Upload
phdusa
View
216
Download
0
Embed Size (px)
Citation preview
8/12/2019 PHD Grady Creative Collective Presentation 2014
1/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
2/90
Victoria Skinnerrandon Murphy Abby Jensen
Yates Webbhanning Jones
8/12/2019 PHD Grady Creative Collective Presentation 2014
3/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
4/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
5/90
Are young adults receptiveto havingrelationshipswith brands?
8/12/2019 PHD Grady Creative Collective Presentation 2014
6/90
We want to feel special because we
think we are
8/12/2019 PHD Grady Creative Collective Presentation 2014
7/90
We want our own uniqueimage.
8/12/2019 PHD Grady Creative Collective Presentation 2014
8/90
Brands: ExtensionsofOurselves
Is it really a relationship?
8/12/2019 PHD Grady Creative Collective Presentation 2014
9/90
Brands: ExtensionsofOurselves
Is it really a relationship?
Brands have
personalities
8/12/2019 PHD Grady Creative Collective Presentation 2014
10/90
What is the currencyof these relationships?
8/12/2019 PHD Grady Creative Collective Presentation 2014
11/90
What is the currencyof these relationships?
8/12/2019 PHD Grady Creative Collective Presentation 2014
12/90
Brand Loyalty: Its More Than Just
Buying a ProductMostMillennials are loyal to
at least a fewbrands
8/12/2019 PHD Grady Creative Collective Presentation 2014
13/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
14/90
Status Symbols
We want to seem cool
to those around us
8/12/2019 PHD Grady Creative Collective Presentation 2014
15/90
connect to
Freecontent
8/12/2019 PHD Grady Creative Collective Presentation 2014
16/90
Howdo we find out aboutthe bestproducts?
8/12/2019 PHD Grady Creative Collective Presentation 2014
17/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
18/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
19/90
AbbyWhat worksOur many screens
8/12/2019 PHD Grady Creative Collective Presentation 2014
20/90
What worksandwhat doesnt ?
8/12/2019 PHD Grady Creative Collective Presentation 2014
21/90
Quality, Style and Power On to the Next Thing
8/12/2019 PHD Grady Creative Collective Presentation 2014
22/90
By using big-name celebrities,
the ads hold my attention.[[
8/12/2019 PHD Grady Creative Collective Presentation 2014
23/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
24/90
Brand
Communities
Theneed
for aunique
experience
8/12/2019 PHD Grady Creative Collective Presentation 2014
25/90
Young adults relationshipswith their manyscreens.
8/12/2019 PHD Grady Creative Collective Presentation 2014
26/90
Loyalty to the
Laptop
Constantly
Connected
8/12/2019 PHD Grady Creative Collective Presentation 2014
27/90
Tabletsa noveltyitem
My mom and mybrother both
have tablets, but Ireally do not havethe need to getone.
8/12/2019 PHD Grady Creative Collective Presentation 2014
28/90
What makes newtechnologyproliferateimmediately
when another incredibly
similar product languishes?
8/12/2019 PHD Grady Creative Collective Presentation 2014
29/90
"#$%&'( overload) *$+,-&&. domination
8/12/2019 PHD Grady Creative Collective Presentation 2014
30/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
31/90
Experiencematters
&What does it
offer?
8/12/2019 PHD Grady Creative Collective Presentation 2014
32/90
The screen is much bigger than
an iPhone, the camera is fantastic
and it has built in features that, inmy opinion, are superior to the
features offered on an iPhone.[[
8/12/2019 PHD Grady Creative Collective Presentation 2014
33/90
Victoria
8/12/2019 PHD Grady Creative Collective Presentation 2014
34/90
What are themust have apps
right now?
Howdo young adultsfind out about them?
8/12/2019 PHD Grady Creative Collective Presentation 2014
35/90
Start with the discoveryprocess
8/12/2019 PHD Grady Creative Collective Presentation 2014
36/90
TrendSetters
8/12/2019 PHD Grady Creative Collective Presentation 2014
37/90
Trend
Spotters
8/12/2019 PHD Grady Creative Collective Presentation 2014
38/90
Millennialsprompted byneed
8/12/2019 PHD Grady Creative Collective Presentation 2014
39/90Stickiness
8/12/2019 PHD Grady Creative Collective Presentation 2014
40/90
App inputmust= reward
Cross-platformsharingleads to
top-of-mind
awareness
8/12/2019 PHD Grady Creative Collective Presentation 2014
41/90
Quality &
Top-of-mind
social awareness
= success
8/12/2019 PHD Grady Creative Collective Presentation 2014
42/90
What do young adults
think about the
emergingclass ofwearable technology?
8/12/2019 PHD Grady Creative Collective Presentation 2014
43/90
Wearable-what?
8/12/2019 PHD Grady Creative Collective Presentation 2014
44/90
Fashion Statement
8/12/2019 PHD Grady Creative Collective Presentation 2014
45/90
Just another screen
(Anexpensive screen!)
//
8/12/2019 PHD Grady Creative Collective Presentation 2014
46/90
In some ways your
technology should workFOR you.[[
8/12/2019 PHD Grady Creative Collective Presentation 2014
47/90
Wear your health on your
sleeve
8/12/2019 PHD Grady Creative Collective Presentation 2014
48/90
At what point do YAs considerabandoning technology once its
proliferated every age group
including their grandparents?Does this happen? For inspiration
consider Facebook and
Samsungs iPhone bashing ads.
