Freeform's Becomers Have Mindsets of Their Own

In an inventive departure from the usual ad sales events Freeform representatives escorted clients through four separate rooms each filled with informative and interactive displays highlighting one of the networkamp8217s recently identified audience mindsets more on those mindsets below In addition to an overview of each mindset attendees were asked to perform a task that helped explain how the mindset worked One task involved going through a series of psychological questions that led to the determination of oneamp8217s ultimate profession Another had participants describe celebrities in one word and hang their photo on a tree After the tour attendees enjoyed a luncheon panel of agency thought leaders who gave their perspectives on each mindset and its implications for advertisersResearch to Discover MindsetsA twoyear research exploratory effort resulted in the identification of nine relevant themes all of which spoke directly to Becomers At the event Freeform chose to focus on the four that the network thought best captured the most compelling aspects of the Becomers39 overall mindsetamp160The study reached out to 10000 respondents according to Jane Gould Senior Vice President of Consumer Insights Freeform who noted amp8220We wanted to listen and be a part of the youth culture and see the world through their eyes We wanted to bring to life the visual culture of the demographic not by asking how they feel but by studying images and signs that decode the visual cultureamp8221Gould stressed that this research study did not ask respondents direct questions which is unlike most research studies amp8220We had them focus on an imageamp8221 she explained amp8220Respondents gave us a dream that represented them Then using images pushed through semiotic analysis that uses both anthropology and linguistics we brought the mindsets to lifeamp8221The MindsetsThes mindsets Freeform chose to highlight at the event They Value the Struggle Embracing the Undefined Being Intersectional and Standing Together are each in their own unique way focused on a cultural andor behavioral touchpoint of this generation When these sensibilities are evident in content branding and messaging a deeper understanding and connection are formedThey Value the Struggle encourages fighting for success The Struggle Wall is pictured above It embodies resilience the journey of working hard for achievement hustling amp160The 1434s donamp8217t want to see people who were given everything without working They believe that people have to work hard for what they get But engaging in the struggle can make them anxious An example of a celebrity who embodies The Struggle is Beyonce who after achieving great success through her own hard efforts reveals her authenticity in sharing her real life hardships This helps her to stay relevant with this audienceEmbracing the Undefined shows the nonlinear possibilities that transcend limits encourage wanderlust and create what Freeform calls a messy glory see photo above When everything is crumbling seize the opportunity and pivot to positivism Memes like the Crying Michael Jordan and programming like FXamp8217s Louie and Netflixamp8217s Unbreakable Kimmy Schmidt are examples of Embracing the Undefined If life gives you lemons you donamp8217t necessarily need to make lemonade You can also make lemon cake You have many optionsBeing Intersectional means being interchangeable embracing and combining complexity and offering many versions of oneself The rally cry is Donamp8217t Box Me In where we are able to learn many different and sometimes conflicting things about a single person An example of a program that personifies Intersectionality is NBCamp8217s This Is Us in which the viewer discovers new things about each character that might surprise or confoundStanding Together is a value concept that differs from past generations With the proliferation of social media and the immediate connection there is greater awareness of lifeamp8217s disparities the haves and have nots resulting in a collective mentality and shared experience of adversity This generation is using their power rising up and offering real possibility for good Keywords to connect to this mindset include amp8220punch upnot downamp8221 amp8220the glass is half fullamp8221 amp8220support underdogsamp8221 amp8220power to drive changeamp8221 and amp8220optimismamp8221 An example of how advertisers use this concept is the Nike campaign Find Your Greatness which highlights the efforts of regular folks rather than elite athletesMindsets in UseSo how does the use of mindsets help advertisers and the network For many of them what resonated was amp8220how heroes for Millennials differ from those for Gen Xamp8221 said Scott Hess Executive Vice President Corporate Marketing and Millennials for MediaVestSpark amp8220Bling is out Earned bling is nobleramp8221Thomas McGinley Project Director Flamingo Group noted that amp8220communities can live longer through streamingamp8221The secret according to Jonah Disend Founder and CEO Redscout amp8220is to focus on experiences and loyalty showing that you care about the consumer Cultivate the tribe listen carefully and see where the genius can be foundamp8221For the network these audience filters amp8220are used to power our businessamp8221 Ascheim said amp8220The insights we have gained inform our branding and programmingamp8221 The relaunch from ABC Family to Freeform has helped to shift attitudes resulting in an increase in brand affinity and loyalty amp8220This lifestage can be a scary time there is ambiguity but also positivityamp8221 he continued amp8220The potential energy is loud huge and exciting So we are being fluid and everchanging embracing the idea of an untagline We are now moving quickly because the audience moves quicklyamp8221Click the social buttons above or below to share this content with your friends and colleaguesPhotos courtesy of Freeform The opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Freeform's Becomers Have Mindsets of Their Own

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Charlene Weisler

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