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Millennials

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Focus on Millennials: historical and demographic context, values, working goals, opinions on technology, consumption, food & health, travel. Examples of marketing campaigns.
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Focus on: Millennials Research dossier
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Page 1: Millennials

Focus on:

Millennials

Research dossier

Page 2: Millennials

FOCUS ON: MILLENNIALS

3

Indice

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

Historical context

Definitions

Demographics

Vision of the future

Work

Technology

Social relationships

Consumption patterns

Food/Health

Travel

Examples of marketing campaigns

Reference list

04

05

06

08

10

12

14

16

18

20

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HistoricalContext

Y GENERATION*Born between 1982 and 2000

*I MILLENNIALS

X GENERATIONBorn between 1965 and 1980

BOOMERSBorn between 1945 and 1964

Definitions

ECHO BOOMERS - Millennials are often compared with baby boomers because of the birth peak during the 80s and 90s.

NET GENERATION - This generation is definitely dependent from the Internet and social networks, that influence their life choices, from work to spare time, from love to information behavior.

BOOMERANG GENERATION - Millennials tend to delay the assumption of responsibilities in creating a family, becoming independent and considering themselves adults.

PETER PAN GENERATION - People born in this generation tend to delay the typical rituals of passage to adulthood, and they tend to live with their parents for longer.

NEW BOOMERS - This generation begins with the recovery of trust and birth rate (a second boom) during the 80s and ends with 9/11.

ME ME ME GENERATION - The people in this generation use devices and technologies that concentrate the attention on the self, exposing one’s image and ideas.

SUPERPOWER GENERATION - Millennials have great possibilities, compared to their parents, thanks to the new technologies and the progress made by scientific and medical research.

The many definitions available put the accent on the different peculiarities of this generation.

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DemographicContext

27% 30%

15% 28%

India and Brasil

China

USA

Rest of the World

27%

2,5billionof millennials(10 million in Italy)

Education

Ethnicity

Marriage

university

post degree

high school

primary divorced

single

married

White Latin Black Asiatic Other

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FUTURE

The most important values?

Worried about finding a job?

to make agood family

to be goodparents

career

religion to havean house becoming

famous

to have fun helpingothers

52%30%

15%

15% 20%

21%9%

1%

23%

10%

24%

43%

Absolutely yes

Agin

g of t

he

popu

latio

n

Yes, quite

Not too Absolutely no

Which are thegreatest challenges?

The s

carc

ity

of re

sour

ces

Infla

tion

Unem

ploy

men

tSo

cial

unre

st

34%32%

28% 27%25%

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FOCUS ON: MILLENNIALS

WORK

Liberal view: capitalism is the dominant economic model even if there have been some evident cases of market failure that lead to social protests.

Youth unemployment: due to a continous economic crisis and increased flexibility in the labor market, youth unemployment is very high.

79%

3anni

67%

11anni

83%58%

33%43%

Looking for a job

BoomersMillennials

Average workingcontract duration

Would like tochange job

Believes that finding a jobis more difficult nowadays

Working goal

Improvingsociety

Producing

Increasingwelfare

Makingmoney

Makingprofits Driving

innovation

Enablingprogress

1.2.

3.

4.

5.

6.

7.

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TECHNOLOGY

Some data

Opinions on technology

97% owns a computer

owns a mobile

use SMS use internetout of home

smartphones

use a tablet

minimum time connected (hours)

35%

3,5

94%

88% 62%

59%

always connected

sleep with their mobile turned on

75%

80%

allows people to stay in touch54%

improves life74%

allows to use your time better56%

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SOCIAL NETWORKS75% use at least one social network

55% use it once a day

56% use location services

average number of regular contacts on social networks

18

Total users of social networks

By age

1,15bln

500mln343mln

70mln 130mln238mln

facebook twitter google + linkedin pinterest

INST

INST

instagram

18-25

26-34

35-44

45-54

+55

13-17

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CONSUMPTION

Spend

82% of their income

75 millionpeople buy online

1/3of the internet users

E-commerce

Where do they gather information

Growing sectors online

86 % is satisfied of their purchase

travel food IT fashion publishing

+13% +18% +24% +27% +4%

expertsopinion

+12%

online forum

+59%

personalcommunity

+46%

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FOOD/HEALTH

Millenials eat less out of home and less at fast foods, they care about ingredients and origin of their food, they are aware of production process and they prefer organic and natural food.

Being green is:

69%53% 36%

Recycle Buy sustainableproducts

Buy organic

35% of meals are snacks

70% don’t buy bottled water due to its environmental impact

40% loves ethnic food and new things

SMART COOL RESPONSIBLE

TRENDY AWARE CONTEMPORARY

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TRAVEL

+200%increase in travel every year

10.2 websitesvisited before buying

they care about opinions of other travellers

Business class expenditure

Mobile booking

29% 24% 24%hotel tickets car rental

75% downloaded a travel app

70% want to visit all the continents

Millennials

35%

2013

54%

2015

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EXAMPLESOF MARKETING

GILLETTEGOALLeverage Gillette’s partnership with the Williams F1 racing team to engage consumers and associate the brand with technology.

