights, or the fundamental truths about your audience that you can tap into, begin to take shape.

5. Take a bird’s eye view.

Don’t get bogged down in single data points or lose sight of your goals by going off at a tangent.

Instead, try to maintain a wider perspective: examine broad trends, and draw on comparable time frames to highlight the most important shifts and changes. This will help you to maintain focus on the insights that count.

To get to the heart of an insight also means analyzing data from at least two angles.

As Ben points out, some trends contradict one another, presenting a need to delve deeper. “In investments for example, that data shows that many consumers describe themselves as ‘risk-taking’ but don’t agree with borrowing money. So that’s two opposing stats that you need to link together and find out why that is.”

In a digital world, data is ubiquitous, but the power of this data lies in the creation of insights. As Jamie Robinson, Global Director of Research and Insights at WeAreSocial says, “If a campaign can tap into that insight, we believe it will work anywhere.”

Marketing- What Brand Purpose Really Means & Why it Matters

The aim of brand purpose is to change the world for the better (most of the time).

Through purpose, brands are becoming more than a quality mark or an abstract expression of self, they’re taking direct action.

And with the spotlight firmly on a number of sectors to be accountable for their actions, the challenge becomes finding the ‘right’ purpose; one that’s genuine, gets people on side, but also makes commercial sense.

Here, we cut through the noise surrounding the consumer-led phenomenon that is brand purpose, outlining how consumer insights help brands shape it, and maximize its impact.

Hear Sandy speaking about brand purpose on Dublin City FM [20:00]
The difference between brand purpose and CSR

The Business Roundtable recently dropped its ‘shareholder first’ doctrine, recognizing that major corporations have a responsibility to a wider group of stakeholders.

This move places new importance on the already established idea of brand purpose and guarantees board-level support.

On the surface, brand purpose may seem like just a new term for CSR, but the two are distinct in two key ways.

1. It doesn’t have to focus on social or environmental good (but it often does).

Although many brands today shout about their desire to ‘do good’, purpose is not exclusively about social or environmental initiatives, though they’re undoubtedly the most powerful and commonly seen examples.

It’s more about the fundamental essence of the business and where it’s heading.

Ben and Jerry’s, for example, split their purpose into three: product, social and environmental, and are transparent about the commercial goals of the business.

2. Purpose is baked into the branding.

CSR often runs in parallel to the business, has allocated budget and (in its worst form) exists only to offset a company’s negative impact. Purpose, however, doesn’t come from the marketing department alone, it’s visible in all elements of the business, from promotional material to operations.

Put simply, where CSR is a commercial objective, purpose is branding and culture objective.
Established brands need to find their purpose

Brand purpose has become a key talking point recently, so although CSR initiatives are becoming a top priority among established brands, building purpose into your business requires no small measure of strategic and analytical thinking.

It’s harder to add purpose to brands with established brands with legacy baggage, putting them at a disadvantage to younger brands.

Bill Bernbach, founder of Doyle Dane Bernbach, states “a principal isn’t a principle until it’s cost you money”.

But for young brands that structure their whole business models around strong principles, they turn what is a challenge for larger brands into an opportunity to drive consumer engagement and eventually sales.
The commercial benefit of purpose

There’s no hiding the fact that brand purpose has to make financial sense. But when the intent is genuine, and the impact positive, commercial gain follows – and our latest research tells us why.
Purpose drives engagement

We know consumers want more than a transactional relationship with the brands they buy from and interact with.

With the right purpose, consumers will not only engage with your brand, they’re more likely to spread the word. Personal recommendations remain one of the most powerful awareness drivers.
Tread carefully: woke-washing

But consumers are also acutely aware of false purpose, and we’ve seen from pulled campaigns by the likes of Pepsi and Gillette, that they’re quick to pick up on misguided purpose, even if the campaigns reflect popular, genuine sentiments.

With the pressure on to not only find a purpose, but the ‘right’ purpose, brands should first seek to identify the trends that matter most to the people they’re targeting.
Steps to identifying your brand purpose

Finding the right brand purpose comes from listening to consumers at different levels.

While purpose shouldn’t be driven by commercial gain, to ensure you get the best results as a business it’s important to look beyond purchase behaviors alone towards who your target consumers are and what they value as people

1. Get a local perspective.

Sentiments change dramatically across borders and even within countries.

Local data enables you to identify elements in consumers’ personal lives that trigger actions (both from a commercial and wider perspective) and tailor your messaging accordingly.

Regional data from GlobalWebIndex allows you to segment, compare and analyze consumers in a specific area to see how their commercial and emotional responses relate to wider populations. There are four key psychographic indicators that should be highlighted in each region.
Attitudes, interests and self-perceptions
Lifestyle motivations
Perceptions on wider life
Brand advocacy

2. Cross-reference with global trends.

Knowing which trends carry the most momentum globally can help negate risks, as well as maximize the potential impact of your message, especially if speaking about potentially controversial topics.

Global trend analysis will also help predict where specific trends are heading to ensure you don’t follow one that will dissipate.

With your local findings, compare them to wider, overarching trends to identify the most commonly shared sentiments among your target market.

Assess how the findings fit with your global trends to ensure scalability, continuity and longevity at a local level.

3. Explore sector-specific sentiments.

Having identified trends and patterns on a local and global level, now you should look look closely at consumers in your sector.

These consumers are the most valuable source of information on trends in the industry. And knowing them in granular data is pivotal to finding the purpose that resonates in your sector.

Apply the psychographic indicators mentioned in point one to your specific market to find out how your consumers compare to the wider local and global populations.

