media strategy / produits périodiques / ym 18-25y
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Media strategy for disposable sanitary products —> Youg Women (18-25y)TRANSCRIPT
MEDIA STRATEGY—DISPOSABLE SANITARY PRODUCTS—YM / 18-25Y
3- MEDIA INSIGHT
2- CONSUMER’S TRENDS
1- MARKET’S TRENDS
4- MEDIA STRATEGY
1- MARKET TRENDS
MARKET TRENDS
MARKET TRENDS
… but a common non sense Many products…
Dri liners Panti liners
Tampons Pads
LINERS, TAMPONS, PADS… ARE
MARKETED AS FMCGS BUT THEY SHOULD NOT BE
MARKET TRENDS
MARKET TRENDS
All brands says the same thing in the same way
… that leads to common brand strategy
Using common media
Using common USP
To aired an emotionnal speech … and get closer relationships with consumers
To stand out the box… and be more than a fad FMCG
To explore new contents, new medias… and get a new ROI
A great opportunity…
2- CONSUMER TRENDS
CONSUMER TRENDS
12 – 18 Teens
18 – 25 YW Youg
women
25 & + Women
TEENS
YW
Women
VERY RECEPTIVE : SHE WILL FACE MULTIPLES FIRSTS TIMES DURING HER TEENAGE YEARS (FIRST KISS, FIRST LOVE, FIRST PERIODS…) SOME CAN BE VERY PAINFUL (PERIODS ABOVE ALL).
BUT QUESTIONING PARENTS OR FRIENDS IS NEVER AN EASY THING TO DO FOR A TEEN, THAT’S WHY SHE EXPECTS INFORMATION AND TIPS FROM BRANDS.
SCHEMATIC / DIDACTIC / REASSURING / EMPATHIC / GUARDIAN / PROXIMITY / WORRIED / ANXIOUS / QUESTIONING /INTIMACY / CHAT ROOM /
TO EDUCATE
TO ENTERTAIN
TO SATISFY
« I want to be
advised »
« I want to live an
experience »
« I want valuable goods »
CONSUMER TRENDS
LESS RECEPTIVE: SHE KNOWS HER BODY AND NEEDS. SHE HAS ALREADY TRIED MANY PRODUCTS FROM MANY BRANDS. SHE IS NOW LOYAL TO ONE OF THEM.
SHE EXPECTS LOYALTY AND ETHIC FROM BRANDS.
SHE IS FOCUSED ON PRODUCT QUALITY AND REJECT BRANDS STORYTELLING.
ADDED VALUE / VALUABLE GOODS / CONFIDENT / WORKIN’ / DYNAMIC / INDEPENDENT / INVOLVED / ETHICAL / ECOLOGICAL /
Receptivity —
Receptivity +
TARGET TO REACH
FOCUS YW
FOCUS YW
Independant Dynamic
Partying
Life experience
Relationship
Dreamer
Havin’ fun
Shopping
Friendly
Over-connected
Generous
FulfillmentSocial
Nomadic
You need to give to receive
Rebel
-SHE IS NO LONGER A TEEN BUT SHE IS STILL LIVING NEW CHALLENGES. AS A REAL BLOSSOM GIRL, SHE NEEDS A PERIODIC BRAND TO PROTECT HER WHILE SHE IS LIVING HER ROMANTIC LIFESTYLE.
-YW WILL BE SEDUCED BY REAL EXPERIENCE AND STRONG RELATIONSHIP, SHE WANTS A UNIQUE BOND WITH A UNIQUE BRAND. EVERY CONTACT POINTS SHOULD BE EMOTIONAL AND INTIMATE.
-VERY SELECTIVE AND HARD TO REACH VIA MAINSTREAM MEDIA, HER PURSE CONTAIN HER LIFE, HER CELL PHONE IS HER BBF AND SHE USES PICS TO STORYTELL HER LIFE.
-BRANDS MUST COME TO HER BECAUSE SHE WILL NOT
- MESSAGE FOR BRANDS : “ LET’S BE PRIVATE AND EXCLUSIVE ” Romantic
3- MEDIA INSIGHT
MEDIA INSIGHT
Consumer highlights :
READY TO LIVE AN EXCLUSIVE BRAND EXPERIENCE BUT ENTER HER IS NOT SUCH AN EASY THING IT REQUIRES DISCRETION AND SYMBIOSIS
Market highlights :
LINERS, TAMPONS, AND PADS BELONGS TO FMCGS BUT THEY SHOULD NOT BE COMMERCIALIZED AS FMCGS
MEDIAS MUST BE
SELECTED BY THEIR
DEGREE OF INTIMICY
Requires:- Intimity- Trust
- Discretion
Requires:- Audience
- Recurrence
Offers:- Volume
- Notoriety
Offers:- Affinity
- Direct relation - Talking & Brand
Expericence
INTIMICY +
INTIMICY—
3- MEDIA STRATEGY
MEDIA STRATEGY
MEDIA STRATEGY
TAKE BENEFITS FROM THE FACT THAT ALL BRANDS FOCUS THEIR INVESTMENTS ON TRADITIONAL MEDIA.
USE SOCIAL MEDIA TO PROPOSE REAL DIGITAL & INTERACTIVE EXPERIENCES.
ADAPT CONTENT TO YW LIFESTYLES AND BEHAVIORS (MUSICS, TV SHOWS, MOVIES…)
CREATE AN INTIMATEBRAND EXPERIENCE
CUSTOMIZED WEB SITE
MEDIA STRATEGY
MOBILE AD & APPS
MEDIA STRATEGY
BE CLOSE, MOBILE AND USEFUL
SOCIAL MEDIA
START CONVERSATIONS, BRING SOME INFOS AND BE FRIENDLY
Ex: Create a mobile app to manage menstrual cycles app / App reminder
MEDIA STRATEGY
MEDIA STRATEGY
PARTNERSHIP & COBRANDING
Follow their passions and be supportive
BRAND CONTENT
Be productive
Create your pinboardCreate your channel
Concerts TV Shows Movies
Events Artists
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PLANNEUR STRATÉGIQUE
T.U