Wunderman Singapore's guide on handling digital communications for FMCG brands. Don’t be intimidated into replacing logical thinking with buzzwords— Marketers too often come under pressure to make decisions based on the technology of the moment, rather than strategy. In this paper, Wunderman takes a step back to think about rationale the old-fashioned way. After all, communication channels change, but marketing fundamentals do not.

1. Don’t ask your agency
for a viral video
A GUIDE FOR FMCG BRANDS
NAVIGATING DIGITAL WATERS

2. Money ends up being invested in attractive, but
ultimately dead-end projects: Brilliant ideas
that burn out in the absence of documented
consumer understanding, viral videos with no
real impact on business, ineffective microsites
or unused mobile apps.
So let’s take a step back and think about
rationale the old-fashioned way. Assume, for the
purposes of this document, that “digital” is not an
intimidating frontier, but just another medium.
01Introduction
Marketers too often come
under pressure to make
decisions based on the
technology of the moment
rather than strategy.

3. On an average day,
Yes, digital is wonderfully different from
traditional media like TV, print, and outdoor.
It’s brought accountability into the marketing
mix. Digital is designed to track almost every
movement of the user, allowing us to see what is
working and what is not. So your digital campaign
is measurable and can be optimised in real time.
Most importantly, digital is disproportionately
zealous about performance of creative. Unlike
print and television, digital is constantly in a
state of beta, where the creative product is
never “done”.
Etsy’s engineering
team releases
over 40 changes to
their website
01 Introduction
A like button is used in social
networking services to express
what users enjoy or like.
A share button is used in most
websites or social media posts to
spread forth content.
RSS - Really Simple Syndication,
uses a family of standard web
feed formats to publish frequently
updated information.

4. 02Digital & FMCG
RedBull is a media company: In a category fraught
with me-tooism, Red Bull found itself a unique
space through differentiated content, delivered
primarily on digital and mobile channels. It
reaches out to a subculture not by hardselling
its product, but by becoming media. Red Bull
Media House runs more than 900 domains in
36 languages under the umbrella of RedBull.
com. 400 employees around the world control
the production, collection and distribution of
all content. Today, Redbull — the drink — is
seen as the merchandise of a larger consumer
entertainment and experience business.
The performance of creative is supremely
important in the crowded, aggressive FMCG
market. As product differentiation becomes
a weak propellant, differentiation in digital
offering is increasingly driving business and
creating opportunity for growth. The success of
FMCGandretailgiantssuchasRedBull,Starbucks
and Sephora relies heavily on technology.
Red Bull Stratos
Mission To The Edge Of Space.

5. Sephora targets pre-shoppers and shoppers: Sephora has
engineered its wesbite, mobile site and mobile app to allow
customers to search for highly specific product criteria,
and possibly offers the most targeted online product search
in the beauty category. Each product has been tagged and
indexed with 25 different characteristics including age-group,
ingredients, formulations, fragrance and price.
02 Digital & FMCG
It took 50 people 5,000 hours to index and tag every single
product. Sephora’s VP of interactive services, Briget Dolan,
says, “We really see mobile as bridging the in-store experience
because customers walk into the store with their phones in
their hands. A lot of the information we gathered was from
how we would ask for that information in a store. We have
all the expertise of Sephora’s staff built into a web interface,
and that’s extremely powerful.” To further push users along
the path to conversion Sephora has a wishlist feature and over
two million user-generated product ratings and reviews – all
readily accessible.
We have all the expertise
of Sephora’s staff built
into a web interface
- and that’s extremely powerful.
“
”

