Moosylvania just completed the latest side-by-side comparison of the top 100 Millennial Brands, surveying 3,500 millennials. As we’ve broken down the psychographics and the best of the best programs, it’s coming down to one word: ME.
Let’s face it, millennial cohorts (as early adopters and first digital natives) are executing life-long personal marketing campaigns. Brands that do well seem to find ways to enhance their users’ executions. Brands can get there by following these three axioms: Make Me Look Good, Make Me Feel Good, Entertain Me.
The poster child for millennial marketing fascination is Snapchat and they’ve earned it with reach and usability. It’s the new popular table in the digital cafeteria. For mass brands (who have equal reach) it can be a great value to be part of the conversation with filters and creative shareable content. But here’s the catch: That content is not yours to share or re-purpose. And it expires in 24 hours.
We believe a more ongoing opportunity is to co-create shareable content that can get into a variety of social streams.
Forget about calling them consumers for a minute. Think of them as the “friends of friends” filter.
Forget about calling them consumers for a minute. Think of them as the “friends of friends” filter. You are targeting your target’s target. How do you work together to produce content that is good enough to be shareable? We use videos, custom apps and other tools based on the three axioms previously mentioned.
In our survey, retailers and electronics did extremely well over a three-year period. Apparel and entertainment were clearly the most connective categories. In the top 20 favorite brands, half were clothing brands/retailers and six were electronics/technology companies....
This content is available to IABC members only. To continue reading, log in below.