Brand Strategies That Ignite Consumer Conversation

WHY PEOPLE TALK
eight ways to inspire conversation about your brand

©2011 22squared

Thursday, March 17, 2011

The upside of conversation:

Nearly 80% of consumers trust recommendations from family, friends and
“inﬂuential” persons over all other forms of advertising and marketing. (Keller Fay)

Simply put, word of mouth is earned media. If your marketing can inspire word of
mouth, your message will extend beyond paid media and your campaign will be
exponentially more e ective. It may be free, but it’s not easy.

©2011 22squared


Word of mouth can lift sales.
It can strengthen relationships between people and brands.

The question is, how do you create work that gets people talking?

©2011 22squared


8
So we created a new Planning framework
(to be used like brand archetypes) that
leads to marketing that consistently
inspires word of mouth.

Ready? Here they are.

specific ways a brand
can inspire talk...

©2011 22squared


Make
Market Create
new
a Belief Belonging
Rules

Enable
Expression
8
PATHS TO
TALK-WORTHY
Create
or Curate
Culture

WORK

Leverage Use Encourage
Tension Scarcity Play

©2011 22squared


1. Make NEW RULES

When: When do brands change the rules? Usually, when they’re about to die, or when
they’re entering a category that has remained unchanged for a long time. Changing
the rules is bold. It takes a bold new marketing approach, or a bold new product.

How: Find a convention or understanding that exists in the minds of consumers, and
shatter it. Consumers often develop schema that lets them make decisions without
having to think about them each time. Brands must find this psychological framework,
then introduce something new to get people talking. The key is to be the clear
alternative to existing choices, to create a space unoccupied by other brands.

©2011 22squared


1. Make NEW RULES
Reframe the marketing space, or deliberately break convention. For example:

VIRGIN TWELPFORCE HYUNDAI ASSURANCE
Most airlines treat people like cargo. Turned Best Buy’s built-in asset They invented it, the press
Virgin treats them like rock stars. (geeks) into a business-changing loved it, customers embraced
digital connection. it, competitors imitated it.

©2011 22squared


1. Make NEW RULES con’t
Reframe the marketing space, or deliberately break convention. For example:

AXE SOUTHWEST KOHLER
Men’s soap ads were full of Operationally revolutionary, and Toilets. Faucets. Kohler markets
tired cliches. Axe said it could consistently acting as “the people’s them like they are works of art.
get you laid with humor. airline.” The ads come naturally. And convinces us that they are.

©2011 22squared


Another way is to break convention. What is your industry known for doing? Do something very di erent. For example:

mySTARBUCKS WHOPPER SACRIFICE JOHNNIE WALKER
A ﬁrst for them, and for their While every other brand was Most luxury liquors give us empty
industry; an unprecedented collecting fans, BK bribed us lifestyle images. JW gives us
listening-to-action e ort. to burn them. strength and determination.

©2011 22squared


Another way is to break convention. What is your industry known for doing? Do something very di erent. For example:

IKEA ON FACEBOOK JACK IN THE BOX TRUTH
No one had used photo tags on The unwritten rule of having Gave the anti-cigarette message
Facebook like this before: tag a a spokesperson: don’t kill him. something it had never had before:
piece of furniture to get it. They killed him. an enemy in big tobacco.

©2011 22squared


2. Market a BELIEF

When: When a brand is passionate about something that is bigger than itself. Successful
belief marketing takes conviction, passion and commitment. If a belief doesn’t exist in the DNA
of the company, then it will be a short-lived marketing gimmick consumers will see through.

How: Strive to be socially significant. Belief brands do more than improve the lives of their
customer; they make the world a better place. Find a passion that intersects the brand, the
product, and the consumer. A philosophy dedicated to a larger ultimate goal than sales.

©2011 22squared


2. Market a BELIEF
When a brand decides to make the world a better place, customers get behind it. For example:

PEPSI: REFRESH PROJECT DOVE METHOD
This campaign hits so many triggers: They believe the beauty industry They believe the soap industry’s
belief, express, belonging ... but most sets harmful standards, and chemicals aren’t clean, and they
of all, participation. celebrate “real beauty” instead. show us a better way.

