Marketing to Women in a Social World

1. Marketing to Women in a Social World Erin Hunter – Global Head of CPG Marketing

3. Marketers today get less bang for their buck Major Global CPG Advertiser 1987 2012 Source: Advertising Age Data Center, accessed Nov 2012

4. The good ole’ days of centralized and predictable TV are gone

5. It’s more difficult and expensive to reach the same audience through TV than it was 15 years ago Target audience 1997 vs. 2012 1997 2012 Reach80–90% Reach60% $11.18 cost of network primetime per 1000 homes $24.08 cost of network primetime per 1000 homes Source: Advertising Age: "TV Has A Growing Reach Problem" by Dave Morgan (February 28, 2012)

6. Mobile moms use their phones while shopping Never use a mobile device to shop Daily Only a couple times a year Once a month Weekly Source: Alliance Data, "The Mobile Mom," April 2013

7. Products for which US mom mobile shoppers use their smartphone/tablet to shop or research Clothing Beauty products Household products Toys Items I need for the kids Jewelry Other Source: Alliance Data, "The Mobile Mom," April 2013

8. 1B 680M people people 1000 800 600 400 200 0 4 years 8 years 1 year

9. Retail is changing Share of retail sales 2001 Sources: Forrester

10. Retail is changing Share of retail sales 2012 Sources: Forrester

11. Retail is changing Share of retail sales 2016 Sources: Forrester

12. 98% (3x) of Moms have at least one Mom friend. On average they are connected to 13 (2x) Moms on Facebook5 84% (2x) of Moms have at least one Mom friend. On average they are connected to 12 (2x) Moms on Facebook5 64% (2x) of Moms have at least one Mom friend. On average they are connected to 8 (1x) Moms on Facebook5 of Moms have at least one Mom friend. On average they are connected to 19 (1x) Moms on Facebook5

13. Who’s doing it well today?

14. Great creative on Facebook is … just great creative Superiority/Benefit driven Initiative-based Base business/Equity Timely/User relevance

15. Luxury brand buyers are highly active on Facebook and have lots of friends on the site • 3.2xstatus updates • 523avg # friends • 3.7xlikes • 2.5xcomments • 12.5M • active users, U.S. resident,retail/shopping: luxury goods Source: Facebook Internal, Dec 2012

16. Why Target Moms? • She has 25% more friends • Her friends are other moms • Moms’ most trusted influencer is other moms • More than anything else, she shares news, photos and stories about her family • She talks about family 140% more

19. 30% lift in sales —Laurent Faracci, Reckitt Benckiser

20. What’s Next?

22. Reach the RIGHT people

23. Reach ALL of them

24. Make them into engaged and loyal advocates

25. Television gets us scale but blunt targeting W 18–34 Luxury-Beauty “Want natural products” W 18–34

26. Cable TV and print get us better targeting but limited scale W 18–34 Luxury-Beauty “Want natural products” Luxury-Beauty

27. People have moms Marketers have demographics

28. WOMEN

29. WOMAN

30. The future is not about demographics OTC drug Beverages Frozen foods Pet care Personal care Health foods Household cleaners & supplies Children’s food & products Grocery spending behavior Dairy & eggs Sweets & snacks Cereal “Heavy Buyer” segments developed based on volume, sales dollars, recency and frequency Greeting cards

32. Consumers receive messages that are best for them F 18–45 Sedan Outdoors “Top rated in safety: the all new XYZ” Old Way $18K W18–34 Sedan Moms Today F 18–55 Sedan Green “On road or off-road: the all new XYZ’s got it” “Built like a tank to give you peace of mind” $18K “XYZ can do 36mpg in its sleep”

33. Marketers can reach their own consumers through new platforms Facebook Marketer’s CRM database