Written by Futurescape
Posted Tuesday, 24 June, 2008 at 05:20 PM
The Media Futures conference here in London last Friday included some very relevant presentations, so we’re blogging the cutting-edge media talks.
Track three in the afternoon comprised a series of seven-minute presentations, which is a pretty good format, because makes the speakers focus on a few key points and get them across effectively without rambling, particularly with e-commerge guru Ian Jindal keeping everyone strictly to time.
The snappily-attired Philip Slade, creative director at the 7th Floor Consultancy agency talked about “Getting on with teenagers” and used Golddigga on Bebo and Sofia’s Diary as his case study.
The campaign included Golddigga clothes being integrated into the show’s storylines. One of the product appearances was used as the springboard for a competition:
“In episode 17 of Sofia's Diary, Josh burns the golddigga dress that Sofia is supposed to be looking after. It all ends up being ok (phew) but we want to know how you've got out of an awkward situation before? Vote & tell us your story in the comments bit below! (Comp closes 4th July).”
Here’s the clip (note the Unilever Sure Girl sponsorship in the pre-roll):
And the Golddigga profile on Bebo.
Philip observed after his presentation that great care has to be taken with the scripting and it involved rewrites so that the clothes were part of a proper storyline and not too obviously just pushed at the viewers, who are perfectly capable of finding the brand for themselves once it’s been mentioned.
Click below for more insights from the case study
Key points
Golddigga was targeting friendship groups of girls, with 17 – 18s the core.
These teens’ preferred media include T4, MySpace and Bebo.
Bebo is the most popular site by users and page impressions.
MySpace is regarded as a technical tool for getting music.
Rich content is on the PC not the mobile, which too often gets stolen.
Key themes in their lives – friendship, access to transportation, a fun job, self-expression.
Moments for Golddigga to own...
Anticipation – teens think about a forthcoming event, such as a sleepover party, for weeks in advance.
“We are guests in their attention span – bore them and they will ruthlessly filter us out”
Success
3.56m Sofia’s Diary views
Conversion
Golddigga made 3,901 friends on Bebo
There were 74,984 views of the Golddigga profile
With 608 comments
And 20,084 Bebo members took the Golddigga skin to decorate their own profile page
Comments