Recent Lessons In Marketing to Millennials

Here at Ypulse, we understand the complexities of marketing to Millennials, and are constantly on the lookout for brands who are getting it right. Here are some recent lessons in marketing to Millennials from campaigns that both resonated and fell flat with the generation.  

 

 

 

 

 

1. Bloomberg Businessweek “Gets You Ahead”

Businessweek pokes fun at Millennials living with their parents.

Recently Bloomberg Businessweek embarked on a campaign to get younger subscribers by targeting the almost 23 million 18-34-year-olds living at home with their parents, and encouraging those parents to tell them to get the hell out. Siblings, significant others, friends and other relatives are also invited to participate in the campaign to shame childhood home-dwelling Gen Ys. One of the “colorful” ecards available to send contains the message, “You’re a drain on this economy, sweetie pie.” Another tells the young recipient, “We’re not ashamed of you, but we’re getting there.” The problem with the campaign is twofold. First, it plays on a stereotype of Millennials as lazy and free-riding without considering the reality that they are struggling to find jobs and might just be working hard to try to work towards standing on their own two feet. We often tell brands that they need to understand how Millennials see themselves in order to speak to them authentically. They do not see themselves as “house barnacles” when they are sending out resumes by the hundred, and impending student loan payments are keeping them up at night. The second misstep here is the assumption that Millennials’ parents resent their presence. As our own Jake Katz told Adweek, “Where they missed the mark is pitching it as, you guys are annoying mom and dad by being at home. That's not the case. Mom and dad are not…

 
 
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Millennial News Feed

Quote of the Day: It wouldn’t be Thanksgiving without buying something and watching holiday movies.” –Female, 29, CA 

Yesterday news that Budweiser would be dropping their traditional Clydesdales in order to appeal to Millennials made the rounds—but the brand says not so fast. In response to the rumors, Budweiser has released their “drink responsibly” ad featuring the iconic horses “earlier than planned” and tweeted that they “aren’t going anywhere.” But they are giving the campaign a twist that could appeal to young consumers, partnering with LYFT to give holiday partiers safe rides home in Boston with the help of the Clydesdales. (Brand Channel)

The appeal of toy unboxing videos may be a mystery to some, but they’re viewed millions and millions of times on YouTube, and Disney wants a piece of that popularity. In case you’ve missed it, these videos consist of opening up toys and talking about what’s in them. The brand’s Maker Studios has signed five toy unboxing digital stars, including HobbyKidsTV, DisneyCarToys, and ToyReviewToys. However, the most popular unboxing channel, DC Toys Collector, who generated 104 million views last week, was not included. (Recode)

Totino’s is continuing their weird, weird marketing campaign to appeal to young consumers’ absurdist humor. In a follow up to “the oddest pizza ad ever,” the brand has taken a BuzzFeed post called "50 Completely Unexplainable Stock Photos No One Will Ever Use" and turned each one into an off-the-wall bizarre ad. They’ve posted the entire collection on their site with the explanation, “We obviously had no choice but to use them. Poorly.” (Adweek)

What influences teen drinking behavior? Recent research has found that ”close friends” are far more influential than the “broader peer group” when it comes to teen alcohol use. This means the idea of  “everyone thinking that everyone else (in a whole school, say) is drinking a lot” being a reason behind drinking might not hold as much water. (NYMag)

The next-generation is growing up hyper-monitored from the cradle, but it’s possible that the high tech baby monitors that have become more and more common don’t actually offer benefits. Onesies and other items that track babies heartbeats and body metrics might be offering parents “false reassurance,” as they haven’t been proven to work. However, makers of those products say that new parents are buying them not to combat specific health issues but for peace of mind. (Mashable)

The Ypulse Back-To-School Special Report is here! The holidays might be starting, but we know retailers, marketers and brand managers are already planning for next year's big shopping seasons. To deliver a forward looking perspective, we surveyed high school and college students throughout 2014, combed that data for insights, and compiled all of the must-know data into a rich BTS special report. Gold subscribers can access the full report and data in the My Documents section of Ypulse.com. One-off pricing for this report is $1,250, contact us here. (Ypulse)

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