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@buckersHearts and heads – how FMCG brands build mental availability
@buckersWhat we are building has changed
@buckersWhy is building mental availability important? @buckers
@buckersHow do you build mental availability?
1.
Achieving
high reach,
frequency
2.
Getting
noticed
3.
Developing
distinctive
assets
4.
Building
brand
familiarity
and liking
5.
Interactions
that build &
refresh
memory
structures
@buckers
@buckers
1. SHARABLE
The importance of creating
sharable content
To drive engagement and talkability
@buckers
2. COLLABORATIVE
Working with others
For authenticity and targeted reach
@buckers
3. DISCOVERABLE
Visible across
digital ecosystem
To drive qualified traffic to web properties
@buckers
4. CONSISTENT
Creating and reinforcing
memory structures
To strengthen mental availability
and achieve attribution to channel
@buckers
5. CONTINUOUS PRESENCE
Optimised across channels
To maintain dialogue and engagement
@buckers
6. PARTICIPATORY
Made with others
To drive longevity, advocacy
and social proof
@buckers
7. INNOVATIVE
Creative innovation
To demonstrate uniqueness
and create interest
@buckers
8. INSIGHTFUL
Helpful and entertaining
To create true value and meet
audience needs
@buckers
9. IMPACTFUL
Content that gets noticed
To achieve cut through
@buckers
10. CREATIVE
Content people love from
brands they love even more
To inspire and increase brand
preference and likability
@buckers
@buckers
●  PINK CITY
●  BLACK CITY
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
CANNE IMAGE
@buckers
CANNES
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckers
@buckersThank you @buckers

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How FMCG brands use content to build mental availability