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????