©2011 22squared

WHY PEOPLE TALKeight ways to inspire conversation about your brand

©2011 22squared

Nearly 80% of consumers trust recommendations from family, friends and “influential” persons over all other forms of advertising and marketing. (Keller Fay)

Simply put, word of mouth is earned media. If your marketing can inspire word of mouth, your message will extend beyond paid media and your campaign will be exponentially more e!ective. It may be free, but it’s not easy.

The upside of conversation:

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Word of mouth can lift sales.It can strengthen relationships between people and brands.

The question is, how do you create work that gets people talking?

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8specific ways a brand can inspire talk...

So we created a new Planning framework (to be used like brand archetypes) that leads to marketing that consistently inspires word of mouth.

Ready? Here they are.

©2011 22squared

8PATHS TO

TALK-WORTHY WORK

Leverage Tension

Enable Expression

Make new

RulesMarket a Belief

Create Belonging

Use Scarcity

Encourage Play

Create or Curate Culture

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1. Make NEW RULES

When: When do brands change the rules? Usually, when they’re about to die, or when they’re entering a category that has remained unchanged for a long time. Changing the rules is bold. It takes a bold new marketing approach, or a bold new product.

How: Find a convention or understanding that exists in the minds of consumers, and shatter it. Consumers often develop schema that lets them make decisions without having to think about them each time. Brands must find this psychological framework, then introduce something new to get people talking. The key is to be the clear alternative to existing choices, to create a space unoccupied by other brands.

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HYUNDAI ASSURANCEThey invented it, the press loved it, customers embracedit, competitors imitated it.

TWELPFORCETurned Best Buy’s built-in asset (geeks) into a business-changing digital connection.

VIRGINMost airlines treat people like cargo. Virgin treats them like rock stars.

1. Make NEW RULESReframe the marketing space, or deliberately break convention. For example:

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KOHLERToilets. Faucets. Kohler markets them like they are works of art. And convinces us that they are.

AXEMen’s soap ads were full of tired cliches. Axe said it could get you laid with humor.

SOUTHWESTOperationally revolutionary, and consistently acting as “the people’s airline.” The ads come naturally.

1. Make NEW RULES con’tReframe the marketing space, or deliberately break convention. For example:

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JOHNNIE WALKERMost luxury liquors give us empty lifestyle images. JW gives us strength and determination.

WHOPPER SACRIFICEWhile every other brand was collecting fans, BK bribed us to burn them.

mySTARBUCKSA first for them, and for their industry; an unprecedented listening-to-action e!ort.

1. Make NEW RULES con’tAnother way is to break convention. What is your industry known for doing? Do something very di!erent. For example:

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TRUTHGave the anti-cigarette message something it had never had before: an enemy in big tobacco.

JACK IN THE BOXThe unwritten rule of having a spokesperson: don’t kill him.They killed him.

IKEA ON FACEBOOKNo one had used photo tags on Facebook like this before: tag a piece of furniture to get it.

1. Make NEW RULES con’tAnother way is to break convention. What is your industry known for doing? Do something very di!erent. For example:

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2. Market a BELIEF

When: When a brand is passionate about something that is bigger than itself. Successful belief marketing takes conviction, passion and commitment. If a belief doesn’t exist in the DNA of the company, then it will be a short-lived marketing gimmick consumers will see through.

How: Strive to be socially significant. Belief brands do more than improve the lives of their customer; they make the world a better place. Find a passion that intersects the brand, the product, and the consumer. A philosophy dedicated to a larger ultimate goal than sales.

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METHODThey believe the soap industry’s chemicals aren’t clean, and they show us a better way.

DOVEThey believe the beauty industry sets harmful standards, and celebrate “real beauty” instead.

PEPSI: REFRESH PROJECTThis campaign hits so many triggers: belief, express, belonging ... but most of all, participation.

2. Market a BELIEFWhen a brand decides to make the world a better place, customers get behind it. For example:

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HAAGEN-DAZSThey believe ingredients matter, and when bees are at-risk, so is the supply chain. (save the bees)

PEDIGREEThey believe every dog deserves to be loved; like-minded shoppers can buy to help adoptions.

