Marketing to Teens & Millennials
The shape of digital success
Thomas Müller Global Director, Customer Experience
Did you know?
• What percentage of
Millennials sleep with
their cell phone in their
bed?
• A) 60%
• B) 80%
• C) 90%
2
Sour...
Did you know?
• What percentage of
people in the Middle
East are below the age
of 25?
• A) 45%
• B) 55%
• C) 65%
3
Source:...
Did you know?
• When asked to rank “life
priorities” which did
Millennials rank the
highest?
• A) helping others in need
(...
Millennials are:
• Confident
• Connected
• Open to change
• Self-expressive
• Racially diverse
• Less religious
• Multi-ta...
Global Millennials:
• 68% percent of Millennials in
the ME say religion defines
them as a person, compared
with just 16% i...
7
8
9
Background
Filling a regional
void with a social
network for the
people of Arabia,
by the people of
Arabia.
9
10
The Opportunity
• Since 2008 North Africa and the
Middle East are the fastest
growing regions of mobile
adoption
• The ...
11
Product naming
• The product needed a name that
appealed to English and Arabic
speakers while conveying
intuitive, mode...
12
Category disruption
• Anayou is the first social network
built for the people of Arabia by
the people of Arabia
• It is...
Home page
13
Welcome, English
My home, first visit
14
My Vault photos page15
Celebrity profile page
16
17
Background
• When Sony added a web browser to the PSP, they
needed help drive loyalty among current and future PSP
users
•...
How does PSP appeal to Millennials?
• Focus on conversations with and interactions
among gamers
• Expand perception from P...
Personalized and updated content
• Content is tailored based on the user’s profile
information, friends’ activity, and ear...
26
Flip
• Handheld digital video camera
• CISCO acquired Flip in March 2009
• “It’s bringing crowd-sourcing to television,” s...
Why is the Flip appealing to Millennials?
• It’s easy to shoot and share
• A millennial was hired to manage their viral
ma...
Flip on Facebook
32
About Siegel+Gale
We are a global strategic branding, customer experience
and design firm. We build world-class brands ...
33
Marketing to Teens & Millennials: The shape of digital success
Marketing to Teens & Millennials: The shape of digital success
Marketing to Teens & Millennials: The shape of digital success
Marketing to Teens & Millennials: The shape of digital success
Marketing to Teens & Millennials: The shape of digital success
Marketing to Teens & Millennials: The shape of digital success
Marketing to Teens & Millennials: The shape of digital success
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Marketing to Teens & Millennials: The shape of digital success

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At ad:tech in New York, Siegel+Gale's Global Director of Dynamic Media Thomas Mueller spoke to interactive marketers about how to connect with the technologically advanced Millennial generation. Thomas revealed key insights into their mindset, discussed several differences between Western Millenials and Millenials of the Middle East, and shared three case studies of organizations that have implemented successful campaigns targeting this group.

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Marketing to Teens & Millennials: The shape of digital success

  1. 1. Marketing to Teens & Millennials The shape of digital success Thomas Müller Global Director, Customer Experience
  2. 2. Did you know? • What percentage of Millennials sleep with their cell phone in their bed? • A) 60% • B) 80% • C) 90% 2 Source: Millennials, A Portrait of Generation Next, PEW February 2010
  3. 3. Did you know? • What percentage of people in the Middle East are below the age of 25? • A) 45% • B) 55% • C) 65% 3 Source: The Arab Millennials, arabyouthsurvey.com
  4. 4. Did you know? • When asked to rank “life priorities” which did Millennials rank the highest? • A) helping others in need (21%) • B) being successful in a high-paying career (15%) • C) being a good parent (52%) 4
  5. 5. Millennials are: • Confident • Connected • Open to change • Self-expressive • Racially diverse • Less religious • Multi-taskers • Progressive • Technologically advanced • Constant interaction • To be part of a community • To share their opinions • To converse with businesses and organizations • Fusing technology into their daily lives Millennials like: 5
  6. 6. Global Millennials: • 68% percent of Millennials in the ME say religion defines them as a person, compared with just 16% in the West • 34% of Millennials in the ME say success means making the world a better place – compared with 12% in the West • Western Millennials rely on TV for news, the internet is the most important source of news in the ME Differences Similarities • Substantially more technologically advanced and savvy compared with other generations • Both Millennial groups spend majority of their disposable income on clothes and footwear 6 Source: The Arab Millennials, arabyouthsurvey.com
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  9. 9. 9 Background Filling a regional void with a social network for the people of Arabia, by the people of Arabia. 9
  10. 10. 10 The Opportunity • Since 2008 North Africa and the Middle East are the fastest growing regions of mobile adoption • The region was lacking its own true Arabic offerings in the community, content, and Ecommerce categories • Du, one of UAE’s Telcos, stepped in 10
  11. 11. 11 Product naming • The product needed a name that appealed to English and Arabic speakers while conveying intuitive, modern, trustworthy and fun • Naming based on strategic, linguistic, legal and market viability criteria • The product name: Anayou 11
  12. 12. 12 Category disruption • Anayou is the first social network built for the people of Arabia by the people of Arabia • It is a personalized mobile and web experience providing a single place to store and access your digital life • It allows people across the region to connect with people they care about, and express themselves 12
  13. 13. Home page 13 Welcome, English
  14. 14. My home, first visit 14
  15. 15. My Vault photos page15
  16. 16. Celebrity profile page 16
  17. 17. 17
  18. 18. Background • When Sony added a web browser to the PSP, they needed help drive loyalty among current and future PSP users • Research explored trends, behaviors, and expectations in the marketplace among gamers, web publishers, carriers, manufacturers and licensors • In the face of increasing pressure from Xbox and its online gaming service a brand identity for the PlayStation online community was created 18
  19. 19. How does PSP appeal to Millennials? • Focus on conversations with and interactions among gamers • Expand perception from PSP=Hardware to more • PSN (Play Station Network) was born to provide community for gamers • The content and design focuses on creating opportunities to engage members of the community
  20. 20. Personalized and updated content • Content is tailored based on the user’s profile information, friends’ activity, and earned trophies • Personalized content includes: – Friend’s activity in the community Recommended games and media information • Content modules are dynamic to ensure the latest content is constantly re-surfacing 21
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  22. 22. Flip • Handheld digital video camera • CISCO acquired Flip in March 2009 • “It’s bringing crowd-sourcing to television,” said Jodi Lipe, vice president of marketing partnerships and promotions at Flip Video/Pure Digital Technologies • Entire advertising/marketing campaign relies on the 2-way conversation 27
  23. 23. Why is the Flip appealing to Millennials? • It’s easy to shoot and share • A millennial was hired to manage their viral marketing and advertising campaigns • Andrew and another Milliennial coworker, Greg, produced videos such as “Flip Like We Do” and shared them via YouTube and Facebook • Justice’s first video alone generated more than 90,000 viewings and was featured in an online story on All Things Digital, one of The Wall Street Journal’s technology sites. 30
  24. 24. Flip on Facebook
  25. 25. 32 About Siegel+Gale We are a global strategic branding, customer experience and design firm. We build world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. 250 people, across 4 practice areas: Research, Brand Development, Digital, Simplification. 8 offices, NY, LA, SF, London, Hamburg, Dubai, Bejing, Shanghai. Part of Omnicom. www.siegelgale.com Thomas Mueller, Global Director Customer Experience tmueller@siegelgale.com @tmuellernyc 32
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