Killer Creative for Moms
Transcript of Killer Creative for Moms
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The Learn Phase: Killer Creative for Moms
Prepared by @adamkleinberg for ad:tech SF 2010
The Learn Phase: Killer Creative for Moms
Prepared by @adamkleinberg for ad:tech SF 2010
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WARNING
The following page contains imagery that may be deemed inappropriate or offensive to some audience members.
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US BirthsBaby Boom
(Huge)
Gen X
(Not So Big)
Millennials
(Even More Huge)
1950 1960 1970 1980 1990 2000
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Moms in context
• 462% increase in social media usage since 2006
• 93% on Facebook
• 75% friends of a brand on Facebook
• Moms with DVRs time-shift 56% of the time
• 70% of women play computer games
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Today’s mom...
Multi-Tasks
Is a Prolific Sharer
Relies on Online Community
Crowd-Sources Decisions
Today’s mom...
Multi-Tasks
Is a Prolific Sharer
Relies on Online Community
Crowd-Sources Decisions
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What motivates people?
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EconomicMotive
The need for material success
Internal External
TribalMotive
The need to help your
communityColle
ctiv
eIn
div
idu
al Moral
Motive
The need to do something
good
SocialMotive
The need for influence and recognition
PleasureMotive
The need for enjoyment
Motivations
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Context + Motivations =
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Killer Creative for the New Mom
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EconomicMotive
The need for material success
Internal External
Motivations
TribalMotive
The need to help your
communityColle
ctiv
eIn
div
idu
al Moral
Motive
The need to do something
good
SocialMotive
The need for influence and recognition
PleasureMotive
The need for enjoyment
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EconomicMotive
The need for material success
Internal External
Colle
ctiv
eIn
div
idu
al
SocialMotive
The need for influence and recognition
PleasureMotive
The need for enjoyment
TribalMotive
The need to help your
community
Moral Motive
The need to do something
good
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A Better Bottle. A Better Day.
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EconomicMotive
The need for material success
Internal External
TribalMotive
The need to help your
communityColle
ctiv
eIn
div
idu
al Moral
Motive
The need to do something
good
SocialMotive
The need for influence and recognition
PleasureMotive
The need for enjoyment
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Moral Motive
The need to do something
good
TribalMotive
The need to help your
community
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Context
Today’s mom is wired.
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Internal External
Motivations
TribalMotive
The need to help your
communityColle
ctiv
eIn
div
idu
al Moral
Motive
The need to do something
good
EconomicMotive
The need for material success
SocialMotive
The need for influence and recognition
PleasureMotive
The need for enjoyment
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PleasureMotive
The need for enjoyment
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Moral Motive
The need to do something
good
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SocialMotive
The need for influence and recognition
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TribalMotive
The need to help your
community
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Moral Motive
The need to do something
good
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Key takeaways
• Today’s mom is not your mom
• What motivations you can appeal to?
• Add those up and you’ve got killer creative
Follow @adamkleinberg on Twitter. Hop to it, now.