Download - Marketing Femcare Products Online
Alexandra Tohme
Marketing femcare online
Gaming for women
Alexandra Tohme
Build relationship and Interaction with brand Talking WITH her not AT her Ongoing long term platform
Create a BIG INTERACTIVE IDEA
Alexandra Tohme
No emotional connection with brand Habit is fixed, auto-buy in store No need to actively pay attention Irrelevant
Barriers to overcome
Alexandra Tohme
Digital is dynamic To build long term, think growth, cumulative
wins, achievement, repeat visits, connection, intrigue, learning, sharing, connecting
Digital Barriers
Alexandra Tohme
Talk WITH her = inform / educate / connect Building blocks
◦ Feminine◦ Liberation◦ Powerful◦ Informed◦ In charge
Foundations
Alexandra Tohme
I can’t liberate myself if I have to actively “forget” something
I have to “replace” it with a more useful and engaging activity
So I have to destroy, get rid, laugh, construct, share, connect, inform, participate, WIN
How can we change her feelings
Alexandra Tohme
Forums - info exchange (data) User generated content – “how to” tips /
vids on fashion beauty and style UGC – my own freedom of expression,
youtube singing, dancing, strike a pose
◦ IS THIS ENOUGH ON ITS OWN???
Taking charge digitally
Alexandra Tohme
How? Irritability, acne, sleeplessness, cramps,
bloating, greasy hair, UNSEXY UNFEMININE Making an awesome product doesn’t
necessarily fix everything else I WANT A HOLISTIC SOLUTION PLEASE
FORGET MY PERIOD?!!!
Alexandra Tohme
Pain cannot be “forgotten” by paying attention to a website or digital assets
You really need a physical thing (pill, hot water bottle, poke in the eye with a sharp stick)
HOWEVER, whilst we cannot forget, we can re-engage attention elsewhere
A problem shared is a problem halved
USER EXPERIENCE
Alexandra Tohme
PMS / period strikes I’m not going to be as “active” as I usually am
Lower tolerance to people Fatigue Not going to go online, be inspired and rush
to the disco Sometimes you feel like staying in a lot
more than usual
User experience continued
Alexandra Tohme
Just because your choices might be limited in the real world, doesn’t mean you can’t continue and have super powers in the virtual world
BUT VIRTUALLY YOU CAN!
Alexandra Tohme
Massive Multiplayer Online Role Playing Games (MMORPG)
Alexandra Tohme
I can be multiple things online
Alluring Female warrior
Alexandra Tohme
Dungeons & Dragons first appeared 1974Gave birth to role playing games2006 - estimated 20 million people playing, more than $1bn in associated product sales
Notice emphasis on “connectivity”
Alexandra Tohme
In nearly all MMORPGs, the development of the player's character is a primary goal.
Many MMORPGs feature a character progression system in which players earn experience points for their actions.
They use those points to reach character "levels", which makes them better at whatever they do
Sustainable
Alexandra Tohme
Alexandra Tohme
Multi level entry (for different age girls)Extra opportunities for in game advertising
Highly relevant
Addictive
SustainableConnective – draws others in
Can expand into mobile Can be delivered on many digital channels
Stimulus to buy in game and in real world
Print game codes on packaging to redeem points in game
Gets you closer to the brandProvides a holistic environment
Captures technographic dataCan grow with tech growth Augmented Reality
Can be a revenue earner in its own right
Alexandra Tohme
Inform, educate, connect Can insert stuff into the game (new promos,
think second life etc) Dynamic Proactive - dance, sing, interact, fight, buy,
sell, etc
The story evolves with you
Alexandra Tohme
No A MMORPG targeted towards women. Subtle
product cues can appear in the game Target audience is already online Great exposure if story of game can be
revealed through networked blogs / social media
Banners and social networks to direct traffic
A Game About Periods????