killer creative for moms

1

The Learn Phase: Killer Creative for Moms

Prepared by @adamkleinberg for ad:tech SF 2010

The Learn Phase: Killer Creative for Moms

Prepared by @adamkleinberg for ad:tech SF 2010

WARNING

The following page contains imagery that may be deemed inappropriate or offensive to some audience members.

US BirthsBaby Boom

(Huge)

Gen X

(Not So Big)

Millennials

(Even More Huge)

1950 1960 1970 1980 1990 2000

Moms in context

• 462% increase in social media usage since 2006

• 93% on Facebook

• 75% friends of a brand on Facebook

• Moms with DVRs time-shift 56% of the time

• 70% of women play computer games

Today’s mom...

Multi-Tasks

Is a Prolific Sharer

Relies on Online Community

Crowd-Sources Decisions

Today’s mom...

Multi-Tasks

Is a Prolific Sharer

Relies on Online Community

Crowd-Sources Decisions

What motivates people?

EconomicMotive

The need for material success

Internal External

TribalMotive

The need to help your

communityColle

ctiv

eIn

div

idu

al Moral

Motive

The need to do something

good

SocialMotive

The need for influence and recognition

PleasureMotive

The need for enjoyment

Motivations

Context + Motivations =

Killer Creative for the New Mom

QuickTime™ and a decompressor

are needed to see this picture.

EconomicMotive

The need for material success

Internal External

Motivations

TribalMotive

The need to help your

communityColle

ctiv

eIn

div

idu

al Moral

Motive

The need to do something

good

SocialMotive

The need for influence and recognition

PleasureMotive

The need for enjoyment

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and aH.264 decompressor

are needed to see this picture.

EconomicMotive

The need for material success

Internal External

Colle

ctiv

eIn

div

idu

al

SocialMotive

The need for influence and recognition

PleasureMotive

The need for enjoyment

TribalMotive

The need to help your

community

Moral Motive

The need to do something

good

QuickTime™ and aH264 decompressor

are needed to see this picture.

A Better Bottle. A Better Day.

EconomicMotive

The need for material success

Internal External

TribalMotive

The need to help your

communityColle

ctiv

eIn

div

idu

al Moral

Motive

The need to do something

good

SocialMotive

The need for influence and recognition

PleasureMotive

The need for enjoyment

Moral Motive

The need to do something

good

TribalMotive

The need to help your

community

Context

Today’s mom is wired.

Internal External

Motivations

TribalMotive

The need to help your

communityColle

ctiv

eIn

div

idu

al Moral

Motive

The need to do something

good

EconomicMotive

The need for material success

SocialMotive

The need for influence and recognition

PleasureMotive

The need for enjoyment

PleasureMotive

The need for enjoyment

Moral Motive

The need to do something

good

SocialMotive

The need for influence and recognition

TribalMotive

The need to help your

community

Moral Motive

The need to do something

good

Key takeaways

• Today’s mom is not your mom

• What motivations you can appeal to?

• Add those up and you’ve got killer creative

Follow @adamkleinberg on Twitter. Hop to it, now.