©2011 22squared


2. Market a BELIEF con’t
When a brand decides to make the world a better place, customers get behind it. For example:

DAWN HAAGEN-DAZS PEDIGREE
They believe a large scale They believe ingredients matter, They believe every dog deserves
demo of their gentle formula and when bees are at-risk, so is to be loved; like-minded shoppers
can help, as well as sell. the supply chain. (save the bees) can buy to help adoptions.

©2011 22squared


3. Create a sense of BELONGING

When: When the success of your brand depends on being adopted by a group
of people. Marketing to a group is different than marketing to many individuals.
There’s power in numbers. And when consumers feel a part of something, when
they collaborate or unify, they can create true change.

How: Identify the group that must adopt the brand and understand their defining
characteristics. Once that’s understood, the brand needs to give them a way to act
together. Provide them a movement they can join. Help them connect with each
other. Organize collaborative consumption that allows the group to achieve
something, identify themselves, and act as a social unit.

©2011 22squared


3. Create a sense of BELONGING
Feeling part of something is a powerful appeal, a movement, a game, or a lifestyle. For example:

NIKE PLUS FORD FIESTA I’M WITH COCO
Connects you with a community of How do you get volunteer street teams When Conan O’Brien was getting
runners online, to compete at your on steroids, crowd-sourced content jerked around by NBC, a movement
level and encourage others. and spread? Call it a movement. sprung up on his side.

©2011 22squared


3. Create a sense of BELONGING con’t
Feeling part of something is a powerful appeal, a movement, a game, or a lifestyle. For example:

LEVIS THE GREAT SCHLEP BUFFALO WILD WINGS
Their “we are all workers” This campaign brought an important People rally around their shared
campaign is a call to arms inﬂuencer group together to swing passion for sports, so they became
against a tough economy. Florida blue. a social hub for sports fans.

©2011 22squared


4. Enable EXPRESSION

When: When the brand can stand out by letting go and handing over the
microphone. Or when the brand is ready to make a statement and become a “badge
brand.” Consumers won’t choose a brand to make a statement if the brand doesn’t
make a statement itself. It can be about a belief, but more often it’s playful, and
reflects pure personality.

How: Be a conduit. Allow people to say something about themselves. Give them
a podium, a soapbox, a canvas, a song, website, a paint brush...a way to imprint
themselves on your brand. Or, be a brand that says something about the person
using it. Reflect a desired lifestyle or attribute they want to express. A brand that
allows consumers to say something about themselves never loses its voice.

©2011 22squared


4. Enable EXPRESSION
When people are given a platform, they’ll use it, then keep talking about what they did. For example:

LIVESTRONG CHALKBOT MINI
HSBC SOAPBOX
Ads for this “belief” brand are all about Using mass customization and digital
Staging actual events and letting real
expression. like viewer texts painted on toys, this “badge brand” lets people
people vent makes for some great tv.
the Tour de France course. say, this is who I am.

©2011 22squared


4. Enable EXPRESSION con’t
When people are given a platform, they’ll use it, then keep talking about what they did. For example:

HARLEY DAVIDSON NIKE I.D. LEGO CL!CK
More than a motorcycle, their style Design your own shoe to make it one Lego’s digital marketing is full of ways
of rebellion is a badge of fans’ of a kind. not an advertising idea, but to express yourself, from posting pics
innermost beliefs. great for w.o.m. of creations, to “lego yourself”.

©2011 22squared


5. CREATE or CURATE culture

When: When a stronger relationship can be built around a piece of social currency
than the product itself. When it’s critical to be relevant and current in the changing
media landscape. Some groups are best reached through curated consumption.
When your target consumes media filtered through peers and influencers.

How: Have a very defined target and be attuned to what they love; brands can
benefit from association. Always look where your audience is heading. Iterate on
things before they’re passe’. Find gems and help them become more famous. On
the other hand, marketing that becomes a part of culture (i.e. virals, catchphrases)
requires commitment to entertainment above all else. This can put the brand as a
character in a larger plot. Brands must be willing to be polarizing. It takes a keen
understanding of what the target finds fascinating, funny, or socially empowering.

