Target analysis for a young American celebrity

1
Lindsay Lohan

• Target analysis for a young American celebrity

2
Lindsay is the sidelined every-girl.
Good, clear analysis. Can it be shorter?

• 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 dads financial scandal and parents
  impending divorce

3
Recently, Lindsay has been more side-tracked than
side-lined.
Good use of headlines. Journalism is a good
source of credibility when illustrating your
points.

• 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.
• 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.

Lohans Parents Reach Divorce Settlement -People
Magazine
Lindsays Dolce Vita! She buys 80,000 watches
and wears couture nightly -People Magazine
Lindsays Left-Handed Ring! -US Weekly
Lindsays Fully Loaded Freak-Out -Seventeen
Magazine
Lindsay Lohan Stands Up Regis Kelly -Teen
People
4
Lindsay has become not only unattainable but
worse, undesirable.

• How do we fix this?

5
The good news everyone else is unattainable and
undesirable too.
The build works really well here. Great use of
images to tell a story.

• 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.

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

Is there no good competition? No-one whos doing
it right? A model Lohan should follow?
Other role models are boring and too close to
home.

• Saccharine-sweet celebrities like Hilary Duff,
  Mandy Moore, and Kelly Clarkson lack interesting
  stories.

7
Lindsays 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 Its 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 Its important to me to be
real I am an individual Im not satisfied with
being standard I am empathetic to people who
need help I value lasting relationships
Good way of bringing them to life - but this
person sounds perfect. Are their any negatives or
insecurities to their character? That would make
it feel more plausible.
8
Most importantly, girls and young women want a
good story.
Yup. I buy this. Good point and good examples.

• 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.

9
Lindsay Lohan has the right components to fulfill
this role.
Good thoughts and good conclusions. This is
great. Smart and succinct. Good brand ideas.
Id have liked for a little more about who the
audience is. It also demonstrates how its
easier to do something good when youre talking
about something youre obviously interested in.
(I suspect)

• 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.
  Lindsays audience needs to witness her
  development for her brand to secure a place in
  their hearts.

Its time for Lindsay to create her own
headlines.