certain beauty presentation
TRANSCRIPT
I wanted to help women
“of a certain age” be seen and heard.
April 20, 2015
Certain Beauty by Stephanie PyrzynskiCapstone Project: Digital Cause Marketing Campaign
Lack of Age Diversity
On average only 1 out of 5 spokesmodels is over 40 years of age. We see token older female spokesmodels but they are always heavily airbrushed.
Pyrzynski, Stephanie (2014). Certain Beauty: An Inductive Content Analysis of the Representations of Beauty and Age in Commercial Ad Campaigns. Loyola University Chicago.
Dangerous Photo Manipulation
Photo via Instagram Frau Kroes http://meisjemeisje.nl/wordpress/doutzen-kroes-zonder-make-up/
Photo via Bellazon http://www.bellazon.com/main/uploads/monthly_09_2011/post-54091-1316596221.jpg
Even the younger models under 30 years of age are airbrushed. The consequence? A society that has unrealistic and unhealthy standards of beauty regarding getting older.
“Sometimes it makes me feel guilty now that I am in this profession that makes certain girls
insecure... I always say, I don't look like the picture.”
–Doutzen Kroes
The Angle: Aging
Among the organizations and causes focused on changing how the media portrays female beauty, what was lacking was a push for the older woman.
What Sparks A Movement?
Truth & Boldness. Novelist Laura Lippman started a small viral movement with a simple hashtag #itsokkimnovak and a makeup-free selfie last year, on March 4, 2014.
Kim Novak was brutally lampooned online after a rare appearance at the 2014 Oscars.
Why Not Go Big?
To change societal standards and deeply engrained perceptions about female beauty after a certain age you need to first reach and inspire the target audience.
Rallying together women from around the world is no easy feat, but if the campaign can engage them in a major way, this has the chance to be a huge global movement.
Objectives
Raise awareness about the under representation of women “of a certain age” in advertising campaigns.
Create a movement that reaches a global audience.
Spark a global conversation.
How The Brand Name Came To Be
“Women Of A Certain Age”
Beauty+ = Certain Beauty
Target Audience✤ Women 40-64 ✤ Of All Ethnicities ✤ From Around the WorldWhy? Fastest growing demographic in terms of population, online users, social media users, mobile users, purchase power, and more.
Lockard, P. (2014, December 10). 5 Fascinating Facts about the Boomer Woman and E-commerce | DMN3. Retrieved January 21, 2015, from http://www.dmn3.com/dmn3-blog/what-you-should-know-about-the-boomer-woman-and-e-commerce n.a. Boomer Women's Purchasing Power. (n.d.). Retrieved April 19, 2015, from http://www.girlpowermarketing.com/womens_purchasing_power.php
Playbook Part 1
Design branding: logo, banners, color theme for mobile and desktop.
UGC Leg of Campaign: Inspired by #itsokkimnovak Tracking Hashtag: #CertainBeauty
Create content that will engage the audience to participate and see our value
#CertainBeautyQ Q&A with Target Audience
Amplify effort by showcasing engagement and putting a spotlight on participants
Make Informing Fun: Create infographic from research I’ve done.
Increase spreadability by giving pieces of infographic. Builds intrigue too.
Commercials with spokeswomen and models
Photo Manipulation
due in large part to there being a few outliers over 50 years of age.
The average age of a spokeswoman or model
Facial and skin care make up 27% of the overall revenue.
Revenue of the Cosmetic Beauty Industry in 2013 $379 billion.3
Expected Revenue by 2018 $461 billion.4
$2.2 Billion
Follow Me on Twitter
@MyCertainBeauty
36.5
The age at which beauty begins to fade and the aging process starts to show.2
35.09
1 Penn Schoen Berland (Wicks, 2013) , 2 SK-II (Crosley, 2011), 3 Business Wire (Wood, 2014), 4 Gyan Research & Analytics (2014), 5 Transparency Market Research, 6 Nielsen, (2015), 7 SheKnows, 8 Dove+StrategyOne (2004), 9 BoomBoxNetwrok
31
29
Men say
The peak age of female beauty1
Women say
Video is the strongest medium for brands to reach audiences
and impact consumer feelings and perceptions.
tended to show more perceived levels of photo manipulation.
over 30
Beauty and Agein Commercial Ad Campaigns
1 out of 5is over 40
$
The United States is the biggest cosmetic market in
the world.
