What's the link between cool brands and conversations (word of mouth) by Millennials (Generation Y). Results from an InSites Consulting study for MTV Networks
Can't get you out off my head - word-of-mouth & cool brands
1.
2.
3. 5 years of cool research
1. Trends & Brands: ° CBA 2006
2. Wicked? Sick? Dry? Or... ‘Cool’ 2007
3. The Magic Cool Formula: OPA 2008
4. Cool Today, Gone Tomorrow? 2009
5. Can’t get you out of my head 2010
Book on ‘Branding to Gen Y’ 2011
4.
5. It’s the brain, stupid
• The visceral brain
• The limbic system & amygdale
• The neo-cortex & frontal lobes
• Interplay, feedback & identity construction
6.
7. If it makes you happy
• Pleasures: the 5 senses
• Gratifications: challenge & personal
experiences
27. High Buzz – Low Impact
Why low impact?
• In-crowd? => break out of in-crowd
Add non-disputable content to surpass the ‘taste’ discourse
• Too distant? => increase emotional levels & end user involvement
Happiness: LOCAL gratifications
E.g. Coca Cola Expedition 206
28.
29. Low Buzz – Low Impact
• Increase conversations
Add disputable buzzworthy cool content to create conversations
• But watch out to outshine the brand
Conversations about the stunt... STAY TRUE & RELEVANT
E.g. Doritos Late Night Augmented reality concerts
30. Low Buzz – High Impact
• OBSERVATION !
often critical incident talks
• Or lower youth involvement
with category:
making the category cooler
and your brand cooler will
increase the buzz
E.g. Braun CruZer King of
Snow
31. King of snow
Share of Tongue King of Snow
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
32. High Buzz – High Impact
• Ongoing conversations
OBSERVE the content
• FACILITATE conversations
Feed with right cool content
• JOIN conversations
Co-create & design
E.g. Communities:
- AB Inbev Idea Brewers
- De Standaard
37. 3 D(o’s) of the day
1. Design buzz worthy content
2. Drive cool conversations
3. Demonstrate brand’s vision emotionally
If you DO the DDD, youth won’t go Zzz...