These days all marketers seem to be talking about Millennials, the purchasing trends around my generation, and how we’re influencing brands’ identities and strategies. While there is much to be said about Gen Y, keep in mind that while the tech-savvy generation’s buying patterns may reward responsible companies and penalize irresponsible ones, we’re not alone. Other generations evaluate companies along similar criteria.
Want to drive consumer engagement? Use these tips gleaned from Edelman’s 8095® Millennial study to connect with consumers of all ages.
Dance! While you don’t have to do the Macarena with your customers per se, remember: entertaining brands are commonly Millennials’ favorite (80% of the generation prefer this type of brand engagement). Taco Bell, Old Spice, and Boloco, for example, all have fun and aren’t afraid to share their sense of humor.
Last summer, Taco Bell and Old Spice engaged in a good-spirited Twitter war. Seemingly out of the blue, Old Spice instigated with the comment, “Why is it that ‘fire sauce’ isn’t made with any real fire? Seems like false advertising.” To which Taco Bell fired back, “Is your deodorant really made with old spices?” Old Spice’s response:
This conversation was incredibly popular, receiving over a thousand retweets, significant social chatter, and improved brand loyalty—all over a little quibble around a condiment. You can read the full banter and Adweek’s take on it here.
Boloco continually uses self-deprecating humor to connect with its audience. When the Boston-based burrito chain opened a location in DC, the company asked local residents if they knew about the globally inspired burritos. As it turns out, Washingtonians had never heard of Boloco. It was all videotaped. Hilarity ensued.
These companies use humor to entertain their audience…and it works. Not only were these events shared via Twitter and YouTube—they created positive brand buzz all over the web. I wouldn’t have been surprised to see ‘Team Old Spice’ t-shirts.
You can do it too by bringing some levity to your cause marketing campaigns. Just because your company is helping those in need doesn't mean your campaign can't be entertaining. Watch Socialbrite's tips on how to make a fun cause marketing video.
Check back next week for more tips!