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Dorel Activation Studio case

Presented at Festival of NewMR 2016

TomDeRuyck
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Dorel Activation Studio case

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  1. THE INSIGHT ACTIVATION STUDIO CASESTUDY: DOREL JUVENILE Tom De Ruyck, Managing Partner, InSites Consulting

  2. MR Impact Research survey with 185 marketers and insights managers INSIGHT IMPACT IS THE NAME OF THE GAME 20talks with marketers and insights managers

  3. ON A MISSION TOWARDS CONSUMER CENTRICITY

  4. Meme |’mi:m/meem An idea, behavior, or style that spreads from person to person within a culture* * By Richard Dawkins, 1989, The Selfish Gene WIDESPREAD UNDERSTANDING BEHAVIOR CHANGE AUGMENTATION DIFFUSION #CARSEATCODE We have a strong position in the baby & toddler car seat market. However, the conversion on group 2/3 car seat is rather low. Somehow, parents decide not to choose our car seats when their kids grow older. Personal designs, safety reasons or convenience... What influences parents when buying car seats and how can we improve our position?

  5. BUILDING MEMES THROUGH THE DOREL STUDIO

  6. INSPIRATION WALL INSPIRATION TILE ADD NEW TILE HOW IT WORKS

  7. 1/ STRATEGIZE SOFTWARE DOESN’T SOLVE PROBLEMS, 2/ INSTALL ROUTINES PEOPLE DO #launchprogram 3/ INCREASE REACH

  8. 1/ STRATEGIZE IDENTIFY YOUR BUSINESS GOALS

  9. 2/ INSTALL ROUTINES 2/ INSTALL FIRST ROUTINES #CARSEATCODE #66days 7 9 8 88 51

  10. 3/ INCREASE REACH 3/ MEASURE, LEARN & BUILD NEW CAMPAIGNS

  11. THEstats AFTER 2 MONTHS… 33% USERS REGISTERED • 65% REPEAT USERS 1,8 7,6 9:08 56% 28% 35% LIKING USERS POSTING USERS COMMENTING USERS VISITS PER USER PER WEEK PAGES PER VISIT TIME SPEND PER VISIT

  12. THE EFFECT OF POSITIVE DISRUPTION Consumer feeling dropped from 7,7 to 7,4 I know very well what products are on the market for the category I work for #MARKETUNDERSTANDING

  13. FILLING OUR BLIND SPOTS Information and personalization, two pending themes that are always in our mind but require refreshing. But the real challenge is change in behavior. This will come back in our new innovation projects!

  14. BETTER IDEAS OVER TIME #outsidein “The Studio made me think deeper about some things, like ‘how can I pimp the customer journey’? Now I’m always looking if there is something interesting to post on the Studio. I always ask myself ‘is this something I would like to share with my colleagues?’”. QUALITY OF OUTPUT TIME (WEEKS)

  15. WHAT’S NEXT? #GLOBALCMI #KEYMARKETWALLS #SUSTAINABLEUSE

  16. THANK YOU! Tom De Ruyck, InSites Consulting

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