Lyn Ding
Nicholas Choi
Girish Ganapathy
Nelson Luo
CASE
COMPETITION
Executive Summary
Executive Summary Analysis Strategy Implementation Impacts Appendix
Challenge
Impacts
Strategy
Potential
Design a marketing strategy that targets emotional connection with consumers
Providing a 3 part above-the-line advertisement campaign through:
- Leveraging consumer psychology to provoke emotional responses and attachment
Potential value in leveraging human emotional motivators to generate emotionally-led sales
55% are more likely to buy the product in future, 44% will share the story, and 15% will buy the product immediately.
WPP Overview
Executive Summary Analysis Strategy Implementation Impacts Appendix
THE CREATIVE TRANSFORMATIVE COMPANY
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WPP is perfectly positioned to lead the market by utilising both innovation and creativity alongside technology and data, transforming one client at a time.
Scaled global partnerships with 25 leading technology companies
Deep specialisation in technical capabilities in advertising and marketing technology
Launched its company Choreograph in April 2021, which transforms data analysis to design innovative ways to future-proof our clients’ approach to data
Building better futures for our people, planet, clients and communities through the power of creativity
Significant strengths in technology
and data
WPP companies operate in 112 countries, providing unrivalled global reach and scale
A LEADING MARKETING COMPANY IN DATA AND TECHNOLOGY
Analysis of Existing Strategies
Executive Summary Analysis Strategy Implementation Impacts Appendix
UTILISING TECHNOLOGY CREATIVELY
SATISFYING EACH UNIQUE CLIENT
LEAVING A LASTING IMPACT ON AUDIENCES
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Current campaigns only provide a momentary connection with audiences
Relevant to a confined demographic
Difficulty in creating meaningful emotional connections through campaigns
WPP must create a marketing strategy that is able to establish a lasting emotional connection with audiences.
Launched The Metaverse Foundry, a global team of over 700 creatives, producers, visual artists and technologists.
Choreograph, delivers an end-to-end data enablement solution that addresses a client’s most critical data-driven marketing challenges
Psychology within the Human Condition
Executive Summary Analysis Strategy Implementation Impacts Appendix
Emotional motivators fundamentally drive an individual's life choices
Tapping into individual's fundamental motivations and specifically fulfilling their deep emotional needs
"I'm hungry"
"I need a roof to live under"
"I value friends and family"
"I want to be highly respected and self-confident"
"I want to be happy"
Maslow's Hierarchy of Needs
Targeting consumer's emotional needs, a means of creating an emotional connection with consumers will inherently align with an individual customer's values
Consumer emotional trends in recent times
Executive Summary Analysis Strategy Implementation Impacts Appendix
LONELINESS
EXHAUSTION
COVID-19 pandemic triggers 25% increase in prevalence of anxiety and depression worldwide
STRESS
FEAR
Associated Emotions
COVID-19 Consequences
Fatigue
Social isolation
Constraints on the ability to work
Increasing health risks
Gap In The Market
Executive Summary Analysis Strategy Implementation Impacts Appendix
80% of consumer want their brands to tell a story
Wanted our advertisement to have a story that links to key universal experience and align with human emotional motivators
We want to focus on promoting mental positivity and emotions surrounding mental health
Kit Kat's Slogan promotes mental relief from consuming their product.
In collaboration with 'R U OK' it boosted weekly sales by 10% over a 6 - month average
EVIDENCE
Gap In WPP's Market
Our Strategy
Executive Summary Analysis Strategy Implementation Impacts Appendix
Part 1
Introduce a main character struggling with a common adversity
Main Emotion: Fear and Loneliness
Implement a 3-part Advertisement that appeals to consumer emotions by
centering the plot around a universal human experience (e.g. humanity cyclical nature), in particular promoting positive mental health.
