'Generation SpongeBob' or Generation Z. Who these kids are and how to reach them with digital marketing.
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'Generation SpongeBob' or Generation Z. Who these kids are and how to reach them with digital marketing.

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Whether we call them Generation Z, Generation SpongeBob, the Homeland Generation, the Digital Natives or Post-Millennials... children of the new generation, born after the late 90’s, are more......

Whether we call them Generation Z, Generation SpongeBob, the Homeland Generation, the Digital Natives or Post-Millennials... children of the new generation, born after the late 90’s, are more digitally connected than any other generation of kids. Also, never before ‘kidsfluence’ has been this powerful.
For marketeers who are targeting these kids, a good understanding of the (digital) life of this generation is key. How do they think and behave? What do they like? Through what (digital) media can you reach them? How do they perceive those media? How can you reach their mums? What are the mums' preferred digital media?
These are some of the questions that are answered in this presentation.

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  • Digital Marketing to Generation Z
  • What content do children like?More sophisticated storylinesScary, dangerous and conflicting thingsFamily and boy/girl issuesHumorThe older ones: past & futureThe boys like taboo and scatologyPirates and heroes always work

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  • 1. ‘Generation SpongeBob’ Who they are and how to reach them with digital marketing
  • 2. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 2| 27 february 2014 Generation Spongebob Agenda The new kids, generation Z Mums & Dads of generation Z Their digital media consumption About Dreammachine Kids
  • 3. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 3| 27 february 2014 Generation Spongebob Digital marketing spend to kids & teens 2013* * Nielsen US: 800 mio $ UK: 200 mio $ Belgium: ?
  • 4. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 4| 27 february 2014 Generation Spongebob Most watched infographic 2013
  • 5. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 5| 27 february 2014 Generation Spongebob • Who are they? What are they into? • How to engage with them? • Their (digital) media consumption Who are those kids? culture learn play family peers development media
  • 6. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 6| 27 february 2014 Generation Spongebob • Happiness is a ‗normal state‘ for kids. Marketers who focus on the dissatisfied, rebellious child will find it difficult to connect with the majority of kids, tweens, and their parents. • Around the globe, the most frequently cited sources of happiness were: What makes today kids happy? Source: The Marketing Store, Jan 2013
  • 7. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 7| 27 february 2014 Generation Spongebob When shown a list of 15 socially desirable values, the top 5 things global kids (6-12) chose as ―most important‖ are: 1. Being a happy family 2. Having lots of friends 3. Being a nice person 4. Being smart 5. Being rich * Source: The Marketing Store Their most important values*
  • 8. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 8| 27 february 2014 Generation Spongebob “Get rid of nuclear power generation.”
–Boy, 9 years, Japan ―That the unemployment in my country would end.”
–Girl, 9 years, Spain “Find a cure for cancer.”
–Girl, 11 years, UK “Have freedom for all and world peace.”
–Boy, 8 years, Brazil “We would stop global warming.”
–Girl, 10 years, Poland ―That we could walk alone without it being dangerous.‖
–Boy, 11 years, Mexico * Source: The Marketing Store ‗What would you want...?‘*
  • 9. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 9| 27 february 2014 Generation Spongebob RACECARS Content: some themes FUTURE PAST BOYS & GIRLS FAMILY HUMOR TABOO, SCATOLOGY MAGIC DANGER ADVENTURE OUTER SPACE POP STARS OCEAN DINOSCELEBRITIES FASHION PIRATES
  • 10. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 10| 27 february 2014 Generation Spongebob • The survey shows usage of electronic devices is very similar for girls and boys – the difference is generally as little as 1-2%. Boys are more into gaming (handheld gaming devices and consoles), while music appeals more to girls. But that gap is closing. • Personal ownership of electronic devices shows a similar pattern. • Digital Activities: Both girls and boys use the computer for a wide array of activities, especially entertainment (playing games and watching videos). Boys are not more sophisticated on the computer, but they are more inclined to experiment with more functions on their mobile phones. The big holdout: Traditional toys are still strongly gendered • One place where we see significant gender differences is in traditional toys. There are still BIG differences in what toys kids like to play with—despite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls. • According to Hasbro research, boys and girls play in a different way: – Boys expect power and control in how they play (action, customization, power game agains parents) – Girls are endless explorers in their play (varied play experiences, identity seeking, pnder purchases with parents) * Source: The Marketing Store The gender gap is closing*
  • 11. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 11| 27 february 2014 Generation Spongebob • Parents encourage gender neutral play for girls, but not for boys. The trucks are given to the girls, but the dolls not to the boys. • Play preferences of the kids... reflect stereotypes.* * Kids who engage in type of play at least fairly regularly. Play & gender in Belgium
  • 12. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 12| 27 february 2014 Generation Spongebob Global Kids‘ Top 10 Favorite activities Source: The Marketing Store, Jan 2013 27% 24% 21% 15% 15% 15% 14% 14% 11% 11% Play video/computer game Watch TV Explore internet Go to movies Playing outdoors Riding bikes Play with toys Play a sport Outdoor activities (e.g., hiking) Reading
  • 13. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 13| 27 february 2014 Generation Spongebob See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties), 2011 • Growth over the last years • Growth with age: from 21€/month at 10 to 28 € /month at 12. • More than half save it at home (57%). Another 30% saves it at the bank account. The younger, the more they save the money. • Spending on food & snacks (40%), clothing (38%), videogames (27% - growing with the age), going out (11%), cosmetics (9%),... The big question is of course also: ‗What do they get on top of this (bigger amounts), at their request?‘ And how big is their influence? Kids and (pocket) money
