How to talk with teen girls 08.04.14

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