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(Graham Brown mobileYouth) Youth Marketing Trend #3: Permission Assets
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(Graham Brown mobileYouth) Youth Marketing Trend #3: Permission Assets

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Rather than spending on short-lived un-influential advertising campaigns, permission assets provide a sustainable and long term solution by investing marketing budgets into communities, events and …

Rather than spending on short-lived un-influential advertising campaigns, permission assets provide a sustainable and long term solution by investing marketing budgets into communities, events and social projects that grow.

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  • 1. Permission Assets Trend #3 YouthTrendsReport.com YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 2. DUREX CASE STUDY Sex education and issues related to sexual health are difficult to address in Malaysia YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 3. DUREX CASE STUDY Durex wanted to raise awareness of key issues (AIDS, pregnancy, etc) without appearing as a government driven campaign YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 4. DUREX CASE STUDY Summer Sands created Project GOssip – a series of events to carry the message into campus YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 5. DUREX CASE STUDY Rather than spend money on un-influential advertising YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 6. DUREX CASE STUDY Durex invested in a permission asset that would grow over time YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 7. DUREX CASE STUDY Young trendsetters were empowered to create their own initiatives along the theme of sexual health and AIDS awareness YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 8. DUREX CASE STUDY 60 Gossip Agents managed and blogged the entire 3-Day event YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 9. DUREX CASE STUDY YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 10. YOUTH RESEARCH PARTNERS OPINION PANEL For the first time, Durex was able It’s important for brands to use to build a dialogue with students. ambassadors and the voice of They quickly realized that they the crowd to ensure they don't needed to BE relevant and STAY appear out of touch by relevant with the youth market. preaching to youth from their ivory towers. Bernard Hor John Solomon Kuala Lumpur, Malaysia Shanghai, China This rejuvenates the Durex brand If 60 brand advocates can in a million ways, and gave a big create such a reach, imagine impact to the retail sales I’m sure. how strong the power of social media can be if you have 1000 brand advocates! Muhammad Faisal Ab Kuijer Jakarta, Indonesia Amsterdam, Netherlands YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 11. YOUTH RESEARCH PARTNERS OPINION PANEL You can't ask a question from a TV Your sex-related platform/message ad, you can't share your feelings should aim to offer practical and with a poster. You need people positive solutions to problems that around you and the feeling that exist. To be able to offer these you are not alone. solutions most effectively, you need to involve those that the messages are aimed at. Mikko Ampuja Ngaruiya Githegi Helsinki, Finland Nairobi, Kenya Talk of sexuality is hard to initiate. Project GOssip have got the That’s why subtler messages, formula right – Young people are originating from their peers, and contributing their own initiatives coded to reflect a social benefit are within the platform making it that more important and effective with much more powerful. young people. Joseph Ciprut Marc Kornberger Istanbul, Turkey Johannaesburg, South Africa YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010
  • 12. Learn more about Permission Assets and the 10 Youth Marketing Trends Sign Up to Receive a Free Youth Trends Report at YouthTrendsReport.com YOUTHTRENDSREPORT.COM PERMISSION ASSETS Thursday, September 9, 2010