Focus on Millennials: historical and demographic context, values, working goals, opinions on technology, consumption, food & health, travel. Examples of marketing campaigns.

1. Focus on:
Millennials
Research dossier

2. FOCUS ON: MILLENNIALS
Indice
1.
Historical context
04
2.
Definitions
05
3.
Demographics
06
4.
Vision of the future
08
5.
Work
10
6.
Technology
12
7.
Social relationships
14
8.
Consumption patterns
16
9.
Food/Health
18
10. Travel
20
11.
22
Examples of marketing campaigns
12. Reference list
26
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3. FOCUS ON: MILLENNIALS
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Historical
Definitions
Context
The many definitions available put the accent on the
different peculiarities of this generation.
ECHO BOOMERS - Millennials are often compared with baby boomers
because of the birth peak during the 80s and 90s.
Y GENERATION*
Born between 1982 and 2000
*I MILLENNIALS
X GENERATION
Born between 1965 and 1980
NET GENERATION - This generation is definitely dependent from the
Internet and social networks, that influence their life choices, from work to
spare time, from love to information behavior.
BOOMERANG GENERATION - Millennials tend to delay the assumption of
responsibilities in creating a family, becoming independent and considering
themselves adults.
PETER PAN GENERATION - People born in this generation tend to delay
the typical rituals of passage to adulthood, and they tend to live with their
parents for longer.
NEW BOOMERS - This generation begins with the recovery of trust and
birth rate (a second boom) during the 80s and ends with 9/11.
ME ME ME GENERATION - The people in this generation use devices and
technologies that concentrate the attention on the self, exposing one’s
image and ideas.
BOOMERS
Born between 1945 and 1964
4
SUPERPOWER GENERATION - Millennials have great possibilities,
compared to their parents, thanks to the new technologies and the
progress made by scientific and medical research.
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4. FOCUS ON: MILLENNIALS
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Demographic
Ethnicity
Context
White
27%
28%
Education
post degree
billion
of millennials
(10 million in Italy)
Other
Marriage
primary
married
divorced
India and Brasil
China
USA
Rest of the World
university
6
Asiatic
30%
15%
2,5
Black
Latin
high school
single
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5. FOCUS ON: MILLENNIALS
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The most important values?
52%
to be good
parents
FUTURE
30%
21%
15%
9%
career
to make a
good family
to have fun
religion
1%
20%
15%
to have
an house
helping
others
becoming
famous
Worried about finding a job?
23%
43%
Which are the
greatest challenges?
34%
32%
Not too
8
Yes, quite
25%
S
un ocia
re l
st
fla
tio
n
Ag
po ing
pu of
lat the
io
Un
n
em
pl
oy
m
en
t
Absolutely yes
In
24%
10%
T
of he
re sca
so rc
ur ity
ce
s
28% 27%
Absolutely no
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6. FOCUS ON: MILLENNIALS
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Liberal view: capitalism is the dominant economic model even if there have
been some evident cases of market failure that lead to social protests.
Youth unemployment: due to a continous economic crisis and increased
flexibility in the labor market, youth unemployment is very high.
Millennials
Boomers
79%
67%
Looking for a job
3anni
Average working
contract duration
11anni
83%
Would like to
change job
58%
33%
Believes that finding a job
is more difficult nowadays
WORK
43%
Working goal
2.
1.
Making
profits
Improving
society
4.
Enabling
progress
10
Driving
innovation
Increasing
welfare
5.
6.
3.
Producing
7.
Making
money
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7. FOCUS ON: MILLENNIALS
coppalandini.com
Some data
97%
94%
TECHNOLOGY
owns a computer
owns a mobile
88%
use SMS
35%
use a tablet
59%
62%
smartphones
use internet
out of home
3,5 minimum time connected (hours)
75% always connected
80% sleep with their mobile turned on
Opinions on technology
74%
54%
improves life
allows people to stay in touch
56%
12
allows to use your time better
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8. FOCUS ON: MILLENNIALS
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Total users of social networks
INST
facebook
twitter
500mln
SOCIAL NETWORKS
75% use at least one social network
google +
343mln
linkedin
238mln
pinterest
70mln
instagram
130mln
1,15bln
By age
+55
55% use it once a day
18-25
26-34
56% use location services
35-44
45-54
18
average number of regular contacts on social networks
14
13-17
INST
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9. FOCUS ON: MILLENNIALS
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Spend
82% of their income
E-commerce
75 million
1/3
people buy online
CONSUMPTION
86 %
of the internet users
is satisfied of their purchase
Growing sectors online
+13%
+18%
travel
+24%
food
+27%
IT
fashion
+4%
publishing
Where do they gather information
+59%
+12%
online forum
16
+46%
personal
community
experts
opinion
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10. FOCUS ON: MILLENNIALS
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Millenials eat less out of home and less at fast foods, they care
about ingredients and origin of their food, they are aware of production
process and they prefer organic and natural food.
