Integrated Brand Communication

The process to develop an effective Integrated Brand Communication campaign

Introduction
What is Integrated Brand Communication (IBC)?
Why is IBC important?
What is Integrated Brand Communication (IBC)?
Integrated Brand Communication is an approach centered around consumers, in which brands tell
them what they want to hear, at the right time and right place.
The approach integrates all aspects of marketing communication (such as advertising, public
relations, social media…) together, ensuring that all messages and communication strategies are
consistent across all channels
Why is IBC so important for your business?
▪ The IBC approach enables the brand to
deliver consistent, relevant and inspiring
messages to consumers at the right touch
points and right time
▪ In an IBC campaign, the communication
messages across channels are consistent
and reinforced multiple times. It helps
increase sales and marketing effectiveness
▪ IBC helps improve media spending
effectiveness and optimize return-on-
investment
The full process
The six steps
▪ Step 1: Pre-agency briefing: identify clearly the Job-to-be-done, role of communication and
measurable objectives
▪ Step 2: Agency briefing
▪ Step 3: Creative proposal from agency
▪ Step 4: Execution development
▪ Step 5: Implementation in markets
▪ Step 6: Post launch evaluation
Step 1 – Pre-agency briefing
Critical things brand team need to prepare before briefing agency
Identify clearly the Job-to-be-done

BRAND SURFACE ISSUE/ JOB TO

ROOT CAUSE
AUDIT OPPORTUNITY BE DONE

WHAT WHY
Identify clearly the Job-to-be-done

Get WHO to do WHAT (by HOW)

WHO: the target audience brand wants to talk to

WHAT: the buying behaviors brand wants its target consumers to do
HOW: the method brand could do to convince target consumers to do what brand wants them to do
Example:
▪ Get moms-to-be from 25-35 years old in key cities to try X maternal milk powder by educating them that
X provides additional essential vitamins for fetal development
▪ Get children in primary schools to wash hands with soap before meals everyday by changing their current
perception: “Because I don’t see germs, I believe my hands are clean”
What is the role of communication?

CURRENT DESIRED
ROLE OF COMMUNICATION
▪ Think ▪ Think
▪ Feel ▪ Feel
▪ Believe ▪ Believe

The role of communication is to change current consumers’ perception (from what they are thinking,
feeling, believing to what we desire them to do).
These changing perceptions help the brand to achieve its Job-to-be-done.
The role of communication is to overcome the barriers and leverage the drivers defined by
consumers’ insights
Role of communication
Current Desired

What is current
What would we like
DO behavior of target
their behavior to be?
audience?

What does the target

THINK, What would we like
audience currently
FEEL, them to think, feel
think, feel and
BELIEVE and believe?
believe?

Role of
communication
Role of communication always comes with measurable objectives

Current Desired Measurable Objectives

What is current Measurable MARKETING

What would we like
DO behavior of target Objectives
their behavior to be?
audience? (Changes in behaviors)

What does the target Measurable

THINK, What would we like
audience currently COMMUNICATION
FEEL, them to think, feel
think, feel and Objectives
BELIEVE and believe?
believe? (Changes in mind)

Role of
communication
Step 1 – Pre-agency briefing
Critical things brand team needs to prepare before briefing agency
▪ Identify clearly the Job-to-be-done
▪ Role of communication
▪ Measurable objectives (Marketing objectives and Communication objectives)
Step 2 – Agency briefing
How to brief agency effectively?
Considering this story
Writing an inspiring IBC brief
▪ The brief is the backbone of the whole project. It guides agency to think on the right direction and is the
guideline for brand team to judge creative quality later on
▪ Think of a full story, don’t just try to fill in the form

1. What is the Job-to-be-done? (Get WHO to do WHAT by HOW)

2. What are the suitable channels? (Where can you approach the target audience?)

3. Why should consumers believe you?

Key elements of an IBC brief
▪ Why do we want new communication? This is the situation…
▪ What are the objectives? We want to achieve these things…
▪ Who are our target audience & what is their insight? by getting these people…
▪ What do they think and do now? who currently do and think like this…
▪ What would we like them to do in response to the communication? to think and do like that…
▪ How can we do it? by…
▪ What is the single most important point to communicate?
▪ What are the initial channels? in these channels…
▪ Why would they believe it? They will trust us because…
▪ Logistics: timing, budget, mandatories, geographical scope, legal, next steps, team members,
references to Brand Key/ Brand Proposition Package…
What makes a good brief?
▪ How clear is the situation / jobs-do-be-done?
▪ How clear is the role of communication?
▪ Are the objectives measurable?
▪ Do we have a good understanding of our target audience?
▪ Is the insight deep enough or just observation?
▪ Do we have a good understanding of media habit and the best channels to reach consumers?
▪ Is the brief logical, does the argument flow from beginning to end?
▪ Is the brief inspiring?
Step 2 – Agency briefing
▪ Key elements of a brief
▪ How to brief agency effectively
Step 3 – Creative proposal
How to judge a creative proposal and feedback agency effectively?
Step 3 deliverables