©2011 22squared


5. Create or Curate CULTURE
It used to be “cool by association.” Now it’s also useful, connecting people to what they love. For example:

THE CREATORS PROJECT ABSOLUT CONVERSE
Intel and Vice magazine shine a Art/bottle projects with Spike Jonze, They created “three artists, one song,”
spotlight on underground artists Danny Clinch, Wolfmother, and a concert series featuring unlikely
and innovators. countless visual artists. musical combinations.

©2011 22squared


5. Create or Curate CULTURE con’t
It used to be “cool by association.” Now it’s also useful, connecting people to what they love. For example:

AMERICAN EXPRESS iPOD QUICKSILVER: MUSIC+ART
A lasting commitment, they Other gadgets promote their Every surf brand sponsors athletes,
founded the Tribeca Film features. Apple gave us tomorrow’s but they go farther, connect us
Festival, now an institution. hits and something to talk about. with the whole lifestyle.

©2011 22squared


Commit to entertainment above all else, and you might become a part of everyone’s vocabulary.
(Would you have the guts to approve these?)

OLD SPICE OPRAH’S FLASHMOB SAMSUNG’S LED SHEEP
Odd humor became the most Enlisting secret participants They took a risk on a video
tweeted, most viral, most in a stunt can get huge buzz going viral, and hit the jackpot.
integrated campaign around. (see also, T-Mobile). Over 13MM views.

©2011 22squared


Commit to entertainment above all else, and you might become a part of everyone’s vocabulary.
(Would you have the guts to approve these?)

EVIAN SKITTLES RED BULL FLUGTAG
Their rollerskating babies video Their humor is so strange it divides Since 2002 people have been bringing
got over 31 million view online. those that “get it” from those that don’t. their homespun ﬂyers to compete, all
Who needs paid media? (14MM facebook fans.) over the world.

©2011 22squared


6. Leverage TENSION

When: Most brands shy away from tension. It’s risky, scary and sometimes
controversial, but it also makes people take note. People talk about tension.
They talk about controversy. They talk about brands that actively participate
in it. Tension isn’t always bad. In fact, it presents a solvable situation that often
makes a brand talk-worthy, and sometime even the hero.

How: Three ways: create it, solve it, or embrace it. Creating tension takes
the courage to create work that makes people take a side, or perhaps point
ﬁngers. Solving tension takes the insight to understand where tension exists.
You must be so attuned with your target that you can solve problems not
found in traditional research. Embracing tension takes the resolve to
address controversy, rise above it, and use it to a brand’s advantage.

©2011 22squared


6. Leverage TENSION
A controversy, unfulﬁlled promise, or cultural paradox can create tension. And conversation. For example:

DOMINO’S NIKE: LEBRON/TIGER DIESEL
They leapt into a tough position with Nike embraces sports controversy Taking the indefensible position,
brutal honesty and accountability. again and again. And again. they give us dubious advice and
result: pizza turnaround. a lot to talk about.

©2011 22squared


6. Leverage TENSION
A controversy, unfulﬁlled promise, or cultural paradox can create tension. And conversation. For example:

VICTORIA’S SECRET GATORADE REPLAY PHILIPS HEIST
These ads verge on soft porn, It’s every aging athlete’s dream. This TV spot built tension into the
and yet women love this brand. The anticipation to this rematch creative itself. For 2 min. you can’t
An impossible balance. was palpable. look away.

©2011 22squared


7. Use SCARCITY

When: When exclusivity matters to your audience. When you want to launch a
product or brand with a groundswell and have the patience to do a slow rollout
instead of a full blast broadcast launch. When you want your brand to be
adopted, not just purchased or used.

How: Identify those who will view limited access to your product as a privilege.
Leveraging scarcity means placing limits on things. Create invitation only acquisition
or experiences. Seed special hints, information, or betas with influential consumers.

©2011 22squared *Source text blah blah blah


7. Use SCARCITY
Any brand can create it pre-launch. Simple supply and demand can activate a lot of buzz. For example:

CORALINE ROCKMELT BETA TARGET POP-UPS
Pre-pre-movie launch, they got buzz Mozilla went for ubiquity, but They opened 4 stores for 4 days only
with inﬂuential bloggers by sending rockmelt is getting buzz by (“bullseye bodegas”), with a unique
50 boxes of movie elements. limiting access. low priced inventory.

