CELEBRITY

ME

BROADCAST ME

NETWORK ME

How they create & manage their

image

How they document and

share their image

How they shape & share opinions

3 behaviours that define the Paparazzi Generation

© Starcom MediaVest Group September 2010

CELEBRITY ME: PR & IMAGE SPECIALISTS80% believe that social networking sites are the

ultimate toolkits for managing their personal image. (n=143)

© Starcom MediaVest Group September 2010Source: The MIC Community / US, UK, MEX, IND, CHI

BROADCAST ME: SEE WORLD THRU A JOURNALIST’S EYE

64% make a point to document their experiences as they happen. (n=88)

© Starcom MediaVest Group September 2010Source: The MIC Community / US, UK, MEX, IND, CHI

NETWORK ME: SHARING IS THEIR WAY OF LIFE78% said they would be negatively affected if

tomorrow they couldn’t share their experiences online. (n=143)

© Starcom MediaVest Group September 2010Source: The MIC Community / US, UK, MEX, IND, CHI

6 NEW & EXCITING INSIGHTS CAME TO LIGHT

1. Self-snapping is

an important

new skill

3. How they project

themselves isn’t entirely

up to them

2. The

morning after is

the new prime

time

6. Anyone in the

know can become

an expert

4. Everyday is a red

carpet day5. Consumers don’t

divide their body parts

6 Actions to win with the Paparazzi Generation in the social sharing space

Insights lead to exciting new prospects for COVERGIRL

There are short term immediate amplification elements for COVERGIRL that fit with the Engagement Program & COVERGIRL.com

Give her the advice she needs to self-snap with confidence before she uploads her photo for the COVERGIRL contract

Hints and tips about photographyBest shades/colors for close-up flash photographyAdvice from MU artist / other consumers

Enable her to upload her ‘morning after’ photos with COVERGIRL masthead

Perfect her profile photo using COVERGIRL virtual makeover tool

Have MUA on hand at Times Square event to ensure she’s camera ready for her red carpet moment

Reward her with P&G Beauty products

Encourage her to capture her experiences with the engagement program

Send us a photo of your worse make up blunder and we’ll tell you how to fix it