The global anti-aging products market was estimated to be worth $122.3 billion in 2013 and is expected to be worth $191.7 billion by 2019.5
Most Watched Online Video
Ad Ever
Dove’s Real Beauty Sketches
Amount Beauty manufacturers spent on advertising last year.6 last year than all other consumer packaged goods
advertising for women aged 18 and older.6
20% Less
Memorable
Beauty Ads were
52%Have bought a product because they like how the brand and their advertising portrays women.7
38%Wish the media did a better job of portraying women of diverse ages.8
would like advertisers to be honest about the extent to which they airbrush or digitally
manipulate images..8
96%
87%Women’s Final Wordmiddle-aged women
would like to see the use of people their own age.9
Brought to you by: Certain Beauty
We bring awareness to the under representation of women of a "certain age" in advertising campaigns and commercials. Sign the petition to change the way women are portrayed in advertising.
Sign the Petition on Change.org
http://chn.ge/1vZ2efm
#CertainBeauty
Playbook Part 2
Video to Get Target Thinking and Interested
Create Posters For Every Occassion
Curate Content that Builds Connection and Shows the Relevancy of the Cause
Talked Directly to the Audience
Short Clips from Familiar People of Note.
Holidays
For Following & Participating
Quotes
AppreciationVideo spots got 107 views/plays
Playbook Part 3Reaching Out: Trying to Bring Media Attention to Cause✤Filmmaker: Rosanna Arquette (“Searching for Debra Winger”)
✤Photographer: Hannah Altman (“And Everything Nice”)
✤Online Publication:
✤Blogger: Clea Simons #itsokkimnovak
✤Stylist Consultant: Mel Brady
Media Strategy
Implement targeted organic digital marketing campaign that educates and informs the target of
how they can get involved.
Drive engagement with touching, thought provoking, and original content that will appeal to
the target audience.
Campaign Planning Guidelines
Launch • Be part of the conversation around older women and their rights. • Up-weight activity around International Women’s Day March 8 to the end.
Throughout Campaign • Drive reach and engagement through sophisticated targeting and re-targeting
efforts. • Build brand awareness on the major social networks, where the target is. • Generate engagement with resonant video, imagery, and interaction. • Leverage relationships with influencers • Learn what makes the target audience tick; their wants, needs, and dreams.
Research & Planning • Identify influencers, organizations, conversation of or related to the issue. • Find out everything possible about the target audience.
Timeline
Media Partners & DetailsJan Feb Mar Apr
25 25 28 15Digital
Tumblr
Notes:
MEDIA SCHEDULE
CLIENT : Certain Beauty [U.S.A.]CAMPAIGN NAME : Certain Beauty Awareness CampaignCAMPAIGN PERIOD : January 1, - April 15, 2015Budget : None (Organic Campaign)
Anita Irlen (lookforthewoman)Manhattan, NY Blogger
Influencer who interviewed me last week. Certain Beauty will be featured later this week on her blog. She is interested in partnering with me to quicken the growth of this effort.
Tumblr is a spectacular platform for CMS and web development, with beautiful advanced design capabilities. Tumblr is actually the official website for Certain Beauty, not just a social platform. Why did I choose Tumblr? It’s audience: 420 million users. The average post on Tumblr get shared 14 times. The average sponsored post gets shared 10,000 times. Bringing traffic to a new website can be hard, but Tumblr introduces a new site to millions off the bat. A huge advantage.
n.a. (2014, March 17). Rob Norman and Marissa Meyers - 4As Conference: Transformation LA: The Idea Effect. Seen. Retrieved October 29, 2014, from http://stage.mahaya.co/event/4as-conference%3A-transformation-la%3A-the-idea-effect-la-2014-1042/highlight/53085
Performance
Social Platform
Followers Engagement Impressions
Twitter 111 976 25,622
Instagram 51 564 -*
Tumblr 40 497 -*
Facebook 31 317 7,034
Total 233 2,354 32,656
From January 1st till April 15, 2015, month-over-month, the campaign consistently increased in all major social metrics.
