When femvertising and woman empower becomes a key drive approach for advertising. Let's see how it works and how we make use of it for your brand and product.

1. #FEMVERTISING

2. #FEMVERTISING
“advertising that employs pro-female talent,
messages and imagery to empower women and girls.”
http://www.womenyoushouldknow.net/stating-obvious-adweek-fem-vertising-panel-says-pro-women-ads-effective/

3. http://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-should-know-about-women-consumers
http://www.abnewstoday.com/3740
https://www.youtube.com/watch?v=HqksTcYLBmw&feature=youtu.be
From the most purchasing power
to the most influencing…

4. 94% believe portraying women as
sex symbols in advertising is harmful
• Just 60 seconds of viewing ads with underweight models can negatively impact
perceptions of attractiveness for women
• 41% of 18-24 year old women retouch photos of themselves before sharing to social
media sites
• 33% of women are dissatisfied with their appearance (an increase from 26% in 2012)
http://corporate.sheknows.com/femvertising
http://sallyu.com/category/success-motivation/
http://www.womenyoushouldknow.net/stating-obvious-adweek-fem-vertising-panel-says-
pro-women-ads-effective/
https://www.youtube.com/watch?v=HqksTcYLBmw&feature=youtu.be

5. 94% believe portraying women as
sex symbols in advertising is harmful
• Just 60 seconds of viewing ads with underweight models can negatively impact
perceptions of attractiveness for women
• 41% of 18-24 year old women retouch photos of themselves before sharing to social
media sites
• 33% of women are dissatisfied with their appearance (an increase from 26% in 2012)
http://corporate.sheknows.com/femvertising
http://sallyu.com/category/success-motivation/
http://www.womenyoushouldknow.net/stating-obvious-
adweek-fem-vertising-panel-says-pro-women-ads-effective/
The way of women portraying is really sensitive for women preference which
affects to brand love or the start to listen what brand is telling or selling them.

6. 92%are aware of at least one pro-
female ad campaign
» 51% like pro-female ads because they believe they break down gender-equality barriers.
» 81% said ads that positively portray women are important for younger generations to see.
» 71% think brands should be responsible for using advertising to promote positive messages
to women and girls.
http://corporate.sheknows.com/femvertising
http://corporate.sheknows.com/corporate.sheknows.com/production/nodes/attachment
s/24521/iBlog_Magazine-SheKnows-FemvertisingFeature.pdf?1429105587

7. 92%are aware of at least one pro-
female ad campaign
» 51% like pro-female ads because they believe they break down gender-equality barriers.
» 81% said ads that positively portray women are important for younger generations to see.
» 71% think brands should be responsible for using advertising to promote positive messages
to women and girls.
http://corporate.sheknows.com/femvertising
http://corporate.sheknows.com/corporate.sheknows.com/production/nodes/attachment
s/24521/iBlog_Magazine-SheKnows-FemvertisingFeature.pdf?1429105587
All brands and products is more attractive to women especially when the approach
changed to talk to them with respects.

8. 52%have bought a product
because they liked how the brand and their
advertising portrays women
• Nike saw a 15% increase in quarterly revenue through efforts to cater to women
• Dove’s Real Beauty campaign helped increase sales from $2.5 billion to $4 billion
• In just 4 months in 2014, sales for Getty Images’ Lean In collection grew by 54%
http://corporate.sheknows.com/femvertising
http://edition.cnn.com/2015/07/21/living/femvertising-ads-women-girls-success-feat
http://sallyu.com/category/success-motivation

9. 52%have bought a product
because they liked how the brand and their
advertising portrays women
• Nike saw a 15% increase in quarterly revenue through efforts to cater to women
• Dove’s Real Beauty campaign helped increase sales from $2.5 billion to $4 billion
• In just 4 months in 2014, sales for Getty Images’ Lean In collection grew by 54%
http://corporate.sheknows.com/femvertising
http://edition.cnn.com/2015/07/21/living/femvertising-ads-women-girls-success-feat
http://sallyu.com/category/success-motivation
Once any brand and product attitudes changed, that wins women’s hearts. It
creates brand love and converts to sales generation.

10. 94%
believe portraying women
as sex symbols in
advertising is harmful
52%
have bought a product
because they liked how the
brand and their advertising
portrays women
92%
are aware of at least one pro-
female ad campaign
What number are telling us…
Social Tension via
stereotype makes them
think and against the rules.
Here is the way to attract
and make them considered.
So… They purchased and
advocated to rule the world
by showing woman power.
Awareness Involvement Active
Consideration
Purchase Consumption Relationship
Building
Advocacy

11. Women Empowerment Market
• Sport Wear
• Sport Organization
• Car – Automobile
UNISEX FEMININE
• Skin Care
• FMCG
• Cosmetic
- Mass & Luxury Brand
• Garment
FASHION & BEAUTY
Global & Regional Level

12. Social Tension Usage Outline
Social
Tension
Mental Issue/
Barrier/
Stereotype
Achievement
(Individualistic Joy/ Attitude):
Consequence from action
Brand/ Product Attribute
creates value for consumerBrand/ Product Role
Brand/ Product Action
Brand Attitude towards Mental Barrier
= Key Message

