ad:tech New York: Marketing to Millennials
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Transcript of ad:tech New York: Marketing to Millennials
PRESENTER:
Marketing to Teens and Millennials: Creative Showcase of Digital Success Stories
Kevin Barenblat, CEO and co-founder, Context Optional
Know Your Audience:
• 72 % of teenage girls are on Facebook• 36 % of teenage girls have a smartphone
Data via Wet Seal and Edelman
How They Shop• 36 % of millennials won’t make a purchase that friends
won’t approve of• Millennials look for information about brands an
average of 7.4 times/month• Millennials increasingly turn to friends, family and
social networks to discuss customer service issues
Data via Wet Seal and Edelman
Wet Seal: Social + Mobile
• User-Generated Merchandise Content• Fan-gated Page Access • Social Shopping: Web + Facebook +
Mobile
“Shoppers using the outfit tool are 40% more likely to buy something, and buyers spend 20% more.”
Sears Campus Connection: Multi-Media
• Millennial-specific campaign • Incorporating video• Tie-in with off-Facebook retail site
Kohl’s Cares: Cause Marketing
• Appealing to the ‘We’/Do Good Generation• Focus on engagement/community building• Crowd-Sourced Giving• Building Brand Loyalty/Affinity