Being green is:
SMART
FOOD/HEALTH
COOL
RESPONSIBLE
TRENDY
AWARE
CONTEMPORARY
69%
Recycle
53%
36%
Buy sustainable
products
Buy organic
35% of meals
40% loves
70% don’t buy
are snacks
ethnic food and new things
bottled water
due to its environmental impact
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11. FOCUS ON: MILLENNIALS
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+200%
increase in travel every year
10.2 websites
visited before buying
they care about opinions of other travellers
Mobile booking
29%
hotel
TRAVEL
24%
tickets
75%
70%
24%
car rental
downloaded a travel app
want to visit all the continents
Business class expenditure
2013
2015
35%
20
Millennials
54%
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FOCUS ON: MILLENNIALS
EXAMPLES
OF MARKETING
GILLETTE
GOAL
Leverage Gillette’s partnership with the Williams F1 racing team to engage
consumers and associate the brand with technology.
ENGAGING CREATIVE
When a user clicked on the banner, they were prompted with the option to
“begin a race,” which would launch an interactive game from inside the creative. In the game, consumers could tap their phone to move a razor shaped
car across the face of the Williams F1 team driver, Bruno Senna, essentially
giving him a fresh shave.
FULL MOBILE EXPERIENCE
To promote engagement, the campaign awarded weekly prizes to the consumers who had the fastest times in the game. Users could also purchase
the razor from within the unit, or share the game on their social networks.
SMART TARGETING
To maximize effectiveness, Gillette and their agency MediaCom set up the
campaign so it would be targeted to a male base with mid to high disposable income.
RESULTS
The campaign won two medals at the Mobile Excellence Awards in Singapore including the Gold Medal for In-App Advertising.
The overall CTR was more than 2X industry standards.
More than 20 percent of the users who played the game once ended up
replaying the game.
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FOCUS ON: MILLENNIALS
HÄAGEN-DAZS
Häagen-Dazs is educating consumers on ice cream preparation by launching a mobile application to entertain consumers during the two-minute
period it takes for the ice cream to temper.
The Häagen-Dazs Concerto Timer app features two-minute long concertos to help consumers wait the recommended two minutes before Häagen-Dazs ice cream is fully ready. The app uses 3D Kinect technology to provide consumers with an augmented reality experience in addition to the
musical listening.
“Loyal Häagen-Dazs consumers recommend ‘tempering’ or allowing the ice
cream to warm up to realize the full flavor,” said Cady Behles, brand manager at Häagen-Dazs, Oakland, Calif. “The app is a way to enjoy the time.”
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FOCUS ON: MILLENNIALS
COCA-COLA
SHARE A COKE
«The idea is born from the desire of getting closer and closer to our audience and becoming a drink for everybody» explains Fabrizio Nucifora, marketing director of Coca-Cola Italy.
With 350 million of bottles produced in the 7 Italian plants, Coca-Cola launched other marketing activities targeting millennials.
THE “AHH” EFFECT
Ahh… is what you say after a sip of Coke. The company understood that this
sound could be the insight for a gamification campaign. Coca-Cola bought
61 domains, www.ahh.com and other 60 following, by adding one more “h”.
Every website contains a game, an animation or an experience related to
the “Ahh effect”. On www.ahhhhhhhhhh.com you have to use a sling to shoot ice cubes into a glass of Coke.
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FOCUS ON: MILLENNIALS
MC DONALD’S
DISCOVERY & OVERVIEW
The morning can indeed be a good one. Especially if you kick it off with a
tasty breakfast, hot coffee, and a warm smile. Hoffman Lewis partnered with
BKWLD to deliver a multi-layered, hands-on, and integrated campaign (or
experiment if you will). The campaign was targeted at frequent McDonald’s
patrons, Moms, and Millennials in St. Louis, with the objective of increasing
brand favorability and ultimately breakfast sales. The deliverables included
six :30 broadcast spots, one mobile application, and a website to serve as
the digital hub aggregating user chatter, and special offers.
STRATEGY & CONCEPT
The strategy was to associate a good morning, with McDonalds. By offering
a balanced meal, quality coffee drinks, with efficient service, and at a great
value, Hoffman Lewis believes that a ‘good morning’ can be synonymous
with McDonald’s. The concept was to create unexpected moments that turned everyday mornings, into good mornings. This started by filming real
people in real situations and wondrously disrupting their mornings with a
warm McDonald’s breakfast. The call-to-action was to cause a proliferation
of #goodmorningstl. For those who did so, they were also surprised with
random free breakfasts for themselves and five of their friends. And to bring
it full circle, we aggregated the use of the hashtag and content created by
users.
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FOCUS ON: MILLENNIALS
HEINZ
CHALLENGE
Vizeum in the Netherlands is blessed with many close partnerships with
beverage and FMCG clients like Bavaria, Roosvicee, Honig and Verkade
to name but a few. One of our other clients, Heinz, challenged us to create a campaign to stimulate people to use ketchup on various dishes or
moments.
