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2018 Private & Confidential VIRTUE Worldwide
Cultural Fluency for Commercial Success
2
The Topic
HOW CULTURAL
FLUENCY CAN CREATE
COMMERCIAL SUCCESS
2018 Private & Confidential VIRTUE Worldwide
32018 Private & Confidential VIRTUE Worldwide
Index
I. A little about VIRTUE
II. What is Cultural Fluency and Why it Matters
III. The Three Habits of Culturally Fluent Brands
IV. Recap and Questions
42018 Private & Confidential VIRTUE Worldwide
I.
Virtue
2018 Private & Confidential VIRTUE Worldwide
Full-service creative agency 

born out of VICE.
WHAT VICE DID TO MEDIA, WE’RE
DOING TO MARKETING
6
Why Another Advertising Agency?
2018 Private & Confidential VIRTUE Worldwide
MAKE IDEAS OF
IMPORTANCE.Because cultural value delivers commercial success.
7
Our Ambition
2018 Private & Confidential VIRTUE Worldwide
8
Our Ambition
2018 Private & Confidential VIRTUE Worldwide
WITH STYLE.Because style alone can define your brand.
92018 Private & Confidential VIRTUE Worldwide
II.
Cultural Fluency
10
WHAT WE TALK ABOUT WHEN
WE TALK ABOUT CULTURE.
This isn’t about corporate culture.
This is about culture happening ‘out there’.
The culture people take part in, that shapes
how we live, the decisions we make, and the
brands we buy.
2018 Private & Confidential VIRTUE Worldwide
(WITH OR WITHOUT YOU)
2018 Private & Confidential VIRTUE Worldwide
THE CULTURE OF THE
DAY WILL SHAPE YOUR
BUSINESS.
AND FLUENCY IN

CULTURE GIVES YOU
MORE CONTROL.
2018 Private & Confidential VIRTUE Worldwide
ALL IN THE NAME OF
PROTECTING OR
CREATING VALUE.
2018 Private & Confidential VIRTUE Worldwide
PREEMPTION &

CONTRIBUTION
Cultural fluency gives brands a
commercial advance in two ways:
142018 Private & Confidential VIRTUE Worldwide
PUT CULTURE IN
THE BRAND.
Preemption
152018 Private & Confidential VIRTUE Worldwide
PLACE THE BRAND
IN CULTURE.
Contribution
162018 Private & Confidential VIRTUE Worldwide
172018 Private & Confidential VIRTUE Worldwide
• Avoiding un-empathetic business decisions or cultural topics
• Making statements after people have spoken out, but before they’re fed up
• Making changes before consumers count you out as old fashioned
• Finding new groups of consumers to connect with
• Broadcasting communications that feel tethered to contemporary reality
• Giving consumers something they didn’t know they wanted or needed
Two Ways Cultural Fluency Can Create (or Protect) Value
PREEMPTION CONTRIBUTION
182018 Private & Confidential VIRTUE Worldwide
III.
The Three Habits
of Culturally Fluent Brands
19
Empathy is the core of cultural fluency;
understanding and sharing
Culture moves fast and has an expiration date Culture can change the answer, but sometimes it
also changes the questions themselves
2018 Private & Confidential VIRTUE Worldwide
The Three Habits
EMPATHY SPEED FLEXIBILITY
20
EMPATHY
2018 Private & Confidential VIRTUE Worldwide
Habit One
21
Empathy
IMMERSIONISM
2018 Private & Confidential VIRTUE Worldwide
22
Empathy
The answers are there.
2018 Private & Confidential VIRTUE Worldwide
23
Empathy
2018 Private & Confidential VIRTUE Worldwide
Just listen.
25
A real problem, and an important idea Unexpected, but not out of bounds Presented in a distinctly collegiate
visual vernacular
2018 Private & Confidential VIRTUE Worldwide
Why This Worked
26
Natural Light turned a shopper marketing
tactic into an empathetic (if not
sympathetic) piece of marketing
communications that shows off some
unexpected fluency in the culture of sub-
premium beer drinkers.