©2011 22squared


7. Use SCARCITY
Any brand can create it pre-launch. Simple supply and demand can activate a lot of buzz. For example:

JAY-Z GILTGROUPE TRUE BLOOD
He released his book one page at Short-term sales for members They sent limited promo sets to a
a time, and sent fans on a treasure only, on items that sell out small group of influencers. now
hunt to find them. fast. rare finds at rare prices. these buzzmakers are collectible.

©2011 22squared


8. Encourage PLAY

When: When your audience values competition. Sometimes that means pitting
consumers against consumers. Sometimes that means making consumers beat
the brand. Competition creates conversation. Today, when nearly everything is a
game, brands that play usually win.

How: Gaming = engagement. Whenever you can get consumers to invest time into
the brand and you adequately reward them, talk will ensue. Inciting play takes four
key ingredients: 1) an enemy, 2) a challenge, 3) a worthy reward, and 4) FUN. The
game depends on the target, as does the reward. Oftentimes the reward is social
currency like peer recognition or bragging rights.

©2011 22squared


8. Encourage PLAY
Turn a campaign into a game. People love to compete, and love to talk about it. For example:

NIKE GRID AUDI A3 ARG PUMA
They turned an entire city into a To launch the A3, Audi created an They let anyone make a game
game board; people ran to check alternate reality game called “the art out of anything, challenge their
in from phone boxes and win. of the heist.” insiders were captivated. friends, and yes, keep score.

©2011 22squared


8. Encourage PLAY
Turn a campaign into a game. People love to compete, and love to talk about it. For example:

MTV ON FOURSQUARE LEGO VW GTI
They’re the #1 brand here, o ering Star Wars, Rock Band, Batman, An iphone app instead of a TV
a “moonman badge” and big prizes Harry Potter ... all as Legos, all campaign. this driving game drove
for music venue check-ins. on every gaming system. 84k (real) test drives.

©2011 22squared


Great. But what’s the VALUE of talk-worthy work?
We’re not just creating return on influence, we’re amplifying return on investment.
Here’s a hypothetical example; math any client would like to see.
Results vary by category and client.

: 1.6 = 6,142 = $8.8 MM*
Purchases
current purchases influenced
by advocates talking

: 3.2 = 18,428 =
Purchases
$26.3 MM*
revenue/wk.
potential purchases influenced

©2011 22squared * Friendship Model influence data applied to a national retail brand


These EIGHT ways to inspire conversation about your brand
can become part of any strategic framework. Especially one
that aims for advocacy.

You can connect it to ﬁnancial results. We’ve proven it works
for our clients.* We hope it works for yours.

As we like to say; when people talk,

brands grow.

©2011 22squared * To hear case studies for any of our clients, just drop us a line.