DAWNThey believe a large scale demo of their gentle formula can help, as well as sell.

2. Market a BELIEF con’tWhen a brand decides to make the world a better place, customers get behind it. For example:

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3. Create a sense of BELONGING

When: When the success of your brand depends on being adopted by a group of people. Marketing to a group is different than marketing to many individuals. There’s power in numbers. And when consumers feel a part of something, when they collaborate or unify, they can create true change.

How: Identify the group that must adopt the brand and understand their defining characteristics. Once that’s understood, the brand needs to give them a way to act together. Provide them a movement they can join. Help them connect with each other. Organize collaborative consumption that allows the group to achieve something, identify themselves, and act as a social unit.

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FORD FIESTAHow do you get volunteer street teams on steroids, crowd-sourced content and spread? Call it a movement.

NIKE PLUSConnects you with a community of runners online, to compete at your level and encourage others.

I’M WITH COCOWhen Conan O’Brien was getting jerked around by NBC, a movement sprung up on his side.

3. Create a sense of BELONGINGFeeling part of something is a powerful appeal, a movement, a game, or a lifestyle. For example:

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LEVISTheir “we are all workers” campaign is a call to arms against a tough economy.

BUFFALO WILD WINGSPeople rally around their shared passion for sports, so they became a social hub for sports fans.

THE GREAT SCHLEPThis campaign brought an important influencer group together to swing Florida blue.

3. Create a sense of BELONGING con’tFeeling part of something is a powerful appeal, a movement, a game, or a lifestyle. For example:

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4. Enable EXPRESSION

When: When the brand can stand out by letting go and handing over the microphone. Or when the brand is ready to make a statement and become a “badge brand.” Consumers won’t choose a brand to make a statement if the brand doesn’t make a statement itself. It can be about a belief, but more often it’s playful, and reflects pure personality.

How: Be a conduit. Allow people to say something about themselves. Give them a podium, a soapbox, a canvas, a song, website, a paint brush...a way to imprint themselves on your brand. Or, be a brand that says something about the person using it. Reflect a desired lifestyle or attribute they want to express. A brand that allows consumers to say something about themselves never loses its voice.

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HSBC SOAPBOXStaging actual events and letting real people vent makes for some great tv.

LIVESTRONG CHALKBOTAds for this “belief” brand are all about expression. like viewer texts painted on the Tour de France course.

MINIUsing mass customization and digital toys, this “badge brand” lets people say, this is who I am.

4. Enable EXPRESSIONWhen people are given a platform, they’ll use it, then keep talking about what they did. For example:

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NIKE I.D.Design your own shoe to make it one of a kind. not an advertising idea, but great for w.o.m.

LEGO CL!CKLego’s digital marketing is full of ways to express yourself, from posting pics of creations, to “lego yourself”.

HARLEY DAVIDSONMore than a motorcycle, their style of rebellion is a badge of fans’ innermost beliefs.

4. Enable EXPRESSION con’tWhen people are given a platform, they’ll use it, then keep talking about what they did. For example:

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5. CREATE or CURATE culture

How: Have a very defined target and be attuned to what they love; brands can benefit from association. Always look where your audience is heading. Iterate on things before they’re passe’. Find gems and help them become more famous. On the other hand, marketing that becomes a part of culture (i.e. virals, catchphrases) requires commitment to entertainment above all else. This can put the brand as a character in a larger plot. Brands must be willing to be polarizing. It takes a keen understanding of what the target finds fascinating, funny, or socially empowering.

When: When a stronger relationship can be built around a piece of social currency than the product itself. When it’s critical to be relevant and current in the changing media landscape. Some groups are best reached through curated consumption. When your target consumes media filtered through peers and influencers.

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THE CREATORS PROJECTIntel and Vice magazine shine a spotlight on underground artists and innovators.

CONVERSEThey created “three artists, one song,” a concert series featuring unlikely musical combinations.

ABSOLUTArt/bottle projects with Spike Jonze, Danny Clinch, Wolfmother, and countless visual artists.

5. Create or Curate CULTUREIt used to be “cool by association.” Now it’s also useful, connecting people to what they love. For example:

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AMERICAN EXPRESSA lasting commitment, they founded the Tribeca Film Festival, now an institution.

QUICKSILVER: MUSIC+ARTEvery surf brand sponsors athletes, but they go farther, connect us with the whole lifestyle.

iPODOther gadgets promote their features. Apple gave us tomorrow’s hits and something to talk about.

5. Create or Curate CULTURE con’tIt used to be “cool by association.” Now it’s also useful, connecting people to what they love. For example:

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OLD SPICEOdd humor became the most tweeted, most viral, most integrated campaign around.

OPRAH’S FLASHMOBEnlisting secret participants in a stunt can get huge buzz(see also, T-Mobile).

SAMSUNG’S LED SHEEPThey took a risk on a video going viral, and hit the jackpot. Over 13MM views.

Commit to entertainment above all else, and you might become a part of everyone’s vocabulary.(Would you have the guts to approve these?)

5. Create or Curate CULTURE con’t

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SKITTLESTheir humor is so strange it divides those that “get it” from those that don’t. (14MM facebook fans.)

RED BULL FLUGTAGSince 2002 people have been bringing their homespun flyers to compete, all over the world.

EVIANTheir rollerskating babies video got over 31 million view online. Who needs paid media?

5. Create or Curate CULTURE con’tCommit to entertainment above all else, and you might become a part of everyone’s vocabulary.(Would you have the guts to approve these?)

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6. Leverage TENSION

How: Three ways: create it, solve it, or embrace it. Creating tension takes the courage to create work that makes people take a side, or perhaps point fingers. Solving tension takes the insight to understand where tension exists. You must be so attuned with your target that you can solve problems not found in traditional research. Embracing tension takes the resolve to address controversy, rise above it, and use it to a brand’s advantage.

When: Most brands shy away from tension. It’s risky, scary and sometimes controversial, but it also makes people take note. People talk about tension. They talk about controversy. They talk about brands that actively participate in it. Tension isn’t always bad. In fact, it presents a solvable situation that often makes a brand talk-worthy, and sometime even the hero.

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NIKE: LEBRON/TIGERNike embraces sports controversy again and again. And again.

DOMINO’SThey leapt into a tough position with brutal honesty and accountability. result: pizza turnaround.

DIESELTaking the indefensible position, they give us dubious advice and a lot to talk about.

6. Leverage TENSIONA controversy, unfulfilled promise, or cultural paradox can create tension. And conversation. For example:

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VICTORIA’S SECRETThese ads verge on soft porn, and yet women love this brand. An impossible balance.

PHILIPS HEISTThis TV spot built tension into the creative itself. For 2 min. you can’t look away.

GATORADE REPLAYIt’s every aging athlete’s dream. The anticipation to this rematch was palpable.

6. Leverage TENSIONA controversy, unfulfilled promise, or cultural paradox can create tension. And conversation. For example:

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7. Use SCARCITY

When: When exclusivity matters to your audience. When you want to launch a product or brand with a groundswell and have the patience to do a slow rollout instead of a full blast broadcast launch. When you want your brand to be adopted, not just purchased or used.

How: Identify those who will view limited access to your product as a privilege. Leveraging scarcity means placing limits on things. Create invitation only acquisition or experiences. Seed special hints, information, or betas with influential consumers.

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CORALINEPre-pre-movie launch, they got buzz with influential bloggers by sending 50 boxes of movie elements.

TARGET POP-UPSThey opened 4 stores for 4 days only (“bullseye bodegas”), with a unique low priced inventory.

ROCKMELT BETAMozilla went for ubiquity, but rockmelt is getting buzz by limiting access.