2018 Private & Confidential VIRTUE Worldwide
• 36-packs have a sales rate double that of other large
packs from the brand
• Twitter sentiment around the promotion has been judged
as +90% positive
• YTD performance is +0.03 versus –0.06 in full year 2017
with this as the lead promotion starting during The
Super Bowl
Natural Light College Loan Pay Down The campaign is running, but so far…
27
WHO ELSE HAS
DONE EMPATHY WELL?
(OR NOT SO WELL)
2018 Private & Confidential VIRTUE Worldwide
282018 Private & Confidential VIRTUE Worldwide
FACEBOOK PRIVACY CRISIS
Empathy (Or Lack Thereof)
• Failed to make the changes users wanted
• Waited until it was too late
• Put their interests over that of the user-base and then forced to admit it
292018 Private & Confidential VIRTUE Worldwide
Empathy
• A lower price-point ($359), and a more mobile design, Dot helps solve what
it calls “discrimination by technology,” leaving BV&I individuals outside the
things we take for granted each day
• DOT’s Braille smartwatch connects B&VI individuals to the wider web at a
much smaller footprint
• An open API allows anyone to develop apps and services for DOT

• Innovation in Blind & Visually Impaired technology has been slow for two decades
• Mobile internet devices for the blind and visually impaired are clunky, over-priced
(as much as $5,000) and not user-friendly
• Mostly based off closed operating systems that didn’t allow for open app
development
FROM THIS TO THIS
30
Empathy Takeaway
HATE SOMETHING,
CHANGE SOMETHING.
2018 Private & Confidential VIRTUE Worldwide
31
SPEED
2018 Private & Confidential VIRTUE Worldwide
Habit Two
32
Speed
FLUENCY 

SERVED FAST
2018 Private & Confidential VIRTUE Worldwide
33
Speed
Marketers who can quickly
take the temperature of
culture earn an edge.
2018 Private & Confidential VIRTUE Worldwide
34
Speed
Brands become icons
when they respond to a
moment in time.
2018 Private & Confidential VIRTUE Worldwide
Three Habits of Culturally Fluent Brands
Three Habits of Culturally Fluent Brands
38
Recognized an inflection point and
mainstream acceptance of weed culture
Reacted quickly through a physical
experience whose scale came through
earned media
Social listening allowed us to recognize
correlation between netflix binge
watching and marijuana use
2018 Private & Confidential VIRTUE Worldwide
Why It Worked
39
With medicinal and legal marijuana making
strides nationally, we identified an actionable
cultural insight that, when put directly into
market, reinforced Netflix’s place in culture and
rang very true with press and consumers.
2018 Private & Confidential VIRTUE Worldwide
Netflix “Disjointed” Strains
And with little paid media, the activation was featured in:
Results:
Disjointed made Netflix’s coveted Top Ten Most Binged Shows of 2017 list.
40
WHO ELSE HAS
DONE SPEED WELL?
2018 Private & Confidential VIRTUE Worldwide
412018 Private & Confidential VIRTUE Worldwide
• Launched 500 new products in 2017; not all end up as “keepers”
• Fresh experiments included Coca-Cola with fiber and a canned mixed drink
• Small bets and gambits help them have “energy” in the market
COCA-COLA INNOVATION IN JAPAN
Speed
• Nokia pounced on an opportunity to use nostalgia (and smartphone
addiction) to announce their return
• The Nokia 3310 was re-launched to nostalgic fanfare in late 2017, selling out
in days
• The made speedy brand noise before launching a new business strategy of
offering low price Android smartphones
• In Q4 2017, Nokia sat third behind Apple and Samsung in shipped rates
THE NOKIA 3310 REVIVAL
42
Speed Takeaway
BRANDS BECOME
RELEVANT WHEN THEY
RESPOND TO A MOMENT
IN TIME… IN TIME.
