• by admin , December 9, 2011

As P&G expanded into social media space, it turned to MediaVest for insights about how it was impacting Millennial consumers of its beauty and grooming brands. The agency tapped into its proprietary youth network to gain insight into the “Paparazzi Generation.” Among the traits discovered were: “Celebrity Me” which is the way Millenials create and manage their image moment to moment as their own PR agents; “Broadcast Me” their tendency to document and share their image constantly, as if they were journalists; and “Network Me” which is the compulsion they have to share their opinions. New rites of passage were also found, such as the “self-snap” and being “camera ready.” A new kind of consumer angst was dubbed, “tagging tension” around whether an image is portraying the right story. Another finding was “Girl Talk 2.0” conversations that cross geographic boundaries to extend influence. These findings created opportunities for brands to provide value in unique ways, such as alleviating ‘tagging tension,’ by providing tips on being ‘camera ready’ through in-store theaters and advice on selecting and editing photos.