BUILDING ECOSYSTEM: HOW TO TALK WITH TEEN GIRLS

Love

First problems

Friendship

Support

TEEN GIRLS INTERESTS

Beauty

Music

School & Peers

Internet & mobile

Teen Girls prefer multiple digital usage & content approach that depend on time, goal, and attitude

95% in Internet

67%*

92%*

42%*

YouTube is #1 online video entertainment

42% watch photos

54%*

*penetration among Internet users

92% write personal messages 66% check VK 5 times a day

55% hook into the Internet & 24% download apps from mobile

TEEN GIRLS MULTIPLE DIGITAL USAGE

TEEN GIRLS ONLINE CONSUMPTION 2007 VS 2013

2007 2013

Internet penetration 35% 95%

INTERNET USAGE — FREQUENCY

Every day 17% 80%

Average time per day 1-2 h 3-5 h

INTERNET USAGE — TYPES OF RESOURCES

Social nets* 56% 92%

Search* 46% 75%

Video watching* 45% 67%

Thematic sites 22% 59%

Email 19% 58%

#1 PRIORITY

FOR TG

Groups February’14

Activity rate

Devchat 553%

Pampers 155%

Camay 10,1%

Ariel 6,5%

Discreet 3,7%

Braun 2,2%

TG are very active in Social Nets. Devchat VK group engagement rate 553% is BIC in P&G

Teens’ parodies on official Always pads TVC (11 711 videos on VK); other example — C&C brand Ambrobene

TEEN GIRLS ENGAGEMENT & UGC

Society for girls 11-18 y.o.

DEVCHAT IS ABOUT…

Safe platform for lively & convenient communication

Educational & entertainment content, expert advice from brands

DEVCHAT 12 YEARS AGO

DEVCHAT

WEBSITE

DEVCHAT

WEBSITE

DEVCHAT ~5 YEARS AGO

DEVCHAT

VK GROUP PRINT

ADS

OFFLINE

EVENTS

DEVCHAT ~5 YEARS AGO

WEBSITE AS THE CENTER

OF COMMUNICATION WITH TG

DEVCHAT

WEBSITE

DEVCHAT

VK GROUP PRINT

ADS

OFFLINE

EVENTS

DEVCHAT.RU POSITIONING

• Relations

• Conflicts

• Personal problems

• Health

• Anonymous

• Support

• Without morality

• Share experience

• Without marks

«НЕ УЧИТЕ МЕНЯ ЖИТЬ» • Your interests, your

questions, your problems

• Girls for girls

• CAMPUS

VS

TG Positioning Devchat Positioning

Talk what they want in the way they want

Give me what I want

DEVCHAT.RU FUNCTIONALITIES Blogs & Forums

Ask the experts

Contests & master classes

Articles

Tests & polls

Other services

Organic growth every year up to 10%

Active users — 3%

Engagement — 70%

10 min on site

View’s depth — 9 pages

DEVCHAT.RU PERFORMANCE

Type of Content

that consumed Text Text and Photo Video, Photo and Text

Influencers

Devchat Вика Дайнеко

Туся и Дуся

Вика Дайнеко

Туся и Дуся

Popular

characters

among TG

Ранетки

Дима Билан Нюша Bloggers

2010-2011 2012-2013 2014

ENVIROMENT TRANSFORMATION

?

Teen Girls are digitalized audience that are drift in Internet, consume and create different content

VS

CHALLENGE & SOLUTION

WE SHOULD NOT CHANGE CONSUMER BEHAVIOR.

WE SHOULD FOLLOW THEM!

DEVCHAT

VK GROUP PRINT

ADS

OFFLINE

EVENTS MOBILE

?

DEVCHAT

WEBSITE

DEVCHAT

VK GROUP PRINT

ADS

OFFLINE

EVENTS MOBILE

YOUTUBE

Devchat YouTube in partnership

with teen blogger

DEVCHAT NOW

DEVCHAT

WEBSITE

DEVCHAT

VK GROUP PRINT

ADS

OFFLINE

EVENTS MOBILE

YOUTUBE

Devchat YouTube in partnership

with teen blogger

DEVCHAT NOW

DEVCHAT

WEBSITE

DEVELOPMENT OF VIDEO BLOGGING

Video digitalized and had become digital-video

DIGITAL VIDEO — it’s set of mechanics, tools and channels to

product’s integration and creation of the strategy for brand’s

promotion

TEXT READ IMAGE SEE VIDEO WATCH

• Opinion leader

• Insight’s provider

• «Она такая же девчонка, как и я»

SPECIFICATIONS OF BLOGGER’S COMMUNICATION

Bloggers create content by

themselves

Bloggers have their own loyal audience

http://www.youtube.com/user/Devchatru/featured

DEVCHAT YOUTUBE PLATFORM KEY FACTS & RESULTS

• Launched in Jan’14

as Girls Campus

• Partnership with Teen blogger

(Sasha Spielberg)

• 78% of TA (w13-17)

• EE geographical coverage:

− Russia — 80%,

− Ukraine — 8%,

− Kazakhstan — 4%

• 19 videos

• 3kk views (74% organic)

• 180k subscribers

• Contest video results:

− 620 videos from girls gotten in 5 days,

− 16k comments in 7 days

KEY FACTS 3 MONTH RESULTS

All materials are created, developed, executed by Convergent Media Group is integral property of

Convergent Media Group (CMG). All rights are reserved.

Prior permission must be secured before use of all or part of the content, contained herein.

THANK YOU

for your attention!