Consumers and brands are two aspects that keeps the startup eco-system going.
Born between 1980-2000, this set of consumer is always online! They are quick to respond, want to engage with brands, expect instant gratification, transparency, have an eye for creativity, and have today become marketers’ darling.
Yes, you got it right! We are talking about the millennial generation. One, which according to U.S. Census Bureau statistics has close to $200 billion in purchasing power each year and has, in recent years, confounded researchers and brands alike.
While there are some brands that are still scrambling to reach this elusive, but highly desirable demographic, some have aced the millennial marketing game. Let’s have a look at five brands- both in India and abroad that have succeeded in talking to this generation in their own language.
Pepsi and Vodafone made ‘faces’ to win millennial
While lot of brands have lately used emojis (emoticons) or a small digital face that we all frequently use during electronic communications, Pepsi and Vodafone were the two brands that used it on a much larger scale, in India.
Where Pepsi launched its global emojis campaign #PepsiMoji in India with ‘Jaisa Mood, Waisi Pepsi’ tagline, Vodafone unfurled its much loved ZooZoo in an emojis avatar, and reportedly generated an estimate of 90 million impressions in just two days of its launch on Twitter.
Though, it was not the first time when brands present across India tried to utilize emojis but, it was the first time when they scaled up their activities. According to an Adage report, over six billion emojis are sent out on a daily basis out of which two billion are sent in India.
Oreo advocated for equality
Millennial generation is not only about products and genuine marketing – they also want to see companies working for the good of all. And Mondelez International jumped on this psyche to string the consumers together.
The brand, a few years ago, made a bold yet powerful move in the realm of quality with an ad of a rainbow Oreo cookie. The move marked the beginning of brands that listen to their customers and create advertisements that reach out to everyone.
The company even moved a step ahead and unveiled high-tech vending machines in 2014 that let consumers customize their Oreo. They smartly placed these machines at large millennial gatherings, like South by Southwest festival in Austin, Texas to re-create itself as something hip and exciting for a younger crowd.
Bourbon turned into a smartphone
When a company introduces a hashtag like #BonTheOriginal with a series of tweets that prompts you to click on a website link that asks you to register for online unboxing of the set, has product highlights like ‘power pack’, ‘friend finder’, ‘auto charge’ and ‘Chocolaty 2.0’ – you would probably think that they are introducing a new smartphone in the market.
But, what if you realize that it’s not a smartphone, but an existing biscuit brand in a new pack and avatar to resonate well with young generation? Now that’s what Bourbon, premium chocolate biscuit from Britannia, did two years ago to bring back its lost charm.
In addition to creating this online buzz, the company gave a valid explanation of the features they mentioned. ‘Friend finder’ because sharing a Bourbon helps you find new friends instantly; ‘Power Pack’ because it’s available in hangout pack as well as pocket pack; ‘Chocolaty 2.0’ because the new Bourbon was ‘thoda aur chocolaty’.
Dollar Shave Club wove wit and humor
One company that has effectively used humor, social media and authenticity to reach out to this new set of consumers is California-based, Dollar Shave Club. The company not only disrupted $13 billion worth of men’s grooming industry, which was dominated by players like Gillette, Schick, Bic to a nick, amongst others, but also managed to grab ‘organic’ eyeballs with its innovative approach.
The company came on the scene with a radical pricing model and impressive marketing approach- for a small monthly fee, you can have razors and grooming products delivered to your house and get opportunity to join a community.
Then comes humorous online video and catchy line, “our blades our f***ing great,” to make Dollar Shave Club a well-known brand amongst youngsters. This company has continued to develop its community by producing entertaining, relevant content.
Lenovo India reached them via six different social channels for six hours
One of the best traits of the millennial generations is that they don’t averse any marketing channel. They will shop both at online and offline, and would love to communicate with the brand via all social media channels- Facebook, Twitter, Snapchat, Instagram, and et al.
Banking on this quality, Lenovo India embarked on a unique social media launch for its A6000 model in 2015. The company leveraged the popularity of its brand ambassador, Ranbir Kapoor- who does not have presence on social networks- to get on to six popular social networks for six hours, and engage with his fans.
Kapoor created a huge buzz on the specially created Facebook page, and also got himself trending on Twitter. He asked his followers to make him do crazy stuff and shared those on social networks. For Instagram, he shared selfies and shoefies with the A6000, while he made a funny emoji for Snapchat, and some crazy vine videos. All the action of the day was documented on Tumblr.
Instead of Kapoor asking his fans to buy the A6000, he ensured the phone received ample buzz on social networks frequented by millennials.