Canadian Marketing To Do Be excited that great marketing is going to - PowerPoint PPT Presentation

Canadian Marketing To Do Be excited that great marketing is going to turn the economy • around Create a COVID understanding plan using a horizon model • Understand the changing emotions of your customers • Where you run your media matters now more than ever, put it in • the right place – Hotspex can help

Hotspex is focused on creating brand building impact As an innovation powerhouse we’ve been building brands & and driving client impact for nearly 20 years IN DEMAND IN ND - 15 of the top 20 AW AWAR ARD WINNING - CMA 2018 Gold GL GLOBAL – 5 offices worldwide IVE - Voted the #1 Most INNO INNOVATIV global advertisers and the world’s Medal for YouTube Creative (Toronto, New York, Chicago, Tel Innovative Insights Firm in North largest brands work with Hotspex. Storytelling (and others) Aviv and London) America 3 years in a row by clients CU CUTTING EDGE – Emotional TR TRUSTE TED – Google-Certified mapping technology Partner 2

“95% “95% of de deci cisi sion n making ng ha happens s sub subcon onsc sciousl ously” - Dr Dr. Da Daniel Kahn hneman, No Nobel Pric rice Win inner r and au author Thinki nking ng Fas ast and and Sl Slow We know that emotions matter

What are feelings? 5

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Apple deploys their purpose across all touchpoints with Emotion = +90% share of profits

Translating brands into the map Delight Connection Surprise Love

Dr. Dan Young ____________________________________________________ 30 Year P&G Veteran Ph.D. Cognitive Psychology Designed our Emotional Measurement Tool Kit

Data is collected through surveys Implicitly and Explicitly Apple Apple or or Positive Negative

How people feel about Apple

Covid-19 21

General Mills 22

Shoppers Drug Mart 23

Canada COVID-19 Tracker Weeks 9-10: June 1 – 14 2020 24

Heading back to normal Canada – Emotions Frustrated (39%) Experienced from COVID-19 Disgusted (11%, -9%) Weeks 9-10 (June 1-14 2020) Impatient (16%, -10%) Disliking (36%, -12%) Irritated (47%) Dissatisfied (40%) Bored (39%) Unhappy (21%, -15%) Disappointed (50%) Can't relate (30%) Upset (26%) Mixed feelings (29%) Confused (36%) Uncomfortable (46%) Emotions in Green / Red on map are significantly higher / 25 lower versus last week (May 25 - 31). Emotions in Black are called out for interest.

Blame Game Blame for Seriousness Q100: Who would you say is to blame for the seriousness of the Coronavirus / COVID-19 in your country?, Base: (A) April 27 - May 3 (n=107), (B) May 4 - 10 (n=106), (C) May 11 - 18 (n=106), (D) May 19 - 24 (n=106), (E) May 25 - 31 (n=106), (F) June 1 - 14 (n=107) 26

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Trinity Bellwoods 28

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Concerns Canada: Concerns by Week 60% 52% 50% 50% 44% 42% 41% 39% 39% 37% 40% % B3B Very negative 32% Canadian Economy 30% Health/Safety 23% 18% 18% 20% 16% 15% 14% 11% 9% 8% 10% 0% (A) April 6 - 12 (B) April 13 - 19 (C) April 20 - 26 (D) April 27 - May 3 (E) May 4 - 10 (F) May 11 - 18 (G) May 19 - 24 (H) May 25 - 31 (I) June 1 - 14 Q17: On a scale of 1-10 where 1 means “extremely negative” and 10 means “extremely positive”. How do you feel about the following?, Base: (A) April 6 - 12 (n=110), (B) April 13 - 19 (n=107), (C) April 20 - 26 (n=106), (D) April 27 - May 3 (n=107), (E) May 4 - 10 (n=106), (F) May 11 - 18 (n=106), (G) May 19 - 24 (n=106), (H) May 25 - 31 (n=106), (I) June 1 - 14 (n=107) 30

71% of Canadians would report their employer for violating COVID-19 Opening and Operating Rules 31

WFH … Here to Stay? Canada: Work from home Sentiment Q24: How are you finding working from home? (among those who said they are working from home at Q23), Base: (A) April 6 - 12 (n=43), (B) April 13 - 19 (n=42), (C) April 20 - 26 (n=35), (D) April 27 - May 3 (n=41), (E) May 4 - 10 (n=38), (F) May 11 - 18 (n=37), (G) May 19 - 24 (n=24), (H) May 25 - 31 (n=34), (I) June 1 - 14 (n=43) 32

