Millennials have been the talk of the marketing world for years now, thanks to their $1 trillion in spending power, according to Boston Consulting Group. They are an entirely unique demographic, particularly when it comes to their shopping wants and needs. According to an article by AdWeek, Millennials:
*value a richer shopping experience
*turn to video and blogs for information about products and services
*are loyal to brands and want to talk with them
*desire products they see as “authentic”
*more influenced by personal recommendations versus ads
The Adweek article highlights a “cohesive, multi-channel” program from Coca-Cola that ran during the summer of 2014 as the type of strategy that brands need to be igniting in order to appeal to choosy Millennials. The Walmart-exclusive, month-long “Share It Forward” program combined personalized 20-oz. Coke bottles with in-store events and a major social media campaign ran by Collective Bias that was comprised of influencer-created content and Twitter parties. The result? A sales growth at Walmart that was double that of other large retailers during the four-week time period.
To read more about why integrated, multi-touchpoint campaigns like this resonate with Millennials, head over to AdWeek.