05 ogilvy magical insights, where social meets planning

AND
NOW…. 

FORMALISING INSIGHTS A
LITTLE BIT WITH THE
THE 6-PACK TEMPLATE


THE TEMPLATE:
6-Pack Of Insights
“6 Insights
To Give A
Brand
Muscle”

Your
 Consumer;
 What’s
 Interes2ng?
 
 

How
 Do
 They
 Engage
 With
 The
 Category?
 

 

 

 

 

 
The
 Content
 They
 Like;
 What’s
 Interes2ng?
 

 

 

 

 

WHAT
Does The Brand
Want To DO
And To 
WHO?

What does the
consumer think of us
now?

CLENT

Their
 Conversa2ons;
 What’s
 Interes2ng?
 
 

Their
 Technology;
 What’s
 Interes2ng?
 

 

 

 

 

 
Who

 Are
 They
 Influenced
 By?
 
 

 

 

 

 

 


THE TEMPLATE:
6-Pack Of Insights
“6 Insights
To Give A
Brand
Muscle”

Your
 Consumer;
 What’s
 Interes2ng?
 

What
 are
 their
 aEtudes
 compared
 to
 the
 
regular
 popula2on?
 (GWI)7
 
Where
 do
 they
 go
 online?
 Why?
 (GWI)
 

 
 
How
 Do
 They
 Engage
 With
 The
 Category?

 
What
 is
 their
 aEtude
 to
 your
 category?
 Why?
 
(Social
 Listening)
 
What
 do
 they
 search
 for?
 Why?
 (Google)
 
What
 don’t
 they
 search
 for?
 Why?
 (Google)
 

 
The
 Content
 They
 Like;
 What’s
 Interes2ng?
 
What
 kind
 of
 content
 do
 they
 say
 they
 want
 
from
 brands?
 (GWI)
 Is
 this
 true?
 (S.
 Listening)
 
What
 are
 the

 top
 examples
 of
 content
 they
 have
 
watched
 in
 the
 last
 3
 months?
 

WHAT
Does The Brand
Want To DO
And To 
WHO?

What does the
consumer think of us
now?
we’re too expensive
we’re not cool enough
we’re not mainstream
we’re single-function
we’re not expert enough
we’re not effective

we don’t stand out
we seem out-dated

CLENT

Their
 Conversa2ons;
 What’s
 Interes2ng?
 
What
 the
 top
 conversa2on
 keywords
 connected
 
to
 the
 brand?
 Why?
 (Social
 Listening)
 
How
 are
 those
 conversa2on
 keywords
 different

 
from
 the
 compe2tor
 brands?
 Why?
 

 
 
Their
 Technology;
 What’s
 Interes2ng?
 
What
 are
 the
 top
 plaQorms
 they
 use?
 (GWI)
 
How
 do
 they
 currently
 use
 Mobile

 Messaging
 
Apps?
 How
 is
 it
 different
 from
 other
 users?
 
What’s
 their
 video
 consump2on
 behaviour?
 
 

 
Who
 Are
 They
 Influenced
 By?
 
What
 blogs?
 What
 influencers?

 (GWI)
 
 
What
 cura2on
 portals
 do
 they
 use?
 Why
 do
 you
 
think
 they
 use
 them
 and
 not
 others?
 
 
Do
 they
 use
 branded
 portals
 and
 if
 so,

 what
 for?
 

 


6-Pack Of Insights
“6 Insights
To Give A
Brand
Muscle”

Enable young and 
first-time mobile buyers 
to participate in mobile 
culture with new 
affordable Moto E

What does the
consumer think of us
now?
-We’re linked to (parent
company) Lenovo
-We’re high-end only
-We’re not Apple or Samsung
-We’re for businessmen

MOTOROLA
Moto E

The product:

2nd Gen

129.9 mm 66.8 mm
Curve: 5.2 - 12.3 mm
Weight: 145 grams
Suitable for single hand operation
With comfortable touch

Android™ 5.0, Lollipop
Water-resistant coating
Colorful bands
5MP rear+0.3MP front camera
Twist wrist for quick capture


Lots of Data to back up their analysis

6


They identified their typical Moto e customer… but they moved
beyond that for the insights…

Cheng is our typical customer.

•  He’s aged between 18-29

•  He lives in a 3rd, 4th or 5th tier city.
•  He’s a white collar worker.
•  He spends his money on computer
hardware, car accessories, and
household products.
•  He shares games, travel photos and
‘cutesy’ photos on Weibo.

7


6-Pack Of Insights
“6 Insights
To Give A
Brand
Muscle”

Your
 Consumer;
 What’s
 Interes2ng?
 
