Niels Schillewaert, PhD I Holly Rozelle TURNING SHOPPER INSIGHTS INTO COMPANY-WIDE MEMES
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Niels Schillewaert, PhD I Holly Rozelle
TURNING SHOPPER INSIGHTS INTO
COMPANY-WIDE MEMES
Shopper
CONSULTING
BOARD
SHARING
H&W moments
SHARING
how they prepare FOR
GROCERY SHOPPING
GOING OUT
ON shopper missions
Internalize THE DATA
CONFINED PERSPECTIVE HOLISTIC OUTLOOK
CONSUMERS BEING LED HUMANS LEADING
INTERACTIVE TOOLSONE-WAY PRESENTATION
People are only a ‘shopper’ or a ‘consumer’ for a couple of hours a day, the rest of the time they’re just human.
1399Pictures
78Co-created
ideas
14Insight
platforms
3465Conversations
BRAND INSIGHTSSHOPPER INSIGHTS
So here we were …
FROM INSIGHTS TO memes
Meme |’mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture
#YOLITTLEONESParents face a challenge of constantly not giving in when their young children join
them for grocery shopping. When kids show good behavior in the store, parents often
want to give them a treat. These young kids are often attracted by the colorful
packaging of unhealthy snacks. How to provide opportunities for yogurt to become a
favorite to kids and be liked as a healthy option to parents while shopping.
WIDESPREAD
UNDERSTANDINGREPLICATION AUGMENTATION DIFFUSION
MARKETING INSIGHTS
INTERNALIZE
#experience
THE ORGANISATION
FROM TEAMS TO
#reach
TO HABIT CREATION
FROM HABITS
#structural
THE DANNON STUDIO
INTRODUCING
INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
MARKETING OF
INSIGHTS
“THROUGH”
RATHER THAN “TO”
PROFESSIONALS
#MEMEFICATION
#YOMOMENTS
#YOLITTLEONES
#YODOODLE
#YOKITCHEN
#YONOVATION
#YOSHOP
"It was really interesting to see
all the recipes people use
yogurt for. For example, the
pasta recipe really caught my
attention and I was surprised
people would use yogurt in
pasta. It was also eye-opening
to me to see people using
yogurt in savory recipes as I
thought consumers only
consumed yogurt as a sweet
treat."
FUN AND
INTRIGUING
FOR NON-CMI
AUDIENCES
THE impactFOR DANNON
“The Studio is visually
appealing. .... as life is quite
busy, we unfortunately don't
take the time to socialize and
share this type of information in
person or online.”
ENHANCED
PEOPLE
CENTRICITY
THROUGH
PERSONAL
STORIES
THE impactFOR DANNON
THE impactFOR DANNON
BUT PEOPLE
DO NEED
“A CALL FOR
ACTION”
REACH
THE stats
ENGAGEMENT
33% • 83 REACHED IN 4 WEEKS
38% • MORE INTENSE STUDIO VISITS • MORE MOBILE
REPEAT USERS GET ENGAGED
AND EMBED STUDIO IN DAILY HABITS
Studio Usage to Create CONSUMER CLOSENESS
+30%
CONSUMER
FEELING
CONSUMER
CONTACT
STUDIO
USAGE
+230%
YOUR WORSE ENEMY IS ad hoc
INCREASE Return on insight
INCREASE Return on insight
Internalize
to manage
1 long report >
small audience •
small snippets >
large audience
longitudinal •
habitual • marketing
research
Measure
Reverse
THANK YOU!
Niels Schillewaert, PhD I Holly Rozelle
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