Getting on with teenagers
                        Philip Slade




www.t7flondon.co.uk
• From passive
  chavs
• To empowerd
  teenagers
What makes potential
golddigga customers
        so different?
Melissa (17) & Amber (18)
Suburban, digital, speeding up
        Online & experiential
  Transport, Finding fun, Self
    ...
Our target is a friendship group*
                            That matches the
                                wide produc...
Reaching across the range
                      Melissa & Amber
                       The perfect age.
                  ...
YOU CAN NEVER HAVE ENOUGH GOLD.
 The acquisition stage of a teenager’s life:
 increasingly independent, spending
 money an...
Not hard to reach
but hard to gain
       ATTENTION
We are guests in
their attention
span
Bore them and they
will ruthlessly filter
              us out
Get it right &
        they will
actively market
  to each other
Most ethnically
       DIVERSE
   generation
DIGITAL NATIVES
96% mobile phone
ownership 15-16s
Don’t need manuals,
they jump in, push
buttons & make it
work for them.
Consume more
MEDIA a week
than they sleep
Bebo is the most
 popular site by
   users & page
    impressions
Combined circulation
of SUGAR & BLISS has
  fallen by 45% since
                2005
Our
consumers
want fun
together, they
really really want
fun and maybe
just maybe,
tonight could be
the night
Moments for golddigga to own




Anticipation
Leveraging key themes in
the lives of golddigga
customers
                   - Friendship
                   - Transport
 ...
BRAND EXPOSURE
                              SUMMARY
                                                            RECOMMEND...
May to June 2008
It is estimated that 34.2m impressions have been delivered
    by Editorial Spotlight.
13.52m impressions...
Ask permission
Join in the conversation

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Listen to what others are saying

Offer kudos
Talking To Teenagers
Talking To Teenagers
Talking To Teenagers
Talking To Teenagers
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Talking To Teenagers

  1. 1. Getting on with teenagers Philip Slade www.t7flondon.co.uk
  2. 2. • From passive chavs • To empowerd teenagers
  3. 3. What makes potential golddigga customers so different?
  4. 4. Melissa (17) & Amber (18) Suburban, digital, speeding up Online & experiential Transport, Finding fun, Self expression T4, Bebo, Myspace
  5. 5. Our target is a friendship group* That matches the wide product range. That fits in with affordable media channels. That suits the social scene. Which adapts to calendar events.
  6. 6. Reaching across the range Melissa & Amber The perfect age. College & Work School friends I want to show New money, friends I still do some of the I am ready to things M&A do, just enter M&A’s not so often world New friends, New opportunities 14 17 18 24
  7. 7. YOU CAN NEVER HAVE ENOUGH GOLD. The acquisition stage of a teenager’s life: increasingly independent, spending money and acquiring possessions. Creating their own world Gold memories, friendships, places and ‘stuff’
  8. 8. Not hard to reach but hard to gain ATTENTION
  9. 9. We are guests in their attention span
  10. 10. Bore them and they will ruthlessly filter us out
  11. 11. Get it right & they will actively market to each other
  12. 12. Most ethnically DIVERSE generation
  13. 13. DIGITAL NATIVES 96% mobile phone ownership 15-16s
  14. 14. Don’t need manuals, they jump in, push buttons & make it work for them.
  15. 15. Consume more MEDIA a week than they sleep
  16. 16. Bebo is the most popular site by users & page impressions
  17. 17. Combined circulation of SUGAR & BLISS has fallen by 45% since 2005
  18. 18. Our consumers want fun together, they really really want fun and maybe just maybe, tonight could be the night
  19. 19. Moments for golddigga to own Anticipation
  20. 20. Leveraging key themes in the lives of golddigga customers - Friendship - Transport - A fun job - Self expression
  21. 21. BRAND EXPOSURE SUMMARY RECOMMENDATION • 946,032 (50%) friends exposed to skins 52.7m home page impressions 3.58m MPU delivery 3.56m Sofia’s Diary views CONVERSION • 3,901 friends • 74,984 views profile • 608 comments BRAND COVERAGE • 20,084 skins • Max cov/low freq: • Cov: 1.8m • Freq: 13.5 • Low Cov/Max freq: • Cov: 81,818 • Freq: 298 Source: Bebo
  22. 22. May to June 2008 It is estimated that 34.2m impressions have been delivered by Editorial Spotlight. 13.52m impressions against our target audience. It is estimated that 7.31m impressions have been delivered by Homepage Thumbnail to our target audience 3.58m impressions vs. target audience delivered via the MPU activity To date an estimated total of 28.02m female impacts aged 13 – 24 were delivered by Golddigga activity.
  23. 23. Ask permission Join in the conversation Keep to your subject Listen to what others are saying Offer kudos
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