Marketing femcare online Gaming for women Alexandra Tohme
Build relationship and Interaction with brand Talking WITH her not AT her Ongoing long term platform Alexandra Tohme Create a BIG INTERACTIVE IDEA
No emotional connection with brand Habit is fixed, auto-buy in store No need to actively pay attention Irrelevant Alexandra Tohme Barriers to overcome
Digital is dynamic To build long term, think growth, cumulative wins, achievement, repeat visits, connection, intrigue, learning, sharing, connecting Alexandra Tohme Digital Barriers
Talk WITH her = inform / educate / connect Building blocks Feminine Liberation Powerful Informed In charge Alexandra Tohme Foundations
I can’t liberate myself if I have to actively “forget” something I have to “replace” it with a more useful and engaging activity So I have to destroy, get rid, laugh, construct, share, connect, inform, participate, WIN Alexandra Tohme How can we change her feelings
Forums - info exchange (data) User generated content – “how to” tips / vids on fashion beauty and style UGC – my own freedom of expression, youtube singing, dancing, strike a pose IS THIS ENOUGH ON ITS OWN??? Alexandra Tohme Taking charge digitally
How? Irritability, acne, sleeplessness, cramps, bloating, greasy hair, UNSEXY UNFEMININE Making an awesome product doesn’t necessarily fix everything else I WANT A HOLISTIC SOLUTION PLEASE Alexandra Tohme FORGET MY PERIOD?!!!
Pain cannot be “forgotten” by paying attention to a website or digital assets You really need a physical thing (pill, hot water bottle, poke in the eye with a sharp stick) HOWEVER, whilst we cannot forget, we can re-engage attention elsewhere A problem shared is a problem halved Alexandra Tohme USER EXPERIENCE
PMS / period strikes I’m not going to be as “active” as I usually am Lower tolerance to people Fatigue Not going to go online, be inspired and rush to the disco Sometimes you feel like staying in a lot more than usual Alexandra Tohme User experience continued
Just because your choices might be limited in the real world, doesn’t mean you can’t continue and have super powers in the virtual world Alexandra Tohme BUT VIRTUALLY YOU CAN!
Alexandra Tohme Massive Multiplayer Online Role Playing Games (MMORPG)
Alexandra Tohme I can be multiple things online Alluring Female warrior
Dungeons & Dragons first appeared 1974 Gave birth to role playing games 2006 - estimated 20 million people playing, more than $1bn in associated product sales Notice emphasis on “connectivity” Alexandra Tohme
In nearly all MMORPGs, the development of the player's character is a primary goal. Many MMORPGs feature a character progression system in which players earn experience points for their actions. They use those points to reach character "levels", which makes them better at whatever they do Alexandra Tohme Sustainable
Multi level entry (for different age girls) Extra opportunities for in game advertising Addictive Highly relevant Sustainable Connective – draws others in Can expand into mobile Can be delivered on many digital channels Can be a revenue earner in its own right Stimulus to buy in game and in real world Print game codes on packaging to redeem points in game Gets you closer to the brand Provides a holistic environment Captures technographic data Can grow with tech growth Augmented Reality Alexandra Tohme
Inform, educate, connect Can insert stuff into the game (new promos, think second life etc) Dynamic Proactive - dance, sing, interact, fight, buy, sell, etc Alexandra Tohme The story evolves with you
No A MMORPG targeted towards women. Subtle product cues can appear in the game Target audience is already online Great exposure if story of game can be revealed through networked blogs / social media Banners and social networks to direct traffic Alexandra Tohme A Game About Periods????