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Effective Marketing for Millennials
Millennials! A whopping 84 percent of Americans born between 1980 and 2000 distrust traditional advertising, according to a study by the McCarthy Group. How can marketers capture their imaginations, win trust and make campaigns viral?
By going native.
According to a study cited in Business Insider, one in three millennials has bought something after viewing native advertising — content that is promotional but also engaging in its own right. The study found that only nine percent would ignore a post simply because it was sponsored.
Need inspiration? Check out examples from these three brands:
Heineken. The brewer sponsored an article and video on National Geographic’s website set amid the mountains, forests and cascading waters of Patagonia. It introduces a microbiologist who found a mushroom, smelled alcohol, and discovered “the long-lost mother of all lager yeasts.”
Combining the new yeast with the more common “father” (ale) yeast allowed Heineken to create a distinctly new craft beer. “Yeast can have sex and exchange their DNA,” Heineken’s master brewer says to the microbiologist. “It is a type of sex,” the scientist replies, “but not the one we are used to.”
Amazon. The 2018 “Alexa Loses Her Voice” video brimmed with celebrities, showcased artificial intelligence, and made viewers laugh with Alexa stand-ins who were hilarious, bawdy, or both. It’s not surprising that it was the year’s most-seen ad on YouTube, attracting more than 50 million views after its Super Bowl debut.
A majority of millennials say they are most influenced by word-of-mouth recommendations, according to an eMarketer survey. If someone close to them shares a funny or thought-provoking piece on social media, they are more likely to pass it along.
Dove. Millennials don’t just want to laugh. They also like to be part of a cause. Brands that once shied away from taking stands on sensitive or controversial topics are now expressing real opinions through advertising — and benefiting from the resulting good vibes.
Take Dove’s now-iconic “Real Beauty” campaign, for example, which explored how people often have lower opinions of their own body images than others do. The brand’s poignant “You’re more beautiful than you think” message drew tears on the part of the ordinary people it portrayed and from more than a few of those who saw it at home or on their devices. To date, it has racked up more than 68 million views.