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Marketing Femcare Products Online
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Marketing Femcare Products Online

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How to create engaging experiences for femcare brands, using gaming

How to create engaging experiences for femcare brands, using gaming

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  • 1. Marketing femcare online
    Gaming for women
    Alexandra Tohme
  • 2. Build relationship and Interaction with brand
    Talking WITH her not AT her
    Ongoing long term platform
    Alexandra Tohme
    Create a BIG INTERACTIVE IDEA
  • 3. No emotional connection with brand
    Habit is fixed, auto-buy in store
    No need to actively pay attention
    Irrelevant
    Alexandra Tohme
    Barriers to overcome
  • 4. Digital is dynamic
    To build long term, think growth, cumulative wins, achievement, repeat visits, connection, intrigue, learning, sharing, connecting
    Alexandra Tohme
    Digital Barriers
  • 5. Talk WITH her = inform / educate / connect
    Building blocks
    Feminine
    Liberation
    Powerful
    Informed
    In charge
    Alexandra Tohme
    Foundations
  • 6. 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
  • 7. 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
  • 8. 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?!!!
  • 9. 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
  • 10. 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
  • 11. 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!
  • 12. Alexandra Tohme
    Massive Multiplayer Online Role Playing Games (MMORPG)
  • 13. Alexandra Tohme
    I can be multiple things online
    Alluring
    Female warrior
  • 14. 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
  • 15. 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
  • 16. Alexandra Tohme
  • 17. 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
  • 18. 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
  • 19. 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????

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