  • 14. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 14| 27 february 2014 Generation Spongebob Data from 2009 (OIVO): • 32% of kids regularly do the household purchases • 83% of kids say they regularly go to the shop (average: 2,8 times a week) • 63% of kids put products in the shopping basket when they go shopping with their parents. – Candy, chocolate (75%) – Drinks (32%) – Cereals (22%) – Cosmetics (14%) – Fruit (14%) – Videogames (7%) – Clothing (6%) • 64% of kids propose things to buy while in the shop. Kids and (mum‘s) money
  • 15. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 15| 27 february 2014 Generation Spongebob Brain development Identify brands Boys and girls Not be childish Development: 6 – 8 Between 6 to 8 years old, the left hemisphere of the brain starts to develop more than the right one. It directs itself away from the pure fantasy into the ‗real world‘, the child gets an aversion of everything that could be ‗childish‘, and girls and boys difference gets more and more evident.
  • 16. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 16| 27 february 2014 Generation Spongebob Brand loyalty Social influence Neurological growth Development: 8 – 11 • Starting from 8 years, children start really looking at brands, and develop a brand loyalty, which can last until the end of his life. He also starts taking more and more in account the behavior of his friends. • Approaching 12 years, their brain starts evolving towards the adolescent stage, which will change their life completely. But attention, at this age their attention curve is still much shorter than the curve of an adult.
  • 17. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 17| 27 february 2014 Generation Spongebob Kids & usability See http://www.dreammachine.be/blog/digital-usability-for-kids
  • 18. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 18| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 19. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 19| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 20. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 20| 27 february 2014 Generation Spongebob • HIGH VERBAL CONTENT: narratives, jokes, other verbal play • HIGH VERBAL AND MUSICAL CONTENT: songs & rhymes • HIGH PHYSICAL AND HIGH VERBAL AND/OR MUSICAL CONTENT: clapping, skipping, singing games, dancing, singing with moves, counting out rhymes • HIGH IMAGINATIVE CONTENT: – Fantasy play – Socio-dramatic play – With playthings • HIGH PHYSICAL CONTENT – Without playthings – With playthings – Body play Play patterns: Example: classification of games and play at school playtime
  • 21. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 21| 27 february 2014 Generation Spongebob There is no revolution in play. Be a hero Pretend to save the world Battle and competition Imaginative characters
  • 22. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 22| 27 february 2014 Generation Spongebob Digital does not revolutionize play. Lego Minecraft
  • 23. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 23| 27 february 2014 Generation Spongebob • 87 of Belgian parents find ―play that gets my child to be social and interact or communicate with others‖ important. • 78% of parents think their kid plays just the right amount (50% of kids feel they don‘t play enough). • For Belgian kids, play is all about ‗FUN‘. • For parents, it‘s about purpose (only for 51% of Walloon parents it‘s about FUN vs 85% of Flemish parents). • For Walloon parents, educational play is lacking most. For Flemish parents, outdoor play is lacking most. • The need to play together and the lack of that is felt most in the south part (72,5% against 44,5%). • 26% of kids play most often alone. • Parents encourage gender neutral play for girls, but not for boys. The trucks are given to the girls, but the dolls not to the boys. Parents & their perception of play
  • 24. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 24| 27 february 2014 Generation Spongebob • Outdoor play: decreasing from 82% at 2-5 to still 57% of 9-12, kids would ‗always play outside if they could‖. But they can‘t. • Playing together is perceived as super-important. • Parents mainly see the following purposes in play: release energy, relax, problem- solving, creative, purely fun, social, age appropriate, active/physical (outdoor?), challenging the child, learn something, imaginative, nurturing/caring. Opportunities: lack in play
  • 25. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 25| 27 february 2014 Generation Spongebob • Outdoor play: decreasing from 82% at 2-5 to still 57% of 9-12, kids would ‗always play outside if they could‖. But they can‘t. • Playing together is perceived as super-important. • Parents mainly see the following purposes in play: release energy, relax, problem- solving, creative, purely fun, social, age appropriate, active/physical (outdoor?), challenging the child, learn something, imaginative, nurturing/caring, collaborati ve.  With the orange circle = what they feel lacks most.  here are your big opportunities: educational play, Opportunities: lack in play
  • 26. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 26| 27 february 2014 Generation Spongebob Similar results from Leapfrog research (US)
  • 27. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 27| 27 february 2014 Generation Spongebob Percent of kids who own their gaming tablet Source: GameByte research 36 49 43 28 30 19 28 3 10 27 US UK FR DE AU Android Tablet iPad
  • 28. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 28| 27 february 2014 Generation Spongebob Top Kids F2P/MMO PC Games
  • 29. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 29| 27 february 2014 Generation Spongebob They guarantee: • Interaction with your brand • Fun & positive exposure of your brand • Repetition of exposure • Long attention towards your brand Address the child in an adapted way: • Put the child central • Reward him as often as you can • Let him win as many easy levels as possible • Let him compete with his pears Games
  • 30. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 30| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 31. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 31| 27 february 2014 Generation Spongebob Think like a child A stick is a toy. Rely on research with kids. • Which child? Make it age appropriate! • ‗I‘m 4,5‘. Research. • Grow with the child.
