UCSD Adwave Meta Quest Plans Book - NSAC 2022

Quest is Ready

Your Quest IS #956

TABLE OF CONTENTS

02

The Challenge At Hand

03

THE PERSONAS

04

What Em Needs

Hello, we are

Meta Quest.

College is a challenging time full of awkward first-impressions, stressful classes, and frightfully thick textbooks. This all changes with the Meta Quest 2.

With our headset – the Meta Quest 2 – studying, socializing, and meeting up with friends is readily available whether they’re in the dorm next door or all the way across the country.

05

How to get Em We know what the Meta Quest 2 is capable of. Now all we need to do is welcome

06

Where is Em?

07

BEHIND THE ADS

09

Partnerships

10

Conclusion

everyone to the new way of college.

01

The Challenge At Hand Meta Quest 2 is still viewed as a tool for gaming with no essential uses.1

78%

of respondents use VR only for gaming.1

An essential product is something that is needed on a frequent basis, so why don't college students use Meta Quest 2 every day?

Diffusion of Innovation Theory2 Early Market

Mainstream Market

the chasm

Barriers to crossing the chasm1 Early adopters

Early majority

late majority

34%

34%

laggards

Lack of Product Knowledge

innovators

2.5%

13.5%

16%

Virtual reality is in its early adoption phase of the technology adoption curve.

The problem lies in bridging the chasm between early adopters and the early majority. Most of the current owners of virtual reality are very tech-oriented and want to try the newest technology.1 The average college student doesn’t see any essential everyday uses for Meta Quest 2. It’s solely for gaming.

VR Technology is in its Early Adoption phase

87%

of college students currently don’t own a VR headset.1

50%

of college students don't see any essential uses for Meta Quest 2.1

51%

of respondents purchased VR to try new technology.1

Features, price

HEALTH CONCERNS

Nausea, eye strain, headaches, dizzyness

LACK OF PRACTICAL USE

Not developed enough, not understanding what they can use it for, “not there yet”

UNDEVELOPED USER BASE

Wanting to meet people in person, waiting for friends to get it, isolating

In order for the Meta Quest 2 to become a true college essential desired by every college student, we must first market to the “Early Majority” by proving its diverse practicality outside of gaming.

02

The Personas The Early Majority, or “Em”, makes up around 34%3 of the college students who think similarly when buying a new product. They are people who may not be very well-acquainted with technology and would be considered less knowledgeable about the newest tech than innovators and early adopters. They wait to buy a product until they are sure it is well-developed and can provide essential use in their everyday life. Let’s meet Em!

Em is a thoughtful person who is cautious in accepting change. In order to buy a new product, she must feel that it will have a use in her everyday life. She usually doesn't buy a product without a friend's recommendation first.4

WHo is em?

Em is our target market, which consists of Gen Z college students.

Capturing Em is crucial to “crossing the chasm” and making the Meta Quest 2 a device owned by every college student. Targeting the college early majority market also requires marketing to parents who financially support these students. Plus, our strategy subtly presents opportunities to simultaneously market to future college students (siblings), accelerating the Meta Quest 2 image as an essential college tool. Let’s also meet Em’s friends!

Emeril

He is looking for a romantic relationship, but is having a hard time looking for someone to connect with and wants an alternative way to meet people.

Quest is a way to meet others looking for romance.

— EM, Early Majority

Emory

She wants a new way to hang out with current friends and explore different hobbies/interests.

Quest is a way to hang out with friends and provides content for interests and hobbies.

EMERSON

He is your typical stressedout college student and is desperate for a way to relax after a stressful day.

Quest is a way to help relax and destress.

03

What EM NEEDS

As a college student, Em has things she wants to do. But why

Definition of

would she choose Meta Quest 2 as a means to achieve her goals?

What will make Meta Quest 2 essential for Em?

essential

Product solves an important problem, has no good substitute, and is needed on a frequent basis.5

CAMPAIGN OBJECTIVES I want to meet new friends.

Improve product knowledge

You can walk up and talk to

by increasing impressions

people in Horizon with a customized avatar!

I want a product that is the best on the market that also has an image I love and support.

Improve brand sentiment by increasing net sentiment

Quest 2 has the best hardware and adventure guide that can make your wildest dreams come true!

I only want to buy it if it’s relevant in my day-to-day life.

Improve product relevance by increasing engagement rate

Follow me to keep up with the trends and events all your friends are talking about!

04

HOW TO GET EM YOUR QUEST IS _____ CREATIVE DIRECTION

SLOGAN

Now that we know what is going to help Em to choose Meta

We know Quest is Ready, but how do we show it? We do it by showing our target

Quest, we need to answer the how. Our campaign aims to

market exactly how Quest is Ready. Our slogan: “Your Quest is ___” accomplishes

showcase the wide breadth of features the Meta Quest 2

this by speaking directly to our target market about the Meta Quest 2 and the roles it

offers, thus removing Em’s purchase barriers by dramatically

could play in college students’ lives. After all, the Meta Quest 2 is ready for

increasing her product knowledge.

everything, not just for gaming.

