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Peter Cassidy - Stop marketing at millennials, start marketing with them


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Stop marketing at millennials, start marketing with them

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Peter Cassidy - Stop marketing at millennials, start marketing with them

  1. 1. 1Netgear Proposal Stop Marketing At Millennials Start Marketing With Them @Stackla @Pete_Cassidy
  2. 2. 2Netgear Proposal % of Millennials say authenticity is important when deciding what brands they like and support
  3. 3. 60% of consumers say user-generated content is the most authentic form of content
  4. 4. 4Netgear Proposal % of the time, Millennials can tell the difference between brand-created content and user-created content
  5. 5. 5Netgear Proposal % of Millennials have unfollowed a brand on social media because of inauthentic content
  6. 6. 6Netgear Proposal Influencing Millennial Purchases Created by celebrities or Influencers % Created by real consumers % Content Millennials say influence their purchasing decisions
  7. 7. 7Netgear Proposal 2.5 Billion pieces of user-generated content are created every day
  8. 8. 8Netgear Proposal “We knew authenticity was the key. Slick product photography and cheesy montage videos weren’t going to resonate with our core audience of 18-24 year olds.” Kirsten Matthew
  9. 9. 9Netgear Proposal 440% Ad Engagement Impactful Advertising
  10. 10. 10Netgear Proposal “We really wanted to take it away from the celebrity ether and root it in real people doing authentic things on holiday.” Claire Cronin
  11. 11. Engaging Websites 260% Online Bookings
  12. 12. 13Netgear Proposal Won Campaign of the Year in Marketing Week’s 2016 Competition 16.9 million promoted tweet impressions 863 searches per minute +
  13. 13. Netgear Proposal 14 “Visual inspiration is key, when it comes to consumers’ decision making process for travel. At the VisitScotland Instagram Travel Agency, we’re marrying the offline and online space.” Christina Bruns
  14. 14. 16Netgear Proposal Integrate UGC Throughout the Buyer’s Journey
  15. 15. 17Netgear Proposal Tips for Launching a UGC Strategy 1 Run a Competition
  16. 16. 18Netgear Proposal Christina Bruns “Because UGC is created by real travelers, it’s much more relatable than what a brand can produce. With this contest, we were able to get photos from people in places they truly care about, and saved on attaining quality photos that were unique.”
  17. 17. 19Netgear Proposal 4,350 traveler photos submitted 34% month-over-month increase in blog traffic
  18. 18. 20Netgear Proposal 350 YouTube entries 200K Views 20,000 Votes cast
  19. 19. 21Netgear Proposal Steps to Building a UGC Strategy 1 2 Run a Competition Host an Event
  20. 20. 22Netgear Proposal 35K Impressions 586% Lift in engagement 2,600 Total engagement
  21. 21. 23Netgear Proposal Steps to Building a UGC Strategy 1 2 3 Run a Competition Host an Event Identify & Incentivise Influencers
  22. 22. 24Netgear Proposal 20K Pieces of UGC 10,000 Booking Enquiries 7 Day Campaign
  23. 23. 25Netgear Proposal Peter Cassidy Co-Founder and CMO, Stackla @Pete_Cassidy, @Stackla Download the Report at