Paparazzi Generation for 2011 CMAs

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  • 1. 3 behaviours that define the Paparazzi GenerationCELEBRITY BROADCAS NETWORK ME T ME MEHow they create & How they document How they shape &manage their image and share their image share opinions © Starcom MediaVest Group September 2010
  • 2. CELEBRITY ME: PR & IMAGE SPECIALISTS 80% believe that social networking sites are the ultimate toolkits for managing their personal image. (n=143)Source: The MIC Community / US, UK, MEX, IND, CHI © Starcom MediaVest Group September 2010
  • 3. BROADCAST ME: SEE WORLD THRU A JOURNALIST’S EYE 64% make a point to document their experiences as they happen. (n=88)Source: The MIC Community / US, UK, MEX, IND, CHI © Starcom MediaVest Group September 2010
  • 4. NETWORK ME: SHARING IS THEIR WAY OF LIFE 78% said they would be negatively affected if tomorrow they couldn’t share their experiences online. (n=143)Source: The MIC Community / US, UK, MEX, IND, CHI © Starcom MediaVest Group September 2010
  • 5. 6 NEW & EXCITING INSIGHTS CAME TO LIGHT 1. Self-snapping is an important new skill 2. The morning after is the new prime time 3. How they project themselves isn’t entirely up to them 4. Everyday is a red carpet day 5. Consumers don’t divide their body parts 6. Anyone in the know can become an expert
  • 6. 6 Actions to win with the Paparazzi Generation in the socialsharing space
  • 7. Insights lead to exciting new prospects forCOVERGIRL
  • 8. There are short term immediate amplification elements for COVERGIRL that fit with the Engagement Program & COVERGIRL.com Perfect her profile photo using COVERGIRL virtual makeover Hints and tips about photography tool Best shades/colors for close-up flash photography Advice from MU artist / other consumersGive her the advice she needs to self-snapwith confidence before she uploads herphoto for the COVERGIRL contract Encourage her to capture her experiences with the engagement programSend us a photo ofyour worse make upblunder and we’ll tellyou how to fix it Enable her to upload her Have MUA on hand at Times ‘morning after’ photos with Reward her with Square event to ensure she’s COVERGIRL masthead P&G Beauty camera ready for her red carpet products moment