2018 Private & Confidential VIRTUE Worldwide
43
FLEXIBILITY
2018 Private & Confidential VIRTUE Worldwide
Habit Three
44
Flexibility
BEND
DON’T BREAK
2018 Private & Confidential VIRTUE Worldwide
45
Flexibility
2018 Private & Confidential VIRTUE Worldwide
Changes in consumer
culture necessitates
flexibility and vision.
462018 Private & Confidential VIRTUE Worldwide
Clay
Wood
Stone
2018 Private & Confidential VIRTUE Worldwide
48
The practice of yoga (and the lululemon
brand) had been white washed and
strayed from it's origins
A yoga campaign without a single
downward facing dog or pair of stretchy
pants gave journalists a 'reason to talk'
Lululemon needed to excite shareholders
to show breadth of offering and new
audience segments
2018 Private & Confidential VIRTUE Worldwide
Why It Worked
49
“This Is Yoga” was a bold and completely
necessary departure for Lululemon. Without
signaling a new “category entry point” the brand
would be stuck in one category and even worse,
stuck in time as a brand that never evolved.
2018 Private & Confidential VIRTUE Worldwide
Lululemon “This is Yoga” Global Campaign Reach
• 61 global press stories (185M+ impressions)
• 1B+ global impressions (within 2 months)
• 26MM video views (within first 3 weeks)
Impact
• $2.3M in direct measurable .com revenue
• 10.1% point increase in brand awareness (2x our
goal)
• 20% increase in share price
2018 Private & Confidential VIRTUE Worldwide 50
Stock price up 20% 

since launch of campaign
CAMPAIGN
START
CAMPAIGN
WRAP
51
Flexibility
WHO ELSE HAS
DONE FLEXIBILITY
WELL?
2018 Private & Confidential VIRTUE Worldwide
522018 Private & Confidential VIRTUE Worldwide
• Shifts in tech and consumer preference diminish GM’s role in transportation
• Launched Maven to compete in the peer-to-peer car space of today
• Broadens scope from “manufacturing” to “mobility” company
GENERAL MOTORS
Flexibility
GENERAL ELECTRIC
• Identified their perception lie more in the past than the present (or future)
• Moved quickly with a sharp, memorable message of perception shift; GE
isn’t just planes and trains, they’re software that keeps the world running
• Campaign drove significant increase in recruiting site visits
53
Flexibility Takeaway
QUESTION THAT WHICH IS
SACRED FOR YOUR
BRAND.
2018 Private & Confidential VIRTUE Worldwide
54
RECAP
2018 Private & Confidential VIRTUE Worldwide
55
Recap
CULTURE MOVES
PRETTY FAST. IF YOU
DON’T STOP AND
LOOK AROUND ONCE
IN A WHILE, YOU
COULD MISS IT.
2018 Private & Confidential VIRTUE Worldwide
56
Listen to the culture of the consumer to find ways
to bring something to the table. It doesn’t have to
be profound but it does have to be something
worth appreciating.
EMPATHY
Knowing what’s going on culture isn’t valuable for
brands unless they can put it to work. With culture
moving faster than ever, speed of observation and
articulation is critical to keeping brands relevant
and remembered.
SPEED
Dogmatic brands and marketers will have to face
the results of rigidity in some way, at some point.
The most masterful marketers know that where
they start is unlikely to be exactly where they end.