SOLUTION
Our solution was an online platform and activation with a central theme
‘Ketchup On Everything’ – create your own experience’. Vizeum ran all community management via the major local social networks.
RESULT (in the first three months):
50,000 website visits
6.000 Hyves friends (Dutch Facebook)
750 followers on Twitter
75.000 KOA views on YouTube
€40.000 on free PR
UGC: 20+ videos
75+ recipes
150+ photos
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FOCUS ON: MILLENNIALS
MAGNUM
TEMPORARY STORE
An exclusive space in the hearth of Milan to treat yourself with a moment
of pleasure. The Magnum Pleasure Store is furnished with some classical
pieces of Italian design, such as Gufram’s Bocca Sofa, that recalls the 5
Kisses limited edition of Magnum ice creams.
The surprising novelty is the possibility to create your own Magnum. The
Magnum Pleasure Makers help the customers to top their Magnum choosing among 21 different toppings. The melted chocolate meets hazelnuts, pistachio, meringues, rose petals, chilly and other delicacies. People were invited to take pictures and share their creations on their social
network profiles (the store also had a free wi-fi connection).
The important point is that the Pleasure Store is a true retail store, not
just a promotional activity.
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18. FOCUS ON: MILLENNIALS
Reference list
Carolyn Kelley , “What Makes Millennials Really Tick”, Candyandsnacktoday, giugno 2012
http://onlinedigitalpublishing.com/article/
What+Makes+Millennials+Really+Tick/1049960/109538/article.html
Matt Jacobs, “7 brands that Millennials love” - 24 aprile 2013 www.imediaconnection.com/
printpage/printpage.aspx?id=34036
Chiara Maffioletti, “ Millennials: hanno i genitori per mito e non vogliono la rivoluzione. Questi
ragazzi cambieranno il mondo”, Corriere della Sera - I Blog, 15 ottobre 2012
Carol Phillips, Judy Hopelain, “Marketing to Millennials: What Makes Them Different?” - 28
http://27esimaora.corriere.it/articolo/millennials-questi-ragazzi-cambieranno-il-mondo/
gennaio 2013
Brand Amplitude LLC
Deloitte, “Millennial Innovation survey”, gennaio 2013
http://www.deloitte.com/assets/Dcom-Global/Local%20Assets/Documents/About/Millennial_
Christine Barton, Jeff Fromm, Chris Egan, “The Millennial Consumer - Debunking Stereotypes”,
Innovation_Survey.pdf
BCG - The Boston Consulting Group, aprile 2012
SymphonyIRIGroup, “Millennial Shoppers: Tapping into the Next Growth Segment”, luglio
Christine Barton, Julia Haywood, Pranay Jhunjhunwala Vikrant Bhatia, “Traveling with
2012
Millennials”, BCG - The Boston Consulting Group, 18 marzo 2013
http://www.iriworldwide.com/portals/0/articlePdfs/T_T%20June%202012%20Presentation.pdf
“Millennials in the aisles: How CPG brands capture lifelong loyalty”, MarketingCharts.com - 21
AMP Agency - Greenbook, “ The Millennial Generation: Pro-Social and Empowered to Change
agosto 2012 http://www.bazaarvoice.com/research-and-insight/white-papers/Millennials-in-
the World”,
the-aisles-How-CPG-brands-capture-lifelong-loyalty.html#.UgNfpz_4Xms
http://www.greenbook.org/marketing-research.cfm/millennial-cause-study
“Millennials’ CPG Brand Choices Swayed by Promotions, New Media,” MarketingCharts.com -
Beyondcom - The Career Network, “The Great Divide: Workplace Perceptions that Millennials
5 luglio 2012
Need to Rise Above To Get Hired”
http://www.marketingcharts.com/direct/millennials-cpg-brand-choices-influenced-
http://visual.ly/great-divide-workplace-perceptions-millennials-need-rise-above-get-hired
bypromotionsnew-media-22573/
Baazarvoice, User-Generated Influence, “Talking to strangers: how social influences
Millennials’ shopping decisions”
“Who are the Millennials?”, Flowtown.com (by Wikipedia) - 16 luglio 2010
http://www.cci.som.yale.edu/sites/cci.som.yale.edu/files/SocialNetworkLearning.pdf
http://www.flowtown.com/blog/who-are-the-millennials
Column Five Media, “Millennials VS Boomers”, 5 aprile 2012
Campo Dall’Orto, “Chi sono i Millennials e perché sono così diversi”, 16 luglio 2012
http://www.visualizing.org/visualizations/mind-gap-millennials-vs-boomers
http://nuovoeutile.it/chi-sono-i-millennials/
Shea Bennett, “68% Of Millennials Get Their News From Social Media”, 30 maggio 2013
Mara Campo, “Fast Food: crisi da Millennials”, 12 giugno 2013
http://www.mediabistro.com/alltwitter/millennial-news_b43866
http://www.slowfood.it/sloweb/34aa5dd5321daf1b63cd6eee00839359
http://it.wikipedia.org/wiki/Generazione_Y

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