In today’s report, we’re diving into the millennial media market. We’re focusing on media opportunities within companies targeting the millennial demographic, and determining how you can get involved in their success.
The main question our team of experts is addressing is: How are these companies targeting the millennial demographic?
Find out in this week’s highlights below:
February marked Clinique’s first-ever pop-up store in an effort to reach their main Gen-Z and millennial demographic. The project was based on the new Clinique iD moisturize, using a fresh approach to captivate their audience.
In even more exciting news, the brand’s traveling pop up is not limited to the United States. A global pop-up campaign is planned to run throughout the year in places such as the UK, Germany, China, and Japan.
We predict this is the first of many pop-ups we’ll see due to the fact that 80% of customers say the experience a company provides is equally as important as the products and services it provides.
Sellers, according to sources Clinique doesn’t have a designated highest spending period, so we encourage you to reach out year round for opportunities. Clinique typically invests in broadcast, digital, print, experiential and social media. Keep in mind their millennial demographic has a slight female skew as well.
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Hain Celestial primarily targets their millennial demographic through growth marketing. The company plans to drive organic expansion throughout 2019. Their gameplan for this strategy includes adding people, innovation resources and marketing dollars in order to succeed.
Spend is typically highest in Q4, so sellers should reach out then for dollars. Keep in mind Hain Celestial historically invested in digital, broadcast and social media.
The company currently splits its creative duties between CBX, Burns Group and Terri & Sandy. Laundry Service and Stella Rising split media duties, and while these relationships have not yet reached average tenure our Winmo team still encourages sellers to go ahead and reach out in order to remain top-of-mind.
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With yet another millennial audience, Mondelez International got creative with their approach. Engagement increased significantly with the implementation of recyclable packaging, e-Commerce initiatives and healthy products created with SnackFutures Innovation.
Spend is predicted to be high throughout the year, particularly after Mondelez made the move name Scrum50 it’s new e-Commerce AOR. Investments will continue to increase, especially with the Oreo brand, Mondelez’s biggest brand in the US.
Most spend increases will go directly to digital and social in an effort to engage their millennial demographic even further. Digital is seeing even more increases due to decreases in other areas such as broadcast, print, and radio.
Our team reported VaynerMedia picked up digital media and planning responsibilities early in 2018 along with Spark Foundry picking up media buying. However, keep an eye out for creative work which is currently split between the Martin Agency and W+K, both of which are over average tenure.
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The cash back app Rakuten just recently introduced its first broadcast campaign promoting consumer empowerment. Two ads have launched across digital, TV and social media platforms. With a switch in channel strategy and increase in spend, Rakuten is on the rise and a movement you want to be a part of if possible.
The company is constantly making moves to stay top-of-mind for their audience. Most recently, they launched a new Accelerator Program and also announced plans to invest in mobile industry innovator Altiostar.
With no specific top spending period, sellers are encouraged to reach out year round for possible revenue. The largest investments typically include broadcast, digital, and print and the company is one to keep on your radar with overall spend increasing as well.
As you know, timing is everything when it comes to winning business. Our Winmo team of experts reported a recent creative review, and since reviews typically follow each other we suggest those looking for media work reach out sooner rather than later.
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What better way to target the female demographic than releasing a spot that encourages women to not feel bad about eating snacks? We love snacks!
Schuman Cheese’s Whisps snack brand debuted a “Fishy Situation” spot in their first campaign, which rolled out across several social media channels. There isn’t a specific top spending period for the company, so sellers are encouraged to reach out year-round to secure revenue.
Their main demographic consists of mostly Gen-X better for you women, hence why digital spend is expected to continue to increase after it began in December 2018. The brand is currently working to fuel brand awareness, and sellers are encouraged to go ahead and reach out for media work.
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