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.
Rethinking Marketing to Women
Recalibrating Brands Around Real People & Real Experiences
When It Comes to Brands,
People Have Trust Issues
“84% of Millennials don’t like
or trust traditional advertising.”
The McCarthy Group, 2014
Social has changed — and continues
to change — everything
Below Average Average Above Average Excellent
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
People Still Love Brands
People want to have a voice
Source: Havas Prosumer Study, September 2014
“Brands play an essential
role in my life.”
“I have the power to help a
brand succeed or fail.”
New Crowdtap Research:
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?
Yes, to some extent
Takeaway: Women know they can aﬀect change at your organization. Beyond spending
power, they have the tools & technologies that make their voices heard.
Is it important that the brands you support
stand for the things you yourself believe in?
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.
How often do you turn to social media
to seek advice on buying products?
Takeaway: Seek opportunities to spark conversations around the everyday experiences
women have with your brand. Inspire content creation and reviews to create WOM impact.
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.
What’s the biggest misconception
that brands have about women?
all the same.”
aren’t tech savvy.”
“That we don’t
“That we want to see
perfect women [in ads].
We want real.”
Improve Skintimate brand awareness, engagement and relevance
with Millennial women through digital & social platforms.
Skintimate + Crowdtap: Leveraging technology &
community to build a program with UGC at the core
ü Drive ongoing awareness & social buzz
ü Facilitate socially-ampliﬁed product trial
ü Generate a steady stream of creative,
19,000+ COMMUNITY MEMBERS
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.
Insights: Launched survey to better understand
category behaviors & shared the ﬁndings
Results: UGC-centric campaign helped Skintimate
move the needle among Millennial women.
Increase in Online
Share of Voice
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.