1 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD THE BIGGER PICTURE Understanding online in the context of other marketing communications

2 W W W. M E S H P L A N N I N G. C O M What we have now A range of metrics telling us how many people are doing what. What we’re missing Ways of comparing online with other channels The quality of the experience and how people are engaging how online is integrating with other communications

3 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD NEW WEB 2.0 RESEARCH TOOLS FOR A NEW WORLD

4 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD TROI Captures every way someone connects with a brand using participants’ own mobile phones

5 W W W. M E S H P L A N N I N G. C O M People can’t recall emotion " Because emotions are transient and rapidly changing, the acquisition of accurate data about them is completely beyond the scope of retrospective methods. Not only does the TROI approach get closer to the truth of real people's lives, it empowers participants to express themselves freely by making them responsible members of the research team.” Dr Andy Wells, psychologist, LSE

6 W W W. M E S H P L A N N I N G. C O M TROI captures experiences as they happen Whenever Dave sees, hears or experiences anything to do with cool brands he texts us: 1.What’s the brand? 2.What’s the occasion? 3.How did it make you feel? /08/08 – 21/08/08 TROI is real time. Dave has agreed to text us when he sees something relevant to the research.

7 W W W. M E S H P L A N N I N G. C O M TROI – in a nutshell Current Tracking Studies Stop Here Brand Health Image Statements Usage Advertising Pre Questionnaire Brand Occasion Feel Time Real Time Tracking Photos Comments +/- experiences ROI benchmarks Post Questionnaire My Real Story Consumer Blog Add ons

8 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD COMPARING ONLINE WITH OTHER CHANNELS

9 W W W. M E S H P L A N N I N G. C O M Based on 30,000 experiences, online is joint 2 nd largest

10 W W W. M E S H P L A N N I N G. C O M But differs by market Leading touchpoint for mobile phone networks but almost non existent in some FMCG markets

11 W W W. M E S H P L A N N I N G. C O M Average positivity Websites more positive than Online advertising Base: texts

12 W W W. M E S H P L A N N I N G. C O M Online has higher positivity than press, posters and radio

13 W W W. M E S H P L A N N I N G. C O M And it’s not just for young! Base: texts

14 W W W. M E S H P L A N N I N G. C O M Evaluating the true value of Online

15 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD 360 campaigns Digital and WOM Digital and Activation Roles of digital

16 W W W. M E S H P L A N N I N G. C O M UK: Understanding the quality of the Online experience TV Posters Activation New Product & Packaging Digital

17 W W W. M E S H P L A N N I N G. C O M 17 ¾ of Online touchpoints for Lynx were positive CHANNEL FEELING – LYNX/AXE Base: 1226 Lynx/AXE texts

18 W W W. M E S H P L A N N I N G. C O M Not surprisingly Lynx gets YouTube views ‘Great You Tube. Saw it before on TV’

19 W W W. M E S H P L A N N I N G. C O M 19 And we saw the catchphrase used in social networks! “Noticed a friend’s status on Facebook had the Lynx catchphrase…naturally I had to sing it out as well.”

20 W W W. M E S H P L A N N I N G. C O M Importantly, Online trade ads were encouraging purchase! “At my friend’s on internet it pop up that at Superdrug it was down in price. It made me go get some before it go back up.”

21 W W W. M E S H P L A N N I N G. C O M But we were picking up fewer activation touchpoints than expected

22 W W W. M E S H P L A N N I N G. C O M Lynx had fewer Online touchpoints than benchmark brands in UK

23 W W W. M E S H P L A N N I N G. C O M 23 Whilst Lynx uses TV/Posters, PlayStation connects through Shop and Internet LYNX/AXE TOUCHPOINTS Base: 1226 Lynx/Axe texts PLAYSTATION TOUCHPOINTS Base: 1332 PlayStation texts

24 W W W. M E S H P L A N N I N G. C O M What were they doing well? Many touchpoints experienced when actively searching in related environments ‘Looking at Play.com’ ‘ ‘browsing Gamesport’ Availability of and easy access to support material ‘This will probably be my next phone’ ‘’new models were very attractive’ Football connection is really powerful for consumers ‘Henry was wearing an Arsenal Nike T-shirt’ ‘Looking for next season’s football kits’ RelevanceEducationPassion Clubs, Going OutRange usageDating

25 W W W. M E S H P L A N N I N G. C O M Italy and Poland: Integrating communications Italy Poland

26 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD The question: Why were sales in Poland doing so well when they weren’t in Italy?

27 W W W. M E S H P L A N N I N G. C O M In Italy, campaign relied almost exclusively on TV Touchpoint Reach – AXE – ITALY

28 W W W. M E S H P L A N N I N G. C O M TV Poster Internet Press Also Radio, PR, Other In Store But in Poland we saw highly integrated activation

29 W W W. M E S H P L A N N I N G. C O M This was driving Online touchpoints – 2 nd largest! AXE touchpoints by occasion Base: 1,282 AXE touchpoint texts Identifiable texts for Villa Axe

30 W W W. M E S H P L A N N I N G. C O M Numerous mentions of Villa Axe Online generating action “It is a very positive and encouraging advert – definitely encouraging a person to buy products of this particular brand.” Axe, Internet, very positive “This very interesting Axe competition page/site made me interested and encouraged me to buy Axe product and take part in the competition” Axe, Internet, very positive

31 W W W. M E S H P L A N N I N G. C O M 31 An increase in Brand Energy was driven by Online! TOUCHPOINT FORCE - AXE, POLAND Significant at 95% Significant at 90% Not significant / small sample Base: 337 respondents

32 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD How TROI has taken our thinking forward Axe Online touchpoints are engaging people need to capitalise on this We’ve learned that social brands play by completely different rules challenging our assumption that a campaign should be TV/Poster driven It’s reminded us that there are a multitude of ways we can use the online space From engaging in social networks and linking to relevant topics to education and actual purchase The success we have seen in Poland’s sales and the contribution made by integration Online gives us a good case study moving forward

33 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD One metric Engagement Integration THE FUTURE “New Tools for a New World”

34 W W W. M E S H P L A N N I N G. C O M © MESH PLANNING LTD For further information please get in touch… Fiona Blades Chief Experience Officer MESH Planning