6. 02 Digital & FMCG
From Starbucks Coffee to Starbucks Digital
Network: Starbucks needs to strike relationships
with people who live their lives online. This has
fundamentally changed the business opportunity
for Starbucks and the way they look at in-store
experience. In an interview with Forbes Magazine,
Starbucks’ Chief Digital Officer, Adam Brotman
said, “The Starbucks Digital Network serves up
fresh, localized and valuable content from the
biggest names in news and entertainment to
customers who access our free Wi-Fi in Starbucks
stores. The SDN is a rich blend of great things to
read, watch and listen to – making our customers’
coffeehouse experience even more enjoyable.
Bringing us to the big picture: When it comes
to FMCG brands, consumers find themselves
in a supermarket with poor levels of customer
service. Scenarios such as this can benefit
from a Sephora-type rescue, particularly for
categories where the consumer is deeply
involved. In their interactions with personal
care and food, consumers spend a fair amount
of time browsing, selecting and rejecting.
This is an opportunity to use digital to engage
deeply in a way that POS material cannot.
Consumer goods giants such as Unilever,
P&G, Kimberly-Clark, and Johnson & Johnson
could consolidate offerings across their entire
portfolio to draw mobile-wielding consumers.
We are really pleased that we have been able to
offer our customers free access to subscription
editions of The Wall Street Journal, New York
Times, USA Today, The Economist, and ESPN
Insider. And, we offer fun entertainment for
everyone with exclusive iTunes downloads
and free access to everything from Nick
Jr. anvd Marvel Digital Comics to upcoming
documentaries from Snag Films.”
The Starbucks Digital Network serves up fresh,
localized and valuable content from the biggest
names in news and entertainment to customers
who access our free Wi-Fi in Starbucks stores.
“
”
Square Wallet
Mobile app
Starbucks Digital Network
mystarbucksidea.com
FREE WIFI
AT STARBUCKS

7. 03Goal-Driven Digital
Communications for FMCG
When it comes to goal-setting,
stakeholders need to
answer one question:
Will It Move the needle?
We know that digital is designed to ensure
asset performance, and the potential impact of
effective digital communications is enormous.
This places a crucial responsibility on the
marketing and agency teams: setting of clearly
defined goals for communication against
which performance is to be measured. For
years, traditional communications have been
hammered into shape through brutal concept
testing, focus group discussions, consumer
panels and previews. Those principles are not
redundant: Digital communications demand
the same assiduity, if not more.
The best communication
pieces, be it on web, social
or mobile, move the needle
on more than one of the
following campaign goals:
AWARENESS
Eg. Fan
acquisition,
click-throughs,
page views
Eg. Like, share,
time on site,
completed video
views and games
Eg. Click on offers,
click-through to
e-commerce
Eg. Like, share,
time on site,
completed video
views and games.
ENGAGEMENT TRY/BUY DATA CAPTURE

8. 03 Goal-Driven Digital Communications for FMCG
These goals must be viewed in the digital
context. An awareness initiative must take into
consideration, for instance, what will get fans
to “like” on Facebook fanpage, or click on a
banner.
More often than not, the needles move in
tandem. For example, highly engaging content
will get eyeballs and shares, which in turn will
drive awareness. Tippex’s “A Hunter Shoots a
Bear” Youtube takeover and interactive video
series got nine million views in a month, and
over 50 million views overall.
To get awareness on that scale, the content had
to push the needle on engagement as well. The
interactive videos allowed the user to lead the
story arc. Users were prompted to “white and
re-write” the “A hunter shoots a bear” story.
By using correction fluid over “shoots” and
replacing it with a verb of their choice, users
were entertained with hilarious bear-and-
hunter situations on-demand.
A hunter
shoots a
bear

9. Where does data come
into it?
03 Goal-Driven Digital Communications for FMCG
Data moves the consumer understanding needle. Part of Sephora’s
highly intelligent digital ecosystem is its 18-million-member Beauty
Insider loyalty programme that documents – through an opt-in – users’
online searches, purchase histories, skin concerns and wishlists. This
rich data is then used to deliver highly personalised brand-consumer
interactions across all touch-points. At offline retail, for instance,
staff are already primed on customers’ unique needs, are empowered
to make more nuanced recommendations and are better equipped
to spot cross-selling and up-selling opportunities. Data also increases
click EDM click-through rates.
Some of the emails that we send could have up to 50 different
versions and they are targeting your skin type or what you’ve
bought recently. We think it makes it more enjoyable to open
your email when it’s really relevant to you.
Social listening is another way to use data to
find consumer insight. Wheat Thins, Kotex and
Kleenex used social listening to micro-target
consumers in an effort to generate branded
content and earned media. All three brands
looked for opportunities in users’social network
updates to surprise and delight them.
Wheat Thins were delivered to people who
had tweeted about the product, and highly
engaging TVCs were created out of this brand-
consumer interaction.
Kotex sent 50 women a box with stuff they had
pinned, and these gift boxes were lovingly re-
pinned, generating earned media.
Kleenex identified people who were sick, and
sent TLC in the form of Kleenex kits to their
homes, reaping significant earned media in
pictures and posts.
WHERE DOES DATA COME INTO IT?
Says Bridget Dolan, VP of interactive media.
”
”

