Viewing entries tagged
social media

Millennial Women Series: Hashtags

Comment

Millennial Women Series: Hashtags

We're continuing with our 5-part series focusing on the Millennial woman. Today’s feature: #Hashtagit.


More than 70% of consumers are motivated to explore new brands when hashtags are present. Hashtags are everywhere and a lot of the time serve as fluff, but there is a way to use hashtags to foster conversation and unite consumers in a digital experience. With the Millennial addiction to social media using hashtags can make a great marketing technique. One click has the potential to bring each Millennial to a self curated page that showcases the brand.

When marketing to Millennial women inspiring and empowering hashtags can generate social buzz and PR. Hashtags such as #likeagirl for Always and #girlboss for Sophia Amoruso’s book have sparked online conversations.

One brand successfully using hashtags for this market is Actavis. This pharmaceutical brand offers birth control with a very low dose of estrogen. Their recent advertising campaign focuses on the hashtag #ActuallySheCan.  #ActuallySheCan was created in response to the existing catchphrase “I can’t even.” This directly appeals to Millennial women empowering them to achieve their goals while encouraging the consumer to get more familiar with the brand. 

The site focuses on a character, Violet, who is a young female Millennial. On different pages of the site the visitor has the option to engage with the brand on a more playful level. Actavis invites visitors to upload selfies to receive a personalized Shemoji and is currently hosting a writing contest called Actually 500 Words Can

#ActuallySheCan creates an online community for Millennial women to interact with the brand and learn about birth control. An online conversation is started where anyone can join or go to receive information. Their hashtag #ActuallySheCan inspires women to take part in the conversation, take control of their own health and go for their goals.

Using hashtags amplifies brand voice and allows the target consumer to engage with the product directly. Not only does it create an online community but it also stimulates a larger movement. Brands, marketers, creatives--consider reaching the Millennial women by creating a hashtag to which she can connect.

 

Comment

Millennial Women Series: Getting More Personal

Comment

Millennial Women Series: Getting More Personal

Over the next couple weeks, we’re launching a 5-part series of blogs focused on the Millennial woman. Today’s feature: Getting More Personal.


Millennial women are revolutionaries. Demanding change and forging new paths for younger women coming after them, Millennial women are inspiring change. Whether or not this affects marketing is not a question. These women expect to be treated as individuals and that includes how marketers and brands speak to them. There are several ways brands can get more personal with Millennial female customers to make them feel valued and take action.

Treat Them Special

Go beyond simply ‘liking’ or commenting back. Giving a little attention goes a long way.  Creating loyalty programs, recognition events, special access to sales and promotional events allows a personal relationship to develop between the brand and Millennial woman. Simply appreciating anyone builds trust. In this case it also leads to increased ROI.

One Size Does Not Fit All

Millennial women want to engage with a brand that they can relate to and see themselves. Companies like Primark do this well.  Primania is an online fashion playground for their customers to post, share and get inspiration from. This site shows a range of individuals who engage with the brand, mainly by taking selfies. It allows old and new customers to picture themselves in the products with more of a sense of reality. These women look just like the customer, they are relatable. Instead of forcing women to believe they have to look a certain way in order to participate, brands can be inclusive, showing that Millennial women of all types are welcome to interact with and benefit from the brand. Do this.

Target

What better way to personalize than to use sophisticated websites that analyze cookie data and self-service platforms? Using this information actually helps to connect with Millennial women. This group desires to be seen as unique and authentic. The information these platforms provide allows that to develop. Personalized advertising will grow in importance for this generation as they continue to be the earliest adopters of new technology.

As the buying power of Millennials increases, brands must respect that members of this generation expect to be treated as individuals. Go get personal.


Comment

The Millennials' Most Significant Relationship: Social Media

Comment

The Millennials' Most Significant Relationship: Social Media

Millennials are challenging the status quo within marketing and advertising--forcing new tactics within the industry. There has been so much reported, researched and written about the habits of this generation. But one thing stands out: the significant adoption of social media into their lives.


Millennials barely watch television but sleep with a mobile under their pillows. For them, the mobile device is an extension of the body, mind, mouth and heart.  Socializing and connecting is in the palm of their hand. Whether it is through Facebook, Snapchat, Instagram, Pinterest, Tumblr or Yelp--starting a conversation has never been more instant. These social media sites allow millennials to like, hashtag, repost and share content.  They are given the freedom to create their own online archive. 

But what aesthetics are millennials actually looking for in social media? Here's what our research and work tells us:

  • Mobile content
  • Consistent themes, both written and visually
  • Clear and accurate content that is impartial
  • Various viewpoints and recognizable names
  • High quality videos and photos
  • Brands with a sense of community
  • Interactive platforms

These qualities attract Millennials. They help to deliver concise, digestible messages and create a personal experience online. When crafting any content, to engage your millennial audience it helps to keep the following in mind:

  • Reveal the human side of your company
  • Write short status updates (recommended under 100 characters)
  • Respond to each comment or post on your page promptly
  • Produce content that is relevant to your audience/followers (know who they are)

Brands need to act like Millennials to attract them. In doing so, brands reduce the distance from themselves to their customers. That gap is now replaced with a personal connection the customer feels towards the brand.

Questions? Give us a buzz or send us an email. We’d love to discuss our insights and what’s worked for us. 

Comment

What We Can Learn From Millennial Behaviors in the Alcohol Market

Comment

What We Can Learn From Millennial Behaviors in the Alcohol Market

Millennials have changed the drinking culture. Alcohol brands have four generations to consider; the Greatest Generation (68+), the Baby Boomers (49-67), Generation X (37-48), and the youngest, the Millennials. In this article we look at alcohol preferences of Millennials to outline behavioral patterns of this group that can be applied across industries.  


Social Is Important:
Drinking alcohol is much more of a social activity than with any other generation. Millennials associate drinking with outdoor activities and holiday occasions while older generations think of drinking as something to do alone. And why wouldn’t they? Being social is a fundamental behavioral trait for people age. It’s also mirrors the digital experience Millennials have today. 

Authentic Identity and Storytelling Are Critical:
Millennials look for more authentic and flavorful experiences with their alcohol. They prefer to support brands they feel could make a difference in their own lives. What they choose to drink, is an extension of their identities. “Traditional American” beers, like Budweiser, are seen as bland so they choose craft beers, like San Francisco’s own Anchor Steam. Craft beer brands have found success by creating niche stories and designs that connect authentically. This type of experience has become the standard of trustworthy marketing to Millennial audiences. Simply put, Millennials are receptive to this flavor of content campaigning. 

Event Marketing and Blogs Rule:
When it comes to alcohol, Millennials respond best to in-person events and online blogs. Traditional marketing can be seen as untrustworthy and unnecessary. They take pride in finding a brand they love and discovering it on their own.

Brands from all industries can learn a lot from these preferences when it comes to connecting with Millennials. Baseline opportunities: 

  • Provide opportunities for the consumer to engage with and get-to-know the personality and values of your brand.
  • Align with the storytelling, authentic and adventurous spirit of millennials (How does your brand act as an extension of their respective identities?)
  • Create unique environments for to connect with your brand on a human level, whether it’s in person or online. 

If you’d like more information about how to better connect with Millennials, contact us.  We’d love to discuss how we can help you with your goals. 

Comment