  • 32. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 32| 27 february 2014 Generation Spongebob Really really scary
  • 33. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 33| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 34. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 34| 27 february 2014 Generation Spongebob Create a story (play) 606mio views on his channels ‘storyfying’ games! Click on the image to play the video on Youtube.
  • 35. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 35| 27 february 2014 Generation Spongebob Create a story (learn) Click on the image to play the video on Youtube.
  • 36. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 36| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 37. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 37| 27 february 2014 Generation Spongebob • Device and technological gimmics = transparent • Hundreds of devices. • 50 types of kids tablets. • Kids do love technology. BUT: in the end it‘s about the content. ‗Watch me‘-toys are rejected. Don‘t count on bells and whistles Number 1 criteria for parents chosing a tablet = educational content available on it.
  • 38. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 38| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 39. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 39| 27 february 2014 Generation Spongebob TRANSMEDIA APPROACH • The content is the fill rouge to their experience with your brand • They expect continuity and consistency through all media • Kids also copy elements of digital play into their traditional play experience. E.g. ‗Play Moshi Monsters‘ • In hybrid products (digital + physical toys), such as Skylanders, except for the youngest ones, the digital part of it gets the most importance. Tear down the walls
  • 40. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 40| 27 february 2014 Generation Spongebob • Think transmedia + video (-IP) + content is king = key to success • Content: movie IP • Transmedia: games playable on all sorts of devices Example: LEGO : losses 1998 – 2004. • Partnership with Warner Brothers • Extension of products to electronic gaming and other media • Lego: the movie. (Batman) • Taking movie property to play, and then making again a movie out of that, of which then again they created play.  Lego recovered its position Key to success
  • 41. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 41| 27 february 2014 Generation Spongebob • Physical objects, such as devices, have less importance for kids. That doesn‘t have meaning, and for them value = meaning. This explains the success of excessively expensive mini-figurines on the ‗parallel market‘ (no ‗physical‘ value). • Success of SnapChat with kids. Love for the virtual and the ephemere
  • 42. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 42| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 43. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 43| 27 february 2014 Generation Spongebob Let there be fun: humour + music Humour as an escape from busy kids’ lifes. Humour has become the kids’ language Need for shareable jokes Click on the image to play the video on Youtube.
  • 44. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 44| 27 february 2014 Generation Spongebob Music: bands & peers Club Penguin Music Videos (‘Produsers’- society, ‘Maker movement’) Click on the image to play the video on Youtube.
  • 45. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 45| 27 february 2014 Generation Spongebob Typical user journeys on YouTube Source: Dubit research
  • 46. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 46| 27 february 2014 Generation Spongebob Example of educational app integrating humour and music Source: JIBJAB Click on the image to play the video.
  • 47. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 47| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 48. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 48| 27 february 2014 Generation Spongebob • Kids look up to older kids. • Digital marketing: target kids of 2 to 3 years older. • They love to imitate the adult world. • This intensifies the boy-girl contrast at the tween age. • BUT: younger kids do NOT want to be older. While they may desire to have some things that older kids have, and to ‗play older‖, they are very happy being their age. ―Brands should celebrate childhood rather than pushing them to ―grow up‖. Give kids the opportunity to stay younger longer by encouraging activities that allow them to be (and act) their age.‖ (The Marketing Store) KAGOY: kids are growing old younger
  • 49. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 49| 27 february 2014 Generation Spongebob • Kids share content: – At the playground – Facebook – Also Instagram, Youtube (lesser degree) • Early adopter kids: 15% (adopt new things immediately). Slightly more boys than girls. Slightly more 11-13 than 8-10. • 31% of them own a tablet. 27% own a computer. 26% a smartphone. • Early adopters find content more often than other kids through social media, cinema, magazines, blogs, forums • What influences early adopters: friends, tv ads, in app ads, celebrities, tv • This can work negatively. E.g. ‗What Google+ did to Youtube: they got all their stuff moved.‘ • Tips: – Focus on creative content. – Speak their language. – Check with them what their language is. – Adapt to the medium. – Follow up the process. Early adopter marketing Source: Dubit Jan 2014
  • 50. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 50| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 51. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 51| 27 february 2014 Generation Spongebob Can we fix it? • Humpty Dumty had a great fall...: ―Can we fix it?‖ • Kids expect digital media to be more engaging than passive reading. (test situation)
  • 52. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 52| 27 february 2014 Generation Spongebob The maker movement • Success of Scratch • Apps to ‘programme’ games, apps from preschooler age • Toontastic
  • 53. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 53| 27 february 2014 Generation Spongebob • Leverage the power of play. Play is timeless. • Think like a child • Create a story • Don‘t count on bells and whistles • Tear down the walls • Let there be fun • Engage with whom they look up to • Empower them, they‘re the ‗maker generation‘ • Characters are their best friends How to engage
  • 54. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 54| 27 february 2014 Generation Spongebob Characters are their best friends • Characters work. They are friends throughout the day of the child. • Pick characters carefully. They are no random choices. • Some characters are like oil & water and kids don‘t want to see them together. You have to make a bold choice. • Characters create consumer markets in the same way that brands do, and the two interact in dynamic ways through brands that incorporate a number of characters.
