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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
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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
5 years of cool research
• The visceral brain
• The limbic system & amygdale
• The neo-cortex & frontal lobes
• Interplay, feedback & identity construction
It’s the brain, stupid
• Pleasures: the 5 senses
• Gratifications: challenge & personal
experiences
If it makes you happy
Happiness leads to loyalty
SOTongue is the new SOV Youth had a conversation in the past 4 weeks about...
Filter = Only female
Face value
• TOP 3 most mentioned = all advertised
• 3 of TOP 5 most talked about brands =
the coolest in their category !
The most mentioned brands
Mo ba nin
N = 1294 / Filter = If had at least 1 conversation
1. Chocolates
2. Beauty care
3. Salty snacks
Most + (65%)
1. Mobile operators
2. Energy drinks
3. Banks
Most – (25%)
Yes, they CAN !
Change, we can believe in Was there an impact on ME or on OTHERS during the conversation?
The Cool BRAIN award ...
What is the main
driver to start a
brand conversation?
How to set tongues wagging? The cause of my brand conversation was…
Youth Activation Matrix
The proof of the pudding...
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
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
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
Share of Tongue King of Snow
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
King of snow
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
THE HYPES OF 2010… The HYPES of 2010…
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...
The Head Guard Model
COOL - CONVERSATION - CONVERSION