PHD Grady Creative Collective Presentation 2014

8/12/2019 PHD Grady Creative Collective Presentation 2014

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Victoria Skinnerrandon Murphy Abby Jensen

Yates Webbhanning Jones


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Are young adults receptiveto havingrelationshipswith brands?


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We want to feel special because we

think we are


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We want our own uniqueimage.


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Brands: ExtensionsofOurselves

Is it really a relationship?


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Brands: ExtensionsofOurselves

Is it really a relationship?

Brands have

personalities


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What is the currencyof these relationships?


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What is the currencyof these relationships?


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Brand Loyalty: Its More Than Just

Buying a ProductMostMillennials are loyal to

at least a fewbrands


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Status Symbols

We want to seem cool

to those around us


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connect to

Freecontent


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Howdo we find out aboutthe bestproducts?


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AbbyWhat worksOur many screens


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What worksandwhat doesnt ?


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Quality, Style and Power On to the Next Thing


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By using big-name celebrities,

the ads hold my attention.[[


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Brand

Communities

Theneed

for aunique

experience


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Young adults relationshipswith their manyscreens.


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Loyalty to the

Laptop

Constantly

Connected


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Tabletsa noveltyitem

My mom and mybrother both

have tablets, but Ireally do not havethe need to getone.


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What makes newtechnologyproliferateimmediately

when another incredibly

similar product languishes?


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"#$%&'( overload) *$+,-&&. domination


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Experiencematters

&What does it

offer?


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The screen is much bigger than

an iPhone, the camera is fantastic

and it has built in features that, inmy opinion, are superior to the

features offered on an iPhone.[[


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Victoria


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What are themust have apps

right now?

Howdo young adultsfind out about them?


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Start with the discoveryprocess


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TrendSetters


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Trend

Spotters


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Millennialsprompted byneed


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App inputmust= reward

Cross-platformsharingleads to

top-of-mind

awareness


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Quality &

Top-of-mind

social awareness

= success


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What do young adults

think about the

emergingclass ofwearable technology?


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Wearable-what?


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Fashion Statement


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Just another screen

(Anexpensive screen!)

//


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In some ways your

technology should workFOR you.[[


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Wear your health on your

sleeve


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At what point do YAs considerabandoning technology once its

proliferated every age group

including their grandparents?Does this happen? For inspiration

consider Facebook and

Samsungs iPhone bashing ads.


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The Facebook break-up:itsus, notyou


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Casual Email

Why?


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So many friends

Less Compartmentalizing.


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ChanningContent creators


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Do YAs consider the source ofthe content which appearsacross their many screens? Saiddierently, is it the channel or thecontent that matters?


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Content isKing.Always.

Its still about the

Story.


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The fear of the spoiler


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I literally have to

disconnect and removemyself from all social

media, which I hate doing.[[


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Do YAs care or assign dierentlevels of quality to variouscontent sources?


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Convenience

sometimestrumps screenQuality.

Quality of

content mattersmost.


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Netflix= bingingTV= single episode viewing

(with commercials)


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You dont go to Netflix just tobrowse and see whats on,

like you would with TV. You

pick a show and you watch it

all the way through. The

approach is very different.[

[


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For some, Netflix is ourpersonal form of TV.


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What is the primary use case forYAs for YouTube?

Do they just fire it up and seewhats on like their parents didwith TV) or is it more of a libraryof content which is searchableand linked to via social media?


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OurApproach:

Deliberate

+

Social


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For the social side of YouTube,

we want to view content fromeveryday influencers.


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We still connect with the

popular influencers.


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YatesPrivacy

and marketing


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Are YAs worried about privacy,or is the notion of what thatword even means morphingfrom what it meant to priorgenerations?


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For MillennialsPrivacy = Internet


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We Want to See the Benefits

51 of Millennialswant to trade their information


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Privacy vs. Security [[

I dont have many

privacy concernsbecause most of theinformation I share could

not be used against me.


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Privacy vs. Security


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We dont want to live

in an online cage.


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in an online cage.We differentiate

privacy from security.


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in an online cage.We differentiate

privacy from security. We expect security

from the brands weshare information

with.


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Is privacy a topic of conversationon campus or a non-issue?


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0, 123#4 $54 6278&(39, :2'

"'3;$+< =,>5?7

Diff Vi P i f


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Different Views on Privacy for

Different Platforms

47% are concerned with

keeping privacy fromstrangers

8% want to keep it private

from friends


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37 Our Home


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37 Our Home

@7 $ !"#$%&% ()**

What about the Creep


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Retargeting ads can be

creepy and annoying, but Idont always think of them as a

negative thing.[[What about the CreepFactor?



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Factor?

W W t t B T t d


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If the ad displays

something that a friendlikes, then it becomes

less creepy. I like seeing

what my friends like.[[We Want to Be Targeted asCommunities


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We interact with

different types ofsocial spaces.


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Questions?

PHD Grady Creative Collective Presentation 2014

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