10. Red Bull transcended all standard
definitions of awareness and engagement
with Red Bull Stratos, a mega event that
was seven years in the making.
Red Bull’s following, across its digital channels, increased by 2,000,000 new subscribers. The
post-jump photo of Baumgartner posted on their Facebook page took just 40 minutes to gain
almost 216,000 likes, 10,000 comments and over 29,000 shares. Half the worldwide trending
topics on Twitter were related to Red Bull Stratos. The event managed to set a new record for
the “live stream with the most concurrent views ever on YouTube.” At peak, there were more
than 8 million concurrent live streams.
03 Goal-Driven Digital Communications for FMCG
HOW ARE OTHERS MOVING NEEDLES?

11. 03 Goal-Driven Digital Communications for FMCG
HOW ARE OTHERS MOVING NEEDLES?
An interactive billboard allowed passers by to text the name of a friend they wanted
to appear up in lights. Consumers could create and share virtual Coke cans bearing
any name they wanted, and make their own virtual TV ads starring their Facebook
friends. On Facebook, fans nominated and voted for names to appear on Coke bottles.
They could even get a specially printed Coke can with any name they wanted.
There was a 39% fan growth to 650k+ fans, and
a 870% increase in Facebook traffic. 75,902
virtual ‘Coke’ cans bearing friends’ names
were shared on Facebook, 7,379 bespoke TV
ads were created using Facebook friends’
names and photos. Consumption of Coke
increased significantly by 7% among young
adults, with an increase of 5% on baseline
sales. Two out of five purchases driven by the
‘Share a Coke’ campaign.
Thanks to this campaign Coca-Cola Australia
had more direct conversations with customers
than at any other time in their 125-year
history. ‘Share a Coke’ became the No.1 most
talked about Facebook page in Australia and
23rd globally.
Coca Cola created a spike in sales by
allowing people to personalise Coke
bottles with the Share a Coke campaign.

12. The Dove Ad Makeover Facebook app, was designed to break the clutter
of beauty brands. Dove allowed women to replace Facebook ads that
belittled a woman’s physical appearance with ones that empowered
them. Users could customize their ad using tools provided by the app and
blast it to an audience profile of their choice. This created tremendous
positive engagement and awareness.
03 Goal-Driven Digital Communications for FMCG
HOW ARE OTHERS MOVING NEEDLES?
#The AD MAKEOVER

13. Kraft leveraged its well-established
chefmanship, and the insight that busy
people are exasperated by the question:
“What do I cook for dinner?”, to add value
to the consumer’s life. They developed an
app that gives consumers access to more
than 7,000 recipes. The iFood Assistant has
over 60% of continued user engagement,
but it goes beyond engaging through recipe
inspiration: it accompanies shoppers along
the entire path to purchase.
Once a recipe is found, the app enables the user to create
a shopping list, and also displays coupons available for
the products to purchase. It then locates the nearest
store stocking the ingredients. Once the shopper is in
the store, the app even shows which aisles to go to,
and lets shoppers check off items from their shopping
lists while adding these to their cart using a bar code
scanner. At checkout, customers can make use of the
coupons they stored previously. Once the meal has been
prepared and enjoyed, users are encouraged to respond
to the recipes with reviews, ratings or sharing. The iFood
Assistant provides a Recipe of the Day idea for seven
days, as well as Dinner Tonight suggestions, with a push
notification option which allows users to choose any day
of the week and a time to be reminded of the Recipe of
the Day or Dinner Tonight, even if the app is off.
03 Goal-Driven Digital Communications for FMCG
HOW ARE OTHERS MOVING NEEDLES?
They developed an app that
gives consumers access to
more than 7,000 recipes.

14. The current approach to digital is set up to breed ignorance and create a disparity
of knowledge among digital natives and traditional marketers. As a result, digital
communication often suffers from a lack of common sense. Digital is neither a passing
fad nor an esoteric new medium. Like with all other “established” media, it just needs
focused marketing minds to make it work for large organisations.
Don’t give in to digital insecurity and ask your agency for a viral video. Not until you
know whether it will move the right needle. And if you’re being intimidated into
replacing logical thinking with buzzwords, remember there was a time when TV was
new. Communication channels change, but marketing fundamentals do not.
digital
communication
often suffers
from a lack of
common sense.
04A Final Word