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MIRANDA ABNEY

Triangle Aquatics

MARKETINGTO KIDSMIRANDA ABNEY, MILKPEPAPRIL 9, 2018

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WHAT WE’LL COVER TODAY

THE POWER OF TODAY’S KIDS

WHERE KIDS ARE

GUIDELINES +

GUIDING PRINCIPLES

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WHY AM I HERE?

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MILK LIFE / BWCM

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MOMS AREN’T AS PASSIONATE

ABOUT MILK

KIDS ARE DRINKING LESS MILK, AND IT’S

AFFECTING THEIR HEALTH

1 out of 2 kids ages 9-13 are falling short on key nutrients

(ExactCast Mom and Kid Research, 2016)(DGAC Report, Appendix E-2.1)7

KIDS LOVE MILK

1%

I wish I could drink

more milk

I wouldn’t mind

drinking more milk

I wish I didn’t have to

drink as much milk

I wish I didn’t have to

drink milk at all

I’m happy with how

much milk I drink

2% 56% 22% 19%

41%8

PLUS, IT HAS THE NUTRIENTS THEY NEED,

ESPECIALLY WHEN THEY’RE ACTIVE.

CALCIUMVITAMIN DPOTASSIUM

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We hadn’t spoken to kids in a long time – and they knew it.

So we created something new, just for them.10

THERE’S AWESOME INSIDE EVERYONE.ALL YOU GOTTA DO IS

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THE POWER OF KIDS

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Kids now drive family decisions with their parents.

PARENTS

AUTHORITATIVE

Parents Wield Control

GENERATION X

KIDS

PEERENTING

Kids Wield Control

MILLENNIALS

KIDSPARENTS

FAMILY HARMONY

Parents and Kids Together

CURRENT

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Kids have a broad spectrum of purchase influence across everything from what families eat to what they drive.

Source: Nick’s “Kidfluence” study, 2016. Nationally representative survey of parents and their kids, ages 6-14. Based on 1,800 kids/parent survey respondents.

97%

91%

84% 82%78%

75% 73%68%

43%40%

92%89%

74%79%

73% 73%

86%

80%

63%66%

Restaurants Family

Vacations

Mass Retailers Packaged

Foods

Specialty

Retailers

Health &

Beauty

Mobile Devices Computers Automotive Data/Mobile

plans

KIDS' INFLUENCE BY CATEGORY (as a % of parents surveyed)

KIDS' INTEREST BY CATEGORY (as a % of kids surveyed)83%of parents believe kids

should have a say in

family decisions.

71%of parents say kids

influence family

purchases.

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Kids have different priorities.

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Source: McCann Truth about Youth

ACCESS…to people, places, ideas and brands.

Anywhere, at any time.16

TRUTH…in a digital world where not all is what it seems.

They value honesty, sincerity, loyalty.

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…in a complicated world, kids are passionate about creating change.

And 87% think brands have the power to make the world better.

Source: McCann Truth about Youth18

IMPACT

WHERE KIDS ARE

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Kids are online in ways they’ve never been before.

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P r o p r i e t a r y & C o n f i d e n t i a l | © C a m p b e l l E w a l d | A l l r i g h t s r e s e r v e d .

The average

American 8-year-

old spends

8 HOURS consuming

various kinds of

media.

97% of four-year-olds

use mobile

devices.

Kids are getting

their own cell

phones at

10-11.

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Sources: eMarketer, “The Digital Lives of US Kids: Mapping Their Distinctive Highs and Lows,” December 2017

In 2013, TV accounted for 45% of kids video

consumption, but the number dropped to just

27% in 2017.

72% of households with

kids under 8 have a digital

streaming subscription

service, compared to just

65% with cable.

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Kids consume media differently.

Kids use different sites.

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Source: McCann Truth about Youth

Social media defines kids.

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SNAPCHATINSTAGRAMYOUTUBE

On-demand video –

what I want, when I

want it from “people

like me.”

The social me

defines the

“real” me.

Realtime gets real.

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Use of social media starts early and really ramps up at age 12.

