FOMO for Marketers – How to Create Content for Millennials

Marketing to Millennials Clorox + Current

6/2/15 2

+

6/2/15 3

+

What % of Millennials suffer from FOMO?

6/2/15 4

+

70%

6/2/15 5

+

Why Millennials?

Biggest spenders: $170 billion per year by 2020

Most social + vocal: 4.5 hours a day on social

Brand advocates: 9/10 take action on behalf of brands

6/2/15 6

We knew Clorox could provide tips, tools and inspiration to help Millennials make more of their experiences at home. OWN: PRE-CLEAN • ENTERTAINING • POST-CLEAN

+

Research shows that Millennials delay life events, including home ownership, marriage, children and settled careers. The majority are living in rental situations and often with roommates.

6/2/15 7

+

6/2/15 8

+

6/2/15 9

Getting into the Minds of Millennials

+

6/2/15 10

• Connected generation

• Appreciates authenticity

• Doesn’t want to ask for help or appear stupid

• Will do anything for freebees

• Simplifies life to the point of necessity

• Wants exclusive brand experiences

• Wants control of how and when they engage

• Will share positive brand experiences

• Motivated by FOMO

Millennial Snapshot

+

6/2/15 11

Online Behaviors • Will engage if there is any level of incentive

•  Looks to brands for in-the-moment inspiration

•  Text is their preferred communication channel

•  65% are disconnected only one hour or less per day

•  Interaction with the world comes from digital content

• Multi-screen engagement is their default

• Google is the go-to for any and all questions

•  Seek out advice from people they can relate to

•  Instantaneously shares loved content and experiences

• Creates new platform and tool usages +

6/2/15 12

Content Interests

+

Streaming music +

video

Pop culture + entertainment

Humor

Memes

Helpful gadgets +

tools

Syndicated video

content Self expression

apps

Decorating, fashion + beauty,

party ideas

User shared images +

video

Content Interests

6/2/15 13

We Sampled Their World

+

+

6/2/15 14

“Don’t refer to me as a roommate or a renter, I’m a twenty-something lady just trying to figure out how to make tomorrow more interesting than yesterday”.

“I am open to any advice as long as it comes from someone I trust, find inspiring or has walked in my shoes. Or Google”.

“I have to be in the know.”

“I’d rather pay for experiences over material items”

Target Millennial women Focus on roommates Create exclusivity Use target-right platforms

6/2/15 15

+

6/2/15 16

Anyone Out There? White Space

+

6/2/15 17

Competitive Audit

Female Millennial Focused

Sites

Apartment Living +

Decorating Sites

Holiday + Event

Inspiration Sites

Entertainment + Gossip

Sites

Trending + Staying

Connected Sites

+

6/2/15 18

+

The whitespace: Ideas for social gatherings inspired by life stage and what’s trending

6/2/15 19

Drum Roll Please…

+

6/2/15 20

Introducing Gather

Content that serves up unique and trendy “excuses to hang out” that won’t break the bank, but might turn into tonight's theme or a new tradition.

+

Gather Branding

6/2/15 21

+

Guiding Principals

6/2/15 22

Millennial-centric Aspirational but obtainable Friend to friend Intimate + inviting Instagram style + tightly cropped Hand-crafted details Minimal copy, visual content

+

Talking the Talk

6/2/15 23

+

6/2/15 24

Gather Theme Memes: Provide seasonal and in-the-moment gather themes that are easy and cheap to pull off.

+

Content Strategy

6/2/15 25

+

Gather Event How-Tos: Partner with party planners to create visual step-by-step guides for larger gatherings.

Content Strategy

6/2/15 26

+

Gather Quotes: Create quotes that celebrate togetherness and Millennial life-stage realties.

Content Strategy

6/2/15 27

+

6/2/15 28

•  Aligns with target

• Great testing platform

•  Affordable media options

•  Focus on awesome content vs. big build expenses

+

Why Tumblr?

6/2/15 29

• Grow our Tumblr following

•  Achieve engagement with content on par with other CPG’s

•  Achieve likes and follows

•  Achieve reblogs

•  Track click-through to brand sites

+

Measuring Success

6/2/15 30

• Generated over 428K impressions, over 10K engagements

•  Average engagement rate of 2.38% (average benchmark is 1.85%)

• Of the total engagements, 51% are notes (likes + reblogs)

•  This is 31% higher then our benchmark

• Organic engagement rate is 600% higher than industry standard

•  Funny quotes and cute images are our top performers

+

Results: First 6 Weeks

6/2/15 31

+

On the first day we

received over 4,500

notes

On Earth Day…

6/2/15 32

gathernow.tumblr.com

+

Christine Bridger Current, Executive Creative Director cbridger@talktocurrent.com @clbridger

Lisa Dini Current, Executive Vice President ldini@talktocurrent.com @lisadini