How 4 Brands Turned Viral Stories Into Marketing

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

From slime to Instagram-famous foods, these brands found a way to turn viral moments into real marketing…

Every Friday, we call out some of the most buzzed about stories of the week in The Viral List to keep you up-to-date on the online trends, #challenges, #baes, memes, GIFs and more that young consumers are spreading and talking about. Awareness of smaller fads and cultural conversations can help to shape understanding of Millennials and Gen Z, and sometimes collectively point to a larger trend, and also inspire great marketing. But while some brands try to piggy-back on viral content, jumping onto a hashtag or co-opting slang, sometimes these quick efforts come across the wrong way—young consumers are wary of a try-too-hard brand, and in our Talk the Talk trend, we found 50% of 13-33-year-olds think companies that use GIFs and emojis can appear to be trying too hard to impress them. Many also have an “it’s over once a brand has jumped on board” perspective when it comes to social media trends.

One smart way to respond to online trends is to monitor conversations trending around your brand and respond in turn—as Nickelodeon did when Facebook groups were demanding the return of beloved ‘90s cartoons and Pepsi did when they brought back Surge thanks to (nostalgic Millennial) consumer demand. But giving the Facebook fans what they want isn’t the only way to turn viral interest into smart campaigns and products. Today, we’re looking at four brands who turned viral stories (many of which we reported on when they were just starting) into marketing that resonates—and talking about why they work:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingElmer’s and Nickelodeon Get In On Slime

In January, we reported on the “tween-dominated” market of homemade slime spreading across the country’s schools, citing the millions of #slime Instagram…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies