2020 Social 360 Degree Marketing Redux

360° Marketing Redux
2020 Social: Because Business is Social

gaurav@2020social.com
@gauravonomics

Old 360° Marketing Campaigns
TV
 Step 1: Identify a brand
message that represents
the brand values
 Step 2: Produce a TVC to
communicate the brand
message and adapt the Digital Print
key visual to print etc.
 Step 3: Buy ads to
promote the message
across channels
 Step 4: Repeat with a In-Store TV Commercial Radio
new TVC with a different
creative twist on the
brand message
PR & Events Billboards

Direct Mail

Old 360° Marketing Campaigns
As TVC-centric
campaigns don’t really The brand starts and
build upon previous ends with zero
campaigns… attention in spite of
high ad spends.

The old role of the
campaign was to
Campaign 1 Campaign 2 Campaign 3 maximize reach and
Attention frequency of the
brand message.

Time

Saatchi & Saatchi: Lovemarks
 Lovemarks are brands
that score high on both
love and respect
 Three ingredients of love:
mystery, sensuality and
intimacy

Source: http://lovemarks.com

Seth Godin: Ideavirus
 An ideavirus is an idea
that spreads on its own,
like a virus.
 Similar to the
“contagious idea”
concept from Publicis

Source: http://www.sethgodin.com/ideavirus
http://contagious-stuff.com

Jyri Engestrom: Social Object
 People don’t just connect
to each other. They
connect through a shared
object.
 A social object is an idea
that connects people.
 Related to Gaurav’s
concept of Ideasliver: a
social object that you can
own.

Source: http://zengestrom.com
http://gapingvoid.com

How To Scale Passion?
The BIG question for
organizations in the 21st
century: how to convert Brands can scale the
employees, partners and passion of their evangelists
customers into evangelists? by building and nurturing
(online) communities.

Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause. around it. existing social platforms.

New 360° Marketing Campaigns
TV
 Step 1: Identify a big
social object (lifestyle,
interest or cause) that is
connected with the brand
values
 Step 2: Build an online Digital Print
community around the
social object
 Step 3: Create a
campaign to energize
evangelists across In-Store Community Radio
channels
 Step 4: Repeat with a
connected campaign
around the same social
PR & Events Billboards
object
Direct Mail

As community-centric
campaigns build upon They add new layers to
the work done in the the community each
previous campaigns… time and grow
attention over time.

Content + Community + CRM

Campaign 3
The new role of the
Campaign 2
campaign is to
recruit evangelists
Campaign 1
Attention into the brand-
hosted community.

Time

Brands need to commit
to a community-centric Brands need to get
strategy for the long content, community
term to benefit. and CRM right to really
connect campaigns.

What How
Campaign To attract Reason to
Calendar evangelists participate

Content To retain Opt-in &
Calendar evangelists permission

Community To grow Sharing
Platform organically with friends

CRM To direct Referrals &
Program behavior rewards

Six Shifts in 360° Marketing
Content + Community + CRM
 One: From TVC-centric
campaign to community-
centric campaign Campaign 3
 Two: From inside-out brand
message to outside-in
social object Campaign 2
 Three: From standalone
campaigns to a series of Campaign 1
campaigns that build upon Attention
each other
 Four: From standalone
content pieces to
permission-based content
streams
 Five: From linear ad- Time
supported growth to viral
organic growth Campaign To attract Community To grow
 Six: From measuring Calendar evangelists Platform organically
success based on reach and
frequency to participation Content To retain CRM To direct
Calendar evangelists Program behavior

360° Marketing Case Study:
Pepsi Refresh

Pepsi’s Super Bowl Love Affair
 Pepsi spent $142 million
on Super Bowl ads in the
last decade
 Most Pepsi Super Bowl ads
were full music videos
with top celebrities
which went viral with
million plus views on
YouTube
 Overall, Pepsi spends
more than half its
marketing budget on TV

Source: http://youtube.com/watch?v=uRu9HO_tIpw
http://www.youtube.com/watch?v=JHboqbcjGSQ

The Promise of PepsiCo
 In 2009, PepsiCo
committed to the
promise of “performance
with purpose”: delivering
growth by investing in a
healthier future for
people and our planet.

Source: http://pepsico.com, http://pepsico10.com,
http://thepromiseny.com

Pepsi: Moments to Movement
Each of our beverage
brands has a strategy
and marketing
platform that will be
less about (creating) a
moment, more about a
movement.

My primary role
involves thinking about
Frank Cooper, “How do we start Bonin Bough,
Chief Consumer integrating social Global Director of
Engagement Officer, media into the overall Digital and Social
PepsiCo organization?" Media, PepsiCo

Pepsi Refresh Anthem
 In January 2009, Pepsi
launched its Refresh
rebranding with a
‘Forever Young’ TVC
featuring Bob Dylan and
Will.i.am
 Every generation
refreshes the world. Now
it’s your turn.

