Slide 1: Lindsay Lohan Target analysis for a young American celebrity
Slide 2: Lindsay is the sidelined every-girl. Lindsay Lohan is a 19-year-old actress and singer. Her career was born out of childhood and teen roles aimed at tween and teenage audiences, though aspects of her character (both on-screen and off) resonate with a broader audience. Her equity lies in her spunky persona, the quirky girl who fights to find her place in the world. The persona honed in movie roles … – Parent Trap: twin girls reunite after their parents’ divorce – Freaky Friday: her widowed mom is remarrying – Confessions of a Teenage Drama Queen: her parents divorce and she moves from NYC to the suburbs – Mean Girls: home schooled kid entering an American public high school … is also true of real-life Lindsay: – wants to transition from child star to “credible actress” – growing up in the public eye – branching out from movies to music albums – stress of dad’s financial scandal and parents’ impending divorce
Slide 3: Recently, Lindsay has been more side-tracked than side-lined. • While Lohan is still the girl trying to discover how she fits into a new life, the overwhelming combination of fame, fortune, and family troubles is overpowering her ability to fight back. “Lohan’s Parents Reach Divorce Settlement” -People Magazine “Lindsay’s Dolce Vita! She buys $80,000 watches and wears couture nightly” -People Magazine “Lindsay’s Left-Handed Ring!” -US Weekly “Lindsay’s Fully Loaded Freak-Out” -Seventeen Magazine “Lindsay Lohan Stands Up Regis & Kelly” -Teen People • The audience has become less sympathetic to the Lohan brand in part as a result of its success. She is starting to become commoditized. Her core audience is either losing interest or outgrowing her. •
Slide 4: Lindsay has become not only unattainable but worse, undesirable. How do we fix this?
Slide 5: The good news: everyone else is unattainable and undesirable too. • The current paradigm in young women celebrities for girls is skinny, bitchy, and rich (oh yeah, and blonde). The audience expects more. Lindsay is moving in the wrong direction. •
Slide 6: These celebrities are poor role models and are under-delivering to their targets. • “i believe they hide all their insecurities w/they're $500 purse, or $100,000 car, or even they're $30 manicures. i believe they think they lose one more insecurity w/money. i believe they think money builds them when really it has to come from the inside.” --xanga blogger, age 16 Other role models are boring and too close to home. • Saccharine-sweet celebrities like Hilary Duff, Mandy Moore, and Kelly Clarkson lack interesting stories.
Slide 7: Lindsay’s desired audience clearly has a wider set of values. I keep up on pop culture I am open-minded I am adventuresome I am opinionated; people ask me for my opinion I care about my looks I worry about the environment It’s worth paying extra for quality I can see myself as characters in movies sometimes I can relate to characters in movies I am imaginative I enjoy owning the newest technology I try to plan for my future I am an independent thinker It’s important to me to be real I am an individual I’m not satisfied with being “standard” I am empathetic to people who need help I value lasting relationships
Slide 8: Most importantly, girls and young women want a good story. • Elements of a captivating life story: – – – – Drama Struggle Empathy Triumph • Celebrity stories that encompass this: – Gwen Stefani – Jennifer Aniston – Angelina Jolie • A degree of sophistication and likability is also essential. The audience must believe that the celebrity is “like me,” but different enough to provide an escape.
Slide 9: Lindsay Lohan has the right components to fulfill this role. • Drama: Her life is a mess and the media is fueling negative images of Lindsay. Struggle: Rise to the occasion and acknowledge that life extends beyond what is seen on the red carpet. Empathy: Being open about her life will let girls and women empathize with her. At the moment, her brand lacks depth. She is defined by headlines, to which her target can only relate on a superficial level. Triumph: Overcome obstacles incrementally, in months rather than in a week. A quick and easy turn around would not be credible; time is essential to lend authenticity to her story. Lindsay’s audience needs to witness her development for her brand to secure a place in their hearts. • • • It’s time for Lindsay to create her own headlines.