Meeeeerrry Marketing!

We are four days away from Black Friday and the beginning of the holiday shopping season. Even though turkeys haven’t yet been carved, most brands have already begun their holiday advertisements in full force. 34% of Millennials ages 14-29 plan to start their shopping on Friday, so the merry marketing makes sense. But in a world flooded with commercials, it takes a lot to stick in consumers' minds during the busiest time of year. For distracted Millennial viewers especially, most holiday marketing flows in one ear and out the other, and a simple commercial probably won’t stick in their minds. But smart brands are thinking outside the green and red wrapped box, putting out campaigns that invite interaction, demand attention, and make holiday marketing something to look forward to. Here are three of the early standouts for the merriest marketing of 2013:

1. Kmart Show Your Joe
We said that an ordinary commercial wouldn’t be enough to make Millennials remember a brand’s holiday efforts…but this commercial isn’t so ordinary. Kmart’s Show Your Joe campaign centers around the retailer’s Joe Boxer offerings, and it rings in the season in a way that has actually managed to spark scandal. In it, a row of guys wearing tuxedo tops and boxer bottoms play “Jingle Bells” by swinging their hips and making music with bells we’re left to assume are attached you know where. The video has currently reached over 13 million views on YouTube with comments ranging from high praise to majorly scandalized. But thanks to its viral status, the spot is being discussed everywhere in the media, increasing Kmart’s holiday exposure exponentially. As Adweek put it, “sometimes it’s just better to be on the naughty list,” or as one male Millennial told us, “People haven’t cared about Kmart this much…

 
 

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Millennial News Feed

Quote of the Day: “I really want to visit Tokyo, Japan to see the culture behind the growth of video games, and to eat the food.”—Male, 29, MA

Millennials are ruling music streaming when compared to Gen X and Boomers. A new survey by U.K. streaming service Electric Jukebox shows that 16% of 14-34-year-olds have active subscriptions, compared to 6% of 35-55-year-olds, and 3% of 55 and older. Although they have far more time and spending power, streaming services may currently be too complex for older consumers. In fact, 40% of young Gen X, 42% of old Gen X, and 49% of Boomers choose CDs and radio as the easier option over streaming, while almost half of 18-24-year-olds chose streaming over radio and CDs. (Music Ally

A mom of two has gone viral for her happy Chewbacca video, which has become Facebook Live’s most-watched clip ever. Last week, Candace Payne utilized the platform’s new live feature to show off her latest purchase from Kohl’s: a Star WarsChewbacca mask. Her enthusiasm and infectious laugh generated about 101 million views and got the retailer’s attention. Kohl’s teamed up with social agency Huge to deliver piles of Star Wars toys and $2,500 in Kohl’s gift cards to the micro-famous mom as thanks for her loyalty. (Adweek

In an effort to attract Millennial investors, Starbucks has issued a $500 million U.S. corporate bond for sustainable projects. The sustainability bond is the first for the coffee brand, and will go towards supporting programs for farmers in coffee-growing regions. Last year, Starbucks promised to plant up to one million trees for every coffee bag purchased, which drew in a new group of socially conscious investors. Their latest strategy will continue to strengthen their bond with 18-24-year-olds consumers, who account for 40% of the company’s sales. According to Accenture, Millennials will accumulate some $30 trillion from the generations before them, making them a target market for investors. (Fortune

What’s the secret to beauty box subscriptions’ success? Millennials. Services like Birchbox and GLOSSYBOX have resonated with curious young consumers who are looking for new beauty products and “love the idea of self-indulgence.” Subscription brands have attracted Millennials through social media social influencers. Vloggers’ “unboxing videos” pull in a substantial audience, with one such video receiving 100,000 views in a few days. Male-focused subscription boxes like Harry’s and Dollar Shave Club have also found success with Millennial men for their value and convenience. (Mic

The Great Recession may have caused financial instability, but it didn’t stop “foodie” culture. While dining-out expenditures dipped slightly between 2007 to 2008, they quickly rebounded in 2012, even though income levels had not. Although Millennials especially felt the effects of the recession, they have been linked to the “sustainability of the ‘foodie’ ideology.” To get through the financial crises, Millennials opted to consume experiences instead of expensive material goods like houses or cars. As a result, food has become part of the new status symbols and acts as a form of “social currency.” (Eater

Quote of the Day: “The most important part of prom is the honor of being asked by an upperclassmen.”—Male, 15, NY

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