Marketing Femcare Products Online


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How to create engaging experiences for femcare brands, using gaming

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Marketing Femcare Products Online

  1. 1. Marketing femcare online<br />Gaming for women<br />Alexandra Tohme <br />
  2. 2. Build relationship and Interaction with brand<br />Talking WITH her not AT her<br />Ongoing long term platform<br />Alexandra Tohme <br />Create a BIG INTERACTIVE IDEA<br />
  3. 3. No emotional connection with brand<br />Habit is fixed, auto-buy in store<br />No need to actively pay attention<br />Irrelevant<br />Alexandra Tohme <br />Barriers to overcome<br />
  4. 4. Digital is dynamic<br />To build long term, think growth, cumulative wins, achievement, repeat visits, connection, intrigue, learning, sharing, connecting<br />Alexandra Tohme <br />Digital Barriers<br />
  5. 5. Talk WITH her = inform / educate / connect<br />Building blocks<br />Feminine<br />Liberation<br />Powerful<br />Informed<br />In charge<br />Alexandra Tohme <br />Foundations<br />
  6. 6. I can’t liberate myself if I have to actively “forget” something<br />I have to “replace” it with a more useful and engaging activity<br />So I have to destroy, get rid, laugh, construct, share, connect, inform, participate, WIN<br />Alexandra Tohme <br />How can we change her feelings<br />
  7. 7. Forums - info exchange (data)<br />User generated content – “how to” tips / vids on fashion beauty and style<br />UGC – my own freedom of expression, youtube singing, dancing, strike a pose<br />IS THIS ENOUGH ON ITS OWN???<br />Alexandra Tohme <br />Taking charge digitally<br />
  8. 8. How?<br />Irritability, acne, sleeplessness, cramps, bloating, greasy hair, UNSEXY UNFEMININE<br />Making an awesome product doesn’t necessarily fix everything else<br />I WANT A HOLISTIC SOLUTION PLEASE<br />Alexandra Tohme <br />FORGET MY PERIOD?!!!<br />
  9. 9. Pain cannot be “forgotten” by paying attention to a website or digital assets<br />You really need a physical thing (pill, hot water bottle, poke in the eye with a sharp stick)<br />HOWEVER, whilst we cannot forget, we can re-engage attention elsewhere <br />A problem shared is a problem halved<br />Alexandra Tohme <br />USER EXPERIENCE<br />
  10. 10. PMS / period strikes I’m not going to be as “active” as I usually am<br />Lower tolerance to people<br />Fatigue<br />Not going to go online, be inspired and rush to the disco<br />Sometimes you feel like staying in a lot more than usual<br />Alexandra Tohme <br />User experience continued<br />
  11. 11. Just because your choices might be limited in the real world, doesn’t mean you can’t continue and have super powers in the virtual world <br />Alexandra Tohme <br />BUT VIRTUALLY YOU CAN!<br />
  12. 12. Alexandra Tohme <br />Massive Multiplayer Online Role Playing Games (MMORPG)<br />
  13. 13. Alexandra Tohme <br />I can be multiple things online<br />Alluring<br />Female warrior<br />
  14. 14. Dungeons & Dragons first appeared 1974<br />Gave birth to role playing games<br />2006 - estimated 20 million people playing, more than $1bn in associated product sales<br />Notice emphasis on “connectivity”<br />Alexandra Tohme <br />
  15. 15. In nearly all MMORPGs, the development of the player's character is a primary goal. <br />Many MMORPGs feature a character progression system in which players earn experience points for their actions. <br />They use those points to reach character "levels", which makes them better at whatever they do<br />Alexandra Tohme <br />Sustainable <br />
  16. 16. Alexandra Tohme <br />
  17. 17. Multi level entry (for different age girls)<br />Extra opportunities for in game advertising<br />Addictive<br />Highly relevant<br />Sustainable<br />Connective – draws others in<br />Can expand into mobile<br />Can be delivered on many digital channels<br />Can be a revenue earner in its own right<br />Stimulus to buy in game and in real world<br />Print game codes on packaging to redeem points in game<br />Gets you closer to the brand<br />Provides a holistic environment<br />Captures technographic data<br />Can grow with tech growth Augmented Reality<br />Alexandra Tohme <br />
  18. 18. Inform, educate, connect<br />Can insert stuff into the game (new promos, think second life etc)<br />Dynamic <br />Proactive - dance, sing, interact, fight, buy, sell, etc<br />Alexandra Tohme <br />The story evolves with you<br />
  19. 19. No<br />A MMORPG targeted towards women. Subtle product cues can appear in the game<br />Target audience is already online<br />Great exposure if story of game can be revealed through networked blogs / social media<br />Banners and social networks to direct traffic<br />Alexandra Tohme <br />A Game About Periods????<br />