Yellowwood has launched Engager in South Africa. Engager is a brand philosophy and a research tool to define and quantify the level of engagement a brand has with its market.
High brand engagement has been linked with strong financial performance. Engage
2. It’s time to think differently
about the way in which we plan
and evaluate engaging
brand relationships
3. …is a research tool
to help evaluate the depth and
drivers of engagement with
your brands
4. How it works
• Engager™ provides a strategic and
measurement framework for evaluating
and developing effective engagement.
• It reflects all the new understanding about
how brands and communications work in
today’s world.
• It helps you understand how to deepen the
engagement people have with your brand
and gives you clear insight, direction and
strategies to enhance your brand
relationships and sales.
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5. What it looks like
There are 9 pillars that contribute
to the Brand Engagement
framework
Incorporating rational, emotional and
social building blocks, all critical to
contemporary brand engagement.
5
6. The EngagerTM pillars
Perceptions of the behaviour of Familiarity and experience with Understanding of what
others and whether they are people the brand; knowledge of products values the brand stands for
we feel close to / services offered
Belief about the truth of what the Emotional relevance with the An attitudinal predisposition to
brand says; promise delivery; brand choose the brand among
perceptions of the brand’s competitors
selfishness vs. altruism
Strength of that predisposition ACTIVE interaction with the Degree to which the brand is
i.e. propensity to switch to brand (beyond just buying it) positively or negatively
another brand for some reason, recommended
or stick with pre-disposition
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7. EngagerTM has been rigorously tested and evaluated
EngagerTM has been benchmarked
extensively:
• Over 300 brands
• From across the UK, US, China, Australia &
South Africa
• Covering more than 20 categories
• Amongst more than 10,000 people
So far...
Engager™ has been validated using sophisticated analytics, which have
proven a strong link between engagement, sales and profitability.
Engager™ is also significantly related to stock market expectations
(linking data from the 2009 Forbes Top 2000 company database ) and
clearly connects strong brand engagement with above average business
performance.
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8. The top ten most
engaging brands in each of the
benchmark countries have been
identified so far.
10. 1,400 in-home interviews were conducted across 7 major metropolitan
cities in South Africa, during the month of June 2011. The sample was
demographically representative of the metropolitan population.
10
11. The survey included 100 brands that yielded more than 7000 brand
responses across the 9 EngagerTM pillars.
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12. Top 10 South African Brands
EngagerTM Score
Global average = 103
12
13. How does this compare to the global results?
South Africa UK US Australia China
Pick 'n Pay 134 Google 122 Ebay 124 Cadbury 124 QQ 118
Coca-Cola 132 Cadbury 118 Google 122 Coke 117 China Mobile 117
Clover 127 Amazon 118 Amazon 122 Heinz 116 Nokia 116
KFC 126 BBC 116 Kraft Foods 120 Woolworths 116 Coke 116
Shoprite 126 Facebook 116 Microsoft 118 Coles 113 Taobao 115
Woolworths 124 M&S 114 Facebook 117 Campbells 112 Microsoft 113
Cadbury 123 SONY 113 Coca-Cola 114 Canon 112 Pepsi 112
Handy Andy 123 Microsoft 110 Pepsi 113 McDonalds 111 Baidu 111
Nokia 123 Olympics 110 Yahoo! 113 Sony 111 Sprite 110
Standard Dove 112 Lindt 110 KFC 109
123 Dove 109
Bank
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14. What makes our Top Brands
so successful at engaging
South Africans?
15. Three things our top brands all have in common
Deep brand affinity
Strong brand advocacy
Deep-seated brand knowledge and
understanding
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16. #1 Pick ‘n Pay:
Understanding what they do really well EngagerTM Score: 134
knowledge
Knowledge
150
Sensing 130 Understanding
understanding
110
90
Advocacy 70 Integrity
50
Participation Connection
connection
Conviction Commitment
commitment
conviction
Pick 'n Pay Global norm
16
17. #2 Coca-Cola:
Understanding what they do really well
Knowledge
150
sensing
Sensing 130 Understanding
110
90
Advocacy
advocacy 70 Integrity
50
Participation connection
Connection
Conviction Commitment
conviction commitment
Coca-cola Global norm
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18. #3 Clover:
Understanding what they do really well EngagerTM Score: 127
Knowledge
150
Sensing 130 Understanding
understanding
110
90
Advocacy
Advocacy 70 Integrity
50
Participation Connection
connection
Conviction Commitment
commitment
conviction
Clover Global norm
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19. 5 things we have learnt about South
Africans and the way in which they
engage with brands
20. South African brands dominate the Most Engaging list - 8 out of
the Top 20 are proudly local
20
21. SA brands in the Top 20
134 Relative to all other markets
we have many more local
brands in our Top 20
127 We are proudly South African
in this sense but we often hide
126 our ‘South African-ness’ in the
pursuit of emulating global
124 trends. Our Engager TM results
prove that the opposite is true
- brands that take on a South
123 African mantra are likely to
build greater engagement.
