Killer Creative for Moms

The Learn Phase: Killer Creative for Moms Prepared by @adamkleinberg for ad:tech SF 2010

WARNING The following page contains imagery that may be deemed inappropriate or offensive to some audience members.

Future

US Births Baby Boom (Huge) Gen X (Not So Big) Millennials (Even More Huge) 1950 1960 1970 1980 1990 2000

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

Today’s mom... Multi-Tasks Is a Prolific Sharer Relies on Online Community Crowd-Sources Decisions

What motivates people?

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

Context + Motivations =

Killer Creative for the New Mom

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

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

A Better Bottle. A Better Day.

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

Moral Motive The need to do something good Tribal Motive The need to help your community

Context Today’s mom is wired.

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

Pleasure Motive The need for enjoyment

Moral Motive The need to do something good

Social Motive The need for influence and recognition

Tribal Motive The need to help your community

Moral Motive The need to do something good

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.

Killer Creative for Moms

by Traction

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