FLEXIBILITY
2018 Private & Confidential VIRTUE Worldwide
The Three Habits of of Culturally Fluent Brands
57
LET’S DISCUSS
2018 Private & Confidential VIRTUE Worldwide
2018 Private & Confidential VIRTUE Worldwide
Thank You

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Three Habits of Culturally Fluent Brands

  • 1. 2018 Private & Confidential VIRTUE Worldwide Cultural Fluency for Commercial Success
  • 2. 2 The Topic HOW CULTURAL FLUENCY CAN CREATE COMMERCIAL SUCCESS 2018 Private & Confidential VIRTUE Worldwide
  • 3. 32018 Private & Confidential VIRTUE Worldwide Index I. A little about VIRTUE II. What is Cultural Fluency and Why it Matters III. The Three Habits of Culturally Fluent Brands IV. Recap and Questions
  • 4. 42018 Private & Confidential VIRTUE Worldwide I.
  • 5. Virtue 2018 Private & Confidential VIRTUE Worldwide Full-service creative agency 
 born out of VICE.
  • 6. WHAT VICE DID TO MEDIA, WE’RE DOING TO MARKETING 6 Why Another Advertising Agency? 2018 Private & Confidential VIRTUE Worldwide
  • 7. MAKE IDEAS OF IMPORTANCE.Because cultural value delivers commercial success. 7 Our Ambition 2018 Private & Confidential VIRTUE Worldwide
  • 8. 8 Our Ambition 2018 Private & Confidential VIRTUE Worldwide WITH STYLE.Because style alone can define your brand.
  • 9. 92018 Private & Confidential VIRTUE Worldwide II. Cultural Fluency
  • 10. 10 WHAT WE TALK ABOUT WHEN WE TALK ABOUT CULTURE. This isn’t about corporate culture. This is about culture happening ‘out there’. The culture people take part in, that shapes how we live, the decisions we make, and the brands we buy. 2018 Private & Confidential VIRTUE Worldwide
  • 11. (WITH OR WITHOUT YOU) 2018 Private & Confidential VIRTUE Worldwide THE CULTURE OF THE DAY WILL SHAPE YOUR BUSINESS.
  • 12. AND FLUENCY IN
 CULTURE GIVES YOU MORE CONTROL. 2018 Private & Confidential VIRTUE Worldwide
  • 13. ALL IN THE NAME OF PROTECTING OR CREATING VALUE. 2018 Private & Confidential VIRTUE Worldwide
  • 14. PREEMPTION &
 CONTRIBUTION Cultural fluency gives brands a commercial advance in two ways: 142018 Private & Confidential VIRTUE Worldwide
  • 15. PUT CULTURE IN THE BRAND. Preemption 152018 Private & Confidential VIRTUE Worldwide
  • 16. PLACE THE BRAND IN CULTURE. Contribution 162018 Private & Confidential VIRTUE Worldwide
  • 17. 172018 Private & Confidential VIRTUE Worldwide • Avoiding un-empathetic business decisions or cultural topics • Making statements after people have spoken out, but before they’re fed up • Making changes before consumers count you out as old fashioned • Finding new groups of consumers to connect with • Broadcasting communications that feel tethered to contemporary reality • Giving consumers something they didn’t know they wanted or needed Two Ways Cultural Fluency Can Create (or Protect) Value PREEMPTION CONTRIBUTION
  • 18. 182018 Private & Confidential VIRTUE Worldwide III. The Three Habits of Culturally Fluent Brands
  • 19. 19 Empathy is the core of cultural fluency; understanding and sharing Culture moves fast and has an expiration date Culture can change the answer, but sometimes it also changes the questions themselves 2018 Private & Confidential VIRTUE Worldwide The Three Habits EMPATHY SPEED FLEXIBILITY
  • 20. 20 EMPATHY 2018 Private & Confidential VIRTUE Worldwide Habit One
  • 21. 21 Empathy IMMERSIONISM 2018 Private & Confidential VIRTUE Worldwide
  • 22. 22 Empathy The answers are there. 2018 Private & Confidential VIRTUE Worldwide
  • 23. 23 Empathy 2018 Private & Confidential VIRTUE Worldwide Just listen.