Young, male, white collar workers buy phones at this
price. They also buy cars, home & child accessories –
they are starting families! They purchase budget
phones to balance cost of raising family. We
should target channels, products and services
popular with young families
 
How

 Do
 They
 Engage
 With
 The
 Category?
 
Most competitor phones are domestic brands, and
receive much criticism on social media for their
inferiority to foreigners like Apple and Samsung brands that Motorola is put in the same bracket with as
it’s also foreign. Is Moto E the foreign-quality phone
at a domestic price they’ve been looking for? How
can we present it as such?


 

The
 Content
 They
 Like;
 What’s
 Interes2ng?
 
Most affordable phone users aren't spending much
online monthly. Instead they social network, game and
stream content. (They spend money on gaming
software/hardware and HD streaming boxes.) Let’s
present Moto E as a phone that can do all that and
create campaigns based on such topics.

 

Enable young and 
first-time mobile buyers 
to participate in mobile 
culture with new 
affordable Moto E

What does the
consumer think of us
now?
-We’re linked to (parent
company) Lenovo
-We’re high-end only
-We’re not Apple or Samsung
-We’re for businessmen

MOTOROLA
Moto E

Their
 Conversa2ons;
 What’s
 Interes2ng?
 
Fans of different brands debate fiercely online. Xiaomi
is known for its loyal following. Moto users have
stereotype of being a phone for businessmen. If

Moto E is presented as young, playful phone, we’ll
need persuasive and effective social campaigns to
change this – and it needs to be changed.
 
Their
 Technology;
 What’s
 Interes2ng?
 (Channels)
 
Past Motorola Weibo campaign to discover what
people do with smart phone before they sleep – by
far the most popular channel is Weibo, but also QQ
space, which is very popular with young students.
How can we target students… can we use QQ space
to launch campaigns?
Who
 Are
 They
 Influenced
 By?
 (EDIT:
 brand
 heritage)
 
"Post your old Motorola phone“ campaign got some
buzz. (Weibo: 900k impressions, 1.5k comments.)
People still remember the old ‘Hello Moto’ campaign.
Should we consider leveraging this brand heritage,
especially when most competitor companies are only a

few years old. Bring Back Hello Moto
 


Enable young and 
first-time mobile buyers 
to participate in mobile 
culture with new 
affordable Moto E

Your
 Consumer;
 What’s
 Interes2ng?
 
Young, male, white collar workers buy phones at this
price. They also buy cars, home & child accessories –
they are starting families! They purchase budget
phones to balance cost of raising family. We should
target channels, products and services popular
with young families
 

Baby Radio
Free Coochicoo calls
3-Phone Bundles
Goodnight Stories
App for Cars
Dad Reminders Service

9


Enable young and 
first-time mobile buyers 
to participate in mobile 
culture with new 
affordable Moto E

How
 Do
 They
 Engage
 With
 The
 Category?
 
Most competitor phones are domestic brands, and
receive much criticism on social media for their
inferiority to foreigners like Apple and Samsung brands that Motorola is put in the same bracket with
as it’s also foreign. Is Moto E the foreign-quality
phone at a domestic price they’ve been looking for?
How can we present it as such?
 

COMPETITIVE ADVERTORIALS
“EVERYTHING BUT THE PRICE TAG”
“FOREIGN QUALITY, CHINA PRICES”
MOTO E DECLARES WAR ON SAMSUNG
 

10


Enable young and 
first-time mobile buyers 
to participate in mobile 
culture with new 
affordable Moto E

The
 Content
 They
 Like;
 What’s
 Interes2ng?
 
Most affordable phone users aren't spending much
online monthly. Instead they social network, game and
stream content. (They spend money on gaming
software/hardware and HD streaming boxes.) Let’s
present Moto E as a phone that can do all that and
create campaigns based on such topics.


 

Invent a new vernacular:
“The Game’n’Stream” Phone
In-Game Advertising

Connectivity – eg.
GTAV Mobile Phone App
Streaming Game of Thrones?
Here’s a way to block all spoilers
from your social media feed

 
11


Enable young and 
first-time mobile buyers 
to participate in mobile 
culture with new 
affordable Moto E

Business Vs Play

Their
 Conversa2ons;
 What’s
 Interes2ng?
 
Fans of different brands debate fiercely online. Xiaomi
is known for its loyal following. Moto users have
stereotype of being a phone for businessmen. If Moto E
is presented as young, playful phone, we’ll need
persuasive and effective social campaigns to change
this – and it needs to be changed.
 

Office Dares
 
One Point
Run one lap around the office at top speed.
To signal the end of a conversation, clamp your
hands over your ears and grimace.
Three Points
Kneel in front of the water cooler and drink directly
from the nozzle (there must be a ‘non-player’
within sight).
Five Points
At the end of a meeting, suggest that, for once, it
would be nice to conclude with the singing of the
national anthem (5 extra points if you actually
launch into it yourself)

12


Content:
 GIFs,
 what
 do
 you
 use
 Mobile
 for
 
before

 going
 to
 bed?
 

