Mobile strategy 2015

Mobile Strategy 2015
George Achillias MBA
Security Level: Confidential

CONTENT
What is going on
About mobile?
• Mobile landscape
• The mobile journey
• Mobile penetration and
facts
1.
3.
What others do?
What is the relationship
with category and
channels?
• Define the consumers
relationship with the
category
• Define the cultural levers
that influence him/her
• Describe the consumer
as a person
• Describe what media is
‘consumed’ and how
4.
How we go
mobile?
2.
Why mobile?
• Why mobile?
• The Big data approach
• FMCG examples
• After tap what?
• KPIs
• Mobile Strategy
roadmap
• Asking WHYs?
• Future thinking

The Business Goal The key obstacle This deck will show how
To increase consumers’
awareness regarding
brands and products and
drive revenues using
mobile in the best
optimal way
Mobile first is a bold
statement. Mobile
maturity is a crucial
parameter. Mobile
optimization is a key
challenge
The landscape, what
others do, how brands
can use mobile to achieve
even greater results and
engage even more
consumers
Defining the scope of this document

In 2013 mobile phones number matched the number of TV. In 2014, it became bigger
than Earth’s population
Source:
http://www.slideshare.net/kleinerperkins/internet-trends-
2014-05-28-14-pdf
GMSA global data
But mobile is not only
about smartphones.
Only 30% of mobile
activations are
smartphones. The rest
70% is a huge
opportunity for
disruptive innovation

n developing countries, smartphone penetration varies, from an impressive
43% in China and 45% in Poland to a poor 13% in India and 14% in Indonesia
Source:
http://think.withgoogle.com/mobileplanet/en-gb/
…making the mobile first concept challenging and really
attractive as there is a huge opportunity there because as we
are going to see, people in Indonesia spend more than 3h/day
on their mobile screen
COUNTRY
MOBILE INTERNET
PENETRATION AS A
PERCENTAGE OF TOTAL
POPULATION
AVERAGE TIME THAT
MOBILE INTERNET USERS
SPEND USING MOBILE EACH
DAY
ARGENTINA 42% 3H 25M
BRAZIL 39% 2H 26M
CHINA 43% 1H 55M
INDIA 11% 2H 36M
INDONESIA 14% 2H 30M
MEXICO 33% 3H 10M
POLAND 45% 1H 21M
RUSSIA 36% 1H 22M
SOUTH AFRICA 38% 2H 29M
THAILAND 24% 3H 04M
TURKEY 36% 1H 53M

More specifically in developing countries mobile is the second most
popular media channel chasing TV hard
China Russia Brazil Mexico
Source: eMarketer: The Global Media Intelligence
Report. September 2014

In our days mobile is not just another channel. Mobile defines our
consumers’ routine and personal time
Source; Millward Brown
Overall screen minutes vary significantly by country, from 9 hours
in Indonesia to just over 5 hours in Italy.
Smartphones are now the most viewed medium in all countries
except UK, France and Spain (where TV leads) and Hungary,
Poland, Russia, & Slovakia (where laptops lead).
Smartphones and laptops
dominate daytime screen
use, while TV takes center
stage in the evenings.

And our people while on TV they spend their time also across other devices, they tend to spend
more than 90min/day exclusively on their mobile. This emphasizes the fact that screens are not
siloed. Mobile most of the time works as an end destination
smartphones are most likely to be used both
simultaneously with TV, and standalone while
tablets are proportionately most likely to be
used alongside TV
People start seeing
something on TV and
following up with an
activity on a
smartphone.
Smartphones and
laptops operate as
partner devices for
our audience
Source; Millward Brown global search

The fact that things that mobile and digital are in most of the cases the first and last
destination of consumer journey feeds an enormous increase of media consumption
(up 532%)
Mobile video consumption
Source: Ooyala Global Video Index Report, Q1 2014. Study measured the anonymized viewing habits of viewers in 239 countries and territories, and data from Ooyala’s video publishers, which include hundreds
of video publishers, brands and operators. Business Insider Intelligence, “Digital Video Advertising: Aggressive spending and increased ad availability are putting ads on every screen.” May 9, 2014. comScore
VideoMetrix, March 2014.

