Be.REAL.

Diagnose the reason behind Be.Real.'s fall off with Gen-Z, and identify a potential new audience with a product extension.

The Ask

Echo Center

Insight

Primary & Secondary research conducted over the span of two weeks.

Research

Launch BeReal. Family. as an optional add-on to the application's offerings.

The Opportunity

80%

of new parents are millennials

2x

more likely to use the internet for parenting advice than talk to a relative or friend.

INTRODUCING: A NEW AUDIENCE

92%

of millennial moms use social media for parenting purposes at least a few times a month.

Millennial Parents - The Digital Natives

BeReal.

BeMessy.

BeSick.

BeTrue.

BeStrong.

BeReal. BeMessy. BeSick. BeTrue. BeStrong.

BeReal. Family.

  • 75% of parents post their children’s information online

  • 80% of parents have followers they’ve never met.

BeReal. Family. invite-only feature puts the power back in the parent’s hands.

SAFE

Parents appear in memories too, not just behind the lens.

DUAL-MEMORIES

Millennial parents are trapped between wanting to share and fearing exposure.

AUTHENTIC

  • In the past 5 years, the number of mom-influencers has more than doubled on social media.

  • However, 65% of viewers feel more insecure after watching this content.

Celebrates real moments over picture-perfect ones.