Source: http://youtube.com/watch?v=MNVxeBglwxo

Pepsi Refresh Everything
 The earlier version of the
Pepsi Refresh website
showcased content and
contests that focused on
refreshing various aspects
of popular culture.

Source: http://refresheverything.com

Pepsi Refresh Studio
 In September 2009, Pepsi
tied up with Will.i.am to
launch a contest to
create a user-generated
video and music track of
the single "La La La" from
LMFAO.

Source: http://ultimaterefresh.com
http://pepsi.realitydigital.net

The Pepsi Refresh Project
 In January 2010, Pepsi
launched the Pepsi
Refresh Project with a
budget of $20m and an
intent to support ideas
that refresh local
communities.
 Based on the Pepsi
Optimism Project (POP)
Survey findings:
Americans believe that
the best ideas are more
likely to come from
"normal people" as
opposed to public figures.


Pepsi Refresh: One People TVC
 The One People TVC for
Pepsi Refresh aggressively
promoted online.
 However, Pepsi let go of
its Super Bowl opening ad
position for the first time
in 23 years.

Source: http://youtube.com/watch?v=2fS39FitsoQ

Pepsi Refresh: Game Mechanics
 Up to 1000 ideas can be
submitted in six
categories each month
with voting in the next
month. Each month is
effectively a new
campaign.
 32 grants of $5k, $25k,
$50k and $250k, totaling
to $1.3m each month.
 Leader board for the
most popular ideas.


Pepsi Refresh: Ambassadors
 Respected thought
leaders from GOOD act as
Refresh Ambassadors (and
community managers) in
each category.
 Pepsi also tied up with
GOOD, Global Giving, Do
Something and City Years
as cause marketing
partners.


Pepsi Refresh: Blog
 Written by six category
ambassadors from Good.
 Blog posts include a
combination of
announcements, how-to
tips, case studies and
grantee stories to
energize and educate the
community.


Pepsi Refresh: Showcase
 All funded ideas are
showcased and their
progress tracked on the
idea blog.


Pepsi Refresh: Virality
 Contestants can promote
their ideas via updates on
social networks like
Facebook and Twitter, or
via a widget on their blog
or website.
 The Pepsi Refresh voting
app on Facebook shows
ideas your friends support
and has more than 50k
users.


Pepsi Refresh: Brand Website
 The Pepsi brand website
promotes the Pepsi
Refresh Project along
with other current brand
promotions, most of
which are thematically
related to the Pepsi
Refresh Project theme.

Source: http://pepsi.com

Pepsi Refresh: Facebook
 Customized landing tab
on Facebook to showcase
the highlights of the
project.

Source: http://facebook.com/refresheverything

 Tab to showcase MTV VJ’s
road trip across America
to meet the Pepsi Refresh
grant recipients.


 Tab to showcase Pepsi
Refresh Celebrity
Challenge where Demi
Moore and Kevin Bacon
promoted their favorite
causes.


Pepsi Refresh: One Goal in Mind
 In the run up to the FIFA
World Cup, Pepsi Refresh
tied up with the US
soccer team to run a
contest where three
players promoted their
favorite ideas

Source: http://ussoccer.com/pepsirefresh

Pepsi Refresh: NASCAR Contest
 Pepsi Refresh ran a
contest with NASCAR
where three drivers
promoted their favorite
charities.

Source:
http://nascar.com/promos/pepsirefresh/index.html

Pepsi Refresh: Cherry Goodness
 Pepsi Refresh contest
where consumers can win
$5000 for themselves and
$5000 to support their
favorite charity by
finding one of the 100
specially marked Pepsi
Cherry products.


Pepsi Refresh: Results
 Added 200k new
Facebook fans in Super
Bowl week.
 Over 500k new Facebook
fans by end May.
 2m registered users by
end-May.
 5m unique visitors a
month.
 60,000 tweets (175
million Twitter
impressions) by end-May.


Pepsi Refresh: Canada
 Pepsi is now starting the
Pepsi refresh Project in
Canada.
 10 grants of $5k, $25k,
$50k and $250k, totaling
to $200k each month.