Campaign Idea

The single minded creative idea

+ Communication
Strategy

The consumer journey that

which will be carried out through enables brand team to
the whole campaign understand how the idea unveils
The brand communication pyramid

Brand Big Idea

(Long-term, consistent point of view)

Campaign Idea
(Varied depending on
the objectives)

Execution
(What consumers
will experience)
What is a Brand Big Idea?

A long-term creative idea which guides how a

Brand Big Idea brand convinces consumers to believe in its
proposition/its brand promise

Campaign Idea
Ensuring that wherever consumers encounter
the brand, they experience the same brand
personality and set of value
Execution

Usually kept over a long period of time, unless

there is change in strategic direction for the
brand
Examples of Brand Big Ideas

Never underestimate the power of a good break

Sunlight solves dishes’ personal problems

Dirt is good
What is a Campaign Idea?

Brand Big Idea

Campaign Idea The single minded creative idea that is played

out in all executions over a specific time period

Execution
Examples of Campaign Ideas - Dove

Brand Big Idea

Real beauty

Campaign Idea

▪ Real beauty sketches

▪ Dove legacy
▪ Choose beautiful
Examples of Campaign Ideas - Dove “Real beauty sketches”
Examples of Campaign Ideas - Dove “Legacy”
Examples of Campaign Ideas - Dove “Choose beautiful”
How to understand a campaign idea?

What is it called? Name of the campaign

What is it? Short description of what the idea is

Why this product can do it? Role of the brand/product

A description of how to turn the creative idea into

How will it come to life?
executions in market
How to understand a campaign idea?

Brand Big Idea: Colour like no other

What is it called? Demonstration of the power of colours

What is it? The idea is for Sony to demonstrate its colour offering rather than explain it

Why this product Sony Bravia, with its powerful processing power, creates the perfect pixel
can do it? from start to finish, bringing out the outstandingly true colours

This campaign will deliver bright colours in unexpected situations where a

How will it come
TV is not present. Materials from real events will be used for TVC, PR and
to life?
digital…
What is a communication strategy?
The Communication Strategy shows how to tell the campaign idea to consumers.

Key information in the strategy:

▪ Key message to send out to consumers
▪ Number of phases in the campaign
▪ Objectives of each phase
Communication strategy - Example

AWARENESS

OBJECTIVE
Introduce the idea to the
target audience and create ENGAGEMENT
Word-of-mouth
OBJECTIVE
Develop the understanding
of the key message by AMPLIFICATION
creating a platform where
people can experience the OBJECTIVE
new brand philosophy Inspire people to practice
and share the new brand
philosophy with others
How to judge a communication strategy?
The communication strategy should be evaluated against three key areas:
▪ How well will it reach and convince the target audience?
▪ How well will it meet the Job-to-be-done?
▪ How well will it deliver the campaign idea?
How to judge a creative proposal?
▪ What is your gut feeling?
▪ Does the Campaign Idea reflect the Brand Big Idea?
▪ Does the idea answer the objectives in the brief?
▪ Does the idea reflect the insight mentioned in the brief?
▪ Is the brand role clear in the idea?
▪ Is it campaignable?
▪ Is the idea unique? Will people talk about it?
How to judge a creative proposal?

ATTENTION The ability to catch consumer’s attention, create impact and enjoyment

BRANDING Clear brand role in the campaign idea

The campaign idea is easy to understand, main point from brief is clear
COMMUNICATION
and understandable

DELIVERY Deliver the key message through the most appropriate touch-points

The combined ability of the creative idea to meet objectives and drive
EFFECTIVENESS
word-of-mouth
How to give feedback to agency effectively?
▪ Make sure you understand fully the campaign idea before giving feedback
▪ Give feedback according to the stage of the process
▪ Give as structured feedback as possible
▪ Let agency know the problems, not the solutions
▪ Always align with agency on next steps
▪ Always take meeting minutes
Step 3 – Creative proposal
▪ Understand three levels of the brand communication pyramid
▪ Understand and judge a creative proposal (campaign idea and communication strategy)
▪ Give feedback to agency effectively
Step 4 – Execution development
From campaign idea to detailed executions
Channel Strategy/Contact Point Plan

