how to smoothlee transcreate global content to local
TRANSCRIPT
TRANSCREATIONGLOBAL & LOCAL CONTENT
“Absorb what is useful, Discard what is not, Add what is uniquely your own.”
-Bruce Lee
• Focus on a TRANSCREATION MODEL
• Focus on AFFILIATIVE & SELF-ACTUALIZING LEADERSHIP
• Focus on MEASURING & LEARNING
OUR STORY TODAY IS ABOUT ONE TWO SUPERHEROES…
How we made a boring razor EXCITING…
THEN TRANSCREATED it to 8 countries and pooled it out 6x
IT ALL STARTED CHINA…
50% CHINA’S SHAVERS USE 2 BLADE RAZORS
$44 MMCOMPETITOR SPENDING
Total Brand Awareness/Ever used/Past year/P3M/Most often
Base: Total (450)
Brand Awareness and Usage
99%Awareness
91%Ever
88%P12M
84%P3M
76%Most Often
97% 95%92% 90%
74%Awareness
26%Ever
20%P12M
12%P3M
7%Most Often
77% 60%35%58%
OUR CHALLENGE WAS TRIAL …
TRIAL with this “SUNSHINE MAN”
SO WE TRANSCREATED AN “ICON”…
This is BRUCE LEEHe is an “icon”…
This is SMOOTH LEEhe is now also an “icon”…
SMOOTH LEE WAVE 1
…AND WE POOLED OUT 360 CAMPAIGNS
…AND PEOPLE STARTED DANCING
BECAUSE THE RESULTS WERE GREAT…
Metric Result Key PointMB Awareness 35% (vs. 15% norm)
MB Trial +28%MB Equity Target +37% (“Smooth Shave”)
Trade Up +36% (“Non-Schick Users”)
Sales Results +21.8%
“TRANSCREATION” IS LIKE WATER
http://youtu.be/pAxOHPmITHI
THE INGREDIENTS OF SUCCESSFUL TRANSCREATED CONTENT MARKETING
1. ONECreative “Idea”
3. Adapted to Local Consumer
Insight
4. Local input upfront & owned
adaptation
2. Core 360 toolkit and GTM Strategy
AffiliativeLeadership
Affiliative
Leadership
Affiliative Leadership
GREAT CREATIVE IDEAS LINK TO BRAND’S DNA
GREAT CREATIVE IDEAS LINK TO BRAND’S T&M
Research and development by: Robert A. Cooke, Ph.D. & J. Clayton Lafferty, Ph.D.
Copyright © 2011 by Human Synergistics International. All rights reserved.
1. We listened to what our consumers bigger problems were…
2. We embraced that GREAT CREATIVE IDEAS focus on making this world a BETTER place.
3. We developed a GREAT IDEAS CHECKLIST
• 91% of global consumers would switch brands for same price and quality, if they felt that brand supported a PURPOSE beyond a business goal.
WE EVOLVED AS WE PROGRESSED THROUGH THE WAVES: FROM “STORYTELLING” TO “STORYDOING”
5 TRUTHs THEY DON’T…
1. Solve a human problem start from the marketing agenda
2. Purposeful reduce doing good to a marketing tactic
3. Humble take credit more than they deserve
4. Consistent contradict the good you do
5. True to the Core try to be something you are not
2. CORE TOOLKIT AND GTM STRATEGY
New Product
Package & Promotion
BTL
Viral VideoDigital
Banner/SEO
Microsite/Social Media
Platform
Radio & OOH/Print
Ad
361˚
3. TRANSCREATED TO LOCAL CONSUMER INSIGHTS
MALAYSIA• Insight: Don’t be like Uncle• BOOLOO ( HAIR in BAHASA )• Target media : Radio + Digital
INDONESIA• Insight: Social Sharing• Channel: Digital and Sampling
PHILIPPINES• Insight: Daily life is Stressful• Channel: 360
4. LOCAL INPUT UPSTREAM& OWNED TRANSCREATION DOWNSTREAM
PHILIPPINES CASE STUDY: INSIGHT
LETTING THE LOCAL INSIGHT EVOLVE THE CREATIVE IDEA
With all the stresses of every day, the unstressed feeling should not end with shaving. The precise, smooth, and effortless qualities of an Exacta 2 shave should go beyond our razors.
A way of life
A state of mind that stays with you throughout every day. So we’re not going to stop at selling a smooth and effortless shaving experience. We’ll invite them to a way of life. Smooth Lee’s way of life.
PHILIPPINES EXECUTION: “SMOOTHISM”
UNEXPECTED SURPRISES
TIME OUTS
TWITTER PROFILE
FACEBOOK BRIDGE POSTS
THE CENTRAL CREATIVE IDEA…BECAUSE WE DO GET PAID TO SELL RAZORS…
Research and development by: Robert A. Cooke, Ph.D. & J. Clayton Lafferty, Ph.D.
Copyright © 2011 by Human Synergistics International. All rights reserved.
Sustainable
Vulnerable
Volatile
AFFILIATIVE & SELF-ACTUALIZING LEADERSHIP
Research and development by: Robert A. Cooke, Ph.D. & J. Clayton Lafferty, Ph.D.
Copyright © 2011 by Human Synergistics International. All rights reserved.
• Achievement• set challenging goals
• be enthusiastic
• Self-Actualizing• develop themselves
• be creative
• Humanistic/ Encouraging• develop others
• be supportive
• Affiliative• promote teamwork
• be cooperative
AFFILIATIVE & SELF-ACTUALIZING LEADERSHIP
33
A FRAMEWORK FOR MEASURES
Brand awareness, recall, image,
consideration…
Sales, market share, orders, new accounts,
profit…
What consumers actually do
What consumers think or feel
Hard evidence of business results
Volume of conversations,
brochure downloads, retail visits, word of mouth, number of
searches…
Reach, GRPs, Impressions,
frequency, CPC, CPM, position in break, coverage,
day parts…
What the brand did and at what cost
OUTPUTS OUTCOMES
Campaign Attitudinal Behavioural Business
Monkey's New Suit
Smooth Lee vs. Knick the Knife
Smooth Lee vs. Lumpy Bumps
For more information contactGeoffrey Pickens
[email protected] HP: 65+85717597