2010 Silver Effie Winner “Only in a Woman's World”

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way women were wired to process information, make decisions, and feel emotions like guilt. .... Facebook page, our own site, and a branded YouTube channel.

2010 Silver Effie Winner

“Only in a Woman’s World” Category: Media Innovation Brand/Client: Frito-Lay Primary Agency: OMD / Juniper Park Media Agency: OMD Contributing Agencies: Ketchum

Strategic Challenge “Men are the sex that manufacture products. Women are the sex that buys them.” Bridget Brennan, Author – Why She Buys It’s a marketing truism that women are the most important consumers. By some estimates women decide up to 80% of purchase decisions. This is especially true when it comes to shopping for food. So when we found that women were increasingly avoiding the chip aisle – which our company dominates – we faced a serious challenge. While women snack more than men, they weren’t snacking as much anymore with Frito Lay. So we needed to give women a reason to come back. The reality is, however, that women had been duped for years with overpromises of “made for you”, and with broken promises of “low calorie snacks you’ll crave”. Knowing this, and armed with powerful insights, we set out to transform our portfolio and bring women back down the aisle. It was a challenge that was bigger than any one brand could solve, so we tried something bold: combining several female-targeted brands together (Flat Earth, Baked! Lays, Smart Food, and 100-Calorie Packs) in a content based “comedy series” delivered via an innovative, multi-media campaign. A portfolio campaign that reflected the commonality of the whole, while ensuring each brand’s unique positioning and core attribute shone through. Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Our target was the conflicted pleasure seeker; a female with a 30-year old bulls-eye, aspiring to be the best self she can be. The underlying insight is that she is her own harshest critic, striving for perfection. She often struggles with the fact that the things that give her pleasure are often in conflict with her ideas of wellness.

Objectives We needed to drive growth with our core female consumer by reversing the declines we’d experienced in recent years on female shopping trips down the snacks aisle. Specifically, our objective was to grow total portfolio sales by 8% vs. year ago. After losing countless trips down our aisle in the past three years, we realized that we needed to connect with our consumers on a level far different than what traditional advertising could supply. We needed to show women that “we understood her”.

The Big Idea Stop trying to sell to her and instead talk to her like a friend Don Draper: “What do women want?” Roger Sterling: “Who cares?” From Season One of Mad Men Well, we cared. We knew we needed to understand our female target better than ever before. The solution wasn’t in talking about the benefits of individual brands. It wouldn’t be enough; women had heard this type of messaging before. And research showed that women, when standing directly in front of these newer, healthier brands in-store, said that they saw nothing in the chip aisle for them. Said another way, they were essentially invisible. To solve this problem, we assembled a team composed almost entirely of women, and tried to approach this broad and complex problem through multiple angles. We looked at women’s snacking behavior through snacking ethnographies, in-store shop-alongs, and metaphor elicitation studies that deconstructed the images and language women use around snacking. We studied the way women were wired to process information, make decisions, and feel emotions like guilt. Insight #1 – Women feel guilty. A lot. The conclusion was that these women (in sharp contrast to men) feel almost universally conflicted and guilty about snacking, and that this guilt and conflict extends into virtually all aspects of their lives1. Women are their own toughest critics. In fact, their sense of worry is four times more greater than of men.2 But it was also equally clear that this observation of “guilt” has long been a well-travelled path for women’s snack food communication. Insight #2 – Women have their own language. The real insight came when we realized that this sense of conflict also produces an incredibly deep, fascinating and rich amount of passion and rituals. The way women talked about snacking amounted to a secret language, often with elaborate and funny rationalizations, justifications, halfEffie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

truths • • •

and white lies3 “If I eat it standing up, it doesn’t count (wink wink)” “Why did you let me eat this?” “My jeans are tight, my husband must have put them in the drier”

The women on the team realized that we all did this. Insight #3 – Relationships are critical; women trust and rely on their “sisterhood” more than anyone else. When women shared these moments with each other, something interesting happened. There was a palpable release—a sense of “wow, that’s so me” and “I’m so glad I’m not alone.” These were powerful, liberating emotional responses. Her friendships are her emotional support, her advice group, her information source. She trusts her tribe over all others. And showing empathy is a key way in which she connects with her friends.4 The intersection of these three insights created a huge opportunity. Instead of attempting to SOLVE our target’s conflict – which realistically no snack brand could – we would show her we truly understand her by joining the conversation of the “sisterhood”. We would create a year-long content platform that celebrated her idiosyncrasies. Once we had her engaged, we would connect our brands to this relatable moment in a way that would drive awareness and affinity for our products benefits. 1