The Channel Strategy/Contact Point Plan provides the

overall channel mix and phasing, combined with clearly
defined roles for each channel in the campaign
Role of each communication channel
To be effective, each contact point must have a clear role and contribute to the campaign idea in a
meaningful way, so that we can truly amplify the campaign

ESTABLISH CONNECT ACTION MULTIPLY

Make the initial Build deeper Close the sale Turn consumers
ROLE brand contact engagement into brand
ambassadors
How will people find How will people How will people act How will people
the idea? engage with it? on it? pass it on?
Introduce the target Give the target Create the Get the target
consumers to the consumers an opportunity to move consumers to pass
OBJECTIVES idea opportunity to the target on brand
deepen their brand consumers to communications to
experience purchase others
Role of each communication channel
To be effective, each contact point must have a clear role and contribute to the campaign idea in a
meaningful way, so that we can truly amplify the campaign

OBJECTIVE
Is this channel here to help
deliver the Objectives?

CONSUMER
IDEA
Is this channel here
Is this channel built around CHANNEL
because it is a key
the idea?
consumer touch-point?
Contact points prioritization through the Campaign Idea’s Lens
Easier to do

Not critical to The idea could

the idea die without it

More difficult to do
Contact point prioritization - Example
Easier to do

Secondary Packaging Pre-roll video Cinema advertising

Instore sample Internet display ads Secondary Display/Placement/FSDU (BC)

Links offers Salesperson in store Ads on Social Media TV Advertising

In-store special offers (BC)

Not critical to Primary Packaging The idea could

the idea Fan page on social site die without it
Events with trial In-store advertising (BC) Checkout Display (BC)

In programme placement Apps on tablets/laptops/mobiles

Branded Games/Games Integration On Ground Activation/Sponsorship of events

More difficult to do
 Channel Strategy - Example

Marketing Activity Launch Launch

Marketing Objective Penetration Repeat Purchase

Communication Objective Awareness Main Benefits

TV Pieces Teaser Announce

Couples Usages
Product Spots Product Spots
Role Tease Involve
Announce Launch Establish Launch Emphasize Benefits Establish Launch

Support Pieces OOH Internet Merch Print Promotion

Print Internet
Tasting Sampling On-packs Tasting Sampling On-packs

Trial Repeat
Briefing execution agencies
▪ In some cases, the execution brief is similar to the campaign idea brief, detailing the role of the
execution in the channel strategy and the channel to be used

▪ In some cases, particularly with a different target audience, most of the sections will need to be
changed

▪ However, the campaign idea and communications strategy will always stay the same
Briefing execution agencies
▪ What is the execution trying to achieve? (The Objectives should be specific to that execution)

▪ Who is the target audience? (Same target audience with that of total campaign? Or different?)

▪ How will it achieve this? (Can we use the same Insight? Is a different one necessary?)

▪ What will convince this group of target audience?

Using research to evaluate executions before final production
Qualitative research:
▪ Execution Development Qualitative Research helps you evaluate and optimize the executions. It
tells what is working well or less well and guides further development.
▪ Your stimulus could be Work-in-progress materials (Ex: storyboards with narration, stealomatic
or animatic…)

Quantitative research:
▪ Link Test by Millward Brown
Step 4 – Execution development
▪ Channel strategy/contact point plan
▪ Evaluate role of each channel in total campaign and choose suitable
channels
▪ Brief and feedback execution agencies
Step 5 - Implementation in markets
Real examples in markets
Burger King – Peace Day Burger – The situation
▪ Burger King and McDonald are lifetime rivals in
fast food industry
▪ Burger King was facing a declining consideration in
the important 18 – 34 year old millennial
demographic
▪ “Peace One Day” – a non-profit organization with
the objective to institutionalize International Peace
Day. Each year, on September 21, Peace One Day
encourages organizations and individuals to
reduce violence around the theme "Who Will You
Make Peace with?”
Burger King – Peace Day Burger – The JTBD

Increase brand consideration Increase awareness of

for Burger King International Peace Day
 Burger King – Peace Day Burger – The target audience

