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Femvertising: Helping Brands and Content Creators Build Better, More Collaborative Relationships - DBS, 12/8/14
The document discusses 'fem-vertising,' a marketing strategy focused on empowering women through pro-female advertising. It highlights the positive impact of such advertising on consumer behavior, noting that 52% of women have made purchases based on a brand's portrayal of women. Additionally, it emphasizes the importance of collaboration between brands and female content creators to foster meaningful connections and representation in advertising.
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Femvertising: Helping Brands and Content Creators Build Better, More Collaborative Relationships - DBS, 12/8/14
- 1. FEM-VERTISING Helping Brands& Content Creators Build Better, More Collaborative Relationships DIGIDAY BRAND SUMMIT 2014 #Femvertising @SheKnows @Digiday
- 2. fem.i.nism noun Thebelief 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 walletshare DIGIDAY BRAND SUMMIT 2014 #Femvertising @samksey7 @SheKnows @tricialnichols @Digiday 5
- 6. NEGATIVE PORTRAYALS ofwomen 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-vertisingsells 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 thefuture 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 inhelping brands and content creators better collaborate. DIGIDAY BRAND SUMMIT 2014 #Femvertising @SheKnows @Digiday @samksey7 @tricialnichols
- 10. WOMEN AS contentcreators 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 servesa 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 11
- 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 12
- 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