Date post: | 28-Nov-2014 |
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BUILDING ECO-SYSTEM: 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%
E-mail 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
ü Society for girls 11-18 y.o.
DEVCHAT IS ABOUT…
ü Safe platform for lively & convenient communication
ü Educational & entertainment content, expert advice from brands
DEVCHAT 12 YEARS AGO
DEVCHAT WEB-SITE
DEVCHAT WEB-SITE
DEVCHAT ~5 YEARS AGO
DEVCHAT VK GROUP PRINT
ADS
OFFLINE EVENTS
DEVCHAT ~5 YEARS AGO WEB-SITE AS THE CENTER OF COMMUNICATION WITH TG
DEVCHAT WEB-SITE
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 ü Blogs & Forums ü Ask the experts
ü Contests & master-classes ü Articles
ü Tests & polls
ü Other services
ü Organic growth every year up to 10% ü Active users - 3%
ü Engagement - 70%
ü 10 min time on site
ü 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 WEB-SITE
DEVCHAT VK GROUP
PRINT ADS
OFFLINE EVENTS MOBILE
YOUTUBE
Devchat YouTube in partnership with teen blogger
DEVCHAT NOW
DEVCHAT WEB-SITE
DEVCHAT VK GROUP
PRINT ADS
OFFLINE EVENTS MOBILE
YOUTUBE
Devchat YouTube in partnership with teen blogger
DEVCHAT NOW
DEVCHAT WEB-SITE
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
ü Bloggers create content by themselves
ü 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%, Kazakstan — 4%
• 19 videos • 3MM views (74% organic) • 180M subscribers • Contest video results:
— 620 videos from girls gotten in 5 days — 16M comments in 7 days
KEY FACTS 3 MONTH RESULTS
DEVCHAT VIDEO EXAMPLES