An opinion piece for WGSN.

1. MARKETING TO TEENS
By Liz Miller, WGSN, 12 July 2011
With teenagers exposed to a wider range of imagery online than any previous generation, some brands are using more
extreme marketing to get noticed. Is this the most effective way to reach this consumer? WGSN explores the issues.
WGSN TAKEAWAYS
Brands that try too hard to
attract this generation with
extreme or provocative
marketing might experience
a cynical backlash from
their own target audience
Teens are brand-loyal and
are more likely than the
Teens look to brands that can offer them a lifestyle and Teens are immersed in multimedia technology, which opens older section of the
value set they can adhere to possibilities for marketers millennial segment to be
open-minded about choosing
different brands
Teenagers today have grown up with raunchy music videos, easy access to online
The full potential of
pornography and increasingly violent video games, but the effect of this on their
smartphones is still
attitudes is hard to quantify, according to Diana Caplinska, planner at advertising untapped. They cater to the
agency Euro RSCG. impatient, demanding and
connected nature of
"Most teens are better than previous generations at drawing a firm line between millennials, and offer an
showbusiness and real life. And while websites such as textsfromlastnight.com excellent platform for a
creative marketing approach
[heavily loaded with controversial American Apparel advertising] might be a
significant indication of provocative behaviour becoming the norm, one should Teens and millennials like to
connect with people
not forget that such content is generated by the select few, and is unlikely to be
according to their ideas,
considered the norm by the majority," she says. rather than striking up
friendships with those in
When British fashion brand Jack Wills released the 2011 edition of The Spring close proximity
Term Handbook earlier this year it featured images of semi-naked models on a Teens want to be able to
beach, and was considered "overtly sexual" by UK regulator, the Advertising share a marketing message
Standards Authority (ASA). or ad they like. If you get the
content right, they will
While the company responded that "their brand was targeted at university students market it for you
aged 18 to 22" and stressed that consumers had to be over 18 to receive the
catalogue, the ASA ruled that "younger teenagers could have both direct and WGSN ANALYSIS
indirect access" to the handbook and that it shouldn’t appear again "in its current
form". Zoe Decool, planner at Euro
RSCG, highlights three hot
Caplinska says the problem for brands is that younger consumers will always examples of marketing to
teens and millennials:
gravitate towards labels aimed at an older target market: "It is impossible to talk
about the teen market in isolation from the rest of the millennial audience [15 to
29 year olds], as the brands that claim to cater to those in their early twenties end Diesel’s A Hundred Lovers
up being perceived as aspirational by the younger millennials." campaign: "Brands playing
with cultural referencing:
She adds: "In the case of Jack Wills, the tension arises from the drastic differences Diesel and Goddard."
within legal connotations between these two target groups." Mango’s Kate Moss and Terry
©WGSN 2011

2. Richardson film: "Featuring
the popular and controversial
photographer Terry
Richardson with Kate Moss,
this film recreates a key scene
from the movie Point Break."
Burberry Acoustic: “[Teens]
are incredibly hungry for
quality content. Looking for the
new/the underground at a time
when music, for instance, is so
One of the less risque ads from the Jack Wills One of the less risque ads from the Jack Wills available."
spring/summer 2011 campaign spring/summer 2011 campaign
Focusing on content over media channel Related reports
Another characteristic of the teen market is its total immersion in multimedia
technology, which opens many possibilities for marketers, says Zoe Decool, also
a planner at Euro RSCG.
"This represents a great opportunity to offer richer and more stimulating content What Teens Want (West), Los
to a generation that has been used to digesting a lot of content ... they enjoy Angeles: conference analysis
personalising it and playing with it," she says. 6 January 2011
WGSN reports from the 2010 edition of
What Teens Want (West), a youth
However, this age group has a very short attention span, so your message has to
marketing conference held in
stand out. The upside is that if you get it right, the audience will redistribute your California.
marketing for you, according to Caplinska.
"Millennials have grown up to be cynical about advertising, be it TV, print or
online. They are also exceptionally good at cancelling out the commercial noise
on Facebook, Twitter, and sponsorship claims. They like to be surprised, but
advertising will only get you so far," she says.
"So instead of the media, the focus should be on the right content that really Japan's Dokumo: youth consumer
insight
excites the audience by being either exceptionally entertaining or useful. 30 September 2010
Millennials will make sure it reaches the right people themselves." Japan's Dokumo are ordinary girls who
- through appearances in magazines and
Erin Bilezikjian-Johnson, group director of custom research and insight at media blogs - shape the Japanese youth
market.
agency OMD, agrees. This age group is receptive to advertising, but on their own
terms, she says. "The ad has to be entertaining and thought-provoking. They yearn
for ads that they can show to their friends on YouTube, such as the Old Spice
commercial."
However, she adds that traditional media still plays a major role in teen
purchasing decisions.
Today's teen in 2020, survey: youth
A recent survey conducted by OMD on millennial attitudes and behaviours to attitudes
shopping in the US found that within the 15- to 17-year-old segment, TV, 12 July 2010
In 2020, young consumers will value
followed by word of mouth from friends and family, have the biggest influence on price over brand name, spend more
awareness of products. time online socialising, and demand a
multifunctional device for their
technological leisure, according to the
When it comes to researching products and brands, however, this age group will Teens 2010 survey conducted by
go online and look for prices and reviews. Creafutur.
"15- to 17-year-olds see themselves as life explorers. They are motivated by the
idea of invention, and shopping is about exploring themselves," says Bilezikjian-
Johnson. "The personal pay-offs are about experimenting with types of brands,
and the social pay-off is about acceptance."
©WGSN 2011

3. idea of invention, and shopping is about exploring themselves," says Bilezikjian-
Johnson. "The personal pay-offs are about experimenting with types of brands,
and the social pay-off is about acceptance."
Brand affiliation through lifestyle and value set Luxury consumer snapshot:
newcomers
Bilezikjian-Johnson identified four criteria that 15- to 17-year-olds feel are 7 July 2011
important in a brand: authenticity, meaning brands that are transparent and have A new luxury consumer group has
personality, but are not trying too hard; quality; expression, meaning being up-to- emerged since the global financial
crisis, heard the FT Business of Luxury
date with trends; and affordability. Summit. "Newcomers" are an
increasingly significant group who are
Decool agrees with the assertion that brands need to be authentic: "This now making their first luxury
purchases.
[millennial] generation is not after a badge, but brands that can offer them a
lifestyle and a value set they can adhere to."
Bilezikjian-Johnson says this viewpoint is common because these teens are the
most racially and ethnically diverse generation ever, so it follows that they also
espouse liberal attitudes, self-expression and sociability.
"This generation is all about inclusion. They are accepting and liberal and that
extends to every part of their lives. For marketing, that means having talent and a
message within ads that represents everyone."
Despite their cynicism about advertising, if they like your product, teenagers will
stick with you because they believe the right brand helps them build a sense of
identity, according to Caplinska.
"Teens can be brand-loyal, especially when it comes to lifestyle brands. Their
choice of music, sport and - most importantly - peer group determines their
identity, and the right brand can help them take more control over how they are
being perceived."
©WGSN 2011