Advertising to Millennials, the generation born between 1980s and early 2000, is not the same as advertising to Baby Boomers, the generation born between 1946 and 1964. According to recent studies, Millennials seek out brands that support and align with their values. In addition, Millennials also want to create a personal connection with the brand. Nike, for example, is known around the globe; and its message, “Just Do It,” is universal, making the brand relatable to everyone. So, it’s natural to see so many Millennials drawn to Nike’s products.
Millennials also love being different; they like standing out in their own unique way and being authentic. Snapchat, a photo messaging application where users take photos and record videos is the third most popular app among Millennials; it allows them to present themselves in a genuine way to others in their network.
Millennials are also a group of creative and outspoken individuals who love being involved in the process of developing new ideas. Brands must embrace comments and suggestions that Millennials give them. A perfect example of a brand that connects well with Millennials is Frito-Lay. Lay’s “Do Us A Flavor” contest is brilliant. The Lay’s campaign creates engagement with its customers by requesting their feedback, but it also makes it easier for the company to create a new flavor. Also, the customer has the opportunity to win $1,000,000, creating a win-win situation.
Businesses should embrace the opportunity to plan for big moments and connect with the Millennial generation. If brands prepare and invest, they may be more likely to reach Millennials and receive engagement from this important group in real-time.