Samantha Skey from SheKnows and Tricia Nichols from Gap's presentation from Digiday Brand Summit, December 8, 2014.

1. FEM-VERTISING
Helping Brands & Content Creators Build Better,
More Collaborative Relationships
DIGIDAY BRAND SUMMIT 2014
#Femvertising
@SheKnows
@Digiday

2. fem.i.nism
noun
The belief that women and men should have equal rights and opportunities.
fem.ver.ti.sing
noun
Advertising that employs pro-female talent, messages and imagery to empower
women and girls.
2

3. TODAY’S PANEL
fem-vertising
Samantha Skey
Chief Revenue & Marketing Officer
SheKnows Media
DIGIDAY BRAND SUMMIT 2014
#Femvertising
@SheKnows
@Digiday
@samskey7
@tricialnichols
Tricia Nichols
Global Lead of Consumer Engagement,
Media Innovation & Partnerships
Gap, Inc.
3

4. HATCH
on fem-vertising
DIGIDAY BRAND SUMMIT 2014
@samksey7
#Femvertising
@tricialnichols
@SheKnows
@Digiday 4

5. WOMEN DOMINATE
wallet share
DIGIDAY BRAND SUMMIT 2014
#Femvertising
@samksey7
@SheKnows
@tricialnichols
@Digiday 5

6. NEGATIVE PORTRAYALS
of women in ads take a toll
DIGIDAY BRAND SUMMIT 2014
@samksey7
#Femvertising
@tricialnichols
@SheKnows
Sources: 1. RealClearScience Journal Club, Jan. 2014; 2. Huffington Post Canada, Jan.
@Digiday 2013; 3. SheKnows Fem-vertising Survey, Sept. 2014; 4. Girlsguiding, Nov. 2013
6

7. IT’S TRUE
fem-vertising sells
52%
of women have bought a
product because they
liked how the brand and
their ads portray women.
92%
are aware of at least one
pro-female ad campaign
(think Dove).
47%
have shared a
commercial or print ad
with a pro-female
message.
DIGIDAY BRAND SUMMIT 2014
@samksey7
#Femvertising
@tricialnichols
@SheKnows
@Digiday Source: SheKnows Fem-vertising Survey, Sept. 2014
7

8. IMPACT
on the future
SheKnows asked women why they like pro-female ads
71%
Believe brands should be held
responsible for using their ads
to promote positive messages
to women and girls
81%
Said pro-female ads are
important for younger
generations to see
90%
believe how women are
represented in advertising
has a direct impact on girls’
self-esteem.
DIGIDAY BRAND SUMMIT 2014
@samksey7
#Femvertising
@tricialnichols
@SheKnows
@Digiday Source: SheKnows Fem-vertising Survey, Sept. 2014
8

9. FEM-VERTISING’S ROLE
in helping brands and content
creators better collaborate.
DIGIDAY BRAND SUMMIT 2014
#Femvertising
@SheKnows
@Digiday
@samksey7
@tricialnichols

10. WOMEN AS
content creators
Women are more likely than
men to interact with brands in
social media.**
54% do it to show
support.
DIGIDAY BRAND SUMMIT 2014
#Femvertising
@SheKnows
Source: SheKnows and Harris Interactive Study, Aug. 2013; 2. Entrepreneur, March 4,
@Digiday 2014
10
30%
of women use social media
several times a day.**
1 in 4
women blog at least once a
month.*
@samksey7
@tricialnichols

11. SOCIAL MEDIA
serves a purpose
The place for
keeping up with
friends and
family.
The place for hot,
real-time
conversations…
mostly about
entertainment.
The place for
young adults,
with 48% of the
under-35 set
hanging out on
Instagram.
The place for
window
shopping and to
find life hacks for
the home.
The place for
substantive
conversation,
often about
PRODUCT
INFORMATION.
DIGIDAY BRAND SUMMIT 2014
@samksey7
#Femvertising
@tricialnichols
@SheKnows
@Digiday Source: 2014 BlogHer Woman and Social Media Study
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12. INFLUENCE
equals useful + unique
50%
of readers left a blog because
they felt the blogger got
boring.
92%
of women have no
problem with sponsored
content on blogs they
know and love.
1 in 4
readers abandoned blogs
because the blogger
became less consistent.
DIGIDAY BRAND SUMMIT 2014
@samksey7
#Femvertising
@tricialnichols
@SheKnows
@Digiday Source: 2014 BlogHer Woman and Social Media Study
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13. EMPOWERING
female influencers
Giving content creators the ability to choose
the brands they want to work with the
methods in which they do so will:
• Allow the influencer to keep her “voice,” taking native
to the next level
• Deliver truly authentic endorsement and content
propagation
• Improve collaboration between the content creator
and the brand
• Enable brands to build deeper, more meaningful
connections with women
DIGIDAY BRAND SUMMIT 2014
@samksey7
#Femvertising
@tricialnichols
@SheKnows
@Digiday 13

14. QUESTIONS?
thank you!
DIGIDAY BRAND SUMMIT 2014
#Femvertising
@SheKnows
@Digiday
@samksey7
@tricialnichols