121
Take Action: Find ‘ownable’
South African rhetoric that
120
talks to a universal emotional
need.
119
21
23. …and it’s driven by physical stores, relative to the other
benchmark countries where e-commerce is more prevalent
Pick ‘n Pay Understanding the customer journey -
Shoprite how different segments make
decisions, the influencers of those
Woolworths
decisions & drivers of engagement -
is a critical component for future
Woolworths success.
Coles
Then we can plan where we need to
be and when, with what tools, offers
Amazon or experience to engage the shopper
M&S
eBay
Amazon
Take Action: Ensure you are
engaging your shoppers at critical
Taobao moments of truth, with the right
influencers.
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25. There are no digital brands in SA Top 10, and only 1 tech brand
makes it… much like Australia
In SA, most digital brands
have not yet forged
South Africa Australia relationships beyond
Nokia 9 Cannon 7 functional participation –
limited understanding &
Sony 9 connection with these
brands is evident across
the board.
Take Action: Tremendous
UK US China opportunity for off-line
Google 1 Ebay 1 QQ 1 brands to utilise the power
of participation through
Amazon 3 Google 2 Nokia 3 tech, to enhance brand
Amazon 3 Taobao 5
participation. Brands like
Facebook 5
Clover, Handy Andy &
Sony 7 Microsoft 5 Microsoft 6 Kellogg’s are already
experimenting.
Microsoft 8 Facebook 6 Baidu 8
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26. We are the only country where banking features amongst the
most engaging brands
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27. Looking at the success of Standard Bank –
a well-balanced brand footprint Standard Bank #10
Standard Bank has
knowledge successfully built a well-
Knowledge
140 rounded brand that engages
130
consumers effectively – using
Sensing Understanding a combination of digital &
120
offline engagement
110 approaches to demonstrate
100 customer centricity
90
advocacy
Advocacy Integrity
integrity
80
70
Participation Connection
Conviction
conviction Commitment
commitment
Standard Bank FNB Absa Nedbank Capitec
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28. As a house-proud nation, home care is important and reflected in
the brands we engage with
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29. Unilever dominates the product brands in that South Africans
engage with most…with 4 in the Top 20
Although often premium to the
knowledge mainstream alternatives, tried &
Knowledge trusted brands have truly entrenched
140
their place in the home – with often
130
Sensing Understanding very diverse uses, well beyond the
120 intended. A reflection of the trust &
110 deeply emotional bond that
100 consumers from all backgrounds have
90 with these brands & others like them.
Advocacy 80 Integrity
Take Action: Increasing active brand
70
participation through the use of digital
apps, will only serve to increase brand
engagement.
Tapping into marketing thematics that
Participation Connection demonstrate concrete goal
achievement will further resonate.
Conviction Commitment
commitment
conviction
Unilever Omo Sunlight Handy Andy
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30. In summary, some of our key learnings have been…
• There’s still value in building provenance and local market nuances into your
communication – we need to celebrate our unique identity, rather than always
looking to global trends to shape our thinking
• Even in relatively low involvement categories, brands have the ability to build
deeply engaging consumer relationships - this can go a long way to driving
preference, over and above the generic functional deliverables
• Digital brands still have a way to go in building engagement with SA
consumers – although it is expected that as consumers become more accustomed
to the digital world through participatory channels from offline brands, this will
change… and probably in the not too distant future
• 360 degree Shopper marketing is going to become even more important in
building brand engagement, as the access & choice consumers have expands into
the online world
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32. Strategic planning & implementation
• EngagerTM stretches well beyond the research realm – enabling thinking
and planning for brands of the future
• EngagerTM can help us answer strategic questions such as:
– Where to focus your marketing efforts to achieve the maximum impact
with your consumers at a rational, emotional and social level
– What kind of conversations are needed to build and support engaging
brand relationships
– How to equip your consumers to positively influence others
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33. Key questions to be asking yourself…
Are you able to turn emotional
relationships into meaningful ones?
With the gap in social dimensions of brand
engagement in SA, how will your brand take
advantage of this?
Do you know which barriers to raise to
protect or where to focus your efforts to
grow your brand equity?
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34. Thank you for your time…
If you would like to know what EngagerTM can do
for your brand, or explore the results of our
benchmark study in more detail, we’d love to chat.