Download - Talking to teenagers
Getting on with teenagersPhilip Slade
www.t7flondon.co.uk
• From passivechavs
• To empowerdteenagers
What makes potentialgolddigga customers
so different?
Melissa (17) & Amber (18)
Suburban, digital, speeding up
Online & experiential
Transport, Finding fun, Selfexpression
T4, Bebo, Myspace
That matches thewide product
range.
That fits in withaffordable media
channels.
That suits thesocial scene.
Which adapts tocalendar events.
Our target is a friendship group*
Reaching across the range
College & Work
friends
I still do some of the
things M&A do, just
not so often
School friends
I want to showI am ready to
enter M&A’s
world
Melissa & Amber
The perfect age.
New money,
New friends,
New opportunities
14 17 18 24
YOU CAN NEVER HAVE ENOUGH GOLD.The acquisition stage of a teenager’s life:increasingly independent, spendingmoney and acquiring possessions.
Creating their own world
Gold memories, friendships, places and‘stuff’
Not hard to reachbut hard to gain
ATTENTION
Not hard to reachbut hard to gain
ATTENTION
We are guests intheir attentionspan
We are guests intheir attentionspan
Bore them and theywill ruthlessly filter
us out
Bore them and theywill ruthlessly filter
us out
Get it right &they will
actively marketto each other
Get it right &they will
actively marketto each other
Most ethnicallyDIVERSE
generation
Most ethnicallyDIVERSE
generation
DIGITAL NATIVES
96% mobile phoneownership 15-16s
DIGITAL NATIVES
96% mobile phoneownership 15-16s
Don’t need manuals,they jump in, pushbuttons & make itwork for them.
Don’t need manuals,they jump in, pushbuttons & make itwork for them.
Consume moreMEDIA a weekthan they sleep
Consume moreMEDIA a weekthan they sleep
Bebo is the mostpopular site by
users & pageimpressions
Bebo is the mostpopular site by
users & pageimpressions
Combined circulationof SUGAR & BLISS has
fallen by 45% since2005
Combined circulationof SUGAR & BLISS has
fallen by 45% since2005
Ourconsumerswant funtogether, theyreally really wantfun and maybejust maybe,tonight could bethe night
Moments for golddigga to own
Anticipation
Leveraging key themes inthe lives of golddiggacustomers
- Friendship- Transport- A fun job
- Self expression
SUMMARY BRAND EXPOSURE
52.7m home page impressions3.58m MPU delivery3.56m Sofia’s Diary views
BRAND COVERAGE
• Max cov/low freq:• Cov: 1.8m• Freq: 13.5
• Low Cov/Max freq:• Cov: 81,818• Freq: 298
CONVERSION• 3,901 friends• 74,984 views profile• 608 comments• 20,084 skins
RECOMMENDATION• 946,032 (50%) friends
exposed to skins
Source: Bebo
It is estimated that 34.2m impressions have been deliveredby Editorial Spotlight.
13.52m impressions against our target audience.It is estimated that 7.31m impressions have been delivered
by Homepage Thumbnail to our target audience3.58m impressions vs. target audience delivered via the
MPU activity
To date an estimated total of 28.02m female impacts aged13 – 24 were delivered by Golddigga activity.
May to June 2008
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