  • 55. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 55| 27 february 2014 Generation Spongebob 55 51 42 40 39 37 37 34 32 32 30 29 24 Mario Disney Skylanders (including owners) Avengers Star Wars Batman Harry Potter X-Men Pokemon Rumbie U American Girl Doll Barbie Moshi Monsters Rayman/Rabbids Interest in Smart Toys IP amongst US kids
  • 56. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 56| 27 february 2014 Generation Spongebob Agenda The new kids, generation Z Mums & Dads of generation Z Their digital media consumption About Dreammachine Kids
  • 57. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 57| 27 february 2014 Generation Spongebob • Enormous amount of literature • Try to picture mindset, more than to go into detail • Exaggerating to show the global tendencies Mums: huge terrain
  • 58. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 58| 27 february 2014 Generation Spongebob Looking at mums: ordered by their own age
  • 59. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 59| 27 february 2014 Generation Spongebob • Age of the child is far more important than age of the parents for ‗the type of mother you are‘ • Important differences between generations: – Importance of her own youth: projection on their own children: brands, products, toys,… – Different values & key moments: Woodstock, Tsjernobil, Berlin Wall & end of the Cold War, Turn of the Century,… – Different economic & technological background Every mum once was a child
  • 60. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 60| 27 february 2014 Generation Spongebob • Money for value • Imitate the majority of the younger moms • Most nostalgic of them all: want to recreate their own childhood memories for their own children • Will soon become empty nesters Babyboomer mums (<1965): Endangered species
  • 61. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 61| 27 february 2014 Generation Spongebob • Their own youth: – Latch key generation • Present: – They often want to forget their own unstable childhood. – Many divorced / single mums – Want a stable life for their kids and for themselves, with or without a man. – Friend with mum and kids • Character: – Individuality: many kind of mums (e.g. yoga mum, eco mum,...). – Expect marketing to appeal to their multisensory communication behavior – Want to spend for enriching experiences that will create family memories, like unique or adventurous travel. Gen X mums (1965-1980): real answers to real-life challenges
  • 62. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 62| 27 february 2014 Generation Spongebob • These are the preschooler mums. • Had a prosperous youth. • They want to make the world a better place to live, save the world from the damage done by previous generations. • More world-centric than family-centric. • Move and operate in groups. • Style of parenting: ‗get on the floor and play‘. • Ephemere lifestyle. • Advertising: strong capacity to filter and select what fits their lifestyle. Gen Y mums (1980-2000): „Get on the floor and play‟
  • 63. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 63| 27 february 2014 Generation Spongebob Looking at mums: ordered by the age of their children
  • 64. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 64| 27 february 2014 Generation Spongebob - In general: Strong division between mum at home and working mom - working mom has REALLY no time - Pester power: working moms are more sensible - Food: very important! - Food must be healthy - Working moms have no time to prepare => restaurants - Safety: mainly physical safety is important - Sports: Importance of physical exercise for the mums themselves - Communication/internet: - mainly important for mothers - keep up with peers - Search information - For children: Entertainment & education (will stay like that in the next years) - Clothing: mum wants - to be contemporary - Camouflage weight gain Preschool mums: food, safety & health
  • 65. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 65| 27 february 2014 Generation Spongebob - Food: - Children are away during daytime => no control what they eat => importance of dinner - Children start buying their own sweets & candy - Sports: (may) get a family lifestyle - Education: school!! - Safety: attention goes to cyber safety and sports safety - Communication/internet: - Lifeline between child and mother - Way of communication to peers by child - Clothing: - Child should be presentable at school - Mum wants to be contemporary & professional Elementary schoolchildrens mums:| sports and education
  • 66. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 66| 27 february 2014 Generation Spongebob • General: – Most mums are working again – Children start having influence on their parents (e.g. vegetarians) – Children are more difficult to reach using their mums influence (could work in the opposite way) • Sports: mums do exercise for their own health • Safety: mum starts to worry about driving, drinking, drugs & sex • Clothing: – Mum focusses on herself, updates her image – Children start using veto power Teenager mums
  • 67. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 67| 27 february 2014 Generation Spongebob Over generations of mums, there are many common aspects since the Baby Boomers The 2014 mum: what do they have in common (over the generations)
  • 68. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 68| 27 february 2014 Generation Spongebob • Previous family: inverted triangle until 60‘s – Parents set rules & make decisions – Kids follow • New family: circle – Children • do not blindly follow any more • Are encouraged to participate in discussions • Patriarchy => ―Filiarchy‖ – Parents still rule: • ―Permissive‖ parenting (in the meantime bad connotation) • Co-operative family – Side-effect of sexual revolution of the 60-ties: • children are really wanted • smaller families – See what babyboomers thought about previous generations! http://youtu.be/fUspLVStPbk?t=52s Family circle – Family triangle
  • 69. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 69| 27 february 2014 Generation Spongebob • Nostalgia to her own childhood – Dream away • Lack of time – With the children – For her own development (me time) – Therefore: Efficient and planning (e.g. holidays) – Complicating factor: she faces loads of noise • Lack of money (GB – netmums.com) – 70% have problems at the end of the month – 80% always look for offers before go shopping • Importance of communication with her peers – Mums are main consumers of social media – They trust peers more than everything else The 2014 mum: who is she?