Target audience
Insight
▪ People are curious for new flavor combinations and are
willing to move across brands to experience and share them
▪ People will not decline an act for peace. They will be very
excited with a humanistic campaign, especially when it’s
also exciting, inspiring and cheerful.
Adults aged 18-34 who love to eat
fast food
Burger King – Peace Day Burger – The campaign idea
The Campaign idea: Peace Day Burger
▪ On the occasion of International Peace Day, Burger King wanted to cease fire with its lifetime
competitor McDonald. It showed its goodwill by inviting McDonald to collaborate on a truly one-
of-a-kind product: The McWhopper
▪ A mash-up burger, combining key ingredients from each restaurant’s signature product, The Big
Mac and The Whopper, to be prepared and served on International Peace Day, 21st September
2015
▪ Not only that ingredients would be mixed, staff uniform, store decoration, packaging… would
also be mixed to combine the two brands’ identities
Burger King – Peace Day Burger – The executions

PHASE 1: THE PROPOSAL

PHASE 2: THE BIG EVENT

Burger King – Peace Day Burger – The executions
Phase 1: The proposal
▪ Open letter: newspaper (New York Times, Chicago Tribune),
OOH, TVC, campaign microsite (mcwhopper.com)
▪ OOH: billboards near iconic McDonald's restaurants – extending
olive brand/white dove
▪ McDonalds cannot ignore
Burger King – Peace Day Burger – The executions
Phase 1: The proposal
▪ McDonalds turned down the offer, drawing public criticism
▪ Social: people created and shared their DIY McWhopper, share back on social media
Burger King – Peace Day Burger – The executions
Phase 2: The big event
▪ Four other rival restaurants raised their hands for peace and together with Burger King created
the historic “Peace Day Burger”: Denny’s, Krystal, Wayback Burger, Giraffas
▪ “Peace Day Burger” was organized on 21st September 2015, with 1,500 free burgers for
participants from 11AM to 6PM, combining 5 iconic burgers: Bacon Slamburger (Denny),
Wayback Classic (Wayback), Cheese Krystal (Krystal), Brutus (Giraffas) and Whopper (Burger
King)
Burger King – Peace Day Burger – The results
▪ +25% (32% to 40%) - Purchase consideration / +76% millennials
▪ +48% (21% to 31%) - Likelihood to recommend brand / +84% millennials
▪ +40% increase in Peace Day awareness in US, +16% increase worldwide
▪ 8.9 billion media impressions
▪ Earned media value $US138m
▪ #1 trending topic on Facebook, Twitter
▪ Over 10,000 DIY McWhopper reviews on YouTube PEACE ONE DAY
▪ +75% - Positive brand buzz / +60% millennials
▪ 15 medals in Cannes Lion 2016
Ariel – #ShareTheLoad – The situation
In India, Ariel is the most expensive laundry brand and is considered as symbol of success in the
laundry industry.
Yet Ariel was facing the imbalance between emotions and irrelevance among modern women – their
target consumers.
Ariel – #ShareTheLoad – The situation
In Nov’14, Ariel & AC Nielsen conducted studies among households, which showed that:
▪ 85% of Indian women agreed that they had two jobs: one in the office and one at home
▪ 76% of Indian men believed laundry is a woman’s job
Ariel – #ShareTheLoad – The situation

Facing the gender inequality at home, Ariel believed

that was a challenge as well as an opportunity to
connect with target consumers, by changing men’s
awareness on this problem
Ariel – #ShareTheLoad – The JTBD

Drive relevancy Increase brand bonding in

consumer’s perception
 Ariel – #ShareTheLoad – The target audience

Target audience

Insight
▪ She is always looking for perfection in both work and
family happiness.
▪ She feels a lot of pressure in life. She is sharing the
financial responsibility with her husband, yet she also has
to shoulder household chores, while men don’t have to.

Women between the age of 25 and

35 years across India's top metros
Ariel – #ShareTheLoad – The campaign idea
The Campaign idea: #ShareTheLoad
▪ Ariel created a conversation between men and women, opposing gender inequality. Using PR,
the brand created discussion all over India about the role and responsibilities of women
▪ Ariel used laundry as a metaphor, urging men to share household chores with their wives
▪ The idea highlighted Ariel’ powerful stain removal ability. Ariel makes the job of laundry so easy
that anyone could do it. Men no longer had excuses to not share household chores
Ariel – #ShareTheLoad – The executions