It becomes obvious that mobile is not about the device but about the
behavior people have with the device
Source; Harvard

CONTENT
What is going on
About mobile?
facts
1.
3.
What others do?
with category and
channels?
category
as a person
4.
How we go
mobile?
2.
Why mobile?
• FMCG examples
• After tap what?
• KPIs
• Mobile Strategy
roadmap
• Asking WHYs?
• Future thinking

Mobile is a main source of big data
Source; Google

Making Mobile first for the brand we can start gathering data, data able to allow us to
understand our people even better, feel them, let us address their needs better and
different
1 2 3
access analyze activate
Select mobile data
Create actionable
insights
Execute strategies

And how we are going to use them?
Source; Google
Having all the right data
gathered from mobile
we can not only be sure
that we make media
allocation even more
efficient but also we
increase reach and
relevance

Combining data
Off line
Core business,
In-store transactional
offline CRM
On line
1st party data; brand data
2nd party data; partners’ data
3rd party data; licensed data brand buys
from expert providers

And then creating value from all these
Mobile gathered data enables to anticipate our consumers’ needs
data
Pushing more relevant content to our
consumers, therefore making stronger
the emotional connection they have we
our products
• We can use promotion and
recommendation algorithms
• Personalized homepages
• Personalized digital advertising
and all these because mobile data allows
us to understand and even more
important to listen what our consumers
need, or are about to want, ask

And what an app’s role is?

We can make media allocation even
more efficient

Making stores more efficient
In-store journey analysis in
order to not only re-organize
store merchandising but also
start connecting the dots
Or use beacons to drive in-store
activation

CONTENT
What is going on
About mobile?
facts
1.
3.
What others do?
with category and
channels?
category
as a person
4.
How we go
mobile?
2.
Why mobile?
• FMCG examples
• KPIs
• Mobile Strategy
roadmap
• Asking WHYs?
• Future thinking

Mobile becomes really important for everybody. So they try to
take the best out of it
“Market share is won and lost in periods of
transition”
– Andy Grove, Intel

Mobile is no longer a nice to have
thing
If your content doesn’t exist on the mobile
screen, it doesn’t exist at all.
Source; google, millward
brown
- Karen McGrane
72% of European smartphone
users access their device for
information while they are in-store

Building a FMCG CRM programme via mobile:
Simple on pack code & on-going relationship by mobile

Finding ways to embrace transparency and make stronger the
emotional connection with the product

And using augmented reality not only to inform but also to establish and the
connection with the consumer even stronger

Or how the offline world can be connected to our online
ecosystem using mobile as the bridge
• BRAND: Knorr (Unilever)
• MARKET: Brazil
• MEDIA: Mobile App, Branded Utility
• OBJECTIVE: To raise engagement and inspire new
cooking ideas.
• SOLUTION: Knorr has created a stylish line of kitchen
accessories such as dishcloths, aprons, fridge
magnets, mitts and bag dispensers distributed for
free in the supermarkets. Not only are they useful
in the kitchen, but also function as a key to mobile app which proposes customized recipes depending on
location, weather, seasonal ingredients, individual preferences. A mechanism that opens the mobile app
involves taking a photo of the print which is recognized as QR code. The underling technology is GPS.
• INSIGHT: Instead of placing QR codes on product packages, Knorr use beautifully designed kitchen items to
activate mobile app. This way Knorr’s accessories will stay outside the cupboards acting as a reminder of the
brand. Knorr goes a step further in recommending personalized and contextual recipes. This way they become
more relevant to the cooks.

Or to use mobile to change
perspective for a product
• BRAND: Hellmann’s (Unilever)
• MARKET: Brazil
• MEDIA: Mobile
• OBJECTIVE: The idea is to change the perception of
mayonnaise as a sandwich filling and present it as a versatile ingredient that brings the best out of food. The campaign is
targeted at new consumers when the are in store doing shopping. An activation at the point of sale is aimed to increase sales
of Hellmann’s.
• SOLUTION: At Pão de Açúcar supermarket consumers push Recipe Carts which use RFID technology to recognize products on
the shelves and then display recipe ideas on LCD screens placed in the front of the trolleys. The built-in map helps to locate
all necessary ingredients in store. Consumers can also browse recipes on screen and share them via email. They all are
variations on mayonnaise usage.
• RESULTS: In the first month 45000 people experienced Recipe Cart and in result sales increased
by 68%. The campaign was commented in media generating PR for the brand.
• INSIGHT: Introducing Recipe Cart was a way to draw consumers’ attention to Hellmann’s while shopping. Not only were they
inspired by the new recipes, but also showed around the shop. In result Hellmann’s sales increased. Relevant content, simple
message, targeting shoppers and intriguing device lay behind the success of this campaign.

