1. Getting on with teenagers
Philip Slade
www.t7flondon.co.uk

2. • From passive
chavs
• To empowerd
teenagers

3. What makes potential
golddigga customers
so different?

4. Melissa (17) & Amber (18)
Suburban, digital, speeding up
Online & experiential
Transport, Finding fun, Self
expression
T4, Bebo, Myspace

5. Our target is a friendship group*
That matches the
wide product
range.
That fits in with
affordable media
channels.
That suits the
social scene.
Which adapts to
calendar events.

6. Reaching across the range
Melissa & Amber
The perfect age.
College & Work
School friends
I want to show New money, friends
I still do some of the
I am ready to things M&A do, just
enter M&A’s not so often
world
New friends,
New opportunities
14 17 18 24

7. YOU CAN NEVER HAVE ENOUGH GOLD.
The acquisition stage of a teenager’s life:
increasingly independent, spending
money and acquiring possessions.
Creating their own world
Gold memories, friendships, places and
‘stuff’

8. Not hard to reach
but hard to gain
ATTENTION

9. We are guests in
their attention
span

10. Bore them and they
will ruthlessly filter
us out

11. Get it right &
they will
actively market
to each other

12. Most ethnically
DIVERSE
generation

13. DIGITAL NATIVES
96% mobile phone
ownership 15-16s

14. Don’t need manuals,
they jump in, push
buttons & make it
work for them.

15. Consume more
MEDIA a week
than they sleep

16. Bebo is the most
popular site by
users & page
impressions

17. Combined circulation
of SUGAR & BLISS has
fallen by 45% since
2005

18. Our
consumers
want fun
together, they
really really want
fun and maybe
just maybe,
tonight could be
the night

19. Moments for golddigga to own
Anticipation

20. Leveraging key themes in
the lives of golddigga
customers
- Friendship
- Transport
- A fun job
- Self expression

24. BRAND EXPOSURE
SUMMARY
RECOMMENDATION
• 946,032 (50%) friends
exposed to skins
52.7m home page impressions
3.58m MPU delivery
3.56m Sofia’s Diary views
CONVERSION
• 3,901 friends
• 74,984 views profile
• 608 comments
BRAND COVERAGE • 20,084 skins
• Max cov/low freq:
• Cov: 1.8m
• Freq: 13.5
• Low Cov/Max freq:
• Cov: 81,818
• Freq: 298
Source: Bebo

25. May to June 2008
It is estimated that 34.2m impressions have been delivered
by Editorial Spotlight.
13.52m impressions against our target audience.
It is estimated that 7.31m impressions have been delivered
by Homepage Thumbnail to our target audience
3.58m impressions vs. target audience delivered via the
MPU activity
To date an estimated total of 28.02m female impacts aged
13 – 24 were delivered by Golddigga activity.

26. Ask permission
Join in the conversation
Keep to your subject
Listen to what others are saying
Offer kudos