ENGAGING CREATIVEWhen a user clicked on the banner, they were prompted with the option to “begin a race,” which would launch an interactive game from inside the crea-tive. In the game, consumers could tap their phone to move a razor shaped car across the face of the Williams F1 team driver, Bruno Senna, essentially giving him a fresh shave.

FULL MOBILE EXPERIENCETo promote engagement, the campaign awarded weekly prizes to the con-sumers who had the fastest times in the game. Users could also purchase the razor from within the unit, or share the game on their social networks.

SMART TARGETINGTo maximize effectiveness, Gillette and their agency MediaCom set up the campaign so it would be targeted to a male base with mid to high dispo-sable income.

RESULTSThe campaign won two medals at the Mobile Excellence Awards in Singapo-re including the Gold Medal for In-App Advertising.The overall CTR was more than 2X industry standards.More than 20 percent of the users who played the game once ended up replaying the game.

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HÄAGEN-DAZSHäagen-Dazs is educating consumers on ice cream preparation by laun-ching a mobile application to entertain consumers during the two-minute period it takes for the ice cream to temper.

The Häagen-Dazs Concerto Timer app features two-minute long concer-tos to help consumers wait the recommended two minutes before Häag-en-Dazs ice cream is fully ready. The app uses 3D Kinect technology to pro-vide consumers with an augmented reality experience in addition to the musical listening.

“Loyal Häagen-Dazs consumers recommend ‘tempering’ or allowing the ice cream to warm up to realize the full flavor,” said Cady Behles, brand ma-nager at Häagen-Dazs, Oakland, Calif. “The app is a way to enjoy the time.”

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COCA-COLASHARE A COKE«The idea is born from the desire of getting closer and closer to our audien-ce and becoming a drink for everybody» explains Fabrizio Nucifora, marke-ting director of Coca-Cola Italy.With 350 million of bottles produced in the 7 Italian plants, Coca-Cola laun-ched other marketing activities targeting millennials.

THE “AHH” EFFECTAhh… is what you say after a sip of Coke. The company understood that this sound could be the insight for a gamification campaign. Coca-Cola bought 61 domains, www.ahh.com and other 60 following, by adding one more “h”. Every website contains a game, an animation or an experience related to the “Ahh effect”. On www.ahhhhhhhhhh.com you have to use a sling to sho-ot ice cubes into a glass of Coke.

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MC DONALD’SDISCOVERY & OVERVIEWThe morning can indeed be a good one. Especially if you kick it off with a tasty breakfast, hot coffee, and a warm smile. Hoffman Lewis partnered with BKWLD to deliver a multi-layered, hands-on, and integrated campaign (or experiment if you will). The campaign was targeted at frequent McDonald’s patrons, Moms, and Millennials in St. Louis, with the objective of increasing brand favorability and ultimately breakfast sales. The deliverables included six :30 broadcast spots, one mobile application, and a website to serve as the digital hub aggregating user chatter, and special offers.

STRATEGY & CONCEPTThe strategy was to associate a good morning, with McDonalds. By offering a balanced meal, quality coffee drinks, with efficient service, and at a great value, Hoffman Lewis believes that a ‘good morning’ can be synonymous with McDonald’s. The concept was to create unexpected moments that tur-ned everyday mornings, into good mornings. This started by filming real people in real situations and wondrously disrupting their mornings with a warm McDonald’s breakfast. The call-to-action was to cause a proliferation of #goodmorningstl. For those who did so, they were also surprised with random free breakfasts for themselves and five of their friends. And to bring it full circle, we aggregated the use of the hashtag and content created by users.

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HEINZCHALLENGEVizeum in the Netherlands is blessed with many close partnerships with beverage and FMCG clients like Bavaria, Roosvicee, Honig and Verkade to name but a few. One of our other clients, Heinz, challenged us to cre-ate a campaign to stimulate people to use ketchup on various dishes or moments.

SOLUTIONOur solution was an online platform and activation with a central theme ‘Ketchup On Everything’ – create your own experience’. Vizeum ran all com-munity management via the major local social networks.

RESULT (in the first three months):50,000 website visits6.000 Hyves friends (Dutch Facebook)750 followers on Twitter75.000 KOA views on YouTube€40.000 on free PRUGC: 20+ videos75+ recipes150+ photos

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MAGNUMTEMPORARY STOREAn exclusive space in the hearth of Milan to treat yourself with a moment of pleasure. The Magnum Pleasure Store is furnished with some classical pieces of Italian design, such as Gufram’s Bocca Sofa, that recalls the 5 Kisses limited edition of Magnum ice creams.The surprising novelty is the possibility to create your own Magnum. The Magnum Pleasure Makers help the customers to top their Magnum cho-osing among 21 different toppings. The melted chocolate meets hazel-nuts, pistachio, meringues, rose petals, chilly and other delicacies. Peo-ple were invited to take pictures and share their creations on their social network profiles (the store also had a free wi-fi connection).The important point is that the Pleasure Store is a true retail store, not just a promotional activity.

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Reference listMatt Jacobs, “7 brands that Millennials love” - 24 aprile 2013 www.imediaconnection.com/

printpage/printpage.aspx?id=34036

Carol Phillips, Judy Hopelain, “Marketing to Millennials: What Makes Them Different?” - 28

gennaio 