It's widely known that Millennials are early adopters and high utilizers of social media. And many brands have tried to build social experiences to engage them...some more successfully than others. To find out what drives success, we conducted a qualitative study to understand what brands could learn from people who are truly sociable versus just active in social media. Rather than select the participants, we had people describe the traits of people they considered to be very sociable and then each brought people that fit that description. As seen by their friends, sociable people have four characteristics that brands could ...» 0 Comments
Each summer we hire a large group of interns from all over the country and for three months the agency is buzzing with full-of-hope teens and 20-somethings. Last summer, in particular, they not only made me feel older and less cool than I already do, but they also facilitated an in-depth study to help our Insights Team get smarter about the next generation of consumers - Generation We or Generation Z, as it's also called. The study included observational research, one-on-one interviews, and analysis of secondary studies and databases such as Iconoculture, MRI and Mintel. Gen We is the generation ...» 7 Comments
We're always keeping an eye on shifting Gen Y attitudes and habits. Here are a few trends we've noticed take shape during the beginning of the year that are impacting youth media and marketing as young consumers continue to put their stamp on the world.» 0 Comments
Millennials have been marketed to for as long as they can remember. They know they are a desired demographic. They accept marketing and advertising as a necessary part of commerce.» 0 Comments
There's a new social media kid on the block - and she's already the most popular kid in school. What's her name? Let's just say she's gotten a lot of Pinterest lately.» 3 Comments
Just this week, we announced the winner of our third annual youth marketing case study competition, the GennY Award, which went to Kellogg for its "Eat. Share. Prosper." campaign targeting college students with a one-to-one social giving initiative. Finalists included Wattpad and Sony Music Canada for the "What Makes You Beautiful" transmedia fan fiction campaign introducing One Direction to North American audiences; Alloy Media + Marketing and Puma for the "My Day My Life" video campaign focused on women's soccer; Barnes & Noble College Marketing and Norton Symantec for its multifaceted "Allow/Deny" campaign; and Campus Solutions and Summer's Eve for ...» 0 Comments
We've known that kids like their parents and have a close relationship with them. In fact, their parents are friends, even confidants. We've known they are smart and brought test and achievement scores up. We've known school is cool and being a "good" kid is even cooler. We've known they have "dates" to play with their friends and they get a trophy just for being on the soccer team. We've known they are optimistic, confident and happy. We've known they weren't rebellious in the way their older siblings, Generation X, were. In short, we've known they are more "High School ...» 2 Comments
A recent "New York Times" article shed light on a very interesting comparison: conversation versus connecting. Often we hear about and/or have discussions about contacting versus connecting, but this one feels new. Since when has conversation been considered different from connecting?» 1 Comments
Nearly every month this year, we've heard about some small social network that's the next big thing. Twitter, Pinterest, Tumblr, Instagram, and others have been making headlines in 2012 for their rapid growth and popularity with Millennials. Social media is splintering. Facebook has dominated the scene for years, but lately it's being eclipsed by the buzz around niche networks.» 0 Comments