At the same time, how mobile can be the
connection in a 360 campaign
• BRAND: Cif (Unilever)
• MARKET: Romania
• MEDIA: Mobile App & Cif Romania Website
supported by: TVC, Outdoor, Instore
• OBJECTIVE: To change attitudes, dramatize a key
product benefit, drive web traffic and raise awareness.
• SOLUTION: The campaign is aimed at mothers whose
concern is they cannot protect their children against
outside dangers. This idea lies at the core of Cif campaign whose mobile app is a pivotal element. Using GPS
technology it enables to report the location of the offensive graffiti where Cif crew arrive later and clean it.
Before & After photos are posted on the app and Cif Romania website so everyone can see the results.
• RESULTS: Three months campaign resulted in 250000 website visits and 385 locations cleaned by Cif crew. The
app was the most popular one in its’ category on the App store. This campaign reached 14 million people and
generated $1,6 million in free media.
• INSIGHT: What characterise this campaign is a creative idea that is easily connoted with the product’s
characteristics. It appeals to reason and emotions . A bespoke mobile app made it really easy for the users to
choose graffiti to be removed.

Mobile can be the vehicle to not only to be used as a tool to access and reach
a younger audience but also to increase awareness
• BRAND: Nivea Sun (Beiersdorf)
• MARKET: Brazil
• MEDIA: Print,Mobile App
• OBJECTIVE: Nivea is a very traditional and
conservative brand. The challenge is to
energize the brand for the new target in order
to renew a consumer base.
• SOLUTION: Nivea has created a paper bracelet
which helps parents watch their kids while
spending time on the beach, for instance. Finding it inside a subscribed copy of Veja Rio
magazine one has to detach it from the press ad and then synchronize with a mobile app (Nivea Protégé). After
setting up the maximum distance where child can go, parents will be alarmed if this limit is exceeded. The
wristband uses Bluetooth technology – it is a Beacon Solution.
• RESULTS: Of the people who were impacted by the project 85% downloaded the Nivea Protégé App.
• INSIGHT: This campaign was aimed at a narrow audience, therefore print ad was used in the first place. In this case
beacon technology was used so parents got a useful tracking device. It highlights the key message that Nivea Sun
was created to protect kids in various ways. But there is a trap – what if a kid wearing the wristband got lost?

But what it becomes really important is to find the best ways to
measure what we are doing on mobile
App utilisation & iPhone default to Safari render cookies irrelevant
Tracking users multiple apps, mobile web, across sessions immensely difficult … before consider non
mobile touchpoints / conversion
Ideally institute attribution modelling to understand contribution from the halo of brand activity &
assets
Essential to deploy a specialist mobile adserver for tracking & visibility reports:

APPS
RESPONSE
MEDIA
And in order to achieve this we need a check list
WEB
What happens when
someone searches for
you on their mobile?
Can they find you?
Mobile SEO orMobile
PPC?
Mobile site? Does the
brand’s website work on
mobile devices? Does it
give a good customer
experience?
Is the brand achieving its
share of voice in mobile
media?
Are brands with retail
locations using Local
aspects to mobile search?
SOCIAL
What happens when
someone visits your
brand pages in social
media?
Have you checked that
your content works on
Mobile within Facebook?
Do they click through
to a mobile site?
Do you need a campaign
specific microsite?
What happens if
someone searches for
you in the app store?
Are other apps
referencing your brand?
Do you have your own
app? Is it current, does it
need updating?
Are you promoting
the app?
Can mobile users
respond to your ATL
ads?
Are you using SMS
response?
Is your brand or audience
right for QR or Image
Recognition/Audio
recognition?
Does the media lead
directly to lead gen or a
branded experience?
Are you using mobile
display/PPC?
Are you driving users
to the channel through
direct operator channels?

CONTENT
What is going on
About mobile?
facts
1.
3.
What others do?
with category and
channels?
category
as a person
4.
How we go
mobile?
2.
Why mobile?
• FMCG examples
• KPIs
• Mobile Strategy
roadmap
• Future thinking

What brands shall do
BE CONSISTENT
BE CONSIDERED
BE CONNECTED
BE CONCISE

At the same time, four Strategic fronts
opened by mobile
1) Sales Activation
Smartphones are driving footstep to resellers via geo-location
2) Merchandizing
Mobile is deeply influencing consumers’ behavior while in store
3) Media Fertilization
Mobile bridges offline and online and boosts offline media business impact
4) CRM & Data
Mobile is enabling brands to start 1to1 conversations with consumers
=> Requires to start formulating a strategy and carrying targets on each front