8/12/2019 PHD Grady Creative Collective Presentation 2014
49/90
The Facebook break-up:itsus, notyou
8/12/2019 PHD Grady Creative Collective Presentation 2014
50/90
Casual Email
Why?
8/12/2019 PHD Grady Creative Collective Presentation 2014
51/90
So many friends
Less Compartmentalizing.
8/12/2019 PHD Grady Creative Collective Presentation 2014
52/90
ChanningContent creators
8/12/2019 PHD Grady Creative Collective Presentation 2014
53/90
Do YAs consider the source ofthe content which appearsacross their many screens? Saiddierently, is it the channel or thecontent that matters?
8/12/2019 PHD Grady Creative Collective Presentation 2014
54/90
Content isKing.Always.
Its still about the
Story.
8/12/2019 PHD Grady Creative Collective Presentation 2014
55/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
56/90
The fear of the spoiler
8/12/2019 PHD Grady Creative Collective Presentation 2014
57/90
I literally have to
disconnect and removemyself from all social
media, which I hate doing.[[
8/12/2019 PHD Grady Creative Collective Presentation 2014
58/90
Do YAs care or assign dierentlevels of quality to variouscontent sources?
8/12/2019 PHD Grady Creative Collective Presentation 2014
59/90
Convenience
sometimestrumps screenQuality.
Quality of
content mattersmost.
8/12/2019 PHD Grady Creative Collective Presentation 2014
60/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
61/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
62/90
Netflix= bingingTV= single episode viewing
(with commercials)
8/12/2019 PHD Grady Creative Collective Presentation 2014
63/90
You dont go to Netflix just tobrowse and see whats on,
like you would with TV. You
pick a show and you watch it
all the way through. The
approach is very different.[
[
8/12/2019 PHD Grady Creative Collective Presentation 2014
64/90
For some, Netflix is ourpersonal form of TV.
8/12/2019 PHD Grady Creative Collective Presentation 2014
65/90
What is the primary use case forYAs for YouTube?
Do they just fire it up and seewhats on like their parents didwith TV) or is it more of a libraryof content which is searchableand linked to via social media?
8/12/2019 PHD Grady Creative Collective Presentation 2014
66/90
OurApproach:
Deliberate
+
Social
8/12/2019 PHD Grady Creative Collective Presentation 2014
67/90
For the social side of YouTube,
we want to view content fromeveryday influencers.
8/12/2019 PHD Grady Creative Collective Presentation 2014
68/90
We still connect with the
popular influencers.
8/12/2019 PHD Grady Creative Collective Presentation 2014
69/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
70/90
YatesPrivacy
and marketing
8/12/2019 PHD Grady Creative Collective Presentation 2014
71/90
Are YAs worried about privacy,or is the notion of what thatword even means morphingfrom what it meant to priorgenerations?
8/12/2019 PHD Grady Creative Collective Presentation 2014
72/90
For MillennialsPrivacy = Internet
8/12/2019 PHD Grady Creative Collective Presentation 2014
73/90
We Want to See the Benefits
51 of Millennialswant to trade their information
8/12/2019 PHD Grady Creative Collective Presentation 2014
74/90
Privacy vs. Security [[
I dont have many
privacy concernsbecause most of theinformation I share could
not be used against me.
8/12/2019 PHD Grady Creative Collective Presentation 2014
75/90
Privacy vs. Security
8/12/2019 PHD Grady Creative Collective Presentation 2014
76/90
We dont want to live
in an online cage.
8/12/2019 PHD Grady Creative Collective Presentation 2014
77/90
We dont want to live
in an online cage.We differentiate
privacy from security.
8/12/2019 PHD Grady Creative Collective Presentation 2014
78/90
We dont want to live
in an online cage.We differentiate
privacy from security. We expect security
from the brands weshare information
with.
8/12/2019 PHD Grady Creative Collective Presentation 2014
79/90
Is privacy a topic of conversationon campus or a non-issue?
8/12/2019 PHD Grady Creative Collective Presentation 2014
80/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
81/90
0, 123#4 $54 6278&(39, :2'
"'3;$+< =,>5?7
Diff Vi P i f
8/12/2019 PHD Grady Creative Collective Presentation 2014
82/90
Different Views on Privacy for
Different Platforms
47% are concerned with
keeping privacy fromstrangers
8% want to keep it private
from friends
8/12/2019 PHD Grady Creative Collective Presentation 2014
83/90
37 Our Home
8/12/2019 PHD Grady Creative Collective Presentation 2014
84/90
37 Our Home
@7 $ !"#$%&% ()**
What about the Creep
8/12/2019 PHD Grady Creative Collective Presentation 2014
85/90
Retargeting ads can be
creepy and annoying, but Idont always think of them as a
negative thing.[[What about the CreepFactor?
What about the Creep
8/12/2019 PHD Grady Creative Collective Presentation 2014
86/90
What about the Creep
Factor?
W W t t B T t d
8/12/2019 PHD Grady Creative Collective Presentation 2014
87/90
If the ad displays
something that a friendlikes, then it becomes
less creepy. I like seeing
what my friends like.[[We Want to Be Targeted asCommunities
8/12/2019 PHD Grady Creative Collective Presentation 2014
88/90
We interact with
different types ofsocial spaces.
8/12/2019 PHD Grady Creative Collective Presentation 2014
89/90
8/12/2019 PHD Grady Creative Collective Presentation 2014
90/90
Questions?