Femvertising: Helping Brands and Content Creators Build Better, More Collaborative Relationships -...

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.

2

TODAY’S PANELfem-vertising

Samantha SkeyChief Revenue & Marketing Officer

SheKnows Media


@SheKnows

@Digiday

@samskey7@tricialnichols

Tricia NicholsGlobal Lead of Consumer Engagement,

Media Innovation & Partnerships

Gap, Inc.

3

HATCHon fem-vertising


@SheKnows

@Digiday 4

@samksey7

@tricialnichols

WOMEN DOMINATEwallet share


@SheKnows

@Digiday 5

@samksey7

@tricialnichols

NEGATIVE PORTRAYALSof women in ads take a toll


@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


@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


@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.


@SheKnows

@Digiday

@samksey7

@tricialnichols

WOMEN AScontent creators


@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


@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


@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


@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!


@SheKnows

@Digiday

@samksey7

@tricialnichols

Femvertising: Helping Brands and Content Creators Build Better, More Collaborative Relationships -...

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