Source: DCWW Tech Pulse, 2015, Q How often, if ever, does your child visit/use the following either alone or with you? “At least once a week“ or more SummaryQ: How often, if ever, do you visit/use the following? “At least once a week“ or more Summary

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56

69

81

13

23

34

54

8

12

23

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6

11

17

29

6

10

14

31

58

13

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710

1724

2-5 6-8 9-11 12-14AGE

SOCIAL MEDIA USERS BY AGE % OF KIDS 2-14 WHO VISIT/USE “AT LEAST ONCE A WEEK” OR MORE

Pinterest

Vine

Twitter

Snapchat

Instagram

YouTube

Facebook

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Sources: eMarketer, “The Digital Lives of US Kids: Mapping Their Distinctive Highs and Lows,” December 2017http://variety.com/2017/digital/news/pocketwatch-ryan-toys-review-youtube-1202573206/ 27

45% of kids ages 8-12 have

a YouTube account

67% of 10-12-year-olds

use YouTube

10 billion views the first

year alone

Ryan’s Toys Review is

the most viewed US

channel on YouTube with

16 billion views

Sources:Omnicore Agency, January 2017eMarketer, “US Social Network Users: eMarketer's Estimates for 2018–2022,” March 2018eMarketer, “US Teens and Their Smartphones: The All-Purpose Device for Liking, Snapping, Ad Avoiding, Shopping and More,” August 2017

Instagram is the fastest growing social network, expected to

reach more than 104 million people

in 2018

Over 90 million photos are uploaded each day

61% of teens use Instagram daily, with the

majority checking it multiple times a day

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Sources:eMarketer, “Latest eMarketer Social Forecast Shows Shifting Platform Use,” March 2018eMarketer, “US Teens and Their Smartphones: The All-Purpose Device for Liking, Snapping, Ad Avoiding, Shopping and More,” August 2017

More than ¼ of U.S. teens say they access Snapchat

“almost constantly”

The fastest growing US age group for Snapchat is

people under 12, which is expected to grow 42.9%

this year

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Source: McCann: Truth About Youth

Don't whine

Don't be intimately personal

Don't spam

Don't try to be funny in relation to serious posts

Check your spelling

Have check-ins in cool locations

Share achievements

Avoid using a lot of hashtags

Show both up and down moments

Be wary of the personal info you put out

Always be online and able to respond to anyone

anytime day or night

Don't show the "real you” – the more mysterious

you is cooler

Post pictures that show you travel a lot

Don't actively send friend requests

Have lots of friends of the opposite gender

Post materialistic photos

Set boundaries and keep some things private

Only post content that will keep your

audience uplifted

Think ten times before you post

Have unique character

Stand out from the crowd

The more polarizing your content, the cooler it is

No swearing

Smart use of photo editing apps

Have high quality pictures

Avoid a "storm" of postings

Keep your opinions to yourself

Respect limits

Like everybody's pictures

Know how to debate

Do not use all caps

Have your real social circle

Have a wide social circle, meet people

Have an aspirational life

Update often, be constant

Do not ridicule

Stay updated, informed

Share all you do network management:

know the platform characteristics

Don’t throw shade

Don't post too much

Kids have strict rules for what to do and what not to do.

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TALKING TO KIDS IS COMPLICATED

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UNDERSTAND KIDS MARKETING LAWS AND GUIDELINES.

Children’s Online Privacy Protection Rule

(COPPA)

Children’s Advertising Review Unit

(CARU)

Make sure work passes “the mom check”

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GUIDING PRINCIPLES

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CREATE WORK FROM KIDS, TO KIDS 34

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DIVERSITY IS ESSENTIAL.

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BE AUTHENTIC, BE ENTERTAINING

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EMBED MILK IT CONTENT.

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LET KIDS DEFINE YOUR WORK39

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CONSIDER PARTNERS TO GET IN THE RIGHT PLACES.

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KID MARKETING CONSIDERATIONS

HOW ARE YOU ENGAGING KIDS?

IS IT AUTHENTIC?

IS IT MEANINGFUL TO THEM?

WHERE ARE YOU MEETING KIDS?

IS IT EASILY ACCESSIBLE?

IS IT WHERE KIDSALREADY SPEND

THEIR TIME?

IS THERE A PARTNER WHO CAN HELP YOU TELL YOUR

STORY?

ARE YOU PLAYING BY THE RULES?

ARE YOU BEING TRANSPARENT?

HAVE YOU CONSULTED APPROPRIATE GUIDANCE

ORGANIZATIONS?

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DISCUSSION43