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2, 4

Frito Lay consumer research Female Brain by Dr. LouAnne Brizendine

Bringing the Idea to Life We created an insightful, content platform called “Only in a Woman’s World” – a comedy series that explores the strange and hilarious moments and rituals around food, exercise, relationships and life that make sense only to women. This year-long content approach meant our media strategy needed to work seamlessly with our creative (content) strategy. Overarching media strategy: We didn’t just buy advertising space. We placed entertaining content. We knew that the content would be most readily received if embedded in media moments and environments where she conversed with other women. We wanted her to embrace it as an ongoing contribution to the entertainment she regularly engaged in.

Key media behavior insight: Digital was her central means of staying in the know, and staying connected to friends and Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

community. Key plank #1: Create a core partnership with a major female digital media channel Glam.com, the largest network for women on the web with over 40 million unique visits each month was our dominant partner. Owned and operated by 700+ bloggers and publishers, this partnership was key to establishing authenticity, and galvanizing a community of like-minded women around our message. Webisodes were delivered via our hosting partnership with the uberpopular women’s hub. The series appeared as part of Glam’s content; Glam staff bloggers wrote about the series to integrate it further into the content world, and created their own avatars based on the characters. Key plank #2: Since this was a year-long content rollout, we needed a media strategy to successfully launch and grow interest in subsequent webisodes. There were 3 phases to our strategy: pre-launch, launch and continuity. The Pre-Launch: The purpose of pre-launch was to build awareness, seed relevancy and drive tune-in. We treated our launch as if we were launching a Hollywood film. • We embedded the trailer in high-profile entertainment and beauty environments, and teased the trailer in streaming video. • We seeded relevancy and dialogue by leaning on the Glam.com blog community for integration and endorsement, and video seeding and search to supplement. The Launch: •

Our Glam.com partnership was leveraged to drive awareness and tune-in throughout all aspects of its community.



We also premiered the first webisode in high-profile cable primetime and late night for one week.



Editorial partnerships played a huge role, whether in the form of blog integration, a TMI integration, dedicated email blasts or display media. We used a variety of partners in the fashion, beauty and entertainment space to reflect the many faces of our target, peaking interest and starting to establish a following.



We hosted a red-carpet premiere, attended by celebrities, entertainment news shows and key female bloggers.

Continuity: To fuel momentum of the campaign, we set the content series free throughout her digital world to allow her to embrace the content on her own terms. • In addition to our partnership with Glam, we distributed content on our newly created Facebook page, our own site, and a branded YouTube channel. • We streamed video pre-roll through video seeding, and peer-to-peer sharing, aligning the content to her most relevant and popular searches, destinations and touchpoints. • We also maintained an ongoing partnership with our 15 bloggers from the launch, with each of them providing regular positive coverage of the series and products. • We also created “Only in a Woman’s World” comic strips which ran in magazines and Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

newspaper comic sections as true content. Women don’t just buy brands, they join them. - Faith Popcorn Rather than simply show women that we understand guilt around snacking, we wanted to demonstrate that we also “get” women’s language and rituals that exist around snacking. We wanted to build an experience so insightful and engaging that she would want to participate in and share. We believed that if we could prove to women that we shared a deep and insightful understanding of their world, women would believe that Frito Lay had also designed snacks that truly understand women and are made with their needs in mind. We created a comedy series that explores the strange and hilarious moments and rituals around food, exercise, relationships and life that make sense only to women. It revolves around four female characters, each representing a different side of women’s lives. The animated characters are drawn with minimal detail as research showed the less formed they were, the more women embraced them as “just like me”. 1 The series is “presented” by our portfolio of brands, but crucially it is treated as entertainment, not advertising. A ‘season’ of 18 webisodes was created, with each new webisode released every few weeks, ranging from 40 seconds to 2 ½ minutes. Dozens of comic strips were distributed in magazine and newspaper comic sections. For people who want to get more deeply engaged in the characters and the world of the series, we also created a website – awomansworld.com - which features games, e-cards, the ability to personalize an avatar in the style of the series characters for use on Facebook and other social networks, a forum to suggest stories for future episodes, and other interactive tools. 1

