Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Rethinking Marketing to Women
Recalibrating Brands Around Real People & Real Experiences
04/21/15
Challenge:
When It Comes to Brands,
People Have Trust Issues
@Crowdtap
“84% of Millennials don’t like
or trust traditional advertising.”
The McCarthy Group, 2014
@Crowdtap
Social has changed — and continues
to change — everything
@Crowdtap
Below Average Average Above Average Excellent
Aided Brand
Awareness
Online Ad
Awareness
Brand Favorability
Purchase Intent...
Opportunity:
People Still Love Brands
@Crowdtap
People want to have a voice
Source: Havas Prosumer Study, September 2014
45%
“Brands play an essential
role in my life.”
4...
New Crowdtap Research:
What Women
Want from Brands
2,000 Women in the Crowdtap Community • Average age = 36 • March 2015
We asked 2,000 women:
Can you control a brand’s success or failure?
45%
48%
7%
Yes, absolutely
Yes, to some extent
No
Take...
Is it important that the brands you support
stand for the things you yourself believe in?
62%
34%
4%
Yes, very
Yes, somewh...
How often do you turn to social media
to seek advice on buying products?
47%
44%
9%
Very often
Somewhat often
Not often
Ta...
9 in 10 women are interested in giving brands
feedback on products and marketing efforts
Takeaway: Women want to have a sea...
What’s the biggest misconception
that brands have about women?
“That we’re
all the same.”
“That women
aren’t tech savvy.”
...
Solution:
Your Move, Brands
@Crowdtap
@Crowdtap
Brands must move from a
closed system to an open system.
@Crowdtap
@GoBCM
Mariana Rodriguez
Senior Account Director, Beeby Clark+Meyler
Goal:
Improve Skintimate brand awareness, engagement and relevance
with Millennial women through digital & social platform...
Skintimate + Crowdtap: Leveraging technology &
community to build a program with UGC at the core
Program Goals:
ü  Drive ...
PEOPLE-POWERED
MARKETING PLATFORM
Program Components:
ü  Influencer Activation
ü  Content Sharing
ü  Sampling & Reviews
...
Influencer Activation: Drive conversations by
tapping into the audiences of topical experts
EVELINA
Branded Video:
694K vie...
Content Sharing: Inspire authentic content
creation & encourage social sharing
@GoBCM
Sampling & Hosted Parties: Drive authentic
reviews and build purchase intent through trial
“Skintimate shave gels left beh...
4
Insights: Launched survey to better understand
category behaviors & shared the findings
Results: UGC-centric campaign helped Skintimate
move the needle among Millennial women.
+25%
Increase in Online
Share of V...
So now what?
@Crowdtap
Key Takeaways
Connect: Use technology to establish a direct & ongoing
relationship with your community.
Listen: Look to so...
Thank you.
@Crowdtap
Upcoming SlideShare
Loading in …5
×

Rethinking Marketing to Women

490 views

Published on

What do women want from brands? Research from people-powered marketing platform Crowdtap, along with a BCM/Crowdtap Skintimate case study, show the power of UGC and word of mouth when it comes to reaching women.

Published in: Marketing
  • Be the first to comment

Rethinking Marketing to Women

  1. 1. Rethinking Marketing to Women Recalibrating Brands Around Real People & Real Experiences 04/21/15
  2. 2. Challenge: When It Comes to Brands, People Have Trust Issues @Crowdtap
  3. 3. “84% of Millennials don’t like or trust traditional advertising.” The McCarthy Group, 2014 @Crowdtap
  4. 4. Social has changed — and continues to change — everything @Crowdtap
  5. 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. 6. Opportunity: People Still Love Brands @Crowdtap
  7. 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. 8. New Crowdtap Research: What Women Want from Brands 2,000 Women in the Crowdtap Community • Average age = 36 • March 2015
  9. 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. 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. 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. 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. 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. 14. Solution: Your Move, Brands @Crowdtap
  15. 15. @Crowdtap
  16. 16. Brands must move from a closed system to an open system. @Crowdtap
  17. 17. @GoBCM Mariana Rodriguez Senior Account Director, Beeby Clark+Meyler
  18. 18. Goal: Improve Skintimate brand awareness, engagement and relevance with Millennial women through digital & social platforms. @GoBCM
  19. 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. 20. PEOPLE-POWERED MARKETING PLATFORM Program Components: ü  Influencer Activation ü  Content Sharing ü  Sampling & Reviews ü  Insights @GoBCM
  21. 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. 22. Content Sharing: Inspire authentic content creation & encourage social sharing @GoBCM
  23. 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. 24. 4 Insights: Launched survey to better understand category behaviors & shared the findings
  25. 25. Results: UGC-centric campaign helped Skintimate move the needle among Millennial women. +25% Increase in Online Share of Voice 173K Total Impressions +7% Increase in Purchase Intent @GoBCM
  26. 26. So now what? @Crowdtap
  27. 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. 28. Thank you. @Crowdtap

×