Stranger teens book

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DECEMBRE 2017

• Cinquième niveauBRANDS & ADOLESCENCE
© ELSA BLEDA

BRANDS ARE THE BIG BROTHERS/SISTERS
OF TEENAGERS
6 months 3 y.o. 10 y.o.
LOGO BRAND NAME
BRAND VALUE(S)
AND POSITIONNING
Source : Millward Brown Tweens / Mediamétrie
FIRST MOBILE
PHONE
11 y.o.
INDIVIDUALS CAN RECOGNIZE/UNDERSTAND:

H I GH LE V E L OF
P R E S CR I P TI ON ON
S E V E R A L CA TE GOR I ES
80% of teens recommand brands they like to parents and friends
First categories they have influence on: phone and clothes
TEENS PLAY A HUGE ROLE ON BRANDS
CONSIDERED IN THE HOUSEHOLD
1-6 y.o 7-12 y.o 13-19 y.o
46% 81% 93%
1-6 y.o 7-12 y.o 13-19 y.o
4,6 5,7 6,9
P A Y A TTE N TI ON TO TH E
B R A N D S TH E Y A S K FOR
Source : Junior Connect 2017

• Cinquième niveauMore than 50% of brands that built a relationship during teenager age are still
there when they become adults.
EARLY RELATIONSHIP WITH BRANDS
ENSURE LOYALTY LATER IN LIFE
Source : Joel Bree / Kids Marketing

ALSO, TEENS HAVE MORE AND MORE INFLUENCE
ON OUR CULTURE AND SOCIETY
BROOKLYN BECKHAM
16 years old and already photographer for Burberry’s
“This is Brit” fragrance campaign.
GUCCI GANG
Five Parisian teenagers have had a tremendous
influence within the world of Fashion.

© ELSA BLEDA
01.
TEENAGE YEARS
OR THE CONSTRUCTION OF INDEPENDENCE

A LOT OF THINGS HAPPEN IN JUST 8 YEARS
First of all, adolescence is a period of transition between the childhood and the adulthood. It is a period of
strong and visible physical changes and this appearance modification showcases how specific this period is.

3 STAGES IN THE CONSTRUCTION
OF THEIR PERSONALITY
EARLY ADOLESCENCE
11-14 y-o
MID ADOLESCENCE
15-17 y-o
LATE ADOLESCENCE
18-25 y-o
The physical changes have a direct consequence on the construction of their personality and of their identity.
Psychologists, sociologists and healthcare specialists often split adolescence into three different stages, each
with specific sociological and psychological changes.

3 STAGES IN THE CONSTRUCTION
OF THEIR PERSONALITY
EARLY ADOLESCENCE
11-14 y-o
Puberty starts and since their body is
changing, they need more privacy.
First contestations toward their
parents. Rising interest in sexuality
though admiration for Stars and
curiosity for their own body and
others’. Many friends.
-
From 6ème to 4/3ème
MID ADOLESCENCE
15-17 y-o
Major body changes, a better
definition of themselves and how they
want to be perceived in society:
belonging to a group but being
perceived as unique. First sexual
intercourse. Groups of friends. Need
of physical activity and expression.
Distance with parents: rules and limits
testing
-
High school
LATE ADOLESCENCE
18-25 y-o
End of puberty. More self-esteem and
confidence, greater groups of friends
and networks, a need to prepare the
future and feel stabilized.
-
University, internships, first jobs

THIS CONSTRUCTION OF PERSONALITY CAN ALSO
BE SYNONYM WITH LACK OF CONFIDENCE
With #LikeAGirl, Always’ mission is put to a stop the drop in confidence that girls experience at puberty. This campaign
highlights how female emojis reinforce the societal limitations that girls face every day. Always demonstrates its ability to
understand teenagers (and their codes) and adapt its approach to address them.

