gen y- digital campaigns that actually worked
DESCRIPTION
The 15-25 year old audience were born on the side of the information highway and are thus notoriously hard for brands to reach. Here's a few campaigns that worked!TRANSCRIPT
![Page 1: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/1.jpg)
GENER
ATIO
N Y/Z
: CAM
PAIG
NS TH
AT
WORKED
.
BY M
EGAN B
AKER- C
OM
MUNIT
Y MANAGER
@ T
HEF
ARM D
IGIT
AL
![Page 2: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/2.jpg)
GEN Y/Z
WHO ARE THEY?
AN INCH DEEP AND MILE WIDE RANGE OF KNOWLEDGE AND INTERESTSALWAYS CONNECTEDSEPARATION ANXIETY FROM MOBILE DEVICESFEAR OF MISSING OUT!
HEY BB!
![Page 3: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/3.jpg)
SOCIAL USAGE
QUICK STATS!
14-19 YR OLD SOCIAL MEDIA USERS:
94% ON FACEBOOK41% ON INSTAGRAM10% ON GOOGLE+7% ON TWITTER4% ON PINTEREST1% ON LINKEDIN62% USE SOCIAL MEDIA WHILE WATCHING TV
![Page 4: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/4.jpg)
NO.1: SKITTLES
BUILD THE RAINBOW
![Page 5: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/5.jpg)
WHAT IT IS:SKITTLES “BUILD THE RAINBOW” WAS AN ONLINE ACTIVATION THAT ENGAGED FACEBOOK FANS BY GETTING THEM TO PLEDGE 100,000 SKITTLES TO FILL AN UPSIDE-DOWN RAINBOW THAT WAS LIVESTREAMED FOR 48 HRS. THE STREAM FEATURED A CAST OF QUIRKY CHARACTERS OVERSEEING THE BUILD AND BUILDING INTO THE SKITTLES “SURREAL” AND ONLINE CULTURE TONE OF VOICE
![Page 7: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/7.jpg)
AS A RESULT OF SUCCESSFUL BRANDING, SKITTLES IS ONE OF THE MOST POPULAR FACEBOOK PAGES WITH 25 MILLION FANS AND INSANE ENGAGEMENT ON EVERYTHING THEY POST.
![Page 8: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/8.jpg)
WHY IT WORKED:OBJECTIVES: GROW AND ENGAGE FAN BASE
INSIGHT: PEOPLE DOES NOT WANT TO SEE AN AD, THEY WANT TO SEE AWESOME CONTENT
STRATEGY: USE OF MOB MENTALITY AND COMBINING THE ONLINE AND THE PHYSICAL- ONLINE INTERACTION = 1 SKITTLE IN THE RAINBOW. FANS AREN’T JUST ENGAGED, BUT INVITED TO BE PART OF SKITTLE’S CRAZY ANTICS.
MEDIA: USE OF SOCIAL- FACEBOOK APP WITH LIEVE STREAM VIDEO EMBEDDED. PAID MEDIA BEHIND IT TO IMPROVE ITS EDGERANKING, EASE OF USE, EASY TO SHARE, EXACTLY WHERE THE TARGET LIVES.
![Page 9: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/9.jpg)
NO.2: SLURPEE
BYO CUP DAY
![Page 10: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/10.jpg)
WHAT IT IS:SLURPEE WAS FACED WITH A COPY-CAT PRODUCT FROM COCA-COLA AND NEEDED TO COME UP WITH A CREATIVE WAY OF EXCITING CONSUMERS AND CAPTURING THEIR IMAGINATIONS. THEY DEVELOPED THE AMAZING CONCEPT OF ALLOWING CONSUMERS TO BRING THEIR OWN CUP TO 7/11. THIS WAS A TRADITION STARTED IN 2011 AND HAS NOW BECOME AN ANNUAL TRADITION AND PART OF THE BRAND’S IDENTITY.
![Page 12: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/12.jpg)
FB HILARITY ENSUES…!
![Page 13: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/13.jpg)
WHY IT WORKED:OBJECTIVES: BEAT COPYCAT PRODUCT FROM COCA-COLA
INSIGHT: DUE TO BEING YOUNG AND RESTICTED, TEENAGERS CRAVE NOTHING MORE THAN FREEDOM. ONE THING ABOUT THE PRODUCT HAS ALWAYS REMAINED THE SAME- THE CUP- SO WHY NOT GIVE SLURPEE DRINKERS THE FREEDOM THEY CRAVE?