  • 70. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 70| 27 february 2014 Generation Spongebob • Mum loves tech (UK – netmums.com): – 10% more likely to use technology – 68% have a smartphone (+18% than normal) – 7 x more tablets than normal – 15% have an e-reader (11x more than normal) The 2014 mum & technology
  • 71. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 71| 27 february 2014 Generation Spongebob • Email and Social Media are your Lifelines. – 51% check their email and/or social media 20 or more times each day. – 16% checks it more than 50 times a day. • Mobile Devices Win over TV. – 72% of moms said if they had to give up one, they‘d give up their TV before their smartphone. • Security is Top of Mind but not an Obstacle to E-Commerce. – 95% of moms reported being concerned about the security of their personal information. – 97% made a purchase online in the past 90 days. • Technology = Better Mom. 3 out of 4 moms think that technology helps them be a better mom. Mum & technology: Tastemaker Mom (US)
  • 72. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 72| 27 february 2014 Generation Spongebob • Growing importance of dads as economical importance of mum rises. – 1/3 of mums are bigger breadwinners (UK) – 1/14 staying home dads – This figures are quickly rising The 20XX dad is coming
  • 73. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 73| 27 february 2014 Generation Spongebob • Love: – Children as friends (circle instead of triangle) – Power to the children • over their free time • Over purchases in the family – Instead of pester power: Guilt Goodies, because parents think they don‘t have enough time for their children • Hope: – Focus on the development and happyness of child, now and in the future – Big emphasis on development of child – Educational apps & websites, holiday schools,… • These offer great possibilities for brands – Example: carboard box for Ribena Plus with webbased instructions ‗how to use‘  spend time with the kids, offline. • Fear: – Often irrational: ―risk society‖ – Health and safety concerns => see concerns about digital safety below – Uncertanty: • am I doing right? • Do I play with my child the way I should? (headline: ―Child‘s play not easy for modern parents, say experts‖ – BBC) • Is my child ‗normal‘? The 2014 mum & kids: Love, hope & fear
  • 74. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 74| 27 february 2014 Generation Spongebob FEAR & UNCERTAINTY (Lannoo)
  • 75. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 75| 27 february 2014 Generation Spongebob • Some categories: – Expecting mum – Healthy mum – Working mum – Social Mum – Engaged Mum – Do it Yourself Mum – Yoga mum – Eco mum – Alpha mum (does everything better, gives example) – Beta mum (follows Alpha mum) – Mojo mum (doesn‘t want to loose her pre-mum identity) – Moxie mum (fitness & fun) – Yummie Mummie (taste for fashion & style) – … • Categories can be combined, all have their own media No mum is created equal
  • 76. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 76| 27 february 2014 Generation Spongebob Engaged mums
  • 77. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 77| 27 february 2014 Generation Spongebob How to reach the mums
  • 78. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 78| 27 february 2014 Generation Spongebob • Mums stay the main decision makers concerning household purchases • Mums engage online and influence other mums – 91% use social media – They spend 2x more time online than the rest of the population – Recommendations: • 84% look for recommendations of products on-line • Recommendations seem 2x more effective then ads – Emerging trend: brands launch ‗omni channel‘ loyalty programs (combine several social channels) • They want to be in a conversation with brands. – Brands should listen to them, ask their opinion • Mums will buy more and engage more if rewarded – 81% of all mums will buy & engage when rewarded – They want free products (83%), coupons, or simply ‗elite‘ statuses (67%) or recognition on the brand website • They‘re keen on umbrella loyalty programs – 75% prefer umbrella loyalty programs above normal ones – 60% want to buy from parent company if they are rewarded • KISS principle (they have no time): simple messages IMPORTANT: They want brand information using e-mail!! Marketing to the 2014 mum (2013 PunchTab Study – US figures)
  • 79. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 79| 27 february 2014 Generation Spongebob • Peering: – Provide them extra information that they can distribute to make them shine between their peers. • Roles: – They expect marketers to acknowledge their multiple roles as a mother, a business woman, an artist, engaged woman, and so on. – Brands should offer solutions for all aspects of their daily life. • They want customized experiences. • They always lack time. • No time for confusing messages: Get right to the point. • Brands should become part of their community, but only in a practical way: give concrete solutions to concrete problems – They fear to loose their memories of their children • Importance of photography and video Marketing to the 2014 mum Further ways to please mums
