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Measuring Influence: Going Beyond Business and Brand Metrics to Inspire Work with Real World Impact

Gayle Fuguitt, CEO & President, The ARF, introduced Jonny Bauer – Global Chief Strategy Officer, Droga5

Jonny Bauer spoke on strategy and measuring influence: “Metrics shouldn’t just measure. Metrics should inspire creativity and action.” He called for “advertising that creates value rather than clutter.”

“Our goal is effectiveness. Our strategy is influence. We define influence as the capacity of power to be a compelling force.”

To that end, the influence metric can be defined as “What real world impact are we going to have?”

What is an influence metric? “Something that we want to change in the real world. Something that goes beyond any business or brand metrics.”

Jonny showed case history videos on:

PRUDENTIAL

The Influence metric in this case was for people to put “more money in retirement accounts.”

Prudential’s goal was to portray the real face of retirement. Position retirement as a fresh start.

Prudential asked: Why aren’t people better prepared? The brain gets involved in the way of planning for retirement. “The retirement challenge” showed Prudential there was a need to educate, inspire and encourage consumers to save 1% more with a pledge.

The consumer became involved in creating the campaign.

TOYOTA

Influence metric: “Make hydrogen fuel like the no brainer future of propulsion.”

They touted hydrogen fuel as the future of propulsion, as an alternative for fossil fuel.

“We needed to tap into the availability but also the abundance of hydrogen. To change the public perception of hydrogen.”

We were going for “Real world influence. Real world impact.”

The new hydrogen fuel car, Mirai, had successful sales and changed public opinion.

NEWCASTLE ALE

Influence metric: “Make people demand more from beer advertising.”

People really hate beer advertising. They find it unrelatable.

They approached the task with humor. As Anna Kendrick said, “They wanted to make a commercial about how they couldn’t afford to make a commercial.” They created a video with a storyboard for a fake Super Bowl ad. It became known as The Super Bowl Ad that could have been: “If WE Made It.”

It achieved 600 organic media placements with 10 million views in 2 weeks, made every major media outlets’ top 10 list of commercials.

The moral of the story: You don’t have to be in the big game to win the big game.

CLINTON FOUNDATION video on “No Ceilings Report”

Influence metric: More inequality protests.

What to do when you have a lot of data, and a million stats on how gender equality has not been achieved. How do you motivate young people to learn the statistics of the report and be willing to take action?

The problem was that young people did not believe in gender inequality. “We’re not there yet.” Remove women from the media and replace it with notthere.org

Covers were blank. Women disappeared from the cover of magazines and billboard displays, avatars on social media.

It was the #1 trending campaign on International Women’s Day.

“We’re not there yet but together we can be.”—Chelsea Clinton

 

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