Part 2
Part 3
Delve into the character's struggle but highlight how our product makes them mentally positive
Pans to the future where he still utilises the products and is now very successful
Main Emotion: Determination
Main Emotion: Resilience
Purpose of evoking emotions rooted within mental health
Executive Summary Analysis Strategy Implementation Impacts Appendix
x2
22% of consumers are emotionally connected
Constitute for 37% of Revenue
Spend Twice as Much
Total Consumer Base
Total Revenue
Spending
Plan Overview
Executive Summary Analysis Strategy Implementation Impacts Appendix
Suite of 30 second emotionally reaping digital commercials
Implementation process
Executive Summary Analysis Strategy Implementation Impacts Appendix
| 2022 | 2023 | 2024 | 2025 | 2026 |
Market Research | | | | | |
Preparation & Script Breakdown | | | | | |
Shooting of Advertisement | | | | | |
Commercial Testing | | | | | |
Release of Commercial #1 | | | | | |
Release of Commercial #2 | | | | | |
Release of Commercial #3 | | | | | |
Feedback and New Adjustments | | | | | |
Budgeting Strategy
Executive Summary Analysis Strategy Implementation Impacts Appendix
Cost Of Producing Commercial
Cost of Airing the Commercial
Total Costs
Channel | Time | Cost |
Channel 9 | 6pm – 7pm | $25,000 |
Channel 9 | 7pm – 8pm | $12,300 |
Channel 7 | 6pm – 7pm | $37,800 |
Channel 7 | 7pm – 8pm | $14,700 |
SBS | 6pm – 7pm | $4,680 |
SBS | 7pm – 8pm | $2,340 |
| | $22,450 avg |
Cost of airing 30 second Commercial
88% of Australians watch TV during the time periods of 6-8pm during the Cheapest and Highest Primetime Slots
Channel of Costs | Costs per Day | Total Cost |
Production Labour | $3200 per day | $76,800 |
Editing | $175 per day | $4,200 |
Production Equipment | $4000 per day | $96,000 |
Cast | $700 per day | $16,800 |
Studio Rendering | $1475 per day | $35,400 |
Production Management | $2300 per day | $55,200 |
| TOTAL: | $284,400 |
24 days on average required to produce the commercial
Total of $853,200 required for our 3-part commercial
Production Costs
Production Costs
Airing Costs
Miscellaneous Costs
$1,566,700
Creating emotional connection and empathy with consumers
Executive Summary Analysis Strategy Implementation Impacts Appendix
Customers become emotionally connected to both the product and the marketing strategy itself
Consumption of Media
Progression of Life
Allows audience to reflect on the emotional connection individuals have on the product (connection to media and mobile devices)
Drawing on the aspects of loneliness and the retrenchment of deep relationships as one's life and career develops
Mental Health
Provoking emotional empathy by presenting mental health issues that are present in our current society and the effect it has on individuals
Risks and Mitigation
Executive Summary Analysis Strategy Implementation Impacts Appendix
Impact
Likelihood
Low Risk
High Risk
Negative Feedback
Commercials receive negative feedback in the response to gaining emotional connection
Lack of Outreach
Declining audience base of TV but increasing social media – too many ads on social media
Product Branding Strategy
The chosen branding strategy is incorrect and is not effective in achieving emotional connection
Negative Feedback
Lack of Outreach
Product Branding Strategy
Distribution Delays
Lack of Audience Interest
Risk Mitigation
Risk Mitigation
Risk Mitigation
Negative Feedback
Conduct market research on the specific areas of high attention rates
Lack of Outreach
Work in collaboration with google data to air the commercial to targeted audience
Product Branding Strategy
Conduct market research and surveys to understand target market strategy
Further potential benefits of creating emotional connections
Executive Summary Analysis Strategy Implementation Impacts Appendix
31% of ads with "emotional pull" succeeded in creating a new lead
IF PEOPLE LIKE A BRAND STORY, THEY ARE:
More likely to buy the product in the future
Will share the story
Will buy the product immediately
55%
44%
15%
Appendices
Executive Summary Analysis Strategy Implementation Impacts Appendix
Appendix 1 – Maslow's Hierarchy of Needs – Page 18
Appendix 2 – Human Emotional Motivators and Customer Value - Page 19
Appendix 3 – Why Emotions Matter to Consumers - Page 20
Appendix 6 – Case Study: Snapchat's ad creating negative emotional connections - Page 23
Appendix 4 – Budgeting Strategy Analysis - Page 21
Appendix 5 – Case Study: KitKat's R U OK Partnership Success- Page 22
Appendix 7 – Statistics For Our Strategy - Page 24 - 26
Maslow's Hierarchy of Needs - 'A Theory of Human Motivation'
Executive Summary Analysis Strategy Implementation Impacts Appendix
Maslow's hierarchy of needs explains the inherent psychology of human motivation.
Basic needs
Psychological needs
Self-fulfilment needs
Human Emotional Motivators and Customer Retention
Executive Summary Analysis Strategy Implementation Impacts Appendix
Why emotions matter to customers
Executive Summary Analysis Strategy Implementation Impacts Appendix
Source: bkconnection
Budgeting Strategy Analysis
Executive Summary Analysis Strategy Implementation Impacts Appendix
Source: savvysme
Link: https://www.savvysme.com.au/question/9-how-much-does-tv-advertising-cost
Case Study: KitKat's R U OK Partnership Success
Executive Summary Analysis Strategy Implementation Impacts Appendix
Source: News Article Bandt
Resulted in a 10% increase of weekly sales over 6 months
Case Study: Snapchat's ad creating negative emotional connections
Executive Summary Analysis Strategy Implementation Impacts Appendix
Key takeaways:
DESPITE Snapchat provoking and creating an emotional connection with consumers, it was alternatively created in negative light, which may hinder business objectives and branding
Statistic for our Strategy
Executive Summary Analysis Strategy Implementation Impacts Appendix
Source: Thedrum
Link: https://www.thedrum.com/news/2015/06/22/infographic-80-people-want-brands-tell-stories
Statistic for our Strategy
Executive Summary Analysis Strategy Implementation Impacts Appendix
Statistic for our Strategy
Executive Summary Analysis Strategy Implementation Impacts Appendix
Source: University of Southern California