69% of New Yorkers are planning to move out of it if possible 33

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What are the new need states? 35

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Money Before and After Covid-19 Planned Behaviour Change Post Covid-19 N = 1,250 Canadians June 15th 50% 44% 40% 39% 40% 37% 36% 30% 28% More 25% 20% 10% 0% Use of fin tech companies Use of investment Use of actual cash Investing Saving for retirement Giving to charity Saving for rainy day advisors -10% Less -15% -16% -17% -20% -20% -24% -25% 37 -25% -30%

We need great ads now more than ever

2019 Global Ad and Promotional Spend Over USD$1 Trillion Total reach of 5 billion people

60% of our economy is consumer spending (not saving)

People want to feel their core emotions Canada – Emotions Desired from Advertising Weeks 9-10 (June 1-14 2020); N=107 Informed (46%) Self-confident (40%) Respect (31%) A connection (49%) Inspired (44%) Trust (47%) Safe (33%) Optimistic (34%) Satisfied (45%) Interested (45%) Warm (43%) Pleasure (39%) Comforted (37%) Liking (36%) Entertained (37%) Emotions in Green / Red on map are significantly higher / 41 lower versus last week (May 25 - 31). Emotions in Black are called out for interest.

AMERICA IS IN AGONY. HP IS AN ANTIDOTE APPLE IS NOT AN ANTIDOTE Influential Emotions feeling as a result of COVID-19 outpaces Pretentious Show-off Cool Trendy Popular Frustrated (54%) Disliking (55%) Irritated (67%) Dissatisfied (58%) Self-confident HP IS AN ANTIDOTE Disbelief (48%) (26%) Bored (46%) A connection (23%) Worried (41%) Unhappy (40%) Interested (31%) Disappointed (64%) Can't relate (33%) Stressed (29%) Depressed (27%) Upset (27%) Mixed feelings Traditional Practical Uncomfortable (35%) Confused (43%) Unsure (29%) (58%) Helpless (29%) outpaces Honest Down-to-earth Good Sincere 42 Hotspex COVID Tracker N=250 each brand, May 21, 2020

The World has changed

40% want to see CEOs tweet support at the very minimum 45% want brands to make ads as Nike has with “Don’t Do It” 51% want to see meaningful donations to Black Lives Matter related causes 61% would stop using their “fave” brand if they didn’t see any action such as the above

+250,000 views

N=45 CEOs

Q: What is the biggest opportunity for your brand(s) over the next 12 months? 56

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WASHING

DIRTY

SO_P

Let’s try again…

SPOON

CHICKEN

SO_P

Context changes perception 6 8

Ads should align with content to increase brand building

How Google Understands Content

We translated the Brand Building Map into a Contextual Matching Engine working with Google 7 Billion Videos

Hotspex Targeting Layers on your existing targeting TO DRIVE Sales Mood-Based Contextual People-Based Targeting Targeting for Right Time Brand Power I.E. People that in market for banking, cereal, fast food, Margin etc. Expansion Value

Significant Increase in media metrics + + + + + Ad Recall Message View Rate Brand Consideration Association Relevance All proxies for sales/profit increase

Brand Perception Lifts

Case Study - Bringing RBCxMusic to Life on YouTube

Case Study - Bringing RBCxMusic to Life on YouTube 6 second bumpers Targeted at the right people At the right time Google and Hotspex Magic

19% lift in Cognitive Media Targeting vs. Control Gold at the Canadian Marketing Award’s 2018

Give them what they want Be the cure in your creative and media The agony placements 79 ACA MEMBER OFFER: Your first media targeting package at no charge from your friends @Hotpsex

Canadian Marketing To Do Be excited that great marketing is going to turn the economy • around Create a COVID understanding plan using a horizon model • Understand the changing emotions of your customers • Where you run your media matters now more than ever, put it in • the right place – Hotspex can help

Gifts from Hotspex and the ACA Free Cognitive Media Targeting Package for 1 ad • An emotional heatmap of your brand • $25 Door Dash (lunch!) • The full Hotspex Covid-19 Tracker • Email me shane.skillen@hotspex.com