7. Use SCARCITYAny brand can create it pre-launch. Simple supply and demand can activate a lot of buzz. For example:

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GILTGROUPEShort-term sales for members only, on items that sell out fast. rare finds at rare prices.

TRUE BLOODThey sent limited promo sets to a small group of influencers. now these buzzmakers are collectible.

JAY-ZHe released his book one page at a time, and sent fans on a treasure hunt to find them.

7. Use SCARCITYAny brand can create it pre-launch. Simple supply and demand can activate a lot of buzz. For example:

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8. Encourage PLAY

When: When your audience values competition. Sometimes that means pitting consumers against consumers. Sometimes that means making consumers beat the brand. Competition creates conversation. Today, when nearly everything is a game, brands that play usually win.

How: Gaming = engagement. Whenever you can get consumers to invest time into the brand and you adequately reward them, talk will ensue. Inciting play takes four key ingredients: 1) an enemy, 2) a challenge, 3) a worthy reward, and 4) FUN. The game depends on the target, as does the reward. Oftentimes the reward is social currency like peer recognition or bragging rights.

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AUDI A3 ARGTo launch the A3, Audi created an alternate reality game called “the art of the heist.” insiders were captivated.

NIKE GRIDThey turned an entire city into a game board; people ran to check in from phone boxes and win.

PUMAThey let anyone make a game out of anything, challenge their friends, and yes, keep score.

8. Encourage PLAYTurn a campaign into a game. People love to compete, and love to talk about it. For example:

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MTV ON FOURSQUAREThey’re the #1 brand here, o!ering a “moonman badge” and big prizes for music venue check-ins.

LEGOStar Wars, Rock Band, Batman, Harry Potter ... all as Legos, all on every gaming system.

VW GTIAn iphone app instead of a TV campaign. this driving game drove 84k (real) test drives.

8. Encourage PLAYTurn a campaign into a game. People love to compete, and love to talk about it. For example:

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1.6

3.2

:

:

=

$26.3MM=

6,142

18,428

Purchases

Purchases

$8.8 MM=

=revenue/wk.

current purchases influenced by advocates talking

potential purchases influenced

* Friendship Model influence data applied to a national retail brand

*

*

Great. But what’s the VALUE of talk-worthy work?We’re not just creating return on influence, we’re amplifying return on investment. Here’s a hypothetical example; math any client would like to see.Results vary by category and client.

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brands grow.

These EIGHT ways to inspire conversation about your brand can become part of any strategic framework. Especially one that aims for advocacy.

You can connect it to financial results. We’ve proven it works for our clients.* We hope it works for yours.

As we like to say; when people talk,

* To hear case studies for any of our clients, just drop us a line.

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SOIs your brand making people talk?

©2011 22squared

Make NEW RULESVirgin: http://adage.com/article?article_id=140490 Twelpforce: http://www.fastcompany.com/1648739/marketing-that-isn-t-marketing Hyundai Assurance: http://www.hyundaiusa.com/assurance/index.aspx Axe: www.theaxee!ect.com Southwest: http://www.southwest.com/about_swa/advideo.html Kohler: http://www.us.kohler.com/craftsmanship/television.jsp My Starbucks Idea: http://www.businessweek.com/magazine/content/08_17/b4081000030457.htm Burger King Whopper Sacrifice: http://www.adweek.com/aw/content_display/news/digital/e3i9953839003c11ce8bbf5f762069ef9ba Ikea on Facebook: http://mashable.com/2009/11/25/facebook-marketing-ikeas-genius-use-of-photo-tagging/ Jack in the Box: http://www.youtube.com/watch?v=bfHcm30twh4 Truth: http://www.thetruth.com/

Market a BELIEFPepsi Refresh: http://www.youtube.com/watch?v=srY7Wkl2IbI Dove Campaign for Real Beauty: http://video.google.com/videoplay?docid=1731400614466797113# Method: http://www.treehugger.com/files/2009/04/th-radio-adam-lowry.php Dawn: http://www.nytimes.com/2009/09/25/business/media/25adco.html Haagen Dazs: http://www.vanksen.com/blog/haagen-dazs-makes-honey-bees-buzz/ Pedigree: http://www.youtube.com/watch?v=06Im7lx-TB0

