GEN Y/Z

WHO ARE THEY?
HEY BB!

AN INCH DEEP AND MILE
WIDE RANGE OF KNOWLEDGE
AND INTERESTS
ALWAYS CONNECTED
SEPARATION AN...
SOCIAL USAGE

QUICK STATS!
14-19 YR OLD SOCIAL MEDIA
USERS:

94% ON FACEBOOK
41% ON INSTAGRAM
10% ON GOOGLE+
7% ON TWITTER...
NO.1: SKITTLES

BUILD THE RAINBOW
WHAT IT IS:
SKITTLES “BUILD THE RAINBOW” WAS AN ONLINE ACTIVATION THAT ENGAGED FACEBOOK
FANS BY GETTING THEM TO PLEDGE 100...
RESULTS:
AS A RESULT OF SUCCESSFUL BRANDING,
SKITTLES IS ONE OF THE MOST POPULAR
FACEBOOK PAGES WITH 25 MILLION FANS
AND INSANE ENG...
WHY IT WORKED:
OBJECTIVES: GROW AND ENGAGE FAN BASE
INSIGHT: PEOPLE DOES NOT WANT TO SEE AN AD, THEY WANT TO SEE AWESOME C...
NO.2: SLURPEE

BYO CUP DAY
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...
RESULTS:
FB HILARITY ENSUES…!
WHY IT WORKED:
OBJECTIVES: BEAT COPYCAT PRODUCT FROM COCA-COLA
INSIGHT: DUE TO BEING YOUNG AND RESTICTED, TEENAGERS CRAVE ...
NO.3: HUNGRY JACK’S

CHECK IN & WIN
WHAT IT IS:
HUNGRY JACKS IDENTIFIED A GAP IN THE AUSTRALIAN FAST FOOD MARKET – MOBILE
GEOTARGETED REWARDING. THE CHECK IN ...
RESULTS:
INTERFACE & APP FEATURES
WHY IT WORKED:
OBJECTIVES: BOOST HUNGRY JACK’S SOCIAL MEDIA AWARENESS AND BRAND
ENGAGEMENT
INSIGHT:GEN Y/Z ARE THE HIGHEST...
NO.4: MEATPACK

MEATPACK HIJACK
WHAT IT IS:
MEATPACK IS A GUATEMALEN SHOE STORE KNOWN FOR ITS EDGY STYLE AND SPECIAL
DISCOUNTS. THE HIJACK CAMPAIGN IS AN ...
RESULTS:
WHY IT WORKED:
OBJECTIVES: HIJACK CUSTOMERS FROM COMPETITORS
INSIGHT: SNEAKERHEADS WILL LITERALLY RUN FOR A GOOD DISCOUNT!...
AND- A SIGN OF THE TIMES…

THE OFFLINE GLASS
WHAT IT IS:
WHY IT WORKED:
OBJECTIVE: RESCUE PEOPLE FROM THE ONLINE WORLD AND REVIVE BAR CHAT
INSIGHT: THE VALUE OF CONVERSATION IS BE...
WRAP IT UP!

KEY LEARNINGS
HOW THESE CAMPAIGNS REACHED

GEN Y / Z

HEAVILY MOBILE-CENTRIC
MOBILE USED TO ALTER AND
INFLUENCE THE RETAIL
EXPERIENCE
BE...
Gen Y- Digital Campaigns That Actually Worked
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Gen Y- Digital Campaigns That Actually Worked

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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!

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Gen Y- Digital Campaigns That Actually Worked

  1. 1. GEN Y/Z WHO ARE THEY? HEY BB! AN INCH DEEP AND MILE WIDE RANGE OF KNOWLEDGE AND INTERESTS ALWAYS CONNECTED SEPARATION ANXIETY FROM MOBILE DEVICES FEAR OF MISSING OUT!
  2. 2. SOCIAL USAGE QUICK STATS! 14-19 YR OLD SOCIAL MEDIA USERS: 94% ON FACEBOOK 41% ON INSTAGRAM 10% ON GOOGLE+ 7% ON TWITTER 4% ON PINTEREST 1% ON LINKEDIN 62% USE SOCIAL MEDIA WHILE WATCHING TV
  3. 3. NO.1: SKITTLES BUILD THE RAINBOW
  4. 4. 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
  5. 5. RESULTS:
  6. 6. 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.
  7. 7. 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 PHYSICALONLINE 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.
  8. 8. NO.2: SLURPEE BYO CUP DAY
  9. 9. 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.
  10. 10. RESULTS:
  11. 11. FB HILARITY ENSUES…!
  12. 12. 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 CUPSO 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!
  13. 13. NO.3: HUNGRY JACK’S CHECK IN & WIN
  14. 14. 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.
  15. 15. RESULTS:
  16. 16. INTERFACE & APP FEATURES
  17. 17. 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.
  18. 18. NO.4: MEATPACK MEATPACK HIJACK
  19. 19. 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.
  20. 20. RESULTS:
  21. 21. 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!
  22. 22. AND- A SIGN OF THE TIMES… THE OFFLINE GLASS
  23. 23. WHAT IT IS:
  24. 24. 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.
  25. 25. WRAP IT UP! KEY LEARNINGS
  26. 26. HOW THESE CAMPAIGNS REACHED GEN Y / Z HEAVILY MOBILE-CENTRIC MOBILE USED TO ALTER AND INFLUENCE THE RETAIL EXPERIENCE BEING ALL OVER SOCIAL RESPONSIVE ADVERTISING LIKEABLE BRAND PERSONALITY ALL HAVE A PHYSICAL ELEMENT

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