1. 3 behaviours that define the Paparazzi Generation
CELEBRITY BROADCAS NETWORK
ME T ME
ME
How they create & How they document How they shape &
manage their image and share their image share opinions
© Starcom MediaVest Group September 2010

2. CELEBRITY ME: PR & IMAGE SPECIALISTS
80% believe that social networking sites are the
ultimate toolkits for managing their personal image. (n=143)
Source: The MIC Community / US, UK, MEX, IND, CHI © Starcom MediaVest Group September 2010

3. BROADCAST ME: SEE WORLD THRU A JOURNALIST’S EYE
64% make a point to document their experiences as they happen. (n=88)
Source: The MIC Community / US, UK, MEX, IND, CHI © Starcom MediaVest Group September 2010

4. NETWORK ME: SHARING IS THEIR WAY OF LIFE
78% said they would be negatively affected if
tomorrow they couldn’t share their experiences online. (n=143)
Source: The MIC Community / US, UK, MEX, IND, CHI © Starcom MediaVest Group September 2010

5. 6 NEW & EXCITING INSIGHTS CAME TO LIGHT
1. Self-snapping is an
important new skill
2. The morning after is
the new prime time
3. How they project themselves
isn’t entirely up to them
4. Everyday is a red carpet day
5. Consumers don’t divide
their body parts
6. Anyone in the know
can become an expert

6. 6 Actions to win with the Paparazzi Generation in the social
sharing space

7. Insights lead to exciting new prospects for
COVERGIRL

8. There are short term immediate amplification elements
for COVERGIRL that fit with the Engagement Program
& COVERGIRL.com
Perfect her profile photo using
COVERGIRL virtual makeover Hints and tips about photography
tool Best shades/colors for close-up flash photography
Advice from MU artist / other consumers
Give her the advice she needs to self-snap
with confidence before she uploads her
photo for the COVERGIRL contract Encourage her to capture her experiences
with the engagement program
Send us a photo of
your worse make up
blunder and we’ll tell
you how to fix it
Enable her to upload her Have MUA on hand at Times
‘morning after’ photos with Reward her with Square event to ensure she’s
COVERGIRL masthead P&G Beauty camera ready for her red carpet
products moment