Creative’s continually get briefed campaign after campaign to find insight on how to connect their brands to the youth market. It’s a daunting task considering the fact that millennial’s change the views and opinions daily, but despite that, core beliefs and values still remain rigid. How do we then find common ground when trying to engage the youth and more importantly keep them engaged?
It’s possible if you dig deep enough and unravel what actually drives the target markets behaviour. Trends, celebrities, technology, opinion leaders? When that’s done, the tricky part is where an idea has to match the key findings. When it comes to social media and youth oriented advertising plans it’s pretty simple. The youth want to tell a story. Marketers should understand that they live their lives offline in order to tell a story online. This is to mutual friends and family and to a life they aspire to. So if you come up with something that will be able to make me tell a story, a story through a simple status update, tweet or online check-in where your brand efforts are strong enough to get mentioned, then you’ve done something right.
Their online activity reflects a life that they live truthfully, and that has a ripple effect on brands as that influences others in their respective circles. That’s the same reason that makes viral campaigns and trending topics so successfully. It’s a story that we want to share. It something that resonates deep within us instantly. With the youth market especially, what’s most important is that we have to chuck out all the research(after analysing it) and then see things from their side. The right insight will definely drive your brand from just being another product to being a culture leader.
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