  • 24. 25 A real problem, and an important idea Unexpected, but not out of bounds Presented in a distinctly collegiate visual vernacular 2018 Private & Confidential VIRTUE Worldwide Why This Worked
  • 25. 26 Natural Light turned a shopper marketing tactic into an empathetic (if not sympathetic) piece of marketing communications that shows off some unexpected fluency in the culture of sub- premium beer drinkers. 2018 Private & Confidential VIRTUE Worldwide • 36-packs have a sales rate double that of other large packs from the brand • Twitter sentiment around the promotion has been judged as +90% positive • YTD performance is +0.03 versus –0.06 in full year 2017 with this as the lead promotion starting during The Super Bowl Natural Light College Loan Pay Down The campaign is running, but so far…
  • 26. 27 WHO ELSE HAS DONE EMPATHY WELL? (OR NOT SO WELL) 2018 Private & Confidential VIRTUE Worldwide
  • 27. 282018 Private & Confidential VIRTUE Worldwide FACEBOOK PRIVACY CRISIS Empathy (Or Lack Thereof) • Failed to make the changes users wanted • Waited until it was too late • Put their interests over that of the user-base and then forced to admit it
  • 28. 292018 Private & Confidential VIRTUE Worldwide Empathy • A lower price-point ($359), and a more mobile design, Dot helps solve what it calls “discrimination by technology,” leaving BV&I individuals outside the things we take for granted each day • DOT’s Braille smartwatch connects B&VI individuals to the wider web at a much smaller footprint • An open API allows anyone to develop apps and services for DOT
 • Innovation in Blind & Visually Impaired technology has been slow for two decades • Mobile internet devices for the blind and visually impaired are clunky, over-priced (as much as $5,000) and not user-friendly • Mostly based off closed operating systems that didn’t allow for open app development FROM THIS TO THIS
  • 29. 30 Empathy Takeaway HATE SOMETHING, CHANGE SOMETHING. 2018 Private & Confidential VIRTUE Worldwide
  • 30. 31 SPEED 2018 Private & Confidential VIRTUE Worldwide Habit Two
  • 31. 32 Speed FLUENCY 
 SERVED FAST 2018 Private & Confidential VIRTUE Worldwide
  • 32. 33 Speed Marketers who can quickly take the temperature of culture earn an edge. 2018 Private & Confidential VIRTUE Worldwide
  • 33. 34 Speed Brands become icons when they respond to a moment in time. 2018 Private & Confidential VIRTUE Worldwide
  • 36. 38 Recognized an inflection point and mainstream acceptance of weed culture Reacted quickly through a physical experience whose scale came through earned media Social listening allowed us to recognize correlation between netflix binge watching and marijuana use 2018 Private & Confidential VIRTUE Worldwide Why It Worked
  • 37. 39 With medicinal and legal marijuana making strides nationally, we identified an actionable cultural insight that, when put directly into market, reinforced Netflix’s place in culture and rang very true with press and consumers. 2018 Private & Confidential VIRTUE Worldwide Netflix “Disjointed” Strains And with little paid media, the activation was featured in: Results: Disjointed made Netflix’s coveted Top Ten Most Binged Shows of 2017 list.
  • 38. 40 WHO ELSE HAS DONE SPEED WELL? 2018 Private & Confidential VIRTUE Worldwide
  • 39. 412018 Private & Confidential VIRTUE Worldwide • Launched 500 new products in 2017; not all end up as “keepers” • Fresh experiments included Coca-Cola with fiber and a canned mixed drink • Small bets and gambits help them have “energy” in the market COCA-COLA INNOVATION IN JAPAN Speed • Nokia pounced on an opportunity to use nostalgia (and smartphone addiction) to announce their return • The Nokia 3310 was re-launched to nostalgic fanfare in late 2017, selling out in days • The made speedy brand noise before launching a new business strategy of offering low price Android smartphones • In Q4 2017, Nokia sat third behind Apple and Samsung in shipped rates THE NOKIA 3310 REVIVAL
  • 40. 42 Speed Takeaway BRANDS BECOME RELEVANT WHEN THEY RESPOND TO A MOMENT IN TIME… IN TIME. 2018 Private & Confidential VIRTUE Worldwide
  • 41. 43 FLEXIBILITY 2018 Private & Confidential VIRTUE Worldwide Habit Three
  • 42. 44 Flexibility BEND DON’T BREAK 2018 Private & Confidential VIRTUE Worldwide
  • 43. 45 Flexibility 2018 Private & Confidential VIRTUE Worldwide Changes in consumer culture necessitates flexibility and vision.