Make NEW RULES CURATE culture
Intel and Vice Magazine - The Creators Project: http://www.wired.com/epicenter/2010/05/
Virgin: http://adage.com/article?article_id=140490
intel-and-vice-partner/
Twelpforce: http://www.fastcompany.com/1648739/marketing-that-isn-t-marketing Absolut: http://www.absolut.com/rockedition
Hyundai Assurance: http://www.hyundaiusa.com/assurance/index.aspx Converse: http://www.converseblog.com/uk/music/
Axe: www.theaxee ect.com iPod: http://articles.sfgate.com/2007-11-24/news/17268629_1_css-ipod-itunes
Southwest: http://www.southwest.com/about_swa/advideo.html American Express - Tribeca Film Festival: http://www.youtube.com/watch?v=HrzeP4TvzXc
Kohler: http://www.us.kohler.com/craftsmanship/television.jsp Quiksilver - Music + Art: http://blog.quiksilver.com/category/music_art/
My Starbucks Idea: http://www.businessweek.com/magazine/content/08_17/b4081000030457.htm
Burger King Whopper Sacrifice: http://www.adweek.com/aw/content_display/news/digital/
e3i9953839003c11ce8bbf5f762069ef9ba Become CULTURE
Ikea on Facebook: http://mashable.com/2009/11/25/facebook-marketing-ikeas-genius-use-of-photo- Old Spice: http://mashable.com/2011/03/16/old-spice-imitators/
tagging/
Oprah’s Flashmob: http://www.nbcchicago.com/the-scene/events/Oprahs-Flash-Mob-Style-
Jack in the Box: http://www.youtube.com/watch?v=bfHcm30twh4 Dance-58166602.html
Truth: http://www.thetruth.com/ Samsung LED Sheep: http://www.youtube.com/watch?v=D2FX9rviEhw
Evian Babies: http://www.youtube.com/watch?v=XQcVllWpwGs
Market a BELIEF Skittles: http://www.skittles.com/
Red Bull Flugtag: http://www.redbullflugtagusa.com/
Pepsi Refresh: http://www.youtube.com/watch?v=srY7Wkl2IbI
Dove Campaign for Real Beauty: http://video.google.com/videoplay?docid=1731400614466797113#
Method: http://www.treehugger.com/files/2009/04/th-radio-adam-lowry.php Leverage TENSION
Dawn: http://www.nytimes.com/2009/09/25/business/media/25adco.html Domino’s Pizza Turnaround: http://www.pizzaturnaround.com/
Haagen Dazs: http://www.vanksen.com/blog/haagen-dazs-makes-honey-bees-buzz/ Nike LeBron/Tiger: http://voices.washingtonpost.com/early-lead/2010/10/
Pedigree: http://www.youtube.com/watch?v=06Im7lx-TB0 lebron_vs_tiger_which_nike_ad.html
Diesel Be Stupid: http://www.youtube.com/watch?v=Y4h8uOUConE
Create a sense of BELONGING Victoria’s Secret: http://www.adbrands.net/us/victoriassecret_us.htm
Gatorade Replay: http://www.replaytheseries.com/
Nike Plus: http://www.youtube.com/watch?v=nhStKDFGv_s Philips Heist: http://vimeo.com/13680663
Ford Fiesta: http://www.adweek.com/aw/content_display/news/nontraditional/
e3if65bfa5c7af6f79a0528637b441a3d80?imw=Y
Conan O’Brien - I’m With Coco: http://mashable.com/2010/01/13/im-with-coco/ Use SCARCITY
Levi’s: http://www.levistrauss.com/news/press-releases/levis-proclaims-we-are-all-workers-launch- Coraline: http://www.youtube.com/watch?v=Ccsa30vnE8I
latest-go-forth-marketing-campaign
Rockmelt: http://www.wired.com/epicenter/2010/11/first-look-at-rockmelt-a-browser-built-for-
The Great Schlep: http://www.droga5.com/Awards/Webbys/webbys08/schlep/index.html facebook-freaks/
Bu alo Wild Wings:http://www.22squared.com/ourwork/projects/facebook-case-study Target Pop Ups: http://sites.target.com/site/en/spot/page.jsp?title=bullseye_bodega
Jay Z: http://www.nytimes.com/2010/10/18/business/media/18adco.html
Enable self-EXPRESSION Gilt Groupe: http://www.gilt.com/company
True Blood: http://www.co ncafe.com/profiles/blogs/amazing-rare-collection-of
HSBC Soapbox: http://www.trustcollective.com/portfolio/content/anonymous_hsbc.htm
Livestrong Chalkbot: http://www.youtube.com/watch?v=a4FMFuAf9fk
Mini: http://miniusa.com/#/build/paintShop-m Encourage PLAY
Harley Davidson: http://blogs.forbes.com/melaniewells/2010/11/18/harley-davidson-cmo- Nike Grid: http://www.nikegrid.com/
crowdsourcing-ads-to-engage-a-new-audience/
Audi A3 ARG: http://en.wikipedia.org/wiki/The_Art_of_the_Heist
Nike ID: http://www.rga.com/work/nikeid
MTV on Foursquare: http://foursquare.com/mtv
LegoCl!ck: http://mashable.com/2010/01/11/lego-click/
Lego: http://www.lego.com/en-us/games/default.aspx
VW GTI: http://www.facebook.com/video/video.php?v=324848336756

©2011 22squared


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