This work outlines how Macmillan and Listen & Learn Research used social data to learn how to help people who have just been told they have cancer. Working with Listen & Learn, Macmillan used a social insights approach to finding, appreciating and understanding what it is like to receive a diagnosis. They explored what happens, how people feel, where they go for help, what they needed and ultimately, how Macmillan could help. In this paper, we will discuss how, together, we made this work. From getting a new method approved post-GDPR and gaining internal support, to how this approach to social data was able to unlock previously hidden aspects of life with cancer. Then the results: how Macmillan was able to make changes to service design, communications, and resourcing while feeding into their longer-term strategy.
The objective of this work is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments, and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorized and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the author's reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.
The objective of this work is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorised and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the authorâs reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.
Developing successful communication is becoming more and more difficult every day, particularly because people are exposed to an exponential number of stimuli, which makes them block out everything they do not consider relevant for their survival and/or more intrinsic needs. However, in order to help brands and their communications succeed in their business objectives, new technologies and theories about how people make decisions are being developed. First of all is the neuroscience development allowing a better understanding of how the brain works. For example, exploring the now well-known brain systems, one intuitive (System 1) and the other deliberative (System 2), strong conclusions about the impact of emotions in advertising, and later in building valuable brands, are being made. On the other hand, facial expressions are recognized as a manifestation of the unconsciousness of our emotions and thanks to technology advancements, facial coding can be used in a scalable way to better understand how advertising impacts human emotions. Then again, facial coding should not exist as an isolated element of communication understanding; it is important to have a holistic understanding between emotions and deliberative responses using direct questions. Therefore, in order to demonstrate the power of holistic analysis with System 1 and System 2, this paper explores three real cases of creative development for one of the most important companies of FMCG in Latin America: Alicorp. These cases helped to build successful campaigns that positively impacted Alicorp's business and their brands.
The objective of this paper is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorised and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the authorâs reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.
What did you last read on Twitter? The latest news event? The score from yesterday's football match? Imagine if brands could spread their messages as efficiently as information flows on Twitter. Our research takes the first steps in that direction.
A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.
This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just the 'silo' properties of each channel, but a plan that has a view on the holistic effects and benefits of combinations. The PointLogic approach steers a highly innovative course between the need for a process-based structured approach to channel planning, and the overwhelmingly important requirement to have a sensitive creative approach that can sit comfortably with the excellent and creative work of communication planners. The case presented in this paper was built in close co-operation with the Rijksvoorlichtingsdienst (RVD).