That

1
This is the second celebrity case study weve
had. Tells you something about the times we live
in.
Thats hot!
2
The truths about being a 12 year old girl
Good start. Simple, tells me what youre going to
do. Quite arresting.
3
I want to fit in

• Be accepted
• Be normal
• Be secure

4
But I want to stand out

• Be different
• Be a leader
• Be confident

The juxtaposition here is good. An audience with
a contradictions is inherently more interesting
and useful. There are actual problems to solve.
5
I want to be popular
6
But I want to be hated
By hated do you mean envied or something like
that? I like the use of hated - its a powerful
emotive word, but you might need to explain it a
little more
7
The truths about Paris Hiltons relationship with
a 12 year old girl
8
Paris Hilton the road to living vicariously
Shes every girls license to adventure. Shes
every girls ticket to rebellion.
You dont need the sub-points - the headline is
enough
9
Paris Hilton love/hate

• Love her
• Shes cool
• Shes carefree
• Shes sly
• Shes rich
• Shes uber confident
• Shes a man eater

• Hate her
• Shes shameless
• Shes shallow
• Shes dumb
• Shes rich
• She always gets what she wants
• Shes famous
• Shes sexy
• Shes a spotlight hog
• Completely self absorbed

10
Paris Hilton the one every girl wants to be
Using the language of magazine quizzes etc is
smart - gets us a little closer to the mindset of
the audience.

• How Paris are you?
• Your best friends boyfriend makes a move on you.
  Do you
• Tip your icy cold lemonade over his
  super-arrogant head
• Grab his hand and lead him behind the drinks
  stand so you can make out.

11
Paris Hilton the one every girl wants to be

• How Paris are you?
• 2. Your walking down the street when a gush of
  wind blows your skirt up in the air so everyone
  can see your undies. Do you
• Quickly pull it down while you blush and laugh in
  total embarrassment.
• Hold it up even higher after the wind has
  stopped, posing for passers-by with a seductive
  smile. Why hide cute undies?

12
Improving the brand relationship
13
Continue to create intrigue

• Strategy
• Leverage her position as the one that every girl
  secretly wishes she could be via a two pronged
  approach
• Embellish any and all mildly controversial
  incidents. The more extreme the better.
• Give girls more of a glimpse into the inner
  workings of Paris Hilton. Start to answer the
  question, How can I be more like her?

14
Continue to create intrigue
This was great. Simple, quick but insightful
about teen girls and their relationship with an
icon. Youve given me new stuff to think about
that relationship. Youve done it by using their
language.

• Execution
• Keep up the PR hype on her outrageous lifestyle
  ie her latest boy conquests and break-ups, friend
  bash-ups and shopping sprees.
• Create and leak new Paris scandals ie Paris and
  her new female lover.
• Provide girls with an opportunity to express
  their inner evil twin via Paris Hilton bad
  girl clothing and intimate apparel.
• Have Paris disclose her dating secrets in a
  sizzling tell all book.