Interesting: Teens & Advertisement, a Facial story

The battle for teens’ hearts and minds is a tough one. A host of brands want to become No. 1 for those who are just starting to make their own purchasing and lifestyle decisions.

Clean & Clear’s message was handicapped by reliance on U.S. commercials that didn’t connect with 13-to-19-year-old girls in the U.K. The emphasis on TV, which accounted for 100% of the media schedule in the past, also ignored the fact that this audience has a much more
complex media diet.

The marketing was failing to match the brand proposition of “giving you the confidence to love being a teen.”

The challenge was to get girls talking about Clean & Clear and make it relevant to their lives. Research into media behavior revealed that media choices help those in the target audience feel part of a group.

The digital landscape is key to expressing who they are, and Windows Live Messenger is a must-have, with 70% coverage and a reach of more than 1 million girls.

The solution that got the brand talked about was Clean & Clear personalized “winks” — animated images that express 10 different emotions.

This global media first enabled MSN users to send winks while they chatted. Girls could go to getyourfaceoutthere.co.uk and upload a photo to personalize “Angel,” “You Rock” or “Whatever” for sending.

Further personalization was available in the form of wallpapers and emoticons. The message was backed up with PR and an online ad campaign exclusively on MSN.

The activity triggered 4 million downloads in the first four weeks, and 200,000 winks have been sent. Clean & Clear also has 5,000 new names in its database.

Advertising Age - MediaWorks Idea of the Week - Using Emoticons to Get Teens to Notice Your Brand

Oh, Emoticons. One of the most desired things I hear the kids want from our community = branded emoticons.

Okay, so here’s my thought process about this… Who really wants to have a in depth conversation ONLINE about their cleanliness of their face? Embarrassing! Especially for dirty, pimple-ridden teens! Poor monkeys. Like they want the world to see their insecurities. Teen girls don’t even want you to know they fart. EVERYONE FARTS.

Can you imagine being a teen and WANTING to talk about facial pads with some stranger? Ah. No? At least not me. And if you asked me now, as I’m in my upper 20’s? I’d say “I like ponds cloths” and that’s about it. Perhaps I’m just prudish about such things. But seriously– teens have better things to talk about than facial issues and their support of Clean & Clear.

HOWEVER— that won’t stop them from interacting with the product online. If the product has a clever viral energy about it– then heck yeah!! I’d totally post a zit-covered emoticon on a friend’s myspace page. That’d be hilarious. And if it just so happened to be sponsored or labelled with a face cleaner? Then so be it. Even I know that nothing is free these days.

Anyway– that was my initial thought after reading this article. It kills me how people think teens are eager to spill their guts. SURE, when it comes to heart ache with boys and best friends… but personal insecurities? No one wants to give the secret away. You have to engage them in a way they can use the content WITHOUT revealing their insecurities on behalf of a product.

If they wanted to talk about their face problems– they’d probably make a post card of it and secretly send it to postsecret!! If teens wanted to give advice to OTHERS about facial issues… sure you might catch them in a forum for discussion… but it won’t be HUGELY successful– and least not in context to something catchy/viral/non-disclosing.

There was a shave-the-hair-man’s-back viral campaign on the web awhile ago. That was a great one for razors. Funny, gross, yet proving a point.

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Upgrading Nickelodeon…

Upgrading Nickelodeon
On Viacom’s call, Dauman [Philippe Dauman, chief executive of Viacom], also discussed plans to upgrade Nickelodeon, where a “rich slate of new shows” is planned to begin airing just after Labor Day.
At Nickelodeon, ratings have been about flat. In the second quarter, it generated a 1.6, or about 1.72 million viewers, about even with the average 1.73 million who watched in the same quarter last year.
“At Nickelodeon, what you’re looking at is the emergence of Disney Channel,” said Bill Carroll, vice president and director of programming at the media-buying firm Katz Television Group. “When you can create a phenomenon like ‘High School Musical,’ that really has a big impact.”
“High School Musical,” a TV movie that first aired in early 2006 about a romance between two teenagers, was extremely successful, spawning a hit soundtrack album and a sequel that premiered earlier this month.
Erlich sees Nickelodeon’s ratings performance as “holding steady,” given the power of Disney Channel. Disney offers a morning block called “Playhouse Disney” that has strong appeal to children 2 to 11 years old, and the sitcom “Hannah Montana” has galvanized the 6-11 set.
Some StarLink clients, such as CEC Entertainment’s pizza chain Chuck E. Cheese’s and privately held gaming concern Cranium, are looking at Nickelodeon’s very solid showing among video-on-demand viewers to find ways to reach those young consumers, Erlich said. End of Story

Viacom’s MTV, Nickelodeon facing challenges - MarketWatch

Hannah Montana & High School Musical are the BIG boxers in a ring match versus Viacom.  Funny… both include musical numbers & original scores.  Hmmm. AND both have run CONSTANTLY over the last few months.

