TRANSFORMATIVE VALUESBASED MARKETING PRINCIPLES

Strategic communications-centered campaigns based on consumer insighting, market analysis, and business intelligence Custom-designed to address specific business problems Scalable products ranging from full-on business and management consultancy to specific service-providing according to your needs

Taking the Rules of FMCG Marketing to Turn Families Touched by Autism into Advocates

When it comes to advocacy marketing, it isnt just a matter of making the cause seem worthy.

It is about ensuring that people see its relevance to them which will drive them to action.

Many brands and products have faced the dilemma of Worth VS Relevance.

We look to the best practices of FMCG Marketing as a guide.

THE 8 RULES OF FMCG MARKETING

1. 2. 3. 4. 5. 6. 7. Determine Your Positioning Decide to Whom You are Communicating Ensure Consumer-Relevant Communications Make it Big or Disruptive Integrate Communication Channels Get Influencers Involved Create Opportunities for Involvement and Sharing 8. Mind Your Metrics

1. Determine Your Proposition

A single-minded idea which can easily be understood and remembered A clear and deliberate message about your product that permeates all communications and campaigns Directly affects how you are perceived by your publics

What do these brands stand for?

Skin Germ Protection

True Beauty

Cavity Protection

Wellness

Happiness

White

Case Study

MORE THAN A CHOCOLATE

An aging brand with flatlining sales, impervious to advertising New Social Function: Position TOBLERONE as the thank you gift of thoughtful Filipinos. Global icon for graciousness; the perfect symbol for the campaign to revive the value of gratitude.

II. Decide to Whom You are Communicating

Trying to communicate with everyone will end up with you communicating with no one Select a specific group of people with a similar mindset and focus on truly connecting with them

LOreal develops different brands for different consumers.

Hip and Young

Sultry and Edgy

Elegant and Mature

Same with P&G, with segmenttargeted detergents.

This is done to ensure clear communications to target consumers.

III. Ensure Consumer-Relevant Communications

Answer the question: How does this apply to me? Founded on consumer research which derives an insight into the way your consumers think Communicate your product in a manner which connects with your audience

The Surf Lumen Campaign

Taken from the perspective of a wife trying to impress her mother-in-law, who feels she isnt good enough for her son.

Surf is shown to be Lumens way to impress her mother-in-laws stringent standards, and eventually win her approval.

Breeze, Sige sa Mantsa!

Taken from a discovered behavior that mothers do not want their kids to play and get dirty, because it is a chore to wash stains of clothes.

Sige sa Mantsa! as the battlecry of mothers who will no longer have apprehensions about letting their kids be kids, thanks to Breezes efficacy as a detergent.

IV. Make it BIG or DISRUPTIVE (or both!)

Create waves through campaigns or events which bring attention to the cause Give people something to talk about Ensures that you leave a lasting impact and cements yourself in peoples memory

Coca-Cola Open Happiness Truck

Coca-Cola sent out a Coke Truck to locations around Manila, to draw in individuals with the promise of free soda.

However, we soon discover that the truck gives out more than just soda. From teddy bears to surfboards, this campaign went viral online and cemented this campaign in the memory of many.

Axe Apollo Space Academy

In order to promote the release of Apollo, the new fragrance in their portfolio, Axe came up with contest to send lucky Filipinos to the Axe Apollo Space Academy.

2 winners would participate in a training program which could eventually lead to one of them being the 1st Filipino in Space.

V. Integrate Communications Channels

Use multiple means to communicate your message and reach your target publics Create multiple touchpoints from online to print, from mobile to onground events Strive to be omnipresent in the lives of target market

Integrated Marketing

ALAXAN ARAY KO GALING KO

Advertising

Stakeholder Management

Merchandise and Promotions

Digital Crowd-sourcing Onground Installations Community Building

Case Study

CAMPAIGN MARKETING MIX

Stakeholder Engagement
Declared National Day by Mayor Lim 400-door merchandizing agreement with influential retailers

Media: Print, TV, Internet

Over 80 million pesos in exposure (front page in Star) Eat Bulaga dedicated whole show

Billboards ONLINE

Events
Media Launches st 1 Thank You Day Concert 1st Thank You Day Awards

Non-Trad Signage
Hollywood-style sign grabs attention in the Mall of Asia

Engagement
The Online Petition Augmented Reality Photo Contest

Viral Elements
Blogger thank you campaign, Designer E-Thank you cards

GUERILLA SPECTACLE
Kids walking though schools and malls carrying giant sized boxes of Toblerone

VI. Get Influencers Involved

Influencers: respected individuals who hold significant clout to sway opinion and spark action Strengthens the image and credibility of your product Allows you to more effectively reach certain audiences

As an Endorser

Heart Evangelista for Ponds BB Cream

As an Ambassador

Bianca Gonzales on Instagram for Vidal Sassoon

As a Creative Collaborator

Rihanna for MAC Costmetics

Karl Lagerfeld for Shu Uemura

VII. Create Reason to be Involved and Share

Create platforms for to turn regular consumers into brand ambassadors Give them a reason or make it easier for them to act on behalf of the brand and share with their circles Generate Content that will make them want to share

Cobra Pinoy Hero Awards

A crowdsourcing contest for inspirational and heroic Pinoys. Finalists were determined by peoples votes through online platforms, and winners were featured by Cobra and awarded a cash prize.

Olay Conversations
Olay uses their social media pages as a platform for the involvement of consumers in topics featured during their weekly webisodes. Viewers are encouraged to join the conversation and share their thoughts and stories.

VIII. Mind Your Metrics

Constantly monitor measurable success factors: time, duration, reach, sales, etc. Allows campaigns to be more functional, sustainable, and adaptable Serves as a means to develop learning and best practices

We always strive to be relevant to care for our family members touched by Autism.

But now its time to find a way to make THEM and their stories relevant to other people.

END