 
Reply:
 Weibo/QQ
 Space/Wechat/梦幻西游手
游(game)
 

 
Insight:
 Space
 and
 Weibo
 are
 quit
 similar
 user
 
group;
 fans
 are
 quite
 young
 age,
 and
 they

 like
 
game

Their
 Technology;
 What’s
 Interes2ng?
 (Channels)
 
Past Motorola Weibo campaign to discover what
people do with smart phone before they sleep – by far
the most popular channel is Weibo, but also QQ space,
which is very popular with young students. How can we
target students… can we use QQ space to launch
campaigns?

QQ Space Gaming promotion, win to win!
“QQ Show now offers virtual shopping malls packed
with Chinese brands, and even virtual car dealerships,
where sports cars can be bought from cartoon car
salesmen with immaculately drawn side-partings.”

 
13


Enable young and 
first-time mobile buyers 
to participate in mobile 

culture with new 
affordable Moto E

Who
 Are
 They
 Influenced
 By?
 (EDIT:
 brand
 heritage)
 
"Post your old Motorola phone“ campaign got some buzz.
(Weibo). People still remember the old ‘Hello Moto’ campaign.
Should we consider leveraging this brand heritage, especially
when most competitor companies are only a few years old.
 

Bring Hello Moto back and make it cool all over again

14


AND
NOW…. 

WHERE DO I LOOK?


“Where do I

look for a six
pack?”

1. GLOBAL WEB INDEX:
Lifestyle, Attitudes, Use of Technology
2. GOOGLE KEYWORDS:
Search Behaviour
3. RADIAN 6/SOCIAL LISTENING:
Brand sentiment, category opinion, influencers


“Where do I
look for a six
pack?”

1. GLOBAL WEB INDEX:
Lifestyle, Attitudes, Use of Technology
2. GOOGLE KEYWORDS:
GWI Can give you key insights into how your target is different
from normal people, andSearch
how they
feel about brands, social
Behaviour
media, technology, bloggers.
3. RADIAN 6/SOCIAL LISTENING:
Most importantly it can give you key insights into how they see
the changing world they live in, how they feel about life, and
Brand sentiment, category opinion, influencers
what’s really important to them.
Top tip 1; define your target well before you go exploring.

Top tip 2; only focus on what your target audience strongly agree
and disagree with to avoid “vanilla” middle ground.


Help:
Most people haven’t used GWI before.
But you have access to it through your Ogilvy One colleagues.
Talk to your local key Ogilvy One contact about accessing it.
If you have no friends in Ogilvy One, we are very alarmed but will organise
a training webinar for you.
(To get a very simple idea of what GWI looks like. click on the hyperlinked video below)

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“Where do I
look for a six
pack?”

1. GLOBAL WEB INDEX:
Lifestyle, Attitudes, Use of Technology
2. GOOGLE KEYWORDS:
Search Behaviour
3. RADIAN 6/SOCIAL LISTENING:
Clients (and us) often think that keywords are simply
about Brand
Searchsentiment,
Optimisation
for theopinion,
media agency.

But
category
influencers
when you go to a client, “hey this is the reality of what
people are searching for, so we are going to transform
your digital content to fit with that behaviour”??
Man they will back-flip with joy.

19


Help:
If you haven’t used Keyword Planner before, click on the hyperlinked video below.
3 minutes that will make you 3 times the planning rock star you were before!

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“Where do I
look for a six
pack?”

2. GOOGLE KEYWORDS:
Search Behaviour
3. SOCIAL LISTENING:
Brand sentiment, category opinion, influencers
The rest of the agency and the client’s business have very
little idea about how much amazing stuff we see everyday
that can change lots of parts of what THEY do.
Top Tip: competitor conversation topics vs your brand is

always revealing.

21


Insight Laser Boy says:

REMEMBER TO JUSTIFY HOW
YOU THINK YOUR INSIGHTS…
1.  feed
 back
 up
 into
 the
 client’s
 markeIng
 
strategy,
 to
 gain
 influence
 with
 client?
 
2.  help
 define
 an
 interesIng
 
communicaIon

 strategy,
 to
 be
 of
 use
 to
 
brand
 planner?
 
3.  fuel
 and
 inspire
 effecIve
 or
 culturally
 
influenIal
 work,
 to
 inspire
 creaIves?
 
4.  change
 the
 touchpoints
 used
 vs
 the
 

usual
 suspects,
 to
 help
 engagement
 
planning?
 
 

22


THANKS

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