#FEMVERTISING

#FEMVERTISING “advertising that employs pro-female talent, 

messages and imagery to empower women and girls.”

http://www.womenyoushouldknow.net/stating-obvious-adweek-fem-vertising-panel-says-pro-women-ads-effective/

http://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-should-know-about-women-consumershttp://www.abnewstoday.com/3740

https://www.youtube.com/watch?v=HqksTcYLBmw&feature=youtu.be

From the most purchasing power to the most influencing…

94% believe portraying women as sex symbols in advertising is harmful• Just 60 seconds of viewing ads with underweight models can negatively impact 

perceptions of attractiveness for women• 41% of 18-24 year old women retouch photos of themselves before sharing to social 

media sites• 33% of women are dissatisfied with their appearance (an increase from 26% in 2012)

http://corporate.sheknows.com/femvertisinghttp://sallyu.com/category/success-motivation/

http://www.womenyoushouldknow.net/stating-obvious-adweek-fem-vertising-panel-says-pro-women-ads-effective

/https://www.youtube.com/watch?v=HqksTcYLBmw&feature=youtu.be

94% believe portraying women as sex symbols in advertising is harmful• Just 60 seconds of viewing ads with underweight models can negatively impact 

perceptions of attractiveness for women• 41% of 18-24 year old women retouch photos of themselves before sharing to social 

media sites• 33% of women are dissatisfied with their appearance (an increase from 26% in 2012)

http://corporate.sheknows.com/femvertisinghttp://sallyu.com/category/success-motivation/

http://www.womenyoushouldknow.net/stating-obvious-adweek-fem-vertising-panel-says-pro-women-ads-effective/

The way of women portraying is really sensitive for women preference which affects to brand love or the start to listen what brand is telling or selling them.

92% are aware of at least one pro-female ad campaign» 51% like pro-female ads because they believe they break down gender-equality barriers. » 81% said ads that positively portray women are important for younger generations to see. » 71% think brands should be responsible for using advertising to promote positive messages to women and girls.

http://corporate.sheknows.com/femvertisinghttp://corporate.sheknows.com/corporate.sheknows.com/production/nodes/

attachments/24521/iBlog_Magazine-SheKnows-FemvertisingFeature.pdf?1429105587

92% are aware of at least one pro-female ad campaign» 51% like pro-female ads because they believe they break down gender-equality barriers. » 81% said ads that positively portray women are important for younger generations to see. » 71% think brands should be responsible for using advertising to promote positive messages to women and girls.

http://corporate.sheknows.com/femvertisinghttp://corporate.sheknows.com/corporate.sheknows.com/production/nodes/

attachments/24521/iBlog_Magazine-SheKnows-FemvertisingFeature.pdf?1429105587

All brands and products is more attractive to women especially when the approach changed to talk  to them with respects.

52% have bought a product because they liked how the brand and their advertising portrays women• Nike saw a 15% increase in quarterly revenue through efforts to cater to women• Dove’s Real Beauty campaign helped increase sales from $2.5 billion to $4 billion• In just 4 months in 2014, sales for Getty Images’ Lean In collection grew by 54%

http://corporate.sheknows.com/femvertisinghttp://edition.cnn.com/2015/07/21/living/femvertising-ads-women-girls-success-feat

http://sallyu.com/category/success-motivation

52% have bought a product because they liked how the brand and their advertising portrays women• Nike saw a 15% increase in quarterly revenue through efforts to cater to women• Dove’s Real Beauty campaign helped increase sales from $2.5 billion to $4 billion• In just 4 months in 2014, sales for Getty Images’ Lean In collection grew by 54%

http://corporate.sheknows.com/femvertisinghttp://edition.cnn.com/2015/07/21/living/femvertising-ads-women-girls-success-feat

http://sallyu.com/category/success-motivation

Once any brand and product attitudes changed, that wins women’s hearts. It creates brand love and converts to sales generation.

94% believe portraying women as sex symbols in advertising is harmful

52% have bought a product because they liked how the brand and their advertising portrays women

92% are aware of at least one pro-female ad campaign

What number are telling us…

Social Tension via stereotype makes them 

think and against the rules.

Here is the way to attract and make them considered.

So… They purchased and advocated to rule the world by 

showing woman power.

