How brands should speak to generation y, so they would listen.

1. The language
of millennials
Kasia Gryzlo
23.03.2016

2. Language isn’t merely descriptive.
It also conveys cultural values...

3. German
quality
reliable, durable, trustworthy, good
quality materials

4. Like a girl
weak, scared, weepy, emotional

5. Language isn’t just words. We also have a
visual language (style) from which we can
read about changes in society and culture.

6. Visual language
Before photography After introducing
photography

7. People stopped mimicking realism
after they invented photography - a
better tool
to do the work. So, painters focused
on conveying emotions through their
painting style - more expressive, less
real.

8. Thus, the technological invention
had a great influence on the
visual language/style.

10. Coming back to
Millennials ...

11. Only 3% think brands should use emoji.
47% Millennials don’t tolerate word “Millennial.”
83% responds think that using internet slang is a cheap way to buy their sympathy.
Emoji isn’t enough to appeal to millennials
Odyssey Research on 1200 Millennials, 2015

12. So, what do they expect
from brands?
We will find out in a
second, but first ...

13. Millennials
While experts have called them
Millennials, Nexters, the Digital
Generation, Feel-Good Generation,
Nothing-Is-Sacred Generation and, most
often, Generation Y, they are usually
categorised as a generation born
between middle 80s and early 90s
(Martin, 2005).
A key characteristic for Gen Y is early
and frequent exposure to technology.

14. This is how they are portrayed...

15. This generation believes in better
world and they are not afraid
to go for it(Stein, May 2013).
BUT

20. Millennials want to work hard,
learn and be leaders.
They are more opened
and tolerant than any previous
generation.
They expect brands to change
the world for better.

21. Millennials don’t trust
tv commercials. At all.
Only 1% of millennials (18-24) claims that a cool commercial can convince them
to buy a product. The rest 99% thinks it’s all bullshit. (Tyson, 21 Jan, 2016).

22. Creativity
and transparency.

23. Storytelling experiment on YouTube
Google partnered with L'Oréal Paris to experiment
with video advertising for its newly launched
makeup line, L'Oréal Paris La Palette Nude.
They put three different types of creative content
on YouTube's skippable ad format.
Then, they measured how each age group
responded to the ads.
Link to the experiment

24. What was measured:
• how long each video was watched
• which videos were watched till
the end
• clicks
• how each video influenced brand
perception

25. The Glam

26. The Show
In this makeup
tutorial, beauty
blogger "Miss
Maven" Teni
Panosian
shows viewers
how to create
day-to-night
looks with La
Palette Nude.

27. The tell
This straightforward how-
to video uses an
everyday person in a
style similar to other
user-generated content
on YouTube (simple,
straight-to-camera, DIY),
demonstrating a single
look with the product.
The content was taken
directly from "The Glam,"
so there is no significant
difference in the
substance of the video,
just the style

28. Results

29. But ...

30. Look at that!

31. Conclusion
• Millennials wants to watch content that addresses their
needs and problems.
• Their prefered communication style: direct,
spontaneous, everyday language, humourous, clumsy.
• Low-cost productions are perfectly acceptable.
• The hero is a regular person, not a supermodel.

34. Authenticity is just
another buzz word ...

35. Let’s break it down
Authentic authenticity
Communication style that
takes authenticity
literally:
• visual: blur, hand-held
camera effect (doc style)
• everyday talk
• true insights
• everyday reality
Smart authenticity
Meta-advertising (parody):
we know we are making a
commercial, you know you are
watching a commercial, we all
know, so let’s not pretend we don’t
and LET’S MAKE FUN OF IT.
Definitions based on my own research.

36. Authentic
authenticity
let the truth speak.
Cases
Part 1

37. NIKE’s evolution
from perfectionism to reality.

39. At last,
sweat, pain,
red face,
struggle -
this is how
most of us
do it.

40. Netflix
always
finding
good
insights.

41. Moleskine -
how people
really use it.

44. Even
Bruce
showed
up!

45. Apple Shot on iPhone 7
Apple based
their campaign
on users’
photos.

47. Smart
authenticity
playing with advertising
conventions.
Part 2

48. It started
with Old Spice.

49. Even T-
Mobile...

50. Save
the Bro

53. And the next step...
conversation
between brands.

54. Thank you.