4. Consult brand and competitor data.

Brand data enables you to see your own brand’s reputation, alongside your competitor’s.

Looking specifically at your own reception among your consumers and wider markets is the final layer to truly identify how to challenge perceptions, improve opinions and drive positive sentiment.

Custom surveys get to the heart of what consumers think about your brand and others in the industry by letting you ask the most pertinent questions, tailored to your needs.

Uncover their opinions on specific brands and competitors, what they value about brands with a strong purpose, and analyze their attitudes to wider life.

5. Test your ideas and concepts.

When purpose is misguided, it can backfire. It’s important to ensure your message is one that people identify with, and is transparent in its intent.

Testing consumer response to specific concepts or campaigns that encompass your brand’s purpose will help you shape and reshape before launch.
Lessons from Unilever: Taking purpose seriously

Despite not having the ‘purpose pedigree’ of smaller brands, big brands stand to benefit greatly from introducing fresh and considered ideologies into their brand’s message.

Unilever, a multinational company celebrating its 90th birthday, is one brand that proves purpose isn’t simply a luxury buzzword, but a guiding light for all decision-making.
Purpose starts at the top.

Here’s what Alan Jope, CEO, has to say on the role of purpose within the CPG sector:

“Purpose is one of the most exciting opportunities I’ve seen for this industry in my 35 years of marketing. Done properly, done responsibly, it will help us restore trust in our industry, unlock greater creativity in our work, and grow the brands we love.”
Brand purpose gets results.

“Brands taking action for people and the planet grew 69% faster than the rest of our business last year, explains Jope.

Now we’re committing that in the future, every Unilever brand will be a brand with purpose.

We’ll dispose of brands that don’t stand for something”
Woke-washing pollutes purpose.

Speaking at the Cannes Lions, Jope said woke-washing was undermining the credibility of the advertising industry and eroding trust in it.

“However, purposeful marketing is at an important crossroads. Woke-washing is beginning to infect our industry. It’s polluting purpose.

It’s putting in peril the very thing which offers us the opportunity to help tackle many of the world’s issues. What’s more, it threatens to further destroy trust in our industry, when it’s already in short supply.”
Purpose is a consumer-led phenomenon

Purpose is not just a box-ticking exercise – it should support global progress. It’s also a necessary part of a compelling brand story.

Brand purpose dictates which direction the brand story takes, gives the message momentum, and invites consumers to be part of the journey.

Consumers hold the key to identifying the ‘right’ purpose. One that balances the need to do good with commercial gain. After all, the two are not mutually exclusive.

With all brands under the microscope for their impact, a unique opportunity arises for those prepared to consider purpose deeply, look to understand what it is consumers want, and respond with a genuine, pragmatic approach.

#HolidaySpam| Three

Three UK has backed an integrated marketing push to support the extension of its ‘Feel at Home’ offering allowing mobile users to use their handsets abroad at no extra cost.

From April, Spain, the UK’s most popular holiday destination, and New Zealand will join the 16 existing ‘Feel at Home’ holiday hotspots.
The campaign, created by Wieden + Kennedy, builds on last year’s #HolidaySpam campaign, apologising for the social media deluge of hot dog legs, plane wings, sunsets, palm trees and cocktails. This time the public is encouraged to ‘prepare themselves’ for even more holiday spam flooding their feeds.
Tom Malleschitz, director of marketing at Three, explained the campaign is based on holidaymakers love of bragging about their breaks.
“The campaign will drive awareness of this unique proposition and now we have added Spain even more of our customers will be bragging abroad to their heart’s content,” he said.
A second TV spot features holiday spammers, Dave and Sherri, discussing their well-documented trip to the Grand Canyon. Both commercials will run with supporting 30 and 10-second cut downs with a suite of executions running across cinema, video-on-demand, press, social and radio.
Out of home and digital out of home sites will be used to make an example of holiday spammers and prepare those left at home for more.
Three’s award-winning ‘Holiday Spam’ campaign promoted the brand’s offering that enabled customers to use their phones abroad at no extra cost.
Tracking the data usage of a group of customers abroad, the teams found that they used 71 times the amount of mobile data they would have used had they been charged as normal – mostly to post holiday snaps on social media.
The creative tapped into this finding, warning UK viewers to expect an onslaught of ‘holiday spam’ photos, thanks to the new offer.
The campaign featured a series of 60-second TV ads showing travellers sending clichéd holiday photos to friends and family members back home.
Using insight to drive awareness of their unique proposition and appeal to the emotions of their target consumers, the campaign led to a 90% increase in Three’s social conversation volume, higher brand metrics, and customers saving a collective £2.7bn on roaming charges.

Tough Enough| Dell

This particularly audience-focused campaign from 2014 led by Mediacom, born out of the need for Dell to build brand trust in Germany, led to the realization that the tech giant had been making false assumptions about its target market.
Dedicating a significant amount of their time to audience research, the creative Medicom team discovered that most IT decision-makers actually relied on an informal network of IT Administrator colleagues to make a purchasing decision.
Using this insight to refocus their marketing, they uncovered a clear frustration among their target market with computer illiterates.
The message was simple: “Life is tough enough, take IT easy”.
Launching a powerful, content-driven campaign, it consisted of a 16-webisode sitcom honouring the heroes of the IT department and recounting tales of day-to-day struggles that only their target audience would understand, resulting in an abundance of targeted leads.
“The Dell ‘Tough Enough’ campaign was so successful because, rather than talking to the target audience about servers or back-end infrastructure, we created branded content that entertained them while still enabling them to relate to the brand”.
“We made them laugh and, most importantly, we also made it easy for them to share their own stories.”

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