Rethinking Marketing to Women Recalibrating Brands Around Real People & Real Experiences

04/21/15

Challenge:

When It Comes to Brands, People Have Trust Issues

@Crowdtap

“84% of Millennials don’t like or trust traditional advertising.”

The McCarthy Group, 2014

@Crowdtap

Social has changed — and continues to change — everything

@Crowdtap

Below Average Average Above Average Excellent

Aided Brand Awareness

Online Ad Awareness

Brand Favorability

Purchase Intent

8.4 (99%)

24.8 (99%)

4.0 (76%)

1.9 (64%)

0% 20% 40% 60% 80% 100%

UGC from a friend outperformed the norms of online campaigns in the relevant vertical

CROWDTAP TEST UGC V. VERTICAL NORMS*: OVERALL AUDIENCE

Note difference in methodology – Crowdtap study utilizes forced-exposure methodology; data shown as directional comparison only. * MarketNorms Q3/14, Last 3 yrs (Category: CPG, 1 Exposure, Baseline Adjusted, N=635 campaigns) @Crowdtap

Opportunity:

People Still Love Brands

@Crowdtap

People want to have a voice

Source: Havas Prosumer Study, September 2014

45% “Brands play an essential

role in my life.”

45% “I have the power to help a

brand succeed or fail.”

45% 16-34

35% 35-54

25% 55+

45% 16-34

38% 35-54

29% 55+

@Crowdtap

New Crowdtap Research:

What Women Want from Brands

2,000 Women in the Crowdtap Community • Average age = 36 • March 2015

We asked 2,000 women: Can you control a brand’s success or failure?

45% 48%

7%

Yes, absolutely

Yes, to some extent

No

Takeaway: Women know they can affect change at your organization. Beyond spending power, they have the tools & technologies that make their voices heard.

“Yes, absolutely”

18-34 48%

35-54 44%

55+ 37%

Is it important that the brands you support stand for the things you yourself believe in?

62% 34%

4%

Yes, very

Yes, somewhat

No

Takeaway: Listen to your customers on an ongoing basis to understand their opinions and values. Give them a voice that matters to build stronger, more authentic relationships.

“Yes, very”

18-34 64%

35-54 63%

55+ 52%

How often do you turn to social media to seek advice on buying products?

47% 44%

9%

Very often

Somewhat often

Not often

Takeaway: Seek opportunities to spark conversations around the everyday experiences women have with your brand. Inspire content creation and reviews to create WOM impact.

“Very often”

18-34 51%

35+ 42%

9 in 10 women are interested in giving brands feedback on products and marketing efforts

Takeaway: Women want to have a seat at the table. Collaborate with your customers on product ideation and tap them to validate messaging & creative before going to market.

What’s the biggest misconception that brands have about women?

“That we’re all the same.”

“That women aren’t tech savvy.”

“That we don’t have opinions.”

“That we want to see perfect women [in ads].

We want real.”

Solution:

Your Move, Brands

@Crowdtap

@Crowdtap

Brands must move from a closed system to an open system.

@Crowdtap

@GoBCM

Mariana Rodriguez Senior Account Director, Beeby Clark+Meyler

Goal: Improve Skintimate brand awareness, engagement and relevance

with Millennial women through digital & social platforms.

@GoBCM

Skintimate + Crowdtap: Leveraging technology & community to build a program with UGC at the core

Program Goals: ü  Drive ongoing awareness & social buzz ü  Facilitate socially-amplified product trial ü  Generate a steady stream of creative,

repurposeable content

#SKINTIMATEHAPPYLEGS 19,000+ COMMUNITY MEMBERS

@GoBCM

PEOPLE-POWERED MARKETING PLATFORM

Program Components: ü  Influencer Activation ü  Content Sharing ü  Sampling & Reviews ü  Insights

@GoBCM

Influencer Activation: Drive conversations by tapping into the audiences of topical experts

EVELINA

Branded Video: 694K views Promo Video: 229K views

ARDEN ROSE

Branded Video: 473K views Promo Video: 672K views

TREASURES + TRAVELS

Blog Reach: 80K visitors/month Social Reach: 40K

SLASHED BEAUTY

Blog Reach: 25K visitors/month Social Reach: 5K

Content Sharing: Inspire authentic content creation & encourage social sharing

#SMWCrowdtap

+24%  Net  Promoter  Score  

+17%  Familiarity  

+12%  Favorability  

@GoBCM

Sampling & Hosted Parties: Drive authentic reviews and build purchase intent through trial

“Skintimate shave gels left behind no bumps or skin irritations even for my friends with skin problems. Smooth, beautiful skin was the theme for the night.” – Review via Krista B.

@GoBCM

4 Insights: Launched survey to better understand category behaviors & shared the findings

Results: UGC-centric campaign helped Skintimate move the needle among Millennial women.

+25% Increase in Online

Share of Voice

173M Total Impressions

+7% Increase in

Purchase Intent

@GoBCM

So now what?

@Crowdtap

Key Takeaways

Connect: Use technology to establish a direct & ongoing relationship with your community.

Listen: Look to social as a means for elevating the consumer voice and capturing valuable, agile insights.

Reflect: Women want to see themselves in the brands they support. Apply learnings on an iterative, ongoing basis.

@Crowdtap

Thank you.

@Crowdtap