Get close to youth at ESOMAR Qualitative 2014

CELEBRATING*

BEING PART OF THEIR JOURNEY *

BEING… NOT BORING*

SHARING STORIES*

* ALL THE TIME

BEING IN THE HEART OF YOUTH MEANS

• 3 weeks June-July 2013

• 10 countries & in one

language (English)

• 120 active community

participants + 30 active

blog participants across

all 10 countries

• Total of 2820 community

posts + 322 blog posts

The celebrating youth community

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=L7Y16nA6gT_qWM&tbnid=-gzzMeWLwNotbM:&ved=0CAUQjRw&url=http://now-here-this.timeout.com/2013/05/09/these-colours-may-run-the-color-run-5k-is-coming-to-london/&ei=g0AgUt3bH8Ox0AW0voHIBg&bvm=bv.51495398,d.ZG4&psig=AFQjCNGWcg8lKnZCLmDyU7_0MHBNpwCJBg&ust=1377931726560443

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=L7Y16nA6gT_qWM&tbnid=-gzzMeWLwNotbM:&ved=0CAUQjRw&url=http://now-here-this.timeout.com/2013/05/09/these-colours-may-run-the-color-run-5k-is-coming-to-london/&ei=g0AgUt3bH8Ox0AW0voHIBg&bvm=bv.51495398,d.ZG4&psig=AFQjCNGWcg8lKnZCLmDyU7_0MHBNpwCJBg&ust=1377931726560443

YOLO ≠ YOLT

Amsterdam Stockholm Berlin Warsaw

78%participation

61%participation

52%participation

75%participation

Low

#selfiesteem?

OnlineOnline questionaire

YouTube

Pre-roll videos

Facebook

How we

engaged

Millenials

All partners shared story via Social Media – and let users share further

Fans reacting

@Joeri_InSites

joerivandenbergh

www.howcoolbrandsstayhot.com

Co-founder, Gen Y expert & marketing author InSites Consulting

Joeri Van den Bergh

Simone Reitbauer

Head of Research & InSights VIMN Northern Europe

@VIMNInsights

vimninsights.viacom.com

Get close to youth at ESOMAR Qualitative 2014

Marketing

Transcript of Get close to youth at ESOMAR Qualitative 2014