Refinery29's Chief Content Officer, Amy Emmerich, on: Service Don't Sell: Building Brand Affinity Through Cultural Authority Today, consumers expect more from their content (and advertising) than ever -- what it says, where it is, and who it speaks to. As platforms continue to diffuse and brand affinity becomes harder to capture, how can marketers succeed? Hear from Refinery29 Chief Content Officer Amy Emmerich on the importance of building a culturally relevant and resonant platform that puts your audience's needs ahead of your own, translating social impact into brand success, and crafting new lines of business by creating culture -- not following it.

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2. Z
Chief Content Officer, Refinery29
AmyEmmerich

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Consumershavemore
expectationsofusthan
everbefore
75%
Of Millennials Expect Brands To
Reflect The Values Of Their
Current Generation
Source: Disney | Abc Television Consumer Behavior Study, Harvard Business Review Blog:Three Main Myths On What Consumers Want
77%
Say They Don’t Have A
Relationship With A Brand

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Wearelivinginaworld
ofinfiniteabundance
Source: What Happens Online In 60 Seconds, Smart Insights 2017
Youtube Content
Uploaded
In The Last Sixty Seconds
Facebook Posts Instagram Photos
500
hrs
3.3
million
70
thousand

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The InconvenientTruth:
Content IsToo Often
INCIDENTALTO…

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The
Culture
Surrounding
Their
Everyday
Life

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Always Overcome Indifference
BecomeA Part OfThe Culture
That Interests People
CHALLENGE

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Brands HaveAlreadyBeen Doing
This ForAlmostA Century
Michelin P&G
Cultural Ip

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Service,
Don’t Sell

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Themission
isqueen.

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Cannotbe
Templated
T H E E X P E R I E N C E O F
B E I N G A W O M A N T O D A Y

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They Are Complex Human Beings
Living At The Intersectionality Of Society.
Fighting To See, Feel,And Claim Their Power.

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SOURCES: IPSOS, 2017; REFINERY29’S HER BRAIN, THE PURSUIT OF SELF, 2016
underrepresents + misrepresents
BUT MODERN MEDIA
Yet 72% of US men
think women have equal
opportunities as men.
Only 53% of US women
feel they have equal
opportunities as men.
More than half of women
feel that “the media” and
“advertising” gets it wrong often
or all the time when it comes to
how they are portrayed.
HER

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feel,see,andclaim
theirpower
We Catalyze Women To
Our Purpose Is Our Authority.
We Didn’t Just Join A Moment.
We’ve Been Threaded Through The Very Fabric
Of This Movement From Day One.

25. Bringing Her Perspective
To The World
Not Our Perspective Of
The World To Her
SMART SOCIAL | REFINERY29

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SUBVERTINGCATEGORY
NORMSOFWHAT
LIFESTYLECONTENTIS
FORWOMEN

27. F RO M T H I S

28. T O T H I S

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SMART SOCIAL | REFINERY29
Socialimpacttranslates
tobrandsuccess
W H E N C R E A T I N G I N A W O R L D
O F A B U N D A N C E

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SMART SOCIAL | REFINERY29
Content Is Only Valuable In Its
Consumption AND Impact
Culture
Society
Her
Mission-Driven
Content

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REFLECT THE MODERN
PSYCHE WITHIN HER
CONSCIOUSNESS
CO-CREATE INFLUENCE AND
IMPACT WITH HER
CULTURE
DRIVE TRANSPARENT VALUE
FOR HER
COMMERCE
Content Strategy Designed
With Her At The Centre

34. +
THE CHALLENGE
WHY?
1.5X
Girls drop out of sports
The rate of boys by the
age of 14

35. +
THE INSIGHT THE SOLUTION
Sport made her feel
strong, confident, happy
She gave it up because she
didn’t see how it would set
her up for success
Catalyze a movement that
repositions sport
being a sacrifice
being a reason
that sets her up for the
future success she craves
BUT…
FROM
TO

36. SOURCES: Google Analytics

37. 37
SMART SOCIAL | REFINERY29
InvestInYour
Audience
BeforeYouAsk
ThemToInvest
InYou

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Consciousness, Culture,And Commerce
Are NothingWithout
Courage

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TakeAPosition,
Don’tJustHaveA
Positioning

40. Thank You!
(Not Amy)