Awareness Involvement Active Consideration

Purchase Consumption RelationshipBuilding

Advocacy

Women Empowerment Market

• Sport Wear• Sport Organization• Car – Automobile

UNISEX FEMININE

• Skin Care• FMCG

• Cosmetic- Mass & Luxury Brand• Garment

FASHION & BEAUTY

Global & Regional Level

Social Tension Usage Outline

Social Tension

Mental Issue/ Barrier/ Stereotype

Achievement (Individualistic Joy/ Attitude): Consequence from action 

Brand/ Product Attribute creates value for consumerBrand/ Product Role

Brand/ Product Action

Brand Attitude towards Mental Barrier = Key Message

Social Tension Usage Outline

Social Tension

Mental Issue/ Barrier/ Stereotype

Achievement (Individualistic Joy/ Attitude): Consequence from action 

Brand/ Product Attribute creates value for consumerBrand/ Product Role

Brand/ Product Action

Brand Attitude towards Mental Barrier = Key Message

Our Starting Point

Women Empowerment Market

• Sport Wear• Sport Organization• Car – Automobile

UNISEX FEMININE

• Skin Care• FMCG

• Cosmetic- Mass & Luxury Brand• Garment

FASHION & BEAUTY

Global & Regional Level

WHAT ARE YOU TRAINING FOR? FOREVERFASTER#nomatterwhat

Destination/ End Goal Ex. Champion

Self-Push Energy

REMIND/ ENCOURAGEthe journey to get the 

goal

FIGHTER/ THINKER

Remind the journey by using  all champions in different kind of sports to encourage consumer to work harder and see the journey, not only aim for the goal.

https://www.youtube.com/watch?v=rA5kkchLo30

People judge woman by appearance and based on their perception. #IwillwhatIwant

Social Judgement: Female Body and Strength

Self – Confidence to do what they want

ENCOURAGEwomen to beat noise

RULER/ ASPIRER

Shows stand point by using  live broadcast to create controversial.

https://www.youtube.com/watch?v=H-V7cOestUs

Limitation of shape, size, and ability

Proud and Never Give Up

CELEBRATEand cherish woman to 

play sports

FIGHTER

#thisgirlcan

It’s a celebration of active women up and down the country who are doing their thing no matter how well they do it, how they look or even how red their face gets.

http://www.thisgirlcan.co.uk/https://www.youtube.com/watch?v=aN7lt0CYwHg

Stereotype Limit

Freedom of unlimited on what woman want to do

ENCOURAGEwomen to break the stereotype that limits 

their need

ASPIRER

The courage is already inside…

Empowers woman to break the stereotype with all situation based on most of strong activity/ situation and woman see the success.

https://www.youtube.com/watch?v=6WUGUtt43oY

Women Empowerment Market

• Sport Wear• Sport Organization• Car – Automobile

• Cosmetic- Mass & Luxury Brand• Garment

• Skin Care• FMCG

UNISEX FEMININE

FASHION & BEAUTY

Global & Regional Level

The Limit by destiny (Belief norm) : Gender/ Body

Dream AchievementCOURAGE

to grab opportunity

ASPIRER

True Stories by different kinds of limit to aspire consumer to have courage and join the ride of dream achievement

Everyone got dream but belief norm limits… #changedestiny

http://m.sk-ii.co.th/th-TH/changedestiny

CriticismDetermination and 

Confidence

EMPOWERwomen to break the stereotype that limits 

their need

THINKER

Rewrite the rules#LikeAGirl

The video highlights that at about 12 years old girls begin to internalise the negative connotations that comes with doing things “like a girl”. The video launched an empowering campaign to change what it means to do something “like a girl” into something strong and confident.

http://www.digitaltrainingacademy.com/casestudies/2015/07/cannes_lions_case_study_always_empowers_women_with_like_a_girl.ph

p

Style limitation on Size Confidence

ENCOURAGEwoman to dress up more

ASPIER

#StyleHasNoSize

Influence by using models and big size women to dress and wear the t-shirt gang with the sentence “# style has no size”

http://issue247.com/around247/stylehasnosize/

EVANS

Social Judgement for female beauty 

Beauty ConfidenceIndividualistic 

Beauty

ENCOURAGEto overcome all doubts

RULER

Women lack of self confidence and it brings them in grey area with beauty doubts. #nomaybes

“Maybe she’s born with it. Maybe it’s Maybelline,”features women of different ethnicities and fashion, sensibilities, and presumably, careers and interests.

https://www.youtube.com/watch?v=gJDAjIijUDohttp://brandchannel.com/2015/06/26/maybelline-turns-100-062615/

Social Judgement for  beauty 

Confidence to be unique with creative 

mind and style

CELEBRATEPeople who got same type as brand essence

ASPIERER

#MACnificent

Find people who got inspiring character to build metaphor with M.A.C. 

http://www.macnificentme.com/#/

Shy to be outstanding and scared of beauty 

judgement

Confidence

INFLUENCE/ASPIREWoman with Dior girl look to ensure confidence

ASPIER

#shinedontbeshy

Illustrate Dior girl to influence with determination to aspire woman and try product.

https://https://www.youtube.com/watch?v=VaxgXhIiGMo&feature=youtu.behttps://www.youtube.com/watch?v=spR6DARlx50https://www.youtube.com/watch?v=r6pCrzdNIz4

Women Empowerment in Market

• Social Judgement • Ability• Gender/ Size/ Shape• Lack of Confidence: 

Beauty, New Product Trial 

• Encourage• Aspire• Cheer Up• Celebrate

Key Trigger under Social Tension Action

Social Tension

Mental Issue/ Barrier/ Stereotype

Strategic Direction Road Map

• Define what #Femvertising means to our brand and target

• Define our target pain point from social tension territory that brand and product could tap.

• Define brand and product role towards brand promise and mission that consumer will get or free when they achieved. (This  would reflect brand and product attribute.)

Thank You