With the rise of female-empowerment campaigns, marketing to women has shifted from painting an idyllic portrait of how life should be, to a refreshing and realistic reflection of how life is for millions of women. The challenge for brands in this new environment becomes how to surface the powerful stories of real women – and do so effectively and at-scale. Learn how forward-thinking brands are putting people at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media. Speakers: Mindy Davis, SVP, Professional Services, Crowdtap Mariana Rodriguez, Senior Account Director, Beeby Clark + Meyler

1. Rethinking Marketing to Women
Recalibrating Brands Around Real People & Real Experiences
04/21/15

2. Challenge:
When It Comes to Brands,
People Have Trust Issues
@Crowdtap

3. “84% of Millennials don’t like
or trust traditional advertising.”
The McCarthy Group, 2014
@Crowdtap

4. Social has changed — and continues
to change — everything
@Crowdtap

5. Below Average Average Above Average Excellent
Aided Brand
Awareness
Online Ad
Awareness
Brand Favorability
Purchase Intent
8.4
(99%)
24.8
(99%)
4.0
(76%)
1.9
(64%)
0% 20% 40% 60% 80% 100%
UGC from a friend outperformed the norms
of online campaigns in the relevant vertical
CROWDTAP TEST UGC V. VERTICAL NORMS*: OVERALL AUDIENCE
Note difference in methodology – Crowdtap study utilizes forced-exposure methodology; data shown as directional comparison only.
* MarketNorms Q3/14, Last 3 yrs (Category: CPG, 1 Exposure, Baseline Adjusted, N=635 campaigns) @Crowdtap

6. Opportunity:
People Still Love Brands
@Crowdtap

7. People want to have a voice
Source: Havas Prosumer Study, September 2014
45%
“Brands play an essential
role in my life.”
45%
“I have the power to help a
brand succeed or fail.”
45%
16-34
35%
35-54
25%
55+
45%
16-34
38%
35-54
29%
55+
@Crowdtap

8. New Crowdtap Research:
What Women
Want from Brands
2,000 Women in the Crowdtap Community • Average age = 36 • March 2015

9. We asked 2,000 women:
Can you control a brand’s success or failure?
45%
48%
7%
Yes, absolutely
Yes, to some extent
No
Takeaway: Women know they can affect change at your organization. Beyond spending
power, they have the tools & technologies that make their voices heard.
“Yes, absolutely”
18-34 48%
35-54 44%
55+ 37%

10. Is it important that the brands you support
stand for the things you yourself believe in?
62%
34%
4%
Yes, very
Yes, somewhat
No
Takeaway: Listen to your customers on an ongoing basis to understand their opinions and
values. Give them a voice that matters to build stronger, more authentic relationships.
“Yes, very”
18-34 64%
35-54 63%
55+ 52%

11. How often do you turn to social media
to seek advice on buying products?
47%
44%
9%
Very often
Somewhat often
Not often
Takeaway: Seek opportunities to spark conversations around the everyday experiences
women have with your brand. Inspire content creation and reviews to create WOM impact.
“Very often”
18-34 51%
35+ 42%

12. 9 in 10 women are interested in giving brands
feedback on products and marketing efforts
Takeaway: Women want to have a seat at the table. Collaborate with your customers on
product ideation and tap them to validate messaging & creative before going to market.

13. What’s the biggest misconception
that brands have about women?
“That we’re
all the same.”
“That women
aren’t tech savvy.”
“That we don’t
have opinions.”
“That we want to see
perfect women [in ads].
We want real.”

14. Solution:
Your Move, Brands
@Crowdtap

15. @Crowdtap

16. Brands must move from a
closed system to an open system.
@Crowdtap

17. @GoBCM
Mariana Rodriguez
Senior Account Director, Beeby Clark+Meyler

18. Goal:
Improve Skintimate brand awareness, engagement and relevance
with Millennial women through digital & social platforms.
@GoBCM

19. Skintimate + Crowdtap: Leveraging technology &
community to build a program with UGC at the core
Program Goals:
ü Drive ongoing awareness & social buzz
ü Facilitate socially-amplified product trial
ü Generate a steady stream of creative,
repurposeable content
#SKINTIMATEHAPPYLEGS
19,000+ COMMUNITY MEMBERS
@GoBCM

20. PEOPLE-POWERED
MARKETING PLATFORM
Program Components:
ü Influencer Activation
ü Content Sharing
ü Sampling & Reviews
ü Insights
@GoBCM

21. Influencer Activation: Drive conversations by
tapping into the audiences of topical experts
EVELINA
Branded Video:
694K views
Promo Video:
229K views
ARDEN ROSE
Branded Video:
473K views
Promo Video:
672K views
TREASURES + TRAVELS
Blog Reach:
80K visitors/month
Social Reach:
40K
SLASHED BEAUTY
Blog Reach:
25K visitors/month
Social Reach:
5K

22. Content Sharing: Inspire authentic content
creation & encourage social sharing
@GoBCM

23. Sampling & Hosted Parties: Drive authentic
reviews and build purchase intent through trial
“Skintimate shave gels left behind no bumps or
skin irritations even for my friends with skin
problems. Smooth, beautiful skin was the
theme for the night.” – Review via Krista B.
@GoBCM

24. 4
Insights: Launched survey to better understand
category behaviors & shared the findings

25. Results: UGC-centric campaign helped Skintimate
move the needle among Millennial women.
+25%
Increase in Online
Share of Voice
173M
Total Impressions
+7%
Increase in
Purchase Intent
@GoBCM

26. So now what?
@Crowdtap

27. Key Takeaways
Connect: Use technology to establish a direct & ongoing
relationship with your community.
Listen: Look to social as a means for elevating the consumer
voice and capturing valuable, agile insights.
Reflect: Women want to see themselves in the brands they
support. Apply learnings on an iterative, ongoing basis.
@Crowdtap

28. Thank you.
@Crowdtap