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

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

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

It’s more difficult and expensive to reach the same audience through TV than it was 15 years ago Source: Advertising Age: "TV Has A Growing Reach Problem" by Dave Morgan (February 28, 2012) $11.18 cost of network primetime per 1000 homes Target audience 1997 vs $24.08 cost of network primetime per 1000 homes Reach 80–90% Reach 60%

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

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

year 8 years 800 people 1B 4 years 1000 people 680M

Sources: Forrester Retail is changing Share of retail sales 2001

Sources: Forrester Retail is changing Share of retail sales 2012

Sources: Forrester Retail is changing Share of retail sales 2016

98% (3x) 84% (2x) 64% (2x) of Moms have at least one Mom friend. On average they are connected to 13 (2x) Moms on Facebook 5 of Moms have at least one Mom friend. On average they are connected to 12 (2x) Moms on Facebook 5 of Moms have at least one Mom friend. On average they are connected to 8 (1x) Moms on Facebook 5 of Moms have at least one Mom friend. On average they are connected to 19 (1x) Moms on Facebook 5

Who’s doing it well today?

Great creative on Facebook is … just great creative Timely/ User relevance Initiative-basedSuperiority/ Benefit driven Base business/ Equity

Luxury brand buyers are highly active on Facebook and have lots of friends on the site Source: Facebook Internal, Dec avg # friends active users, U.S. resident, retail/shopping: luxury goods 12.5M 2.5x comments 3.2x status updates 3.7x likes

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 Why Target Moms?

+

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

What’s Next?

Reach the RIGHT people

Reach ALL of them

Make them into engaged and loyal advocates

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

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

People have moms Marketers have demographics

WOMEN

WOMAN

“Heavy Buyer” segments developed based on volume, sales dollars, recency and frequency The future is not about demographics Greeting cards OTC drug Grocery spending behavior Sweets & snacks Household cleaners & supplies CerealDairy & eggs Personal carePet careHealth foodsFrozen foodsBeverages Children’s food & products

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

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