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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The Newsfeed

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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