PHASE 1: AWARENESS

PHASE 2: ENGAGEMENT

PHASE 3: AMPLIFICATION
Ariel – #ShareTheLoad – The executions
Phase 1: Awareness
▪ Raised an important question: 'Is laundry only a woman's job?’ through: TVC, cinema, online
▪ It immediately sparked conversations on television, social media
▪ PR: KOLs in India shared their opinions, and solutions on how men could share housework with
their wives
▪ Ariel launched the “His and Her” pack, with instructions on how to share the load of doing the
laundry
▪ Celebrities couples became ambassadors for the movement
Ariel – #ShareTheLoad – The executions
Phase 2: Engagement
▪ #WashBucketChallenge to push men share the
housework:
▪ (1) Men takes selfies while doing laundry, using
Ariel
▪ (2) Share the pictures on social network
▪ (3) Invite their friends to join the challenge
▪ The winner get 1 washing machine
▪ Other outdoors activities:
▪ Giant installations in malls that taught men how
to do laundry and become 'laundry graduates’
▪ “Basketball laundry” in multiplexes that turned the
boring task to a fun game that men would enjoy
and want to be a part of
Ariel – #ShareTheLoad – The executions
Phase 3: Amplification
▪ Ariel reinvented the wash care label:
▪ Added a new instruction: 'Can be washed by both men and women'
▪ Celebrated designers, India's leading clothing brands and online portals like Amazon and
Flipkart embraced the idea and even changed their wash care labels.
▪ Ariel tied up with leading matrimonial websites, making sharing the load of laundry a mandatory
requirement while signing up
Ariel – #ShareTheLoad – The results
▪ Cannes Lion 2015 – Glass Lion
▪ Spikes Asia 2015 – Gold Medal (Direct Category) and Bronze Medal (Integrated Category)
▪ Brand Awareness increased 132% compared to pre-campaign month
▪ Over $9.5 million free media
▪ Interaction on Facebook increased 225%
▪ Consumer engagement increased by 3 times
▪ Over 1.6 billion earned impressions
▪ Sales increased 60%
Step 6 – Post-launch evaluation
How to evaluate the effectiveness of the IBC?

The true meaning of success:

Did the campaign meet its Job-to-be-Done

and help increase sales/shares/growth/profit?
 The three sets of Brand KPIs

Business KPIs Marketing KPIs Communication

KPIs

Changes in Business Changes in Behaviors Changes in Mind

Business KPIs – Changes in business

Sales Share Growth Profit

Business KPIs – Changes in business

Sales Share Growth Profit

Buy more More consumers switch

More people buy Consume more
frequently from competitors
 Marketing KPIs – Changes in mind

Business KPIs Marketing KPIs

Changes in Business Changes in Behaviors

▪ Sales
▪ Share
▪ Growth
▪ Profit
Marketing KPIs – Changes in behaviors

How many people buy? How do people buy?

Choice/
Penetration Frequency Consumption
Loyalty
 Communication KPIs – Changes in mind

Communication
Business KPIs Marketing KPIs
KPIs

Changes in Business Changes in Behaviors Changes in Mind

▪ Sales ▪ Penetration
▪ Share ▪ Frequency
▪ Growth ▪ Consumption
▪ Profit ▪ Choice/ Loyalty
 Communication KPIs – Changes in mind

Key Attributes
Brand Awareness
Awareness
 Communication KPIs – Changes in mind

Key Attributes
Brand Awareness Creative Quality
Awareness
 Measure your TVC effectivness through Postview results
A Postview Report tells you
how your advertising
performs in reality, including 3
parts:
▪ How many % of
consumers is aware of
your ad?
▪ How is your ad performing
on critical attributes?
▪ What are the key message
consumers actually get out
from your ad?
Data Source: Postview
Report, Millward Brown
 Communication KPIs – Changes in mind

Key Attributes Communication

Brand Awareness Creative Quality
Awareness Awareness
Total Brand Communication Awareness (TBCA)

Brand A Brand B Brand C Brand D

Total
H2’11 H1’12 H2’11 H1’12 H2’11 H1’12 H2’11 H1’12
TBCA
Sources of Awareness
IN STORE
TV
Recommendation by pharmacist /
drugstore salesclerk
Recommendation by doctor
Recommendation by relatives /
friends / colleagues
PRINT AD
Outdoor (poster, billboards, public
transport)
TV LCD inside a building /
supermarket

Base: All respondents H2’11 (593)

H1’12 (565)
 Communication KPIs – Changes in mind

Key Attributes Communication Media Booking

Brand Awareness Creative Quality
Awareness Awareness Effectiveness

Share of Share of
spend voice
(SOS) (SOV)
Share of spend (SOS)
Brand A’ spend: 7.2 $ mln
Category spend: 24 $ mln