Seriously– if you watch Disney, HM is on quite often.  Disney has been known for putting huge viewing efforts behind it’s favorites– to the level where at ANY point you could switch on the Disney channel and have a HIGH chance of seeing that program.  Sure, Nickelodeon does this too, from time to time (ahem, Spongebob).  Disney is good about coming in at you from all sides– CDs, tours, ice shows, radio, books– the works.  I remember when HM first appeared on the scene… I didn’t know much about her, other than the fact this blonde tween singer was EVERYWHERE.  And then the secret was reveal– she’s MILEY CYRUS!  Tricky Tricky! 

She’s still everywhere– my cousin’s girls are going to a Hannah Montana concert (they watch Disney morning/noon/night).  Bekah (age 6) was rockin’ out to her Hannah soundtrack.  They have the HM clothing.  They have the HM accessories.  But you know what they DON’T really have?? (Bless their wee wonderful hearts)  They don’t have a clear understand that Hannah Montana is the fake personality and Miley is the real girl.  They think Miley is just a character.  They see Hannah Montana EVERYWHERE, not Miley.  That means something.

Nickelodeon’s only musical effort comes in the form of a boy band (and girl) named The Naked Brothers Band — unique title, awesomely dorky program.  I don’t mean that as a slam because I am indeed a fan… but seriously… it bounces from unique/goofy/clever to down right awkward/hokey at times (you have to see it to understand what I’m talking about– it’s the kind of awkward/hokey that makes your cheeks hurt and you hide behind your hands, while peeking through your fingers).

It’s been a while since Nickelodeon has produce a show with a Lucy & Ethel feeling (gaining back the girls hopefully) like Disney’s Hannah Montana.  Sure– there’s Zoey 101, but that’s more of an assemble cast (Chase being the easiest to relate to, and Zoey being the cool, popular chick).  Ned’s Declassified is another Assemble, following the male lead of Ned (although the girl who plays Mos is GREAT at that part).  And Unfabulous feels more gritty than any of the happy-go-lucky-bright-Disnified shows.  It reminds me of some of the N’s programming– a bit more in the drama & tween emotions.  iCarly is going to be GREAT for Nick (smart, smart Dan Schneider of Schneider’s Bakery– the creator of the show).  Miranda Cosgroves already has a big following, and the interactive element will be fun for this generation (first of its kind to break the UGC-Video barrier the PROPER way).  As for Josh & Drake?  It’s been fantastic for the girls crushes with Drake, and hilarious with its vaudeville hilarity.  But poor Drake Bell.  Just talked to an 8-year-old here at the office who used to be a HUGE Drake Bell fan… I am sad to report she’s defected to (dun dun duuuuuun) Zac Efron. 

So… other than iCarly, what does this mean for Nickelodeon? If Cartoon Network is beloved by (en masse, mind you) Anime-kids & Boys.  And Disney has the (en masse again, mind you) Families & Girls… Nickelodeon has the goofy kids with some elements for boys, and some for girls.  They counter-balance their shows a little more. It’s steady.  Rides the line. 

In my opinion– Nickelodeon has the better odds of the other two kid stations.  Why?  Because they appeal to both masses.  It just so happens at this point Disney is holding the attention of the girls a little better.  Cartoon Network, at the moment, is holding boy’s attention too, taking away viewers (at times) from Nick.  (Cartoon Network is coming out with some live-action shows that might tip the ballot a little their way too.)  But Nick has interests in BOTH demos.  Steady is as it goes, Nick. 

Needless to say– I’m eager to see what this fall brings that changes my theories & impresses my entertainment/media-obsessed mind. 

p.s. NEW EPISODES OF AVATAR SOOON!!!!  And the Avatar live-action movie is closer to hitting the screens!  I’m pumped.

technorati tags:tweens, entertainment, TV, Schneider’s, Bakery, Nickelodeon, MTV, Viacom, Cartoon, Network, Disney, HannahMontana, Hannah, Montana, icarly, josh&drake, drake&josh, zoey101

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