3 STAGES PUNCTUATED BY EXPERIMENTATIONS
First smartphone
Early Adolescence Middle Adolescence Late Adolescence
First vote
Middle School Age of
Majority
First chosen smartphone
Driving license
First summer job
High School First job or
university
First sexual relationFirst weed
Studies or work decisions
First Social Media account
Right to drive a
motor scooterFirst breech in parental control
First purchase with their own money
First cigarettes
First serious relationship
Even if these experimentations sometimes seem a bit risky it can be explained (most of the time) by the fact that
teenagers seek validation of their own choices through the eyes of their peers. Those experimentations allow them to
replicate others’ behaviors and eventually fit in a specific group.

ASOS IS ONE OF THE BRAND THAT UNDERSTOOD
WELL THIS PERIOD OF EXPERIMENTATIONS
For teenagers, experimentation is a way to achieve independence by making their own choices. In this online
video, ASOS showcases a teen experimenting multiple identities through different make-up and clothing styles.
Changing identity is perceived as a game

EXPERIMENTATIONS
ARE PART OF THE STATE OF YOUTH
“I’m married
and a hairstylist”
“I’m a tax consultant
at a big-four accounting firm”
“I’m now married
and a stay-at-home mom”
Here's What Actually Happened To The Emo Kids Of The '00s
Source: Buzzfeed

A COMMON ASPIRATION:
THE QUEST FOR INDEPENDENCE
FINANCIAL
From pocket money to
summer job to their first
contract, their
relationship remains
strong because it is a
crucial factor that will
lead them to more
independence and
enjoyments.
MOBILITY
Liberty of movement is
key: that would allow
them to emancipate from
their parents and/or to
join their friends, discover
new things (risky or not).
BODY
A need of control and
understanding of their
evolving body regarding
their own sexuality, their
appearance or even their
body transformation with
tattoos, piercings,
surgeries…
JUDGEMENT
The construction of their
own ideas, decisions
about the person they
want to be or the image
they want to reflect, the
interests or studies they
want to explore.
MEDIA
Extremely curious and
seeking new interests,
their media consumption
is often under their
parents’ control. As they
grow older, they can get
more freedom in the
selection of their media
or devices.

3 STAGES WITHIN A LONGER CONSTRUCTION PROCESS
FIRST PHONE
FIRST RIDE HOME
FIRST TIME HOME ALONE
FIRST STABLE JOB
FIRST PROPERTY INVESTMENT
FIRST CHILD
FIRST CAR
Early Adolescence Mid Adolescence Late Adolescence
It is important to keep in mind that a lot of things happen before and after those three stages. Desire of independence
arises before 11 years old with the first cellphone for instance. The end of adolescence on the other hand is debatable
whether individuals enter the labour market early or not.
ADOLESCENCE

© ELSA BLEDA
02.
ADOLESCENCE
FROM A MEDIA PERSPECTIVE

3 STAGES THAT IMPACT THEIR MEDIA
CONSUMPTION…
Early adolescence
11-14 y-o
Mid adolescence
15-17 y-o
Late adolescence
18-25 y-o
57%
90%50%
59%
46% 46%
53%
74% 88%
52%
53%
90%88%
INTERNET
MOBILE
TV
RADIO
Source: Starcom/Spark teenagers survey - 2017

…AND THEIR DEVICES
EARLY ADOLESCENCE
11-14 y-o
MID ADOLESCENCE
15-17 y-o
LATE ADOLESCENCE
18-25 y-o
51%
74%
88%
50%
33%
26%
From a device point of view, we observe a dramatic change during this period of time. Tablets, as internet devices
are progressively forsaken in favor of smartphones.

COMMON PASSION POINTS THROUGH
THE DIFFERENT STAGES OF ADOLESCENCE
Early adolescence
11-14 y-o
Mid adolescence
15-17 y-o
Late adolescence
18-25 y-o
MUSIC
87%82% 88%
NEW TECHNOLOGIES
73%68% 71%
CINEMA
86%81% 81%

SPECIFIC PASSION POINTS
THROUGH ADOLESCENCE
Early adolescence
11-14 y-o
Mid adolescence
15-17 y-o
Late adolescence
18-20 y-o
NATURE, ANIMALS
74%
YOUTUBERS
68%
GAMES
81%
COMMUNICATE
W/ FRIENDS
79%
FASHION, BEAUTY
60%
COOKING
61%
SOCIETY
47%
DECORATION
49%%

© ELSA BLEDA
03.
THE ROLE OF BRANDS DURING THE
ADOLESCENCE

BRANDS PLAY DIFFERENT ROLES
DURING THE ADOLESCENCE
I D E N TI TY
CON S TR U CTI ON
TH E S TA GI NG OF
CON S U MP TI ON
01. 02.
CU LTU R A L
A GE N T
03.

