fomo for marketers – how to create content for millennials
TRANSCRIPT
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”
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