There are companies that find it very difficult to create digital marketing campaigns that appeal to Gen Y therefore having little or no result. And there are those companies which, in as little as one month after releasing a campaign, get more than 100,000 fans.
How do the latter manage to have so much success? And what kind of digital campaigns appeal to the generation that will soon represent the largest percentage of workforce? I will answer these two questions by analyzing 3 of the most successful digital campaigns targeting Gen Y.
But before I do that, I want to point out some interesting characteristics of Gen Y.
As they are born with technology, they are more online than offline. Of course a successful campaign must be online to reach out to them. Moreover, Gen Y never leaves home without their cell phones. According to Ad Age, “one-quarter of Facebook’s users access the site through mobile devices; this set is twice more active than non-mobile users.”
Another thing is that Gen Y loves authenticity so trying to adapt a campaign that hit the internet before, will only bore them. Secondly, they were raised to be self conscious and to believe they can do anything they set their minds to so, in my opinion one of the most powerful features of a good marketing campaign is allowing them to personalize your product or service.
They also care about what their community has to say, and they take each other and their network’s recommendations very seriously so if they like your campaign your community of fans or your “tribe” as Seth Godin calls it, will grow exponentially. Let’s take a look at 3 of the most successful digital campaigns targeting Gen Y that will illustrate 3 different ways of product customization.
I am sure you all know the Facebook applications or apps that allow you to create incredible Facebook campaigns. Take for example the Lacta Chocolate campaign in Greece that was realized on Facebook. Before you look at the video, let me tell you that the campaign reached to 250.000 fans in only two months after it started. Take a look at the video below where you are explained how it works and how it got to be so successful:
Looking at the video, you can see that the success of this campaign came from the possibility to write the name of their loved ones, again the personalizing feature that I was talking about.
Another great example of this kind of digital marketing campaign is Heineken’s application that allows drinkers to add text and image of their own. The website allows you to print a message on the front, as well as adding a picture and/or a few lines about yourself. This time the application is on their web site and does not use social media but it creates as much buzz as the Lacta campaign on Facebook. What differentiates this campaign from the first one is that the sharing takes place mostly in the offline as the six personalized bottles are shipped home. Nevertheless it represents another successful digital campaign targeting Gen Y.
Now that we have seen two examples from the food and beverage industry, I must tell you that the automotive industry is also familiar with this kind of customizing marketing campaigns. Mercedes did it; Opel did it, but let’s see why Ford’s campaign for Mustang was so special. Apart from the fact that the application allows you to personalize the car by choosing exterior color, wheel type, seat type or even radio type what differentiates this car campaign from others in the industry is that you can actually buy the personalized car.
The three examples I have presented in this article are just some of the arguments that support the idea that marketing has changed entirely in the last years. And that is because Gen Y is very different from the previous ones being smart, communicator, relaxed, non-conformist, demanding etc. That is why new marketing, including digital campaigns as the ones I presented above answer Gen Y needs thus having so much success.
I am sure you know many other digital campaigns that have set new records. I invite you to let me know which one you like the most, so that we can share as many innovative digital campaigns as possible.