Building an Appetite for Energy A hypothetical pitch for energy drink brands in Australia By Hannah Donovan, Digital Strategist [email protected] @hannah_donovan
Nov 11, 2014
Building an Appetite for Energy
A hypothetical pitch for energy drink brands in Australia
By Hannah Donovan, Digital Strategist [email protected]
@hannah_donovan
A Strategic Approach
• Collaborative and fluid (with the creative team and with you the client)
• Flexible - focused on generating an effective outcome rather than the process itself
• We dive deep, work quickly and refine
Strategic Framework
Understand Invent Architect Create
Information hunt:Brand
BusinessCategory
ConsumerCulture
Identify challenges,
opportunities & goals
Develop insights, platforms, territories
Filter & pressure check
Define strategic approach
Create idea framework
Creative & content solutions
Agency ModelStrategists & Creatives
Producers & Content creators
Technologists
Everyone in our agency is required to have a point of view on every brief. We all participate in the strategy process.
The Big Three in Australia
The Situation
The energy drinks market has seen exponentialgrowth in the last 7 years with 400% sales
growth since 2003 (www.preparedfoods.com, Aug 2010)
BUT
7 out of 10 people are not interested in the energy drink category (Mintel, Aug 2010)
Problem Areas
The pool of youth is diminishing due to anageing population
Increasing health concerns associated with excessive consumption and alcoholic combinations
Increased competition from brands playing in the same space (youth, music, sport)
Big Opportunity
To appeal to a older audience & create a new more health conscious terrain
(or in marketing chat - increase penetration beyond the youth core)
The Energy Terrain
PHYSICAL
Enhanced performance &
reactions
MENTAL
Improved alertness, clarity & wellbeing
The Big Three play in both Physical & Mental energy terrain. Currently no one owns a clear space.
Consumption Motivators
71% of energy drink users consume them for an energy boost
57% drink them to stay awake
60% drink them to stay alert
Out take: mental exhaustion is rife but no one owns the ‘mental’ energy terrain in a purest way
Audience Expansion
Where can we find a new audience that isn’t declining, an audience that suffers from mental tiredness and
requires ongoing energy support for mental stimulation.
We need people searching for alertness, clarity and calm…
Working Mums
Today’s mums are busier than ever “We have crammed lives. We work full time, out kids are busier than ever and we’re always on the go” (Author & Parenting Expert
Stacy DeBroff)
Depleted Mother Syndrome
Women in developed countries are working
more than ever before as they ‘juggle’ paid jobs
with domestic work and child rearing
In Australia 52% of married mothers
with children under 5 are in
paid employment
Official time data reports that mums with kids under 15 provide around 2 ½
a day extra work compared to fathers
In Australia, women report higher frequency of work life conflict than
men. 46% of women reported constant
conflict
Working mums are 2 ½ times more likely to
suffer from interrupted sleep
than working dads
What mums say…
“Parenting is the hardest job you’ll ever have”
“I’m totally burned out”
“I don’t mean a little tired, I’m completely exhausted”
“I have no time for me, I’m a wreck”
Side effects of depleted mothers syndrome:- Mental exhaustion- No “me time”
New bulls eye target
Mums missing in action
Working mums aged 25 to 40Have already weaned their kids
Part of a tag team couple of dual incomeSuffer pronounced work-family conflict
The Insight
Mums need Zenergy
A wellbeing energy drink to maintain mental harmony & togetherness. Re-charge the true you.
Product Innovation
A new energy drink positioned as a wellbeingsupplement
This is not about an occasion based stimulantboost, it’s an ongoing source of mental energyfor mums
A caffeine based energy drink with added vitamins
Gaining Share of Stomach(a cultural context)
Australia is a nation of coffee drinkers. Growth in the Australian coffeeSector is forecast to hit $800 million in 2013 (www.smh.com.au)
A survey by the national sleep foundation found that more than 65%of mums consume coffee ‘to get them through the day’
Mums are already seeking caffeine support so a caffeinated energydrink with added vitamins will not trigger health concerns. And aconvenient RTD format will fit with mums ‘on the go’ lifestyle
How do we drive consideration?
Through mum influencers online
Women with children trust women with children – other mums become the most valuable source of information when making
purchase decisions (iabaustralia.com)
Mums have very limited “me time” which greatly impacts their media consumption habits.
A survey by www.kleenexmums.com.au shows that 54% of mums spend their “me time” online
The rise of the digital mumdot.mum is the new mainstream
A survey by CafeMom reported that mums spend an average of 18.5hours per week online
65% of mums interact with social network (Digital mom)
46% read blogs & 24% write blogs (Kleenex Mums Survey)
Mums set to overtake teenage boys as the new gamers. 46% ofAustralia’s gamers are now women with the average age over 3(AdNews)
Mums - Digital Channel Usage
(Digital Moms)
Mums - Digital Consumption trends
(Kleenex Mums Survey)
Mums going online at similar times regardless of whether they’re working or not.
Out take: This provides us with a vast array of opportunities to engage with and add value to
mums when they are seeking some “Me Time” online
Communications StrategyEnhance mums “me time” experience online by delivering relevant and
engaging content
An experiential campaign in the digital world
Drive awareness through content collaboration e.g. sponsored and exclusive digital content, video, editorial, content
Drive trial through sampling e.g. ‘like to get’ on Facebook. Every mum gets a voucher to redeem a free sample in store
Drive WOM and advocacy by collaborating with the influential core of mum bloggers e.g. Mia Freedman, Chantelle Ellam
Digital Comms ApproachAction Benefit
Listen Understand – identify common ground, understand what content is valuable to mums, identify content gaps
Contribute Support – be generous, build history, earn credibility & trust with the mum community
Collaborate Fulfill needs – support existing mum bloggers, create content through collaboration with the influential core to generate WOM and PR
Integrate Engage – build deeper relationships through ongoing dialogue & collaboration
Execution Starters
Zenergy
Ready. Set.
24 hour days
Ever ReadyMileage for mums
The art of ‘can’
The 2nd Shift