Sales activation and in-store Strategy
Mondelez priotitizing hyper local engagement over branding those days...
- Mondelez working hard to revitalize its gum category
- Pilot ran in California and Illinois in 2013 with Waze
- Mobile Coupons to be redeemed at partner retailers
- Rich media takeover displayed to all consumers that stop
for 3 secs or more within 6 miles of retailer
- Successful initial results, will be scaled more broadly soon

Sales activation and in-store Strategy
Campaign targeted
young men in London
10% clicked to get the
voucher
90% used the map to
navigate to the retailer

Offline media fertilization strategy
Relies on both custom mobile asset
development (app) and offline
advertising creatrive adjustment
Digital advertising is a key pillar but
asset strategy is key for
merchansizing, media fertilization
and CRM !

Embrace a mobile creative strategy for all ads
Rich Display
Video:
Search
GPS Nav.

Focus on Rich Mobile Display - Creative Inspiration
Leverage the Unique Features of Mobile and Tablet to Create Deeper Connections with
your Consumers
has a voice and
can speak
speaker
is location- enabled
and knows where you
are
GPS
has ears and
can listen
microphone
has eyes and
can see
camera
has skin
and can feel
touch screen

Experiment with Endless Creative Possibilities:
Imagination is the Only Limit!
Customized HTML5 ads are the perfect format for an exclusive, engaging and
best in class brand experience
Offer users
choice in the way
they engage with
your brand using
multiple touch
points
Serve as an
interstitial ad or
with a
click banner

Mobile Native Creative Best Practices For Display
a. Sublimating / turbocharging offline experience
b. Bridging the gap between the physical and digital world
c. Gamifiying to create brand affinity / loyalty
d. Making emotional connections

Sublimating the Offline Media Experience
By turbocharging the standard offline (print or TV) creative copy
A Lexus ad in the Oct. 15 Sports Illustrated suddenly became animated when placing the ad over an iPad that has
the Web pageLexus.com/stunning loaded.

Bridging the Gap Between Physical and Digital World
Working with HTML5 and Google Street View Allowed BMW to Excite Users with a Real
Life Driving Experience
Ad allows users to:
Pick
their
car
Pick
their
car
On average, users
spent over 2 mins
engaging with
the ad
Select their
destination
Discover
the car’s
features

Betting on Gamification to Generate Affinity / Loyalty
Oreo managed to make an addictive mobile game leveraging its product
characteristics => Great mobile display campaign opportunity

Making Emotional Connections
Burberry is leveraging all device components to drive
people proximity and incredible brand affinity

And what is to come in the coming
months?

Mobile Advertising Best Practices for
Consumer Packaged Goods Brands
Use specials and promotions. Specials and
promotions within mobile search and banner
advertising can
be used to sell perishable inventory such as
consumer products with time-relevant
packaging.
Also, ensure to
change promotions regularly. The same
coupon every week is going to get boring.
Aim for long-term
communication plans when
doing on-package promotions.
Consumers may keep product
package for a long-time

Drive consumers to retail partners’ locations.
Mobile coupons, sample redemption and apps
with
store locators help drive consumers to retailers
that sell your product. Your customers should
have a seamless
experience with your brand. It is important to
ensure that everyone in the delivery chain is
aware of and
supports your program, especially with
programs that encourage retail point-of-sale
redemption as in
the case of coupons and sample redemptions.
Invest in commerce enabled mobile
web presence. Mobile advertising can
be used to drive consumers to mobile
commerce-enabled sites, which will
help them develop a direct
connection with
their customers. Landing pages are
increasingly mobile commerce-enabled,
allowing for a transaction
right on the spot

Think past the click. Once consumers
respond to your advertisement, what
next? Will they receive
a message, be taken to a mobile
website, or invited to download an
application? Consider the complete
360-degree experience and make sure
the total experience is consistent and on
point with campaign
objectives and message.
Track, measure and analyze. Mobile advertising is
extremely measurable. Be sure to continuously track,
measure and analyze the results of a program and make
adjustments as necessary throughout the life of your
mobile advertising campaign. Do this and you will see
improved results. Additionally, using the wrong analytics
tools and assuming that PC analytics would work on
mobile causes CPG companies to miss key and vital
information about their customers. Mobile traffic is
often either over-counted or undercounted or, in the
case
of WiFi traffic, completely missed, leading to wasted
marketing investment

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