13. Social Tension Usage Outline
Social
Tension
Mental Issue/
Barrier/
Stereotype
Achievement
(Individualistic Joy/ Attitude):
Consequence from action
Brand/ Product Attribute
creates value for consumerBrand/ Product Role
Brand/ Product Action
Brand Attitude towards Mental Barrier
= Key Message
Our Starting Point

14. Women Empowerment Market
• Sport Wear
• Sport Organization
• Car – Automobile
UNISEX FEMININE
• Skin Care
• FMCG
• Cosmetic
- Mass & Luxury Brand
• Garment
FASHION & BEAUTY
Global & Regional Level

15. WHAT ARE YOU TRAINING FOR? FOREVERFASTER
#nomatterwhat
Destination/ End
Goal Ex. Champion
Self-Push Energy
REMIND/ ENCOURAGE
the journey to get the
goal
FIGHTER/ THINKER
Remind the journey by using all champions in different kind of
sports to encourage consumer to work harder and see the
journey, not only aim for the goal.
https://www.youtube.com/watch?v=rA5kkchLo30

16. People judge woman by appearance and based
on their perception. #IwillwhatIwant
Social Judgement:
Female Body and
Strength
Self – Confidence to
do what they want
ENCOURAGE
women to beat noise
RULER/ ASPIRER
Shows stand point by using live broadcast to create controversial.
https://www.youtube.com/watch?v=H-V7cOestUs

17. Limitation of shape,
size, and ability
Proud and Never
Give Up
CELEBRATE
and cherish woman to
play sports
FIGHTER
#thisgirlcan
It’s a celebration of active women up and down the country
who are doing their thing no matter how well they do it,
how they look or even how red their face gets.
http://www.thisgirlcan.co.uk/
https://www.youtube.com/watch?v=aN7lt0CYwHg

18. Stereotype Limit
Freedom of
unlimited on what
woman want to do
ENCOURAGE
women to break the
stereotype that limits
their need
ASPIRER
The courage is already inside…
Empowers woman to break the stereotype with all situation based on
most of strong activity/ situation and woman see the success.
https://www.youtube.com/watch?v=6WUGUtt43oY

19. Women Empowerment Market
• Sport Wear
• Sport Organization
• Car – Automobile
• Cosmetic
- Mass & Luxury Brand
• Garment
• Skin Care
• FMCG
UNISEX FEMININE
FASHION & BEAUTY
Global & Regional Level

20. The Limit by destiny
(Belief norm) :
Gender/ Body
Dream
Achievement
COURAGE
to grab opportunity
ASPIRER
True Stories by different kinds of limit to aspire consumer
to have courage and join the ride of dream achievement
Everyone got dream but belief norm limits…
#changedestiny
http://m.sk-ii.co.th/th-TH/changedestiny

21. Criticism
Determination and
Confidence
EMPOWER
women to break the
stereotype that limits
their need
THINKER
Rewrite the rules
#LikeAGirl
The video highlights that at about 12 years old girls begin to internalise
the negative connotations that comes with doing things “like a girl”.
The video launched an empowering campaign to change what it means
to do something “like a girl” into something strong and confident.
http://www.digitaltrainingacademy.com/casestudies/2015/07/cannes_lio
ns_case_study_always_empowers_women_with_like_a_girl.php

22. Style limitation on
Size
Confidence
ENCOURAGE
woman to dress up more
ASPIRER
#StyleHasNoSize
Influence by using models and big size women to dress and
wear the t-shirt gang with the sentence “# style has no size”
http://issue247.com/around247/stylehasnosize/
EVANS

23. Social Judgement
for female beauty
Beauty Confidence
Individualistic
Beauty
ENCOURAGE
to overcome all doubts
RULER
Women lack of self confidence and it brings them
in grey area with beauty doubts. #nomaybes
“Maybe she’s born with it. Maybe it’s Maybelline,”
features women of different ethnicities and fashion, sensibilities,
and presumably, careers and interests.
https://www.youtube.com/watch?v=gJDAjIijUDo
http://brandchannel.com/2015/06/26/maybelline-turns-100-062615/

24. Social Judgement
for beauty
Confidence to be
unique with
creative mind and
style
CELEBRATE
People who got same
type as brand essence
ASPIRER
#MACnificent
Find people who got inspiring character to build metaphor with
M.A.C.
http://www.macnificentme.com/#/

25. Shy to be
outstanding and
scared of beauty
judgement
Confidence
INFLUENCE/ASPIRE
Woman with Dior girl look
to ensure confidence
ASPIRER
#shinedontbeshy
Illustrate Dior girl to influence with determination to aspire
woman and try product.
https://https://www.youtube.com/watch?v=VaxgXhIiGMo&feature=youtu.be
https://www.youtube.com/watch?v=spR6DARlx50
https://www.youtube.com/watch?v=r6pCrzdNIz4

26. Women Empowerment in Market
• Social Judgement
• Ability
• Gender/ Size/ Shape
• Lack of Confidence:
Beauty, New Product Trial
• Encourage
• Aspire
• Cheer Up
• Celebrate
Key Trigger under Social Tension Action
Social
Tension
Mental Issue/
Barrier/
Stereotype

27. Strategic Direction Road Map
• Define what
#Femvertising
means to our brand
and target
• Define our target pain
point from social tension
territory that brand and
product could tap.
• Define brand and product
role towards brand
promise and mission that
consumer will get or free
when they achieved. (This
would reflect brand and
product attribute.)

28. Thank You