Here is a summary of total earned followers, engagements, and impressions
across all social platforms.
0
75
150
225
300
Followers0
750
1500
2250
3000
Engagement
Twitter Instagram Tumblr Facebook
0
10000
20000
30000
40000
Impressions
Tumblr
✤ 40 Followers
✤ 178 Delivered Media
✤ Earned Engagements: 497
✤ 145 Reblogs
✤ 346 Likes
✤ Average Engagement : 67.143 per month
Launched January 1, 2015
Tumblr Engagement
0
12.5
25
37.5
50
January February March April
Combined EngagementReblogsLikes
Tumblr Followers
0
10
20
30
40
January February March April
Most Popular Media
Judy Dench 34 Notes
Amy Poehler
353 Notes
Leonard Nimoy 25 Notes
✤ 111 Followers
✤ 589 Delivered Media
✤ Earned Impressions: 25,622
✤ Average: 2,135.16
✤ Earned Engagements: 976
✤ 46 Comments/Replies
✤ 35 Mentions
✤ 89 URL visits
✤ 144 Favorites
✤ Average Engagement : 318.666 per month
Twitter Impressions
0
1250
2500
3750
5000
January 28, 2015 February 18, 2015 March 11, 2015 April 1, 2015
Twitter Followers
0
30
60
90
120
January 28, 2015 February 18, 2015 March 11, 2015 April 1, 2015
Twitter Engagements
0
40
80
120
160
January 28, 2015 February 18, 2015 March 11, 2015 April 1, 2015
Launched January 28, 2015
April 6, 2015
Hashtag success: #olderwomenvoices
Facebook✤ 31 Followers (Likes)
✤ 117 Consumers
✤ 103 Delivered Media
✤ Earned Impressions: 7,034
✤ Average: 2,344.666 per month
✤ Video Views: 96
✤ Earned Engagements (Consumption): 317
✤ 7 Comments/Replies
✤ Shares: 9
✤ URL Visits: 36
✤ 237 Likes
✤ Average Engagement : 105.67 per month
Launched February 25, 2015
Facebook Engagement
0
45
90
135
180
February March April
ConsumersPost Consumptions
Facebook Followers
0
10
20
30
40
February March April
✤ 51 Followers
✤ 82 Delivered Media
✤ Earned Engagements: 631
✤ 67 Comments/Replies
✤ 564 Likes
✤ Average Engagement : 210 per month
Launched February 28, 2015
Hashtag success: #photooftheday and #beauty
Instagram Followers
0
15
30
45
60
February March April
Engagements (Comments + Likes)
0
100
200
300
400
February March April
Was The Campaign A Success?
✤ In 3.5 months I was able to Increase the number of followers, engagement, and awareness month over month.
✤ Had some great celebrity exposure (Kim Cattrall and Susan Sarandon).
✤ I was interviewed last week for Certain Beauty to be featured in a blog later this week. The Blogger, Anita Irlen of Manhattan, NY is interested in partnering with me to quicken the growth of this effort.
Name of Anita Irlen’s Blog
“It is not ballots or lobbyists, or placards that women will need first, it is a new way to see.”
– Naomi Wolf (Beauty Myths)
It’s only the beginning
Appendix
Target AudienceLocation: English Speaking countries first
(U.S.A, Canada, Australia, New Zealand, U.K., etc.)
Age Range: 66.6% 45-64
Gender: Female (100%)
Relationship Status: 76% Married
Interested in: Beauty, Community, Wrinkle, Photo Uploading, Technology early and late adopters, biography shows (TV), self-improvement shows (TV), Radio (internet/satellite)
Education: 59% College educated
Income: 23% make $50-75k yearly
Market Segments: Parents (of Children 13-19) and Empty Nesters
Household Composition: 46% 2-3 in household
Device: 30% Mobile, 27% Desktop Computer Attended Media Planning for Facebook seminar on March 5th 2015. Utlized resources: facebook.comads/audience_insights