Your Quest is Questy

BREAKING THE ICE

Just like college, navigating the uncharted waters of social VR can be confusing. To help Em, we’re implementing an animated

dancing with friends

adventure guide for her. Questy is not a new idea, as Meta has used it in events in the past, but we decided to create a more

sailing the seas

memorable, helpful, charismatic figure, feel

enabling more

sentiments.

consumers

positive

to

brand

The Meta Quest 2 has a quest for everyone. By highlighting the Meta Quest 2’s versatility and the creative freedom it provides, we present its true colors and cement the Meta Quest 2 as a must-need in the eyes of college students.

05

WHERE IS EM?

%

We have Questy and our slogan, but how do we reach Em and her friends? Contrary to the stereotype that Gen Z only wants to spend time on screens, research shows that going outdoors is a priority for them.6 Therefore, our campaign will implement 3 types of out-of-home advertisements on campus for Em. So where does Em go to school?

The USA can be roughly segmented into 4 distinct geographical regions: West, Midwest, South, and Northeast.7 Within these regions, we chose 7 of the largest trendsetting universities that are located in the most influential college towns/cities. Em and 300,000 other college students attend one of these schools that leads the cultural trends for their respective regions.

A

dvertisement arget ocations T

8,9

L

UIUC BU

55%

j

“

”

NYU UCLA ASU UT Austin

1. Interactive digital signage 2. Immersive bus stations Interactive signage serves to improve product knowledge by showing passersby what their Horizon Worlds avatar might look like. By showing them how advanced VR is, we will overcome Em’s perception that VR is underdeveloped.

81

of Gen Z en oy going outdoors and in-store shopping for their mental health.6 of Gen Z favor outdoor advertising because they find it relaxing .6

U of Miami

By planting photobooths in surrounding bus stops displaying the various features of the Meta Quest 2, we will not only increase consumer brand engagement, but also product knowledge.

3. Experiential activations

During our focus groups,4 we observed that when consumers physically tried out the actual headset, their perception of the Meta Quest 2 improved and they were impressed by its capabilities. Therefore, our campaign includes two experiential activations that would be held at all of the target locations to help encourage purchase intentions. The first is a multifaceted festival activation geared towards getting as many people to try out the Meta Quest 2 as possible. The second is a blind dating activation meant to showcase the social strengths of the headset.

06

video ads

BEHIND THE ADS For compatibility with our chosen media, our campaign utilizes three ad formats: vertical videos, landscape videos, and branded effects. Based on our research, Instagram (IG), YouTube (YT), and TikTok (TT) are the platforms where our target audience spends the most time.1 In addition to IG, YT, and TT, our campaign will also take advantage of FaceBook’s (FB) interconnection with IG to increase impressions.

tiktok

Instagram 30%

73%

1.08%

of users are 2nd highest of Gen Z says aged 18-2410 Instagram is best to conversion market new products11 rate12

41%

of users are

aged 16-2413

100 million

Monthly Active Users

in the USA13

branded effects

Story Ads: Hosts vertical video; full screen image

In-feed Ads: Hosts vertical video; Users can like,

or video that appears between users’ stories; often

comment, share, and interact with the videos

more effective than regular image ads, because

(15-60 sec).

they take up the full screen and blend in with other

Branded Effects: 15 or 20 seconds in length,

stories.

Story Filters: Hosts branded effects; filters that

depending on regional standards. Used for more informational ads.

IG users can interact with when recording stories.

Video Ads: Hosts landscape video; similarly to image ads, appear on feed; video can be up to one minute, but shorter videos tend to be more effective.

Story, Video, In-feed Ads

Through our survey, we discovered that while many people know VR is a tool to connect with friends, nobody actually buys it for that purpose. Our video ads remedy this by making the social capabilities the highlight of the Meta Quest 2, rather than just an available function. Whether Em sees these videos on Instagram or Tiktok, Em is now aware of the Meta Quest 2’s social features and is curious to know more about what the device has to offer.

Most downloaded app in 20201 Highest social media engagement rate per post15

Story Filters, Branded Effects

Multiple interviewees expressed that they only hear about VR in relation to gaming, and therefore, find it difficult to imagine VR outside of gaming.16 In response, we decided to implement a branded effects filter that provides a POV of someone using the Meta Quest 2 in a variety of ways other than gaming. We are quite literally and effectively guiding their imagination into the world of social VR available with the Meta Quest 2 headset through our filter.

07

BEHIND THE ADS

FACEBOOK

YOUTUBE 70%

of viewers buy from a brand after seeing its content on YouTube17

77%

of 15-25 year olds are users18

70%

of 45-64 year olds are users18

200 million

Monthly Active Users19

70%

of 18-29 year olds are users19

75%

of 30-64 year olds are users19

30-64: An age group that financially supports our target market

45-64: An age group that financially supports our target market er Ads: Hosts landscape video six-second, non-skippable video ads that play right before an actual video, ideal for preventing ad skips and growing brand awareness.

