Unlocking The Power Of “Belieber” Marketing

Bieber in WingsWhether you’re a Belieber or not, there’s no denying that Justin Bieber has long been a teen phenomenon and is a model in the marketing world as well. He’s built an army of loyal fans from social media, paved the way for other artists to do the same, and remains a powerhouse performer and teen idol. We attended his concert at Madison Square Garden last night, where it became eminently clear why he’s still a favorite among tweens, teens, and twentysomethings; he continuously celebrates fans for being a part of his journey and for believing in him. This authentic attitude and his enormous appreciation for his fans is something that marketers across all industries can learn from and adopt.

Fans have always been a huge part of Bieber’s success from making his YouTube videos go viral to showing up at events to support him. Throughout the concert last night, he kept thanking his fans for all that they’ve done and even took time to express this in video form. Various clips of him circa his childhood YouTube days were shown on screen and Bieber noted how his fans helped discover and launch him to stardom. As a result, fans feel a strong attachment to him since they knew of him before he was famous, and in essence, were invited in to the process of making him a star. Brands can take note of this by inviting their consumers/fans in early as well, and letting them give their input in the creation of a product.

Bieber also went into detail discussing how fans have always been there for him, and he thanked them for everything they’ve done, no matter how big or small. They’ve tweeted about him and retweeted his links, bought his albums, merchandise and movie tickets, attended his concerts, made shirts, signs, and more. Many of the actions he mentioned related to fans sharing their love on social…

 
 

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Millennial News Feed

Quote of the Day: “This year, I’m planning on taking [my] wife and kid to the Philippines so he can experience his mother’s culture. His mother is Filipino while I am African American.” –Male, 32, CA

Over the last few years, airline flight safety videos have become marketing clips, with some going viral and brands getting more creative with their messages to stand out. Delta’s new in-flight safety clip is no exception, and they’re trying to speak young consumers’ language with a parade of internet guest stars. Meme celebs like Nyan Cat and Overly Attached Girlfriend make appearances in the “walk down Web culture memory lane” that has been viewed almost 2 million times in two days. (The Next Web)

The start and stop years of generations is hardly agreed upon, and many distinguish teens as a completely separate generation from Millennials—one that brands are paying more attention to. Tips for connecting with Gen Z (aka Plurals, Homelanders, iGen, or post-Millennials) include exposing your quirky side (or getting a little weird), having #NoFilter, and engaging with them on the social platforms they use. (Adweek)

Back in 2013, we told brands to prep for the future of e-commerce, including subscriptions beyond the beauty box—and we’ve been keeping track of the trend ever since. The founder of subscription box startup Carnivore Club has some thoughts on where the popular industry will go next. Expect even more niche product offerings, luxury services sold en-masse, and big retail brands joining in on the subscription model craze. (PSFK)

Nothing says summer like a baseball game—right? Maybe not for the next generation. The number of casual young players is dropping, and some Little Leagues are struggling to pull in players. According to the National Sporting Goods Association, the number of seven to 17-year-olds participating in baseball fell 41% between 2002 and 2013. New preferences for other sports like lacrosse and soccer, and kids’ focusing on a single sport for the whole year, could be reasons behind the drop off. (WSJ)

The promposal trend, which we spotted last year, has only been growing and now brands are getting in on the public “will you go to prom with me” spectacles. MTV launched “Promposal Mania” last month, orchestrating promposal stunts with pop stars and broadcasting them on Snapchat and Periscope. Sour Patch Kids has asked teens to submit their promposal stories on social, and is hosting a prom for the winners of the competition. (The Drum)

Looking for a quick stat on young consumers to get you up to speed before a strategy session? Searching Ypulse is the best place to start! Silver and Gold members have access to 10,000+ articles, 20,000+ curated news items, and thousands of statistics on Millennials and teens drawn from our monthly national survey of the generation. Your search can begin and end with us. (Ypulse)

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