PORTFOLIO

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Mobile: 0423584474

E-mail: henrywhill@gmail.com

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"We cannot solve our problems with the same thinking we used to create them"

Albert Einstein

Finding new ways to mix brands and people,to produce exciting new results and recipes for success.

Personality is a formula; a mix of experiences, influences and understanding. Yet the blend is getting more complicated everyday.

The rise in digital technology and social connectivity has resulted in people’s experiences, influences and understanding changing on a constant basis. People are bombarded with a multitude of messages at all times of the day, pushing and telling them what to think, feel and do. However with information instantly available to them, rather than being told what to do, these people have to ability to make decisions based on their own individual interpretations.

Like chemicals, individuals have different properties that make them react in very different ways. Any number of combinations of these properties affects their perception of the world around them. Planners must spent time first researching all the different properties that make up an individual’s behaviour, principles and their journey. By understanding these elements of human personality we are given a window into their world, and finally a unique insight into their lives.

It might be a child’s view of happiness or a woman who wants to entertain and impress her friends, you will see through two case studies how research has allowed me to understand people and their properties. It is my role to understand how these properties affect perceptions of brands, and then

experiment with creative ways to mix brands and people to create new results.

M Y S T O R YI have always loved experimenting with things, playing around trying to create something new and exciting. Taking electronics apart, robotics and even cars. However through all of this I have always had an appreciation for chemistry, from a young age chemistry sets frequented on my birthday and christmas wish lists. I would spend hours, setting up elaborate experiments, mixing components in various ways to achieve different results, which I find can be said the same for strategy planning. Currently my love for chemistry has extended into my other area of passion, craft beer. I have found that even the most minor of changes throughout the brewing process can result in a drastic change of characteristics of the beer. This means that even though I do the same process over and over, I still come up with different results.

I chose to pursue strategy planning because for me it has always been a mixture of creativety and logic. I know that there are logical elements that have to form your strategy such as research and analysis but their are also creative parts such as how you approach the insights and strategy. Throughout my time at university and working with clients I have had to challenge myself and develop new ways to answer each brief. Over this time I have developed into a highly confident speaker, a team player, and extremely deadline motivated individual. I'm not saying I'm perfect, I will always strive to keep improving, but these strenghts make me good at not only working with teams, but convincing clients that our formula to success in the right one for them.

This book contains my formula's for success, each example shows how I have used various methods to approach each task and the development of my skills. Through all of them I have tried to implement my unique and "mad" approach which extends back to my childhood and my love for creating new ideas.

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C A S E O N E

R E D E F I N I N G H A P P I N E S SS l e e p i n g F i s h M e d i a

T e a m L e a d e r : E l i z a b e t h S t e p h e n sS t r a t e g y & A r t : H e n r y H i l l

S t r a t e g y : R e b e c c a D r u m m o n dM e d i a : E l i z a C a r t e r

R e s e a r c h : H a l e y W e s t o b y & L u c i n d a B a u e r m e i s t e r

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Play. Play. Play. That’s all children want to do. However McDonalds have seen less and less children choosing to buy Happy Meals, as children are more interested in the food than they are the toys. Recent changes to Happy Meals have seen the implementation of healthy options to the happy meal which has caused children to devalue the product. Once the symbol of happiness, children view Happy Meals as outdated and vanilla, with McDonald’s acknowledging that the love, excitement and desire of past generations have disappeared. Happy Meal’s brand proposition needed to be transformed into the premier choice for children and the source of happiness.

So how do we make disinterested children want to buy Happy Meals again?

T H E T A S K

T H E O B J E C T I V E SThe objective is to change perceptions of Happy Meals by increasing the brand value.

-Increase Happy Meal sales

T H E I N S I G H TFrom interviews conducted we discovered that children love

using their imaginations, but with the easy availability of gaming technology they are using it less and less. Furthermore

children don’t see the value of a plastic toy over a parent’s smartphone or tablet, with the children buying Happy Meals

likely to simply leave the toy behind or in the car. From this we developed our insight; children need a reason to treasure their toy even after they leave McDonalds. In order to be relevant

rather than children merely playing with the toy, the toy needs to play back. Furthermore the toys need to be integrated in to

the other parts of their life that make them happy.

T H E T O Y S D O N ' T P L A Y B A C K

T H E E V I D E N C EMcDonald’s has always encouraged imagination and children’s happiness, through the development of the recognisable childhood icons such as Ronald McDonald and the implementation of “Playlands” to keep children active and entertained. Furthermore McDonalds has worked closely with movie studios to implement characters from popular films like “Kung Fu Panda” and “Shrek”. McDonalds, through the implementation nutritious meals, are focused on making sure that kids are not only happy but healthy as well.

E X P E R I M E N T I D E AWhen children get a Happy Meal they are unlocking a digital world of endless

possibilities and imagination.

“McHappy Keys, Unlock Your World”

T H E N E W F O R M U L A

I N - S T O R E

Each Happy Meal box will come with a ‘pop-out’ key, which allows the child access to a digital playground of endless possibilities. This digital playground can be immediately accessed in-store, with the introduction of screens, set up with augmented reality (AR) technology. Children will take their ‘key’, which is embedded with a barcode, and their toy, to the screens and be able to unlock their an interactive digital world. This in-store experience allows children to imagine, play and discover; drawing them into McDonald’s to access this digital world.

With an idea based around emerging technology I felt that it was important that the strategy really flowed through the visual elements. I feel the in-store that I created to the right captures the happiness and new technology well in one photo.

T H E N E W F O R M U L A

A T H O M E

‘McHappy Keys’ takes the Happy Meal experience into the home, extending the relationship with the brand. The McDonalds website will be upgraded to incorporate augmented reality technology, that is implemented through computer webcams and camera based apps for smartphones and tablets.

Knowing through the research that children use their parents smartphones, we decided to make the physical toy a way to further unlock these devices. Rather than leaving the toy in the floor of the car or at the store this stage aimed at creating lasting interaction and continued happiness long after they had left.

T H E N E W F O R M U L A

T H E W O R L D

The third and final area of our strategy is launching McHappy Keys into the surrounding world, allowing children to interact with the product in the outside environment, sustaining the relationship long after in-store and at home. McDonald’s therefore has the potential to create an adventure world of overlays that children can discover by taking their screen outside. McDonald’s can create characters that run across the Harbour Bridge, or play in the park or climb over buildings.

C A S E T W O

S T R E N G T H E N I N G B R A N D P E R S O N A L I T Y

K a j u l u C o b a l tT e a m L e a d e r : K a t i e S c r u t t o n

S t r a t e g y & A r t : H e n r y H i l lS t r a t e g y : T o m A n s e l l & C o n n o r L o m b e

R e s e a r c h : C a m i l l a B r u x o m & D a v i d O r r i c k

Fresh food is all the rage at the moment. There are lots of brands in the market each with their own products and positioning. The dip market is particularly saturated, with multiple brands, categories and offerings. Fresh Fodder is a gourmet food company based in Orange, NSW who have a passion for producing fresh food that tastes great. Unlike a lot of other brands however Fresh Fodder isn’t stocked in the major supermarkets, actively choosing to approach independent retailers to stock their products. To date Fresh Fodder has been a sales focused business, relying on price promotions as the main means of convincing consumers to pick it up off the shelf. In order for Fresh Fodder to be perceived as a premium product it needed to give consumers another reason apart for price as a reason for purchasing.

We identified Fresh Fodders target market: The Indulgent Flaunters. The Indulgent Flaunters are women, 25+, who are socially active and they want the world to know about it. The Indulgent Flaunters buy premium products because they see them as an affordable treat. They are influence by their friends and word of mouth because they value trusted sources over advertsing. They are not price sensitive and while they do the majority of their shopping at the major supermarkets they are willing to do a secondary shop out of their way to get specialty items such as dips.

So how should Fresh Fodder differentiate itself in an overcrowded market?

T H E T A S K

T H E O B J E C T I V E SThe objective is to increase Fresh Fodder’s brand awareness by strengthening its market positioning.

