Niels Schillewaert, PhD I Holly Rozelle

TURNING SHOPPER INSIGHTS INTO

COMPANY-WIDE MEMES

Shopper

CONSULTING

BOARD

SHARING

H&W moments

SHARING

how they prepare FOR

GROCERY SHOPPING

GOING OUT

ON shopper missions

Internalize THE DATA

CONFINED PERSPECTIVE HOLISTIC OUTLOOK

CONSUMERS BEING LED HUMANS LEADING

INTERACTIVE TOOLSONE-WAY PRESENTATION

People are only a ‘shopper’ or a ‘consumer’ for a couple of hours a day, the rest of the time they’re just human.

1399Pictures

78Co-created

ideas

14Insight

platforms

3465Conversations

BRAND INSIGHTSSHOPPER INSIGHTS

So here we were …

FROM INSIGHTS TO memes

Meme |’mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture

#YOLITTLEONESParents face a challenge of constantly not giving in when their young children join

them for grocery shopping. When kids show good behavior in the store, parents often

want to give them a treat. These young kids are often attracted by the colorful

packaging of unhealthy snacks. How to provide opportunities for yogurt to become a

favorite to kids and be liked as a healthy option to parents while shopping.

WIDESPREAD

UNDERSTANDINGREPLICATION AUGMENTATION DIFFUSION

MARKETING INSIGHTS

INTERNALIZE

#experience

THE ORGANISATION

FROM TEAMS TO

#reach

TO HABIT CREATION

FROM HABITS

#structural

THE DANNON STUDIO

INTRODUCING

INSPIRATION WALL INSPIRATION TILE ADD NEW TILE

MARKETING OF

INSIGHTS

“THROUGH”

RATHER THAN “TO”

PROFESSIONALS

#MEMEFICATION

#YOMOMENTS

#YOLITTLEONES

#YODOODLE

#YOKITCHEN

#YONOVATION

#YOSHOP

"It was really interesting to see

all the recipes people use

yogurt for. For example, the

pasta recipe really caught my

attention and I was surprised

people would use yogurt in

pasta. It was also eye-opening

to me to see people using

yogurt in savory recipes as I

thought consumers only

consumed yogurt as a sweet

treat."

FUN AND

INTRIGUING

FOR NON-CMI

AUDIENCES

THE impactFOR DANNON

“The Studio is visually

appealing. .... as life is quite

busy, we unfortunately don't

take the time to socialize and

share this type of information in

person or online.”

ENHANCED

PEOPLE

CENTRICITY

THROUGH

PERSONAL

STORIES

THE impactFOR DANNON

THE impactFOR DANNON

BUT PEOPLE

DO NEED

“A CALL FOR

ACTION”

REACH

THE stats

ENGAGEMENT

33% • 83 REACHED IN 4 WEEKS

38% • MORE INTENSE STUDIO VISITS • MORE MOBILE

REPEAT USERS GET ENGAGED

AND EMBED STUDIO IN DAILY HABITS

Studio Usage to Create CONSUMER CLOSENESS

+30%

CONSUMER

FEELING

CONSUMER

CONTACT

STUDIO

USAGE

+230%

YOUR WORSE ENEMY IS ad hoc

INCREASE Return on insight

INCREASE Return on insight

Internalize

to manage

1 long report >

small audience •

small snippets >

large audience

longitudinal •

habitual • marketing

research

Measure

Reverse

THANK YOU!

Niels Schillewaert, PhD I Holly Rozelle