Brand A’ spend (7.2)

SOS = = 30%
Total category spend (24)
Total category
= 24

Brand F Brand E Brand D

Brand C Brand B Brand A
Share of voice (SOV)
GRPs (Gross Rating Points) = Reach * Frequency
▪ Reach : The percentage of people in your target audience who can see your ads
▪ Frequency : The number of times your target audience can see your ads

Example:
▪ Reach in May = 60 : 60% people in your target audience can see your advertising in May
▪ Frequency = 3+ : These 60% people can see your advertising at least 3 times in May
▪ Your GRPs in May = 60 * 3 = 180

Your GRPs (180)

SOV = = 50%
Total category GRPs (360)
 Communication KPIs – Changes in mind

Business KPIs Marketing KPIs Communication

KPIs

Changes in Business Changes in Behaviors Changes in Mind

▪ Sales ▪ Penetration ▪ Brand Awareness

▪ Share ▪ Frequency ▪ Key Attributes Awareness
▪ Growth ▪ Consumption ▪ Creative Quality
▪ Profit ▪ Loyalty / Choice ▪ Communication Awareness
▪ Media Booking Effectiveness
Digital KPIs

Paid KPIs Owned KPIs Earned KPIs

Paid KPIs
Paid media: banner ads, mastheads, viral clips,…

Impression Video view/ Open rate Click Click-though

Paid view rate (CTR)

Number of Similar to The percentage Number of The percentage

displays of a web Impression, but of number of people click on a of people who
banner/ ad on a for videos opened emails link actually click on a
web page over total number link (in an email
of emails sent message or
sponsored ad,…)
after seeing it.

○ " http://
#
CTR =
Click
Impression
Owned KPIs
Owned media: websites, microsites,…
Owned KPIs can be tracked using Google Analytics

Traffic Overview
Awareness
Owned KPIs Traffic Source
Engagement
Owned KPIs - Awareness
Traffic overview KPIs

Session User (Unique visitor) Pageview

A period of interaction between An individual person browsing Is counted every time a page
a browser and a website. a website on the website loads
Closing the browser or staying
inactive for a specific time
period ends the visit

& $ %
Owned KPIs - Awareness
Traffic source KPIs

Referral traffic Social traffic Search traffic Direct traffic

Visitor arrives via Visitor arrives via Visitor arrives via Visitor arrives directly
another site (excluding social search engine
social sources)

( ) '
Owned KPIs - Engagement

Positive correlation Negative correlation

Page per session Time on site Bounce rate

The average number of The amount of time visitors The percentage of a given

pageviews in each session have spent on a website page’s visitors who exit without
visiting another page on the
same site

* + ,
Earned KPIs
Earned media: social, forum seeding,…

Fan/ Follower Post reach Views (for video) Thread view/ Thread
article discussion

Fans The number of The number of The number of Number of

people who saw people who have people who view discussions in a
Followers a page post watched a video a topic topic
for 30%, 50%, or
Subscribers 100% of the video
Pins/Re-pins

Connections
- % .
Digital KPIs

Owned Earned
Paid KPIs
KPIs KPIs

Awareness Engagement

▪ Impression ▪ Sessions ▪ Page per session ▪ Fan/ Followers

▪ Video views/ Paid ▪ Users ▪ Time on site ▪ Post reach
views ▪ Page view ▪ Bounce rate ▪ Views
▪ Open rate ▪ Thread view/
▪ Click ▪ Referral traffic Article
▪ Click-through rate ▪ Social traffic ▪ Thread discussion
▪ Search traffic
▪ Direct traffic
 Step 6 – Post-launch evaluation

Business KPIs Marketing KPIs Communication Digital KPIs

KPIs

Changes in Business Changes in Behaviors Changes in Mind

▪ Sales ▪ Penetration ▪ Brand Awareness ▪ Paid

▪ Share ▪ Frequency ▪ Key Attributes Awareness ▪ Owned
▪ Growth ▪ Consumption ▪ Creative Quality ▪ Earned
▪ Profit ▪ Loyalty / Choice ▪ Communication
Awareness
▪ Media Booking
Effectiveness
The six steps
▪ Step 1: Pre-agency briefing: identify clearly the Job-to-be-done, role of communication and
measurable objectives
▪ Step 2: Agency briefing
▪ Step 3: Creative proposal from agency
▪ Step 4: Execution development
▪ Step 5: Implementation in markets
▪ Step 6: Post launch evaluation
Thank you!