It’s Personal: Three Brands Making Marketing a Personalized Experience

As social media has lifted the barriers between brand and consumer, making one-on-one conversations not just possible but expected, marketing has begun to shift to beyond-niche levels. Smart brands are targeting consumers on a personal level, making marketing into a customized, exclusive experience that feels like it is just for them. Kleenex and Kotex were two brands at the forefront of the personalized marketing movement, both targeting small groups through Facebook and Pinterest respectively, and sending care packages and personalized crafts to only a few hundred individuals. Each gained impressions far beyond the small number of people who were sent gifts, by making them feel they had a personal interaction with the brands that was unique enough to share (and re-share). Here are three more brands that have recently gotten personal with their marketing to get the attention of young consumers:

 

1. Wendy’s: Pretzel Love Songs

Wendy’s is launching their Pretzel Bacon Cheeseburger (a product aimed, of course, at Millennials) by spreading the pretzel love through song. Their Pretzel Love Songs aren’t just a jingle though, but are composed to feature fans’ tweets about the new burger. After encouraging burger-lovers to use the hashtag #PretzelLoveSongs to post about the new item, Wendy’s staged a live event starring Nick Lachey crooning ballads featuring the pretzel love messages. A YouTube channel for the campaign features artist Eric Michaels singing the pretzel love songs at a white piano as each  individual customer’s tweets are displayed on screen.

The Personal Twist: Getting young fans involved and featuring them on an individual level by showcasing their creativity and encouraging conversation in a ridiculously humorous way.

 

2. Heineken: Departure Roulette

As part…

 
 

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Millennial News Feed

Quote of the Day: “I was completely invested in Breaking Bad, it took a simple everyday man and slowly dehumanized him through choices that an individual in real life could have possibly made or gone through.”—Male, 22, NJ

The creators of livestreaming pioneer Meerkat made a new app in secret—and it’s doing great. Houseparty is a group video chat platform designed to “capture some of the spirit of Meerkat but in a more personal way that encourages users to participate.” Users can create or join “rooms” to video chat with friends, and are warned if an unknown mutual friend joins the group. The app opens to a camera like Snapchat, is “sprinkled liberally” with emojis, and has already generated almost 1 million mostly teenage users during its testing phase. (Mashable)

Neiman Marcus is in full support of the "see now, buy now" retail strategy some brands have been adopting to keep up with impatient young consumers. The retailer has seen sales decline for fourth straight quarters, and is citing an “out-of-sync fashion cycle” as a crucial part of their troubles. Now that just launched collections are "blogged and broadcasted all over the world via social media," and fast fashion retailers are “delivering trends before ‘authentic runway looks are delivered to stores,’” the retailer is encouraging their vendors to deliver products quickly after release to keep up. (Fashionista

Club Med knows not all Millennials are “frugal single travelers.” The travel brand, “where all the cool kids went in the 70s and 80s,” is now setting their sights on affluent Millennial parents who travel. Spending $1.5 billion in facilities upgrades, Club Med now offers “zen oases,” where “parents to briefly recuperate away from their kids” and escape the pressures of work and home. They also are focusing on the experiential aspect of their brand, adjusting their website to allow visitors to experience their trips digitally before their buy. (Skift)

Kano, one of the first and most unique toys to teach kids coding, is heading back to the Kickstarter to promote three new programmable do-it-yourself kits. Their new products focus on a toy coming “to life when it responds to its environment," and includes a Pixel display that can be taught to display different colors and shapes in response to sounds. The brand’s target market is 8-14-year-olds, but they aim to make it “simple for anyone in the world to make, hack, create, manipulate, and warp technology as it is to use it today." (Fast Company)

Marketing to the post-Millennial generation is all about getting creative, and serving ads through sponsored content is resonating strongly with teens who fully understand it’s a marketing strategy. When AwesomenessTV looked into their popular series Royal Crush—which takes place on a cruise ship and is sponsored by Royal Caribbean—they found that is was 30% more efficient than TV. But one form of traditional advertising is still effective: sampling. To promote their moon sneakers and hot sauce, GE toured colleges to target engineering students. (Adweek

Quote of the Day:  “Young and Hungry are short 30 minute shows, so I can watch it on my lunch breaks at work. I like the humor and the characters. The story line is easy to follow. It's an easy show to binge watch.”—Female, 20, WS

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