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    Advertising and Audience Marketing

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    peregrinum
    The document discusses how to use audience-centric advertising and marketing to grow brand love, particularly among Gen Z and females. It recommends: 1) Driving brand love with Gen Z through smart reach and continual cartoon content to build trust; 2) Reflecting Gen Z's varied interests through audience targeting and content; 3) Creating relevant, playful creative tailored to different audiences through dynamic and data-driven techniques. The strategies aim to maximize brand recognition and advertising effectiveness.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Advertising and Audience Marketing

    Uploaded by

    peregrinum
    56 views7 pages
    The document discusses how to use audience-centric advertising and marketing to grow brand love, particularly among Gen Z and females. It recommends: 1) Driving brand love with Gen Z through smart reach and continual cartoon content to build trust; 2) Reflecting Gen Z's varied interests through audience targeting and content; 3) Creating relevant, playful creative tailored to different audiences through dynamic and data-driven techniques. The strategies aim to maximize brand recognition and advertising effectiveness.

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    DOC-43391

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    The document discusses how to use audience-centric advertising and marketing to grow brand love, particularly among Gen Z and females. It recommends: 1) Driving brand love with Gen Z through smart reach and continual cartoon content to build trust; 2) Reflecting Gen Z's varied interests through audience targeting and content; 3) Creating relevant, playful creative tailored to different audiences through dynamic and data-driven techniques. The strategies aim to maximize brand recognition and advertising effectiveness.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    56 views7 pages

    Advertising and Audience Marketing

    Uploaded by

    peregrinum
    The document discusses how to use audience-centric advertising and marketing to grow brand love, particularly among Gen Z and females. It recommends: 1) Driving brand love with Gen Z through smart reach and continual cartoon content to build trust; 2) Reflecting Gen Z's varied interests through audience targeting and content; 3) Creating relevant, playful creative tailored to different audiences through dynamic and data-driven techniques. The strategies aim to maximize brand recognition and advertising effectiveness.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 7

    ADVERTISING AND AUDIENCE

    MARKETING

    HOW�ADVERTISING�AND�AUDIENCE
    MARKETING�WILL�CONTRIBUTE�TO
    GROW�BRAND�LOVE�AND�CAN�LOVE
    PARTICULARLY�AMONG�GEN�Z�AND
    FEMALES
     
    1. Drive Brand Love with smart reach & Cartoon continuity to build trust with Gen Z
       �2. �Reflect�the�multi-faceted�interests�of�Gen�Z�with�an�audience-centric�approach
       �3. �Drive�relevance�and�attention�with�audience-centric�creative�and�targeting�&�show
    playfulness
     
     
    STRATEGIC�PILLARS�OF�ADVERTISING

    #1 Drive Brand Love with smart reach &


    Cartoon continuity to build trust with Gen Z
    • Drive�Brand�Love�with�smartly�reaching�as�many�Gen�Z�as�effectively
    as�possible.
    • Reach is still king. Don't sacrifice reach for engagement.
    • Maintaining monthly reach across the year ensures we are consistently speaking to both our
    18-34 and Gen Z audiences

    MEDIA STRATEGY 2018

    1
    ADVERTISING AND AUDIENCE MARKETING

    • TV�has�still�highest�sales�effectiveness
    • TV needs to be strengthened as reach driver, alongside WebTV. Paid Social is
    highly effective and should be further strengthened. OOH and Search should be
    reduced/limited to event awareness local needs and ticket selling call for action.

    • Always-on�Continuity�throughout�the�year�with�Cartoon�incl.
    contextual�and�Occasions
    • Take�a�look�at�new�Cartoons�under�development�Sneak preview

    CARTOON OCCASIONS MEDIA STRATEGY

    2
    ADVERTISING AND AUDIENCE MARKETING

    • Maximize�benefit�of�high�Cartoon�love�and�recognizability
    • Stay�True,�Playful
    • Recognizability is key especially given low-attention spans on mobile

     
    • Maximize�benefit�of�high�advertising�effectiveness�of�Cartoon
    • Cartoon has a much larger effect on Sales and significant higher Ad Stock vs Flankers

    3
    ADVERTISING AND AUDIENCE MARKETING

    #2 Reflect the multi-faceted interests of Gen Z


    with an audience-centric approach
    • Drive�Brand�Love�with�Gen�Z�and�Females�by�reaching�the�right
    audience�with�smart�Audience�Targeting�via�Paid,�Earned�and�Owned.
    • Audience-centric�planning�and�buying�allows�you�to�take a single user through a journey
    to ensure you successfully achieve the objectives of:
    1. Drive new reach
    2. Help new consumers explore the Full World of Red Bull
    3. Retain the consumer by building brand loyalty

    More in�the�PROGRAMMATIC SPACE on how audience-centric targeting strategy fits into


    our Media Strategy and how to activate
     

     
    • Reflect�the�multi-faceted�interests�of�Gen�Z�with�Audience�Marketing�Plans
    • Multiple Audiences will be targeted with one Advertising Plan, and they will overlap. Check-out the
    insights and consider which are most relevant for your market. Audience Insights
    • HQ Advertising will also activate selective audiences with Global Campaign Buys for exploration
    and learning
    • For further on audience engagement through content, see RED BULL MEDIA NETWORK

    RED BULL MEDIA NETWORK AUDIENCE MARKETING

    4
    ADVERTISING AND AUDIENCE MARKETING

    • Visualize�all�Audiences�and�Paid�Budgets�in�RAMP
    • For each campaign/flight, consider which Audience you plan to target it against and create
    manually Plan flowcharts by "Audience" and attach to your RAMP submission. Of note, we will
    automate this for RAMP NG, where you will input at creation of each campaign/flight which
    audiences you target.

    • • Full�visibility�of�All�Paid�Budgets�in�RAMP�will�enable�central�success�management
    in�the�new�PESO Dashboard,�which�will�include�all�Planned,�Actuals�and�Success
    metrics�across�Paid,�Earned,�Owned�and�Shared.
    • As�of�SRE�2017/BP�2018,�Digital Activation Budgets will be managed by Brand, who
    will closely collaborate with Digital Managers who continue to run the tactical boosting for best
    content performance.

    5
    ADVERTISING AND AUDIENCE MARKETING

    • Benefits�of�seamless�collaboration�between�Brand�and�Digital�Managers�in
    executing�paid�content�activation�and�the�steps�on�how�to�shift�budget�are�found
    here�Digital Activation Budget Shift.

    #3 Drive relevance and attention with


    audience-centric creative and targeting &
    show playfulness
    • Authentic�messaging�for�different�audiences
    • Stay True to yourself and adapt stories for different audiences from the Full World
    of Red Bull.
    • You can differentiate your creative either by Audience (as below) or by data triggers such as
    location, weather, device type, sport results etc..

    DYNAMIC & DATA DRIVEN CREATIVE

    • Show�females�in�more�relevant�ways�and�improve�male/female�split
    in�our�messaging
    • Women, Diversity

    6
    ADVERTISING AND AUDIENCE MARKETING

    • Always-on�Product�Communication�&�Activation
    • Playful, Local Pride

     
     

    FULL�AUDIENCE-CENTRIC�ADVERTISING�AND�AUDIENCE�MARKETING�PLAN

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