Source: http://refresheverything.ca

 One: From TVC-centric From
campaign to community-
centric campaign

To

 Two: From inside-out From
brand message to
outside-in social object

To

 Three: From standalone From
campaigns to a series of
campaigns that build
upon each other

To

 Four: From standalone From
content pieces to
permission-based content
streams

To

 Five: From linear ad- From
supported growth to viral
organic growth

To

 Six: From measuring From
success based on reach
and frequency to
participation

To

360° Marketing Case Studies:
International

Coca-Cola: Expedition 206
 In January 2010, Coca-
Cola launched its
Expedition 206 campaign.
 Three chosen ‘Happiness
ambassadors’ will tour
206 countries where
Coca-Cola's is sold to seek
out "what makes people
happy" around the world.
 They will attend events
like the Winter Olympics
in Vancouver, the World
Cup in South Africa and
the World Expo in
Shanghai and share their
experiences on blog
posts, tweets, videos,
interviews and pictures.
Source: http://www.expedition206.com/

Benetton Its My Time
 In 2010, Benetton
launched a contest to
find the models and
creative talents like
photographers to drive
their next advertising
campaign.
 65000+ submissions later,
Benetton has made the
platform a permanent
talent-based community.
 It is now creating
localized groups that will
enable offline events
around Benetton’s
campaigns.

Source: http://casting.benetton.com/

Mountain DEW DEWmocracy
 In July 2009, Mountain
DEW launched the year
long DEWmocracy
campaign to ask its fans
to select its next drink.
 Fans selected three
flavors, then split up into
three flavor nations to
create the colors, names,
designs and advertising
for their favorite flavors
and promote them.
 In July 2010, Mountain
DEW launched White Out.

Source: http://dewmocracy.com

Ford Fiesta Movement
 In 2009, Ford launched a
year long Fiesta
Movement campaign in
anticipation of the arrival
of Ford Fiesta in the US.
 In chapter 1, 100
selected ‘agents’ drove
around the pre-launch
Ford Fiestas for six
months and shared their
experiences on social
networks.
 In chapter 2, the agents
split up into 20 groups
across 16 cities and
collaborated with local
talent to create the Ford
Fiesta advertising.

Source: http://fiestamovement2.com,
http://chapter1.fiestamovement.com

360° Marketing Case Studies:
Indian

Sunsilk Gang of Girls
 In 2006, Sunsilk created
the Gang of Girls
community for young girls
to connect with each
other and discuss fashion
and grooming.
 The community has over
7,50,000 registered
members but active users
are low due to neglect.

Source: http://sunsilkgangofgirls.com

Tata Tea Jaago Re
 From “waking up with
tea” to “waking up as a
citizen”.
 Jaago Re catalyzed an
entire ecosystem of
citizen action initiatives
during the 2009 Lok
Sabha elections and more
than 650,000 first time
voters registered to vote.
 Later, Tata Tea re-
launched Jaago Re as a
social network for citizen
action.

Source: http://jaagore.com

TOI’s Lead India
 In 2007-08, TOI launched
Lead India as a talent
hunt contest to find the
next generation of Indian
leaders.
 In 2009, TOI launched
Lead India ‘09 to engage
Indian youth in the Lok
Sabha elections.

Source: http://lead.timesofindia.com/

Aircel Save Our Tigers
 In 2009, Aircel tied up
with WWF to launch the
Save Our Tigers campaign
to promote awareness
about tiger conservation.
 Aircel Save Our Tigers has
more than 200k fans on
Facebook, but has been
criticized for not creating
any opportunities for
action beyond pledging to
save the tiger.

Source: http://saveourtigers.com

Idea Cellular My Idea
 Idea Cellular has built its
marketing campaigns on
the theme of “an idea
can change your life”.
 Idea’s ads with Abhishek
Bachchan have focused
on mobile phones
changing how we look at
caste relations, rural
education, participatory
governance and
environmental
sustainability.
 During the 2009 Lok
Sabha elections, Idea
asked users to share their
ideas that can change
India via SMS.

Source: http://myideas.co.in

Godrej GoJiyo Virtual World
 In 2010, Godrej created a
browser-based 3D virtual
world called GoJiyo to
associate its aging brand
with youth and
innovation.
 Gojiyo claims to have
1.25L registered users.

Source: http://gojiyo.com

Club Mahindra JiyoLife
 In 2010, Club Mahindra
launched JiyoLife to
celebrate moments of
joy.
 Jiyolife has almost 38,000
fans on Facebook, but
the microsite doesn’t
really have community
elements.

Source: http://jiyolife.com

Pepsi Youngistaan
 Since 2008, Pepsi has
been creating a series of
high-engagement, but
disconnected contests,
under the Youngistaan
umbrella.
 Youngistaan has more
than 152,000 fans on
Facebook, but the
microsite doesn’t really
have community
elements.

Source: http://youngistaan.com

Your Lays Flavor
 In 2009, Lays launched
the year-long ‘Your Lays
Flavor’ campaign where
it asked consumers to
decide its new flavor.
 The winner will get Rs.
50L plus 1% of the sales
turnover from the new
flavor.

Source: http://yourlaysflavour.com

Ask Us How
2020social.com | contact@2020social.com| @2020social

gaurav@2020social.com
@gauravonomics

2020 Social 360 Degree Marketing Redux

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