‘Everytime I see an ad, I know how fake it is.’
‘They enjoy brand-created stories on Instagram and appreciate when brands post witty comments on Twitter. They particularly like it when brands reply to tweets with a personal rather than scripted response.’
‘They are unlikely to have a favourite advertisement, however, and are inclined to be distrustful of brands.’
‘They view fashion both as a way to hide their personality and as a way to express it.’
‘It’s all about being an individual,’
(How does it relate to FCUK? - pull out quotes and a few lines, and related imagery)
‘I don’t have any notions of privacy. Everything I think, everything I feel – I just put it on the internet straight away.’ - dora
Dora feels most self-actualised on the internet - she buys based on whims
I change all the time. I have obsessions, then I tire of them.’ The only way brands can truly reach out to her is through packaging.
‘Dora is searching for experience’ - they live on the internet, but appreciate things that take them away from it.
Julie has no problem talking about herself and her family online; they are generally very open, uninhbited people
Authenticity is important to Julie both in her online and offline worlds.
The brands Julie relates to are those that speak to her on a personal level. ‘If you’re personal with me, if you joke with me and show that you are listening to me – yeah, I’ll pay attention.
For Julie, being a Self-Discloser is a search for a community- they are independent individuals, but want a sense of community and togetherness. (ironic)
‘It is a lens into the world. I like it because there are very few words,’ he says. (on instagram // very few words)
‘It’s just images. I am never bored on it,’ he says.
He never reads books and mainly consumes media on the web.
When it comes to marketing, personalisation doesn’t sell to Karel, but a story does. ‘If there is an Instagram feed where I can fall in love with a story and be encapsulated by the world, I will like that brand.’
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