femvertising & woman empowerment for communication
Post on 10-Feb-2017
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#FEMVERTISING
#FEMVERTISING “advertising that employs pro-female talent,
messages and imagery to empower women and girls.”
http://www.womenyoushouldknow.net/stating-obvious-adweek-fem-vertising-panel-says-pro-women-ads-effective/
http://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-should-know-about-women-consumershttp://www.abnewstoday.com/3740
https://www.youtube.com/watch?v=HqksTcYLBmw&feature=youtu.be
From the most purchasing power to the most influencing…
94% believe portraying women as sex symbols in advertising is harmful• Just 60 seconds of viewing ads with underweight models can negatively impact
perceptions of attractiveness for women• 41% of 18-24 year old women retouch photos of themselves before sharing to social
media sites• 33% of women are dissatisfied with their appearance (an increase from 26% in 2012)
http://corporate.sheknows.com/femvertisinghttp://sallyu.com/category/success-motivation/
http://www.womenyoushouldknow.net/stating-obvious-adweek-fem-vertising-panel-says-pro-women-ads-effective
/https://www.youtube.com/watch?v=HqksTcYLBmw&feature=youtu.be
94% believe portraying women as sex symbols in advertising is harmful• Just 60 seconds of viewing ads with underweight models can negatively impact
perceptions of attractiveness for women• 41% of 18-24 year old women retouch photos of themselves before sharing to social
media sites• 33% of women are dissatisfied with their appearance (an increase from 26% in 2012)
http://corporate.sheknows.com/femvertisinghttp://sallyu.com/category/success-motivation/
http://www.womenyoushouldknow.net/stating-obvious-adweek-fem-vertising-panel-says-pro-women-ads-effective/
The way of women portraying is really sensitive for women preference which affects to brand love or the start to listen what brand is telling or selling them.
92% are aware of at least one pro-female ad campaign» 51% like pro-female ads because they believe they break down gender-equality barriers. » 81% said ads that positively portray women are important for younger generations to see. » 71% think brands should be responsible for using advertising to promote positive messages to women and girls.
http://corporate.sheknows.com/femvertisinghttp://corporate.sheknows.com/corporate.sheknows.com/production/nodes/
attachments/24521/iBlog_Magazine-SheKnows-FemvertisingFeature.pdf?1429105587
92% are aware of at least one pro-female ad campaign» 51% like pro-female ads because they believe they break down gender-equality barriers. » 81% said ads that positively portray women are important for younger generations to see. » 71% think brands should be responsible for using advertising to promote positive messages to women and girls.
http://corporate.sheknows.com/femvertisinghttp://corporate.sheknows.com/corporate.sheknows.com/production/nodes/
attachments/24521/iBlog_Magazine-SheKnows-FemvertisingFeature.pdf?1429105587
All brands and products is more attractive to women especially when the approach changed to talk to them with respects.
52% have bought a product because they liked how the brand and their advertising portrays women• Nike saw a 15% increase in quarterly revenue through efforts to cater to women• Dove’s Real Beauty campaign helped increase sales from $2.5 billion to $4 billion• In just 4 months in 2014, sales for Getty Images’ Lean In collection grew by 54%
http://corporate.sheknows.com/femvertisinghttp://edition.cnn.com/2015/07/21/living/femvertising-ads-women-girls-success-feat
http://sallyu.com/category/success-motivation
52% have bought a product because they liked how the brand and their advertising portrays women• Nike saw a 15% increase in quarterly revenue through efforts to cater to women• Dove’s Real Beauty campaign helped increase sales from $2.5 billion to $4 billion• In just 4 months in 2014, sales for Getty Images’ Lean In collection grew by 54%
http://corporate.sheknows.com/femvertisinghttp://edition.cnn.com/2015/07/21/living/femvertising-ads-women-girls-success-feat
http://sallyu.com/category/success-motivation
Once any brand and product attitudes changed, that wins women’s hearts. It creates brand love and converts to sales generation.
94% believe portraying women as sex symbols in advertising is harmful
52% have bought a product because they liked how the brand and their advertising portrays women
92% are aware of at least one pro-female ad campaign
What number are telling us…
Social Tension via stereotype makes them
think and against the rules.
Here is the way to attract and make them considered.
So… They purchased and advocated to rule the world by
showing woman power.