Create a sense of BELONGINGNike Plus: http://www.youtube.com/watch?v=nhStKDFGv_s Ford Fiesta: http://www.adweek.com/aw/content_display/news/nontraditional/e3if65bfa5c7af6f79a0528637b441a3d80?imw=Y Conan O’Brien - I’m With Coco: http://mashable.com/2010/01/13/im-with-coco/ Levi’s: http://www.levistrauss.com/news/press-releases/levis-proclaims-we-are-all-workers-launch-latest-go-forth-marketing-campaign The Great Schlep: http://www.droga5.com/Awards/Webbys/webbys08/schlep/index.html Bu!alo Wild Wings:http://www.22squared.com/ourwork/projects/facebook-case-study

Enable self-EXPRESSIONHSBC Soapbox: http://www.trustcollective.com/portfolio/content/anonymous_hsbc.htm Livestrong Chalkbot: http://www.youtube.com/watch?v=a4FMFuAf9fk Mini: http://miniusa.com/#/build/paintShop-mHarley Davidson: http://blogs.forbes.com/melaniewells/2010/11/18/harley-davidson-cmo-crowdsourcing-ads-to-engage-a-new-audience/ Nike ID: http://www.rga.com/work/nikeid LegoCl!ck: http://mashable.com/2010/01/11/lego-click/

CURATE cultureIntel and Vice Magazine - The Creators Project: http://www.wired.com/epicenter/2010/05/intel-and-vice-partner/ Absolut: http://www.absolut.com/rockedition Converse: http://www.converseblog.com/uk/music/ iPod: http://articles.sfgate.com/2007-11-24/news/17268629_1_css-ipod-itunes American Express - Tribeca Film Festival: http://www.youtube.com/watch?v=HrzeP4TvzXcQuiksilver - Music + Art: http://blog.quiksilver.com/category/music_art/

Become CULTUREOld Spice: http://mashable.com/2011/03/16/old-spice-imitators/Oprah’s Flashmob: http://www.nbcchicago.com/the-scene/events/Oprahs-Flash-Mob-Style-Dance-58166602.htmlSamsung LED Sheep: http://www.youtube.com/watch?v=D2FX9rviEhw Evian Babies: http://www.youtube.com/watch?v=XQcVllWpwGs Skittles: http://www.skittles.com/ Red Bull Flugtag: http://www.redbullflugtagusa.com/

Leverage TENSIONDomino’s Pizza Turnaround: http://www.pizzaturnaround.com/ Nike LeBron/Tiger: http://voices.washingtonpost.com/early-lead/2010/10/lebron_vs_tiger_which_nike_ad.html Diesel Be Stupid: http://www.youtube.com/watch?v=Y4h8uOUConE Victoria’s Secret: http://www.adbrands.net/us/victoriassecret_us.htm Gatorade Replay: http://www.replaytheseries.com/ Philips Heist: http://vimeo.com/13680663

Use SCARCITYCoraline: http://www.youtube.com/watch?v=Ccsa30vnE8IRockmelt: http://www.wired.com/epicenter/2010/11/first-look-at-rockmelt-a-browser-built-for-facebook-freaks/ Target Pop Ups: http://sites.target.com/site/en/spot/page.jsp?title=bullseye_bodega Jay Z: http://www.nytimes.com/2010/10/18/business/media/18adco.html Gilt Groupe: http://www.gilt.com/company True Blood: http://www.co"ncafe.com/profiles/blogs/amazing-rare-collection-of

Encourage PLAYNike Grid: http://www.nikegrid.com/ Audi A3 ARG: http://en.wikipedia.org/wiki/The_Art_of_the_Heist MTV on Foursquare: http://foursquare.com/mtv Lego: http://www.lego.com/en-us/games/default.aspx VW GTI: http://www.facebook.com/video/video.php?v=324848336756

©2011 22squared