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!