BRANDS ALLOW TEENAGERS TO
01. BRANDS AS SOCIAL BADGES
WITHOUT SAYING TOO
MUCH ABOUT THEMSELVES
MAKE A STATEMENT
ABOUT THEMSELVES
Brands act like symbolic
objects that they choose
to wear to convey a
particular message
to others.
But this symbolism is not a
permanent statement as
a political opinion would
be for example.

BRANDS ALLOW TEENAGERS TO PROVE
02. BRANDS WITHIN THE STAGING OF CONSUMPTION
THEIR ENTRY IN THE
ADULT WORLD
THEIR DETACHMENT
FROM THE CHILD WORLD
Consuming is choosing on
your own. Not depending
on others to decide what
you should wear/buy.
Going shopping to do like
adults and to showcase
and enjoy their growing
purchasing power.

03. BRANDS AS CULTURAL AGENTS
BRANDS ALLOW TEENAGERS TO
ACCESS CULTURE
FOR FREE
Trough free events and
partnerships, brands help
teenagers overcome their
limited budgets.
BRIGHTEN THEIR DAILY
ROUTINE
Even if they have plenty of
time, they do not have
much money to
occupy it.

© ELSA BLEDA
03.
BRANDS PERCEPTION
THROUGH A TEENAGER POINT OF VIEW

1000 individuals between 11y.o. and 20y.o. interviewed
15 brands tested
A PUBLICIS MEDIA IN-HOUSE RESEARCH DESIGNED TO
IDENTIFY THE TRIGGERS OF HIGH-PERFORMING BRANDS
AMONG TEENAGERS

1. BRAND AWARENESS IS BUILT OVER TIME
: 21%
: 39%
: 45%
+4 6 pts I N 7 Y E A R S
11-14
-
21%
18-20
-
67%
LOW A WA R E NE SS
A MON G TH E 1 1 y . o . -
1 4 y . o .
TOP 3 B R A N D S
A MON G TH E 1 1 y . o . -
1 4 y . o .
: 97%
: 96%
: 92%

2. CHILDHOOD BRANDS VS. ADULTHOOD BRANDS
2
2,5
3
3,5
4
11 - 14 ans 15 - 17 ans 18 - 20 ans
Coca-Cola and McDonald’s reach
high scores during the first stage of
adolescence but then decline during
mid and late adolescence. This can
be explained by the fact that these
two brands are part of childhood,
they are among the first brands to be
recognized and experienced by
children.
On the other hand, brands such as
H&M and Spotify follow the opposite
trend. These brands are part of the
adulthood world and tend to get
more and more interest over time.

3. SOCIAL DIMENSIONS, STATUS AND INNOVATION
ARE THE KEY DRIVERS FOR BRAND APPRECIATION
Nike 4.1
Snapchat 4.0
Samsung 3.9
Apple 3.8
Coca-Cola 3.8
McDonald’s 3.8
Oasis 3.7
Levi’s 3.6
Converse 3.6
Starbucks 3.4
H&M 3.4
Asos 3.4
Spotify 3.4
Sosh 2.7
RedBull 2.5
GLOBAL RANKING DIMENSIONS THAT DRIVE THE MOST APPEAL
“That my friends like”
“High quality products”
“Launches innovations frequently”
“Is modern, up-to-date”
“Like to use / consume products from this brand”
It is crucial for teenagers that their peers approve the
brands/products they choose to wear/buy. Brands must be
an expression of the personality without deviate too much
from the norm.