Awareness Involvement Active Consideration
Purchase Consumption RelationshipBuilding
Advocacy
Women Empowerment Market
• Sport Wear• Sport Organization• Car – Automobile
UNISEX FEMININE
• Skin Care• FMCG
• Cosmetic- Mass & Luxury Brand• Garment
FASHION & BEAUTY
Global & Regional Level
Social Tension Usage Outline
Social Tension
Mental Issue/ Barrier/ Stereotype
Achievement (Individualistic Joy/ Attitude): Consequence from action
Brand/ Product Attribute creates value for consumerBrand/ Product Role
Brand/ Product Action
Brand Attitude towards Mental Barrier = Key Message
Social Tension Usage Outline
Social Tension
Mental Issue/ Barrier/ Stereotype
Achievement (Individualistic Joy/ Attitude): Consequence from action
Brand/ Product Attribute creates value for consumerBrand/ Product Role
Brand/ Product Action
Brand Attitude towards Mental Barrier = Key Message
Our Starting Point
Women Empowerment Market
• Sport Wear• Sport Organization• Car – Automobile
UNISEX FEMININE
• Skin Care• FMCG
• Cosmetic- Mass & Luxury Brand• Garment
FASHION & BEAUTY
Global & Regional Level
WHAT ARE YOU TRAINING FOR? FOREVERFASTER#nomatterwhat
Destination/ End Goal Ex. Champion
Self-Push Energy
REMIND/ ENCOURAGEthe journey to get the
goal
FIGHTER/ THINKER
Remind the journey by using all champions in different kind of sports to encourage consumer to work harder and see the journey, not only aim for the goal.
https://www.youtube.com/watch?v=rA5kkchLo30
People judge woman by appearance and based on their perception. #IwillwhatIwant
Social Judgement: Female Body and Strength
Self – Confidence to do what they want
ENCOURAGEwomen to beat noise
RULER/ ASPIRER
Shows stand point by using live broadcast to create controversial.
https://www.youtube.com/watch?v=H-V7cOestUs
Limitation of shape, size, and ability
Proud and Never Give Up
CELEBRATEand cherish woman to
play sports
FIGHTER
#thisgirlcan
It’s a celebration of active women up and down the country who are doing their thing no matter how well they do it, how they look or even how red their face gets.
http://www.thisgirlcan.co.uk/https://www.youtube.com/watch?v=aN7lt0CYwHg
Stereotype Limit
Freedom of unlimited on what woman want to do
ENCOURAGEwomen to break the stereotype that limits
their need
ASPIRER
The courage is already inside…
Empowers woman to break the stereotype with all situation based on most of strong activity/ situation and woman see the success.
https://www.youtube.com/watch?v=6WUGUtt43oY
Women Empowerment Market
• Sport Wear• Sport Organization• Car – Automobile
• Cosmetic- Mass & Luxury Brand• Garment
• Skin Care• FMCG
UNISEX FEMININE
FASHION & BEAUTY
Global & Regional Level
The Limit by destiny (Belief norm) : Gender/ Body
Dream AchievementCOURAGE
to grab opportunity
ASPIRER
True Stories by different kinds of limit to aspire consumer to have courage and join the ride of dream achievement
Everyone got dream but belief norm limits… #changedestiny
http://m.sk-ii.co.th/th-TH/changedestiny
CriticismDetermination and
Confidence
EMPOWERwomen to break the stereotype that limits
their need
THINKER
Rewrite the rules#LikeAGirl
The video highlights that at about 12 years old girls begin to internalise the negative connotations that comes with doing things “like a girl”. The video launched an empowering campaign to change what it means to do something “like a girl” into something strong and confident.
http://www.digitaltrainingacademy.com/casestudies/2015/07/cannes_lions_case_study_always_empowers_women_with_like_a_girl.ph
p
Style limitation on Size Confidence
ENCOURAGEwoman to dress up more
ASPIER
#StyleHasNoSize
Influence by using models and big size women to dress and wear the t-shirt gang with the sentence “# style has no size”
http://issue247.com/around247/stylehasnosize/
EVANS
Social Judgement for female beauty
Beauty ConfidenceIndividualistic
Beauty
ENCOURAGEto overcome all doubts
RULER
Women lack of self confidence and it brings them in grey area with beauty doubts. #nomaybes
“Maybe she’s born with it. Maybe it’s Maybelline,”features women of different ethnicities and fashion, sensibilities, and presumably, careers and interests.
https://www.youtube.com/watch?v=gJDAjIijUDohttp://brandchannel.com/2015/06/26/maybelline-turns-100-062615/
Social Judgement for beauty
Confidence to be unique with creative
mind and style
CELEBRATEPeople who got same type as brand essence
ASPIERER
#MACnificent
Find people who got inspiring character to build metaphor with M.A.C.
http://www.macnificentme.com/#/
Shy to be outstanding and scared of beauty
judgement
Confidence
INFLUENCE/ASPIREWoman with Dior girl look to ensure confidence
ASPIER
#shinedontbeshy
Illustrate Dior girl to influence with determination to aspire woman and try product.
https://https://www.youtube.com/watch?v=VaxgXhIiGMo&feature=youtu.behttps://www.youtube.com/watch?v=spR6DARlx50https://www.youtube.com/watch?v=r6pCrzdNIz4
Women Empowerment in Market
• Social Judgement • Ability• Gender/ Size/ Shape• Lack of Confidence:
Beauty, New Product Trial
• Encourage• Aspire• Cheer Up• Celebrate
Key Trigger under Social Tension Action
Social Tension
Mental Issue/ Barrier/ Stereotype
Strategic Direction Road Map
• Define what #Femvertising means to our brand and target
• Define our target pain point from social tension territory that brand and product could tap.
• Define brand and product role towards brand promise and mission that consumer will get or free when they achieved. (This would reflect brand and product attribute.)
Thank You
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