Killer Creative for Moms

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Killer Creative for Moms

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Moms today are not the same as moms tomorrow. This presentation examines what motivates moms today and gives examples of brands doing a killer job at connecting with them. Originally presented at......

Moms today are not the same as moms tomorrow. This presentation examines what motivates moms today and gives examples of brands doing a killer job at connecting with them. Originally presented at ad:tech 2010 in San Francisco.

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  • 1. The Learn Phase: Killer Creative for Moms Prepared by @adamkleinberg for ad:tech SF 2010
  • 2. WARNING The following page contains imagery that may be deemed inappropriate or offensive to some audience members.
  • 3. Future
  • 4. US Births Baby Boom (Huge) Gen X (Not So Big) Millennials (Even More Huge) 1950 1960 1970 1980 1990 2000
  • 5. Moms in context
    • 462% increase in social media usage since 2006
    • 93% on Facebook
    • 75% friends of a brand on Facebook
    • Moms with DVRs time-shift 56% of the time
    • 70% of women play computer games
  • 6.  
  • 7. Today’s mom... Multi-Tasks Is a Prolific Sharer Relies on Online Community Crowd-Sources Decisions
  • 8. What motivates people?
  • 9. Internal External Collective Individual Motivations Economic Motive The need for material success Tribal Motive The need to help your community Moral Motive The need to do something good Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment
  • 10. Context + Motivations =
  • 11. Killer Creative for the New Mom
  • 12.  
  • 13.  
  • 14. Internal External Motivations Collective Individual Economic Motive The need for material success Tribal Motive The need to help your community Moral Motive The need to do something good Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19. Internal External Collective Individual Economic Motive The need for material success Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment Tribal Motive The need to help your community Moral Motive The need to do something good
  • 20.  
  • 21.  
  • 22. A Better Bottle. A Better Day.
  • 23.  
  • 24. Internal External Collective Individual Economic Motive The need for material success Tribal Motive The need to help your community Moral Motive The need to do something good Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment
  • 25. Moral Motive The need to do something good Tribal Motive The need to help your community
  • 26.  
  • 27. Context Today’s mom is wired.
  • 28. Internal External Motivations Collective Individual Tribal Motive The need to help your community Moral Motive The need to do something good Economic Motive The need for material success Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment
  • 29. Pleasure Motive The need for enjoyment
  • 30. Moral Motive The need to do something good
  • 31. Social Motive The need for influence and recognition
  • 32. Tribal Motive The need to help your community
  • 33. Moral Motive The need to do something good
  • 34. Key takeaways
    • Today’s mom is not your mom
    • What motivations you can appeal to?
    • Add those up and you’ve got killer creative
    Follow @adamkleinberg on Twitter. Hop to it, now.