Bump

o -Skippable Video Ads: 15 or 20 seconds in length, depending on regional standards. Used for more informational ads.

Video Ads: Hosts landscape video; amplifies the impressions of our Instagram video ads.

Story Ads: Hosts vertical video; amplifies the impressions of our Instagram story ads.

N n

24% of people have seen virtual reality content on YouTube 29% of people go on YouTube to search for information about a new product1

YOUTUBE short series Our interview responses show how college students don’t know the capabilities of Meta Quest 2. Therefore, our YouTube short series depicts Questy going on many adventures, while displaying the variety of content the Meta Quest 2 offers. By doing so in a memorable and fun form, the YouTube short series aims to show the capabilities of the Meta Quest 2. Take a sneak peek below!

08

PARTNERSHIPS influencers

Secondary research reveals that Gen Z and influencer marketing is a match made in heaven. From our primary research, 46% of respondents agree that influencers affect their decisions when purchasing products.1 However, Gen Z prefers brands featuring relatable creators and genuine endorsement instead of sponsorship by big name celebrities. Other research also shows that Gen Z wants to become influencers themselves given the chance because they value peer-to-peer endorsement.20 For our campaign, we choose to partner with college students through a Brand Ambassador program as well as with a blend of micro and macro influencers who have the potential to improve both brand sentiment and product relevance among our target audience.21

Micro Influencer: Kelly Wakasa22

Stats

Why them?

Averages almost 1 million views per week 23

Followers: Instagram: 251k TikTok: 1 million YouTube: 900k

Engagement Rate: 33.2k/video & 7.5% engagement rate (rated excellent)24

Genre: Storytelling, Life Style Kelly’s fanbase is loyal and has a strong emotional connection with him.

IMPROVE brand sentiment Objectives

By leveraging Kelly’s personal brand

image to make an emotional connection between Meta Quest and our target audience.

Macro Influencer: Unbox Therapy25 Averages over 4 million views per week26

Followers: Instagram: 2.2 million YouTube: 18.2 million

Engagement Rate: 21.8k/video & 1.42% engagement rate (rated average)27

Genre: Tech Review Unbox Therapy is a name the majority of our target audience knows and trusts.

IMPROVE PRODUCT KNOWLEDGE By increasing impressions on a YouTube video that teaches our audience the benefits of owning a Meta Quest 2.

Brand Ambassadors Gen Z’s trust in larger insitutions is on the decline. The larger the brand, the larger the trust gap.28 Brand Ambassadors will serve as

peer voices that can help increase the trust in Meta and its products.

OBJECTIVES

Increase exposure for our marketing campaign (impressions)

How: Create an emotional connection between our target market and Meta.

What: Increase social media/ad engagement by promoting elements of our marketing campaign to fellow students.

Point of contact between target campuses and Meta: leverage Ambassadors’ knowledge and connections in each target university in order to customize the experiential activations and OOH ads for individual universities.

Carry out monthly evaluations on campaign objectives: collect surveys and conduct interviews, monitor social media KPI and sales.

09

CONCLUSION Campaign Evaluations Over the course of our campaign, we will monitor ROAS, traffic source conversions, Net Promoter Score, and other key metrics in order to ensure our campaign is successful and our budget is spent appropriately. We will also conduct traditional market research to gain direct customer feedback on the efficacy of our campaign. If we observe platforms underperforming, we will reallocate funds to the more productive platforms.

IMPROVE PRODUCT KNOWLEDGE QUANTITATIVE

QUALITATIVE

Click-through-rate

Frequency

Impressions

Intercept Surveys

Focus Groups

INCREASE POSITIVE BRAND SENTIMENT QUANTITATIVE

QUALITATIVE

Net Sentiment

Product Reviews

Surveys

Focus Groups

Customer Satisfaction Rates

INCREASE PRODUCT RELEVANCE QUANTITATIVE

QUALITATIVE

Engagement Rate

Volume of Hashtag Mentions

Surveys

Focus Groups

Successfully crossing the Chasm Our campaign, Your Quest is _____, broadens the perception of virtual reality and shows college students how essential the Meta Quest 2 is. We are effectively crossing the chasm from early adopters to the early majority, accelerating the adoption of this technology and putting Meta Quest 2 on every back-to-school shopping list.

AFTER RESEARCHING

468

PRIMARY RESPONDENTS

250+

SECONDARY SOURCES

WE CREATED A campaign THAT will generate

598,438,365 re total imp

538.9M

digital Impressions

ssions

59.4M

OOH Impressions

105K

experiential Impressions

6-8M

1.4% Conversion Rate29 x Impressions =

UNITS SOLD

10