FEM-VERTISINGHelping Brands & Content Creators Build Better, More Collaborative Relationships
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday
fem.i.nismnoun
The belief that women and men should have equal rights and opportunities.
fem.ver.ti.singnoun
Advertising that employs pro-female talent, messages and imagery to empower women and girls.
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TODAY’S PANELfem-vertising
Samantha SkeyChief Revenue & Marketing Officer
SheKnows Media
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday
@samskey7@tricialnichols
Tricia NicholsGlobal Lead of Consumer Engagement,
Media Innovation & Partnerships
Gap, Inc.
3
HATCHon fem-vertising
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 4
@samksey7
@tricialnichols
WOMEN DOMINATEwallet share
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 5
@samksey7
@tricialnichols
NEGATIVE PORTRAYALSof women in ads take a toll
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 6Sources: 1. RealClearScience Journal Club, Jan. 2014; 2. Huffington Post Canada, Jan.
2013; 3. SheKnows Fem-vertising Survey, Sept. 2014; 4. Girlsguiding, Nov. 2013
@samksey7
@tricialnichols
IT’S TRUEfem-vertising sells
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 7Source: SheKnows Fem-vertising Survey, Sept. 2014
52%of women have bought a
product because they
liked how the brand and
their ads portray women.
92%are aware of at least one
pro-female ad campaign
(think Dove).
47%have shared a
commercial or print ad
with a pro-female
message.
@samksey7
@tricialnichols
IMPACTon the future
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 8Source: SheKnows Fem-vertising Survey, Sept. 2014
71%Believe brands should be held
responsible for using their ads
to promote positive messages
to women and girls
81%Said pro-female ads are
important for younger
generations to see
90%believe how women are
represented in advertising
has a direct impact on girls’
self-esteem.
SheKnows asked women why they like pro-female ads
@samksey7
@tricialnichols
FEM-VERTISING’S ROLEin helping brands and content
creators better collaborate.
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday
@samksey7
@tricialnichols
WOMEN AScontent creators
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 10Source: SheKnows and Harris Interactive Study, Aug. 2013; 2. Entrepreneur, March 4,
2014
Women are more likely than
men to interact with brands in
social media.**
54% do it to show
support.
30%of women use social media
several times a day.**
1 in 4women blog at least once a
month.*
@samksey7
@tricialnichols
SOCIAL MEDIAserves a purpose
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 11Source: 2014 BlogHer Woman and Social Media Study
The place for
keeping up with
friends and
family.
The place for hot,
real-time
conversations…
mostly about
entertainment.
The place for
young adults,
with 48% of the
under-35 set
hanging out on
Instagram.
The place for
window
shopping and to
find life hacks for
the home.
The place for
substantive
conversation,
often about
PRODUCT
INFORMATION.
@samksey7
@tricialnichols
INFLUENCEequals useful + unique
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 12Source: 2014 BlogHer Woman and Social Media Study
50%of readers left a blog because
they felt the blogger got boring.
92%of women have no
problem with sponsored content on blogs they
know and love.
1 in 4readers abandoned blogs
because the blogger became less consistent.
@samksey7
@tricialnichols
EMPOWERINGfemale influencers
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday 13
Giving content creators the ability to choose
the brands they want to work with the
methods in which they do so will:
• Allow the influencer to keep her “voice,” taking native
to the next level
• Deliver truly authentic endorsement and content
propagation
• Improve collaboration between the content creator
and the brand
• Enable brands to build deeper, more meaningful
connections with women
@samksey7
@tricialnichols
QUESTIONS?thank you!
DIGIDAY BRAND SUMMIT 2014#Femvertising
@SheKnows
@Digiday
@samksey7
@tricialnichols