  • 44. 462018 Private & Confidential VIRTUE Worldwide Clay Wood Stone
  • 45. 2018 Private & Confidential VIRTUE Worldwide
  • 46. 48 The practice of yoga (and the lululemon brand) had been white washed and strayed from it's origins A yoga campaign without a single downward facing dog or pair of stretchy pants gave journalists a 'reason to talk' Lululemon needed to excite shareholders to show breadth of offering and new audience segments 2018 Private & Confidential VIRTUE Worldwide Why It Worked
  • 47. 49 “This Is Yoga” was a bold and completely necessary departure for Lululemon. Without signaling a new “category entry point” the brand would be stuck in one category and even worse, stuck in time as a brand that never evolved. 2018 Private & Confidential VIRTUE Worldwide Lululemon “This is Yoga” Global Campaign Reach • 61 global press stories (185M+ impressions) • 1B+ global impressions (within 2 months) • 26MM video views (within first 3 weeks) Impact • $2.3M in direct measurable .com revenue • 10.1% point increase in brand awareness (2x our goal) • 20% increase in share price
  • 48. 2018 Private & Confidential VIRTUE Worldwide 50 Stock price up 20% 
 since launch of campaign CAMPAIGN START CAMPAIGN WRAP
  • 49. 51 Flexibility WHO ELSE HAS DONE FLEXIBILITY WELL? 2018 Private & Confidential VIRTUE Worldwide
  • 50. 522018 Private & Confidential VIRTUE Worldwide • Shifts in tech and consumer preference diminish GM’s role in transportation • Launched Maven to compete in the peer-to-peer car space of today • Broadens scope from “manufacturing” to “mobility” company GENERAL MOTORS Flexibility GENERAL ELECTRIC • Identified their perception lie more in the past than the present (or future) • Moved quickly with a sharp, memorable message of perception shift; GE isn’t just planes and trains, they’re software that keeps the world running • Campaign drove significant increase in recruiting site visits
  • 51. 53 Flexibility Takeaway QUESTION THAT WHICH IS SACRED FOR YOUR BRAND. 2018 Private & Confidential VIRTUE Worldwide
  • 52. 54 RECAP 2018 Private & Confidential VIRTUE Worldwide
  • 53. 55 Recap CULTURE MOVES PRETTY FAST. IF YOU DON’T STOP AND LOOK AROUND ONCE IN A WHILE, YOU COULD MISS IT. 2018 Private & Confidential VIRTUE Worldwide
  • 54. 56 Listen to the culture of the consumer to find ways to bring something to the table. It doesn’t have to be profound but it does have to be something worth appreciating. EMPATHY Knowing what’s going on culture isn’t valuable for brands unless they can put it to work. With culture moving faster than ever, speed of observation and articulation is critical to keeping brands relevant and remembered. SPEED Dogmatic brands and marketers will have to face the results of rigidity in some way, at some point. The most masterful marketers know that where they start is unlikely to be exactly where they end. FLEXIBILITY 2018 Private & Confidential VIRTUE Worldwide The Three Habits of of Culturally Fluent Brands
  • 55. 57 LET’S DISCUSS 2018 Private & Confidential VIRTUE Worldwide
  • 56. 2018 Private & Confidential VIRTUE Worldwide Thank You