6. empowered post-modern nomads
Consumers
…
emotional Smarter than ever
7. PEERS ADVOCATES
COLLEAGUES JUDGES
Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.
11. Getting to know body-Knowing
limits in physical functioning
“Bezig met een stevige boswandeling samen met
mijn vriendin. Loop dan stevig door tot
toelaatbare pijngrens. voor de laatste
klachten rrende ik tussendoor kleine
stukjes en probeer dan steeds iets verder
te gaan dan de vorige keer.”
Prevention-Exercise
“Na het herstellen heb ik een crosstrainer
gekocht waarop ik bijna dagelijks op oefen om
een betere conditie te krijgen en wat af te
vallen. Ik zit op 20 minuten met 80 toeren per
minuut. Samen met drie keer per dag
wandelen met de hond levert dat toch al aardig
wat beweging op. Ik ben geen sportfanaat,
maar dat wat ik nu doe kan ik wel opbrengen..”
@eliasveris
13. Dunkin’ donuts makes me
happy, And not because of
the doughnuts (which in fact, I
do not enjoy). What makes me
happy about this brand is the
coffee! Although the coffee
isn't the best in the world by
any stretch of the imagination,
there's nothing quite as
comforting as seeing that
bright sign while traveling
down the road in the
morning. It's good for a pick
me up at any time of day.
Provides focus. Shows competitive playing field.
16. PEERS ADVOCATES
COLLEAGUES JUDGES
Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.
17. Before
Consumers as COLLEAGUES
Supporting decision-making
Reviewing your concepts & ideas
Inspiring you to go the extra mile
18. Ongoing Famous
community.
Provides 24/7
feedback on
anything.
19. PEERS ADVOCATES
COLLEAGUES JUDGES
Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.
20. During
Consumers as ADVOCATES
People identify with brands
People talk about brands and ads
Ads can activate the conversation
21. Some new style agencies
focus entirely on WOM
www.futurelab.com
23. Execution of the campaign
Evolution over time
Q: To what extent do we observe peaks in the buzz on the execution of the campaign?
We observe a peak in the buzz during week 7 (12-18 februari). During this period we see that people discover
the features of the campaign website. They also want to better know the actors. Especially valentines day leads
to an additional boost in posts. During week 8 we observe a decrease of the buzz volume.
3287
7186
conversations
1842
Data
collection still
1078 ongoing for
week 9
195 94
9 13 17 35
week 1 -2011 week 2 - 2011 week 3 - 2011 week 4 - 2011 week 5 - 2011 week 6 - 2011 week 7 - 2011 week 8 - 2011 week 9 - 2011
- 1 to 7 jan - 8 to 14 jan - 15 to 21 jan - 22 to 28 jan - 29 jan to 4 - 5 to 11 feb - 12 to 18 feb - 19 to 25 feb - 26 to 28 feb
feb
BUZZ VOLUME
Helps adjusting
24. 14%
86%
Message present Message not present
Helps adjusting
25. PEERS ADVOCATES
COLLEAGUES JUDGES
Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.
26. After
Consumers as JUDGES
Providing you with valuable feedback
Helping you learn. Helping you getting better
Benchmarking you with competitors
27. And
purchase
intention!
X 1,4
A good TV ad
combines
likeability
and brand
activation.
Helps Justifying