STRATEGY: PROMOTE BRAND LOYALTY THROUGH CREATIVE EXECUTIONS THAT INVOLVE THE CONSUMER
CREATIVE: CAPTURES CONSUMERS IMAGINATIONS- THE CONTENT RELIES ON THEIR PARTICIPATION. THE PRINT/ONLINE CONTENT WAS INFLUENCED BY THEIR IDEAS.
DIGITAL: THE DAY WAS PROMOTED AND SHARED FAR AND WIDE ON DIGITAL AND GENERATED A HEAP OF ENGAGEMENT AND USER-GENERATED CONTENT!
![Page 14: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/14.jpg)
NO.3: HUNGRY JACK’S
CHECK IN & WIN
![Page 15: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/15.jpg)
WHAT IT IS:HUNGRY JACKS IDENTIFIED A GAP IN THE AUSTRALIAN FAST FOOD MARKET – MOBILE GEOTARGETED REWARDING. THE CHECK IN & WIN APP IS EXTREMELY SIMPLE- DOWLOAD THE APP, CHECK IN TO A HUNGRY JACKS RESTAURANT ON FACEBOOK, AND RECEIVE AN INSTANT PRIZE. IT WAS EXTREMEMLY POPULAR – ALTHOUGH NOT CREATIVELY BRILLIANT, IT SHOWS THE TECHNOLOGY CAPABILITIES OF MOBILE AND SOCIAL.
![Page 17: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/17.jpg)
INTERFACE & APP FEATURES
![Page 18: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/18.jpg)
WHY IT WORKED:OBJECTIVES: BOOST HUNGRY JACK’S SOCIAL MEDIA AWARENESS AND BRAND ENGAGEMENT
INSIGHT: GEN Y/Z ARE THE HIGHEST USERS OF SOCIAL MEDIA AND THE LOWEST EARNERS. THEREFORE, A FREE LUNCH FOR A CHECK-IN IS A PERFECT MUTUAL VALUE EXCHANGE.
STRATEGY: TURN FAN’S NEWSFEEDS INTO ADS BY GETTING THEM TO CHECK IN, AND REWARD THEM WITH LUNCH
MEDIA: MOBILE APP/FACEBOOK.
![Page 19: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/19.jpg)
NO.4: MEATPACK
MEATPACK HIJACK
![Page 20: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/20.jpg)
WHAT IT IS:MEATPACK IS A GUATEMALEN SHOE STORE KNOWN FOR ITS EDGY STYLE AND SPECIAL DISCOUNTS. THE HIJACK CAMPAIGN IS AN APP THAT GAMIFIES THE RETAIL EXPETIENCE BY GETTING THEIR “SNEAKERFREAK” CONSUMERS TO LITERALLY RUN FROM THEIR COMPETITOR’S STORES AND INTO THE MEATPACK STORES TO RECEIVE A DISCOUNT.
![Page 22: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/22.jpg)
WHY IT WORKED:OBJECTIVES: HIJACK CUSTOMERS FROM COMPETITORS
INSIGHT: SNEAKERHEADS WILL LITERALLY RUN FOR A GOOD DISCOUNT!
STRATEGY: INJECTING EXCITEMENT INTO THE RETAIL EXPERIENCE BY TURNING IT INTO A RACE AGAINST THE CLOCK!
![Page 23: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/23.jpg)
AND- A SIGN OF THE TIMES…
THE OFFLINE GLASS
![Page 25: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/25.jpg)
WHY IT WORKED:OBJECTIVE: RESCUE PEOPLE FROM THE ONLINE WORLD AND REVIVE BAR CHAT
INSIGHT: THE VALUE OF CONVERSATION IS BEING STOLEN BY SMARTPHONES/SOCIAL MEDIA
STRATEGY: CREATE A PHYSICAL BARRIER BETWEEN THE USER AND THE PHONE IN ORDER TO COMPLETELY CHANGE BEHAVIOUR. HILARITY ENSUES.
![Page 26: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/26.jpg)
WRAP IT UP!
KEY LEARNINGS
![Page 27: Gen Y- Digital Campaigns That Actually Worked](https://reader031.vdocument.in/reader031/viewer/2022013100/54b9d27e4a795957278b45d8/html5/thumbnails/27.jpg)
HOW THESE CAMPAIGNS REACHED
GEN Y / Z
HEAVILY MOBILE-CENTRICMOBILE USED TO ALTER AND INFLUENCE THE RETAIL EXPERIENCEBEING ALL OVER SOCIALRESPONSIVE ADVERTISINGLIKEABLE BRAND PERSONALITYALL HAVE A PHYSICAL ELEMENT