-Build Brand Awareness.-Communicate focused Brand Personality.

-Increase sales by 20% per annum-Increase independently owned outlets that retail Fresh Fodder

We decided to conduct multiple focus groups across NSW and VIC targeting Indulgent Flaunters. Respondents were asked a variety of questions; with the purpose of finding out the factors the influence this groups purchase decisions. The main finding of the research; its all about image. This group buys products that reflect their identity and desire to impress. So what does this mean?

It means that premium dips are not just about taste, it’s about what having the product says about you. This group wants to impress their friends and that means the brand has to impress them first before they will buy it. Furthermore when sampling Fresh Fodder, the target agreed it was a quality product but many didn’t feel this was conveyed in the packaging alone. This led us to an interesting insight. Fresh Fodder is all about flavor, freshness and feel, but does not overtly express its premium qualities and unique personality. With all the other products in the market, the target needs an emotive reason to purchase the product.

I N D U L G E N T F L A U N T E R S F R A G M E N T E D P O S I T I O N I N G

T H E E V I D E N C EThe food industry has moved into a gourmet trend. Following the influences of shows such as Masterchef, consumers have begun to appreciate and seek out fresh, high quality products. Even the major supermarkets have aligned themselves with this trend, with Woolworths most recent advertising and Coles redevelopment of stores to reflect a “farmer’s market” feel. The success of artisan brands such as Sonoma and Maggie Beer reflect the desire of consumers to align themselves with fresh and premium food. Consumers are now coming to understand that good food doesn’t necessarily have to come out of flashy packaging, in fact consumers have begun to actively seek brands that appear rustic such as Jamie Oliver, believing it to signify a higher level of authenticity and therefore quality.

E X P E R I M E N T I D E ARedefine brand position for existing users and establish brand position for new users

through communicating a unified brand personality.

A Premium, Gourmet & Authentic Brand For Entertaining & Grazing

T H E N E W F O R M U L A

R E I N F O R C E

We started off creating brand guidelines, a way in which Fresh Fodder can unify and strengthen its communication and internal positioning. The brand guidelines develop a consistent, unified look and feel through which Fresh Fodder can communicate the brand essence “Authentic from the ground up”. Within the book are recommendations for the photographic character, language, typography, visual elements.

T H E N E W F O R M U L A

C O M M U N I C A T E

Using brand experiences and PR, this stage of the strategy focused on targeting individual communities to create personable, memorable brand experiences. This would be achieved though a branded luncheon hosted by Fresh Fodder for key influencers of the target market in order to generate positive PR and word-of-mouth marketing. Secondly within communities a Fresh Fodder van was recommended to positively interact with consumers outside of the typical purchase setting, at events such as farmers markets, sporting and cultural events.

T H E N E W F O R M U L A

M O T I V A T E

It was identified early on that because Fresh Fodder was sold only in independent retailers it was much more difficult for consumers to know where they could find the products. Therefore in order to motivate the consumer to purchase, a interactive branded map was recommended so consumers could easily see the stores in their area. Furthermore once in-store in order to aid brand recall, point of sale was developed which directed consumers to specialty Fresh Fodder branded display fridges or its place on the shelves. Lastly in order that consumers easily understand the product attributes shelf wobblers were developed showing tasting notes, and suggestions for individual varieties.

T H E N E W F O R M U L A

I N F L U E N C E

Research showed that once participants interacted with the Fresh Fodder Story and tried the product they were more willing to remember it, purchase it and talk about it. Therefore it was recommended that Fresh Fodder develop a brand community with the goal of initiating brand loyalty and from those creating brand ambassadors. Creating a brand community through branded content, Facebook, Twitter, Pintrest, and Vimeo.

The client already had a strong media presence, so therefore just a means of strengthening our reccomendations I created visual concepts of using the brand guidelines how they could strenghten the overall consumer experience.

CONTACT ME

Henry Hill

Mobile: 0423584474

E-mail: henrywhill@gmail.com

LinkedIn: au.linkedin.com/pub/henrywhill