4. LOW AWARENESS OF BRAND CONTENT PLATFORMS
49%
20%
12%
7%
5% 4% 4%
Digital branded platforms targeting teenagers have a low level of awareness. Red Bull Music Academy obtains the
best score but is still significantly lower than Du Côté de Chez Vous, the emblematic branded TV program from Leroy
Merlin. Surprisingly, teenagers do not seem have forsaken television…

4. LOW AWARENESS OF BRAND CONTENT PLATFORMS
Red Bull Music Academy seems to succeed particularly well thanks to the massive paid media campaigns that
launched the platform in France in 2015.

• Cinquième niveau Accessible and not too
expensive
Is modern, actual
Makes funny ads
I like the ads of that brand
Cares of the planet
Sponsors or organize
events for the youth
Is close to me
Is appreciated by
my friends
Seems nice to me
Offers quality products
Launches new products
quite often
Is different from other
brands
I want to own the products
of this brand
We realized a cross-factor analysis to map the different brands and identify the items that participate the most in their
appreciation. This representation highlights three different type of brands that we will later analyze.

Accessible and not too
expensive
Is modern, actual
Makes funny ads
Cares of the planet
Is close to me
Is appreciated by
my friends
Seems nice to me
quite often
brands
of this brand
S TA TU TORY B R A N D S
Brands that are synonym with quality and
innovation.
Brands with a specific meaning for teenagers.
Act as social badges.

STATUTORY BRANDS
ADI DAS: A FI VE MI N UTE S FRE E C OMME RC I AL
In Russia, the three stripes brand
capitalized on the success of the
NMD model to create an
innovative campaign. The brand
hid 82 pairs of sneakers in Moscow
and live streamed it online.
500.000 viewers watched the live
during an average 5 minutes to find
clues about where the pairs were
hidden.

expensive
Is modern, actual
Makes funny ads
Cares of the planet
Is close to me
Is appreciated by
my friends
Seems nice to me
quite often
brands
of this brand
U S E FU L & CLOS E B R A N D S
Brands that allow teenagers to access something (service or
product) for a very low price (or for free).
Brands that accompany them along their day

USEFUL & CLOSE BRANDS
SE P HORA: WHE N A FI C TI VE E N DORSE R ME E TS A RE AL AUDI E N C E
Sephora created a digital platform
dedicated to beauty advice for
teenagers. To amplify this platform,
Sephora partnered with CLEM, the
heroine of the eponym TV series.
The lead actress recorded beauty
video tutorials for the brand.
With this platform, Sephora is
strengthening its relationship with
teenagers.

expensive
Is modern, actual
Makes funny ads
Cares of the planet
Is close to me
Is appreciated by
my friends
Seems nice to me
quite often
brands
of this brand
E N TE R TAI NI NG B R A N D S
Brands for which the content they produce is at
least as consumed as their product.

ENTERTAINING BRANDS
N E TFLI X: MAK E THE AD AS E N TE RTAI NI NG AS THE SHOW
To advertise Stranger Things to
teenage gamers, Netflix partnered
with Twitch (YouTube-owned video
game streaming platform).
The activation consisted in a four-
hour live broadcast ending with eight
minutes of the first Stranger
Things episode. The live which took
place in the now-infamous basement
from the show offered an interactive
experience in which fans in the Twitch
chat voted on what should happen
next.
Twitch Plays Haunted Basement

KEY TAKE AWAYS
RELATIONSHIP BETWEEN
PEOPLE AND BRANDS
BEGINS AT A VERY
YOUNG AGE
ADOLESCENCE IS A
TRANSITION PERIOD
DEVIDED INTO 3 KEY
STAGES
BRANDS PLAY A
CENTRAL ROLE IN THE
CONTRUCTION OF TEENS
IDENTITY
1 2 3

THE KEY TAKE OUT
TO DESIGN INSPIRATIONAL ACTIVATION
WITHOUT LOSING
THE BRAND’S DNA
START FROM THE
INSIGHTS

OUR EXCLUSIVE APPROACH
P A CE P A N E L MOME N T OF LI FE
01. 02.
ME D I A E X P E R I E NCE
03.

Stranger teens book

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