girls gone viral
DESCRIPTION
Delivered at the Wharton Future of Advertising Global Advisory Board Annual Meeting Oct 23, 2014. This presentation looks at advertising that has succeeded with women--and the current stateTRANSCRIPT
GIRLS GONE VIRAL
By Amy Cross
1
2 2
Dove Sketches, Patch Hello Flo Camp Gyno and Period Party Pantene Sorry, Not Sorry Underarmour I Will What I Want Covergirl Girls Can Always Like A Girl
3 3
Sketches200 Million Views
Dove
I Will What I Want
6.4 Million views
Underarmour
5
Period party 28 Million views
Hello Flo
4
Girls Can 5.6 Million views
Covergirl
5
Shine Strong 46 Million views
Pantene
7
Like a Girl
48 Million Views
Always
6
9 9
Rated More than 3000
ads for 450+ brands
More than 3000 ads for 450+ brands
10 11
Current portrayals of women
aren’t so different
11
12
13
14
15 16
What’s so different? What’s the viral Sauce?
1 Woman is the lead
2 She is talking
3She is DOING something
4 She is not serving others
5She isn’t flying planes or hunting
6She is just being human and female, whatever that might mean
16
Viral Winner Proctor & Gamble
100 Million Views
16
52% women surveyed wouldbuy the product*
46% follow advertiser on social media*
Portray Women Well and…
She knows and adweek
is our targetTHE WORST
18
Over 3000
ads for 450+
brands
