fomo for marketers – how to create content for millennials
TRANSCRIPT
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Marketing to Millennials Clorox + Current
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What % of Millennials suffer from FOMO?
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70%
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Why Millennials?
Biggest spenders: $170 billion per year by 2020
Most social + vocal: 4.5 hours a day on social
Brand advocates: 9/10 take action on behalf of brands
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We knew Clorox could provide tips, tools and inspiration to help Millennials make more of their experiences at home. OWN: PRE-CLEAN • ENTERTAINING • POST-CLEAN
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Research shows that Millennials delay life events, including home ownership, marriage, children and settled careers. The majority are living in rental situations and often with roommates.
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Getting into the Minds of Millennials
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• Connected generation
• Appreciates authenticity
• Doesn’t want to ask for help or appear stupid
• Will do anything for freebees
• Simplifies life to the point of necessity
• Wants exclusive brand experiences
• Wants control of how and when they engage
• Will share positive brand experiences
• Motivated by FOMO
Millennial Snapshot
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Online Behaviors • Will engage if there is any level of incentive
• Looks to brands for in-the-moment inspiration
• Text is their preferred communication channel
• 65% are disconnected only one hour or less per day
• Interaction with the world comes from digital content
• Multi-screen engagement is their default
• Google is the go-to for any and all questions
• Seek out advice from people they can relate to
• Instantaneously shares loved content and experiences
• Creates new platform and tool usages +
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Content Interests
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Streaming music +
video
Pop culture + entertainment
Humor
Memes
Helpful gadgets +
tools
Syndicated video
content Self expression
apps
Decorating, fashion + beauty,
party ideas
User shared images +
video
Content Interests
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We Sampled Their World
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“Don’t refer to me as a roommate or a renter, I’m a twenty-something lady just trying to figure out how to make tomorrow more interesting than yesterday”.
“I am open to any advice as long as it comes from someone I trust, find inspiring or has walked in my shoes. Or Google”.
“I have to be in the know.”
“I’d rather pay for experiences over material items”
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Target Millennial women Focus on roommates Create exclusivity Use target-right platforms
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Anyone Out There? White Space
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Competitive Audit
Female Millennial Focused
Sites
Apartment Living +
Decorating Sites
Holiday + Event
Inspiration Sites
Entertainment + Gossip
Sites
Trending + Staying
Connected Sites
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The whitespace: Ideas for social gatherings inspired by life stage and what’s trending
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Drum Roll Please…
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Introducing Gather
Content that serves up unique and trendy “excuses to hang out” that won’t break the bank, but might turn into tonight's theme or a new tradition.
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Gather Branding
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Guiding Principals
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Millennial-centric Aspirational but obtainable Friend to friend Intimate + inviting Instagram style + tightly cropped Hand-crafted details Minimal copy, visual content
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Talking the Talk
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Gather Theme Memes: Provide seasonal and in-the-moment gather themes that are easy and cheap to pull off.
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Content Strategy
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Gather Event How-Tos: Partner with party planners to create visual step-by-step guides for larger gatherings.
Content Strategy
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Gather Quotes: Create quotes that celebrate togetherness and Millennial life-stage realties.
Content Strategy
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• Aligns with target
• Great testing platform
• Affordable media options
• Focus on awesome content vs. big build expenses
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Why Tumblr?
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• Grow our Tumblr following
• Achieve engagement with content on par with other CPG’s
• Achieve likes and follows
• Achieve reblogs
• Track click-through to brand sites
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Measuring Success
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• Generated over 428K impressions, over 10K engagements
• Average engagement rate of 2.38% (average benchmark is 1.85%)
• Of the total engagements, 51% are notes (likes + reblogs)
• This is 31% higher then our benchmark
• Organic engagement rate is 600% higher than industry standard
• Funny quotes and cute images are our top performers
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Results: First 6 Weeks
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On the first day we
received over 4,500
notes
On Earth Day…
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gathernow.tumblr.com
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Christine Bridger Current, Executive Creative Director [email protected] @clbridger
Lisa Dini Current, Executive Vice President [email protected] @lisadini