ad:tech New York: Marketing to Millennials

PRESENTER:

Marketing to Teens and Millennials: Creative Showcase of Digital Success Stories

Kevin Barenblat, CEO and co-founder, Context Optional

Know Your Audience:

• 72 % of teenage girls are on Facebook• 36 % of teenage girls have a smartphone

Data via Wet Seal and Edelman

How They Shop• 36 % of millennials won’t make a purchase that friends

won’t approve of• Millennials look for information about brands an

average of 7.4 times/month• Millennials increasingly turn to friends, family and

social networks to discuss customer service issues

Data via Wet Seal and Edelman

Wet Seal: Social + Mobile

• User-Generated Merchandise Content• Fan-gated Page Access • Social Shopping: Web + Facebook +

Mobile

“Shoppers using the outfit tool are 40% more likely to buy something, and buyers spend 20% more.”

Driving Traffic to the Retail Site

Sears Campus Connection: Multi-Media

• Millennial-specific campaign • Incorporating video• Tie-in with off-Facebook retail site

Keep Their Interests In Mind

What drives them to join?

Why would they interact?

Kohl’s Cares: Cause Marketing

• Appealing to the ‘We’/Do Good Generation• Focus on engagement/community building• Crowd-Sourced Giving• Building Brand Loyalty/Affinity

The Value of Community Management