Frito Lay consumer research

Communications Touch Points TV ( 44 % budget)

Packaging (_____ % budget)

Retail Experience (_____ % budget)

Spots

Product Design (___ % budget)

Branded Content

Cinema (_____ % budget)

POP

Sponsorship

Interactive ( 23% budget)

Video

Product placement

Online Ads

In-Store Merchandizing

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Radio (_____ % budget)

Web site

Sales Promotion

Spots

Viral video

Merchandising

Video skins/bugs

Program/content

Social Networking Sites

Street Teams

Podcasts

Tagging

Trade/Professional

Gaming

Wraps

Newspaper - print

Mobile Phone

Buzz Marketing

Newspaper - digital

Other

Ambient Media

Print (25 % budget)

Magazine - print

OOH (_____ % budget)

Magazine – digital

Airport

Print partnership

Transit

Direct (_____ % budget)

Retailtainment Guerrilla (_____ % budget)

Sampling/Trial Consumer Involvement (8% budget)

Billboard

WOM

Mail

Place Based

Consumer Generated

Email

Other

PR (_____ % budget)

Trade Shows (____ % budget)

Events (_____ % budget)

Sponsorship (_____ % budget)

Viral Other

Additional Marketing Components: No other marketing components were used in this effort.

Reach: National

Total Media Expenditure: Undisclosed

Results The campaign has been a massive success against all objectives, and through October 2009, the results have far exceeded all expectations. Business results significantly exceeded all goals: • The marketing objective was to reverse the decline in female trips to the snack aisle. Women’s shopping trips to the snack aisle have increased for the first time in four years, posting a 6.8% growth vs. year ago. (source: IRI). •

The business objective was to grow sales 8%. From the February launch through June 2009, the combined Women’s Portfolio has had a 14% increase in sales. It has outpaced overall snack category growth by 3x (source: IRI). For a portfolio with annual sales in the hundreds of millions, these growth figures represent substantial revenue gains.

Consumer response to the campaign has been unprecedented: • There have been over 14 million views of the webisodes to date.

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• Three of our webisodes have appeared on the AdAge Viral Video Top 10 of the “most shared branded video in the world” ahead of brands such as Coke, Nike and T-Mobile.2 Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

• The campaign is the #1 most subscribed female channel and #4 sponsored channel overall on YouTube.3 • The campaign has over 60,000 Facebook fans, with status updates regularly getting hundreds of consumer responses.4 • Over 5,400 people have subscribed to follow the campaign on Twitter, making it the second most followed PepsiCo brand after Pepsi. 5 • And to date, media coverage including the NY Times, CNN, The Economist, E! (entertainment news show) among others, have featured the campaign. This has resulted in 175,000,000+ earned media impressions. 6 In short, Only in a Woman’s World is undeniably one of the most successful content oriented campaigns by any brand in many, many years. _________ 1 2 3 4 5 6

source: source: source: source: source: source:

Agency composite online tracking AdAge Viral Video rankings YouTube Facebook PepsiCo internal data Agency PR tracker

And from the client: “Our ‘Only in a Woman’s World’ campaign has been an unprecedented success. First, the unique nature of this portfolio based approach has allowed us to stretch our dollars and maximize our ROI far beyond what any individual brand campaign could. But even more importantly, it’s allowed us to speak with our female consumers like we never have before , and demonstrate that we understand her like few companies do. Their on-going, unsolicited responses continue to amaze us.” Gannon Jones, VP Portfolio Marketing, Frito Lay North America

Anything else going on that might have helped drive results? While there was also other marketing activity occurring at the same time, analysis has proven that the “Only in a Woman’s World” campaign is the primary driver of these results and has an ROI of over 100%. Recent market mix modeling has proven that two thirds of the total portfolio growth this year is due to the new campaign, significantly more than any other factor including trade spending, innovation, and packaging changes (source: IRI Drivers on Demand).

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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