  • 80. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 80| 27 february 2014 Generation Spongebob
  • 81. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 81| 27 february 2014 Generation Spongebob • 19 mio of users app • Edit and share personal videos in one click • Director functionality • Editing is finished as soon as you stop filming. • Fits with mums lifestyle and objectives – no time to edit – kids focus – create shareable content Case: Magisto
  • 82. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 82| 27 february 2014 Generation Spongebob • 1st life stage (before having children) – 1st stage: follow brand preferences of their mum – 2nd stage: influence of pears • 2nd life stage (oldest child <12 years) and 3th life stage (oldest child >12 years) – 43% ―my children have a tremendous impact on my purchasing behavior‖ – 60%+ like to try new brands Importance of mums marketing for brands (SBS Belgium study)
  • 83. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 83| 27 february 2014 Generation Spongebob The modern world is overwhelming us with data, and the abundance of it is both confusing and harmful to the mind. Concerns with digital media
  • 84. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 84| 27 february 2014 Generation Spongebob The modern world is overwhelming us with data, and the abundance of it is both confusing and harmful to the mind. Conrad Gesner, 16th Century botanist, physician and linguist about books-printing Concerns with digital media
  • 85. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 85| 27 february 2014 Generation Spongebob • Fear from technology & digital: – 87% in UK/US want their child to log off more and engage more in the ‗real world‘ – Concerned about over-reliance on technology – Parents wonder if this affects their childrens ability to function in the real world • Social media: – Parents recognize the value of social media to their child – 87% is Facebook friend with their own child (US+UK) • Accountability: Find the right middle ground: – Parents want media to be accountable, transparent and responsible – Children want to be free – Brands must find middle ground, for example using gamification – Brands offer off-line entertainment for kids Mums concerns with digital media (JWT US 2012) “You can’t do your homework before you’ve gone outside and played” (anonymous mum)
  • 86. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 86| 27 february 2014 Generation Spongebob • First concerns are ‗screen time‘ and safety of their kids. • More resistance towards TV than small screens: – Children should learn technology – They think apps are more educative then TV – Practical to keep children busy (for example in car) • Educational content rather than games. – 83 % want apps to entertain and educate – Important content elements: • 63% reading skills • 63 % animals • 65 % TV characters • 51 % book characters • Art: 1%, values: 3%, goede manieren: 0% • 82% doesn‘t care about the brand of the app (Disney,….) • Choosing apps: reviews (pears) – 41% other moms – 21% blogs from other moms Mums concerns with digital marketing & kids
  • 87. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 87| 27 february 2014 Generation Spongebob The concerns AD AWARENESS vulnerabilityPESTER POWER UNCONTROLLED PRESENCE ON SOCIAL NETWORKS screen addiction online safety obesity lack of parental control age inappropriate content UNRECOGNIZED PRODUCT PLACEMENT violence UNCONTROLLED PURCHASE PRIVACY PEER PRESSURE
  • 88. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 88| 27 february 2014 Generation Spongebob • Mums don‘t like brands to market to their kids. • Imagine your co-marketing deals adapted to the last watched movie by a child. • Resistance grows as fast. • Possibilities grow for advert-free entertainment of kids • E.g.: Netflix (coming to Belgium) without any advertising. Towards an advertising-free world for kids?
  • 89. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 89| 27 february 2014 Generation Spongebob Netflix (video on demand, coming to Belgium within months to come): • Since they work with a kids gate, metrics are up a lot. • Curated area. • Personalization is key. Not only as to age, but also according to behaviour and parental settings. Character row on top. • Studies show that – Parents ask parental controls – Parents don‘t use parental controls Parental controls
  • 90. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 90| 27 february 2014 Generation Spongebob Agenda The new kids, generation Z Mums & Dads of generation Z Their digital media consumption About Dreammachine Kids
  • 91. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 91| 27 february 2014 Generation Spongebob • Belgium: Apestaartjaren 2014: May 2014. • Data from 2012 too old. • For preschoolers: study of KULeuven, see further some data (Pebble Media) • Fresh international data available (e.g. UK, US market research). • European and US user data relatively close. The big difference is with emerging economies: China, Brasil, ... (way higher penetration and screen time of new media)! • The Marketing Store: Global research, 10 markets (a.o. 3 European) User data?
  • 92. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 92| 27 february 2014 Generation Spongebob Zero to eight (Common Sense Media, US, 2013)
  • 93. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 93| 27 february 2014 Generation Spongebob Zero to eight (Common Sense Media, US, 2013)
  • 94. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 94| 27 february 2014 Generation Spongebob Zero to eight (Common Sense Media, US, 2013)
  • 95. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 95| 27 february 2014 Generation Spongebob Zero to eight (Common Sense Media, US, 2013)
  • 96. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 96| 27 february 2014 Generation Spongebob Zero to eight (Common Sense Media, US, 2013)
  • 97. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 97| 27 february 2014 Generation Spongebob • Ages: 3-15 • 18% of 8-11 own a smartphone • Use of tablets by kids at home (42%) tripled in 1 year, decline in TVs, radios and games players in kids bedrooms. • Younger: more tablets (gaming, video), elder kids more smartphones (social) • Big social networks (Facebook!) down. More types of social networks. • TV content highly valued by kids and still the medium of choice. • More than 4/10 parents have some parental controls installed. • Kids go online using a range of devices and tablets are the online device of choice for younger children. • Internet website activities: schoolwork (75%), games (54%) and information (45%). A lot more on... http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/october-2013/research07Oct2013.pdf. UK, October, 2013
  • 98. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 98| 27 february 2014 Generation Spongebob • Search • Play • Socialize • Watch video / listen to music • Shop • Read magazines Shift from offline toys towards online ‗toys‘ (games and communities) around the age of 6-8. At home, out of sight. Online = babysitter. What do they do on the web?
  • 99. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 99| 27 february 2014 Generation Spongebob • About 47,000 apps to kids in the App Stores. • About 1200 apps on Dinosaurs. • Many kids tv networks, digital tv, video on Youtube... • Many kids‘ corners on websites,... • It is not certain that all children will share knowledge of the same programmes in order to inform their play. • Many one hit apps. Fragmentation of the media 47,000
  • 100. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 100| 27 february 2014 Generation Spongebob Favourite content by medium Why are they on Facebook? 1. Gaming 2. Chat Chat function of Facebook: importance diminuishing in favor of Snapchat, Whatsapp,... Early adopters: ‘Facebook is so eighties!’ Source: Fullbottle research (US)
  • 101. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 101| 27 february 2014 Generation Spongebob Worldwide devices usage Source: The Marketing Store, Jan 2013
  • 102. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 102| 27 february 2014 Generation Spongebob Favorite activities on digital media (global) Source: The Marketing Store
  • 103. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 103| 27 february 2014 Generation Spongebob 8-10: Video is king
  • 104. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 104| 27 february 2014 Generation Spongebob • International presence (figures at the right: int‟l) • 17 brand websites: cross-media approach • Apps, games • Studio100TV. Youtube preferred partner. • Will launch a 3D virtual community for kids in 2014. • Parents community: Facebook & Twitter. • Sanoma (Studio100) et Pebblemedia (Studio100TV)
  • 105. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 105| 27 february 2014 Generation Spongebob • Very popular with 10-12 (and older of course), but officially ‗banned‘ from the network. • It's no secret that kids sneak onto Facebook. A recent survey by Consumer Reports found that there are 7.5 million kids under the age of 13 on the social network. (2011!) • Target parents • Case of Brainchild: targeting adult users who ‗liked‘ Justin Bieber, Hello Kitty, Spongebob, etc. What about Facebook?
  • 106. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 106| 27 february 2014 Generation Spongebob Social media (UK data) The growth of kids participation in social media has been enormous from 2007 until 2011, but now we see that the last years adherence of children in general is diminishing, in favor of several types of instant messaging.
  • 107. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 107| 27 february 2014 Generation Spongebob Dedicated social media There are a lot of social network sites for children. Most of them are dependent of an off-line brand. Some of them direct themselves to a subgroup, like Barbie, some of them have a wider audience, like Club Pinguin, which is part of Disney. Most of them offer a combination of chat and other communication tools with games. This type of sites target the children as well as their parents: - The children themselves, which have to make a simple profile - Via their parents, who have to make a profile to approve the subscription of their child. They then dispose of a kind of parental control board in which they can follow their children.
  • 108. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 108| 27 february 2014 Generation Spongebob • Kids develop ad awareness only over years (and as a next step they develop ‗banner blindness‘). • This means that for young kids ‗Advertising should be recognizable as such‘ gets a new meaning. • Advertising-free world doesn‘t exist  solution in education about advertising. • Studies have been done to detect how kids recognize ads between editiorial content parts. But what about content that is completely commercial? • Nielsen, Children on the web (2010 – revised 2013): ad unawareness creates usability problems Ad (un)awareness
  • 109. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 109| 27 february 2014 Generation Spongebob • Wrong information of certain media – one company even though advertising towards children is not permitted, but e-mailing was OK • Small players are not always very professional: – Usability issues – Ethical issues, examples: • Lottery bannering within kids sites • Commercial banners ‗hidden‘ between content blocks • Gathering of e-mail addresses of children • See our conference of last month: legal issues of kids marketing. Media: lots of work to be done
  • 110. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 110| 27 february 2014 Generation Spongebob Putting publicity that‘s not suited
  • 111. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 111| 27 february 2014 Generation Spongebob Encapsulating publicity between content
  • 112. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 112| 27 february 2014 Generation Spongebob Gathering personal data of minors without parents‘ consent
  • 113. Agenda • Voorstelling Pebble Media • Facts & Figures • Hoe kinderen en gezinnen met kinderen bereiken
  • 114. Aandeelhouders Pebble Media
  • 115. Exclusieve Partnerships • RMB – Classic21, RTBF, La Première, Musiq3, PureFM, Eurosport, TF1, Vivacité, NRJ , La Place Media • BE Viacom – TMF, MTV, Nickelodeon • Ultratop
  • 116. FACTS & FIGURES
  • 117. Facts & Figures Flemish Preschollers Online A Mixed-method approach to explore online use, preferences and the role of parents and siblings. KUL: Jolien Teuwen, Dirk De Grooff, Bieke Zaman Paper presented at “Etmaal van de Communicatiewetenschap”
  • 118. Facts & Figures
  • 119. Facts & Figures
  • 120. Facts & Figures
  • 121. Facts & Figures Source: Nickelodeon – Omniture – January 2014
  • 122. Facts & Figures Source: Nickelodeon – Omniture – January 2014
  • 123. HOE BEREIKEN WE GEZINNEN MET KINDEREN
  • 124. Kids & youth sites @ pebble Media
  • 125. Online mogelijkheden KIDS => Site specifiek • Homepage, run of site • Standaard formaten => video en overlayer werken het beste! PARENTS => Behavioral targeting • Gebaseerd op cookies, surfgedrag op kids sites • Retargeting op doelgroep via het Pebble Media netwerk
  • 126. Q&A
  • 127. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 128| 27 february 2014 Generation Spongebob Agenda The new kids, generation Z Mums & Dads of generation Z Their digital media consumption About Dreammachine Kids
  • 128. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 129| 27 february 2014 Generation Spongebob About Dreammachine Kids
  • 129. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 130| 27 february 2014 Generation Spongebob Services Digital Marketing campaigns, websites & apps 75 % focus on B2C (FMCG, Retail, Fashion....). From strategic planning to execution and reporting. Specialization in Digital Marketing to preschoolers, kids & their mums THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES: WEBSITES contest sites minisites BANNER CAMPAIGNS Social Media Facebook Apps Facebook Ads Facebook community management E-coupon E-mail marketingPrinting on demand solutions E-COMMERCE Mobile apps mobile sites Games Custom CMS Drupal DIGITAL SIGNAGE SOLUTIONS
  • 130. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 131| 27 february 2014 Generation Spongebob Gerda Van Damme Business Unit Manager Dreammachine Kids The core ‗Dreamteam‘ Guido Janssens Manager Dreammachine Fabrice Duchenois Developer thewebfactory Creating websites since 1995. Previous Product Manager & Consumer Marketing Manager at Microsoft (MSN). thewebfactory Programming websites since 1995. Previous coordinator international multimedia (CD-i) productions at Philips. 6 years at Paris leading web agency Full Six (former Grey Interactive), 4 years webmaster of HSBC bank in Paris. Christophe Delire Project manager Social network specialist and inventor of the ‗webopera‘ concept, he has been creating web projects since 1994.
  • 131. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 132| 27 february 2014 Generation Spongebob Some of the brands we have worked for…
  • 132. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 133| 27 february 2014 Generation Spongebob EXAMPLE: Woeffies
  • 133. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 134| 27 february 2014 Generation Spongebob 1+1=3: your dedicated digital marketing agency Digital Marketing to Kids Digital Marketing agency ADDING SPECIFIC KNOW-HOW:
  • 134. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 135| 27 february 2014 Generation Spongebob Digital trends for advertisers to kids: 2014 trends and cases. April 3, Jumet Upcoming seminar...
  • 135. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 136| 27 february 2014 Generation Spongebob Back-to-school digital top topicals: tips & tricks to get the most out of it. Change of date ! May 8, Jumet Upcoming seminar...
  • 136. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 137| 27 february 2014 Generation Spongebob Our services
  • 137. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 138| 27 february 2014 Generation Spongebob Strategic services • Analysis of existing projects • Usability checkup • Usability testing with kids • In company trainings • Setup of agency briefs • Audience analysis (see next slide)
  • 138. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 139| 27 february 2014 Generation Spongebob • Websites, contest sites, minisites, kids‘ corners • Games & contests • Mobile sites, mobile apps • Digital advertising campaigns • Online communities • Augmented reality • Social Media • E-mail marketing • E-commerce, E-coupon or e-voucher actions • Top topicals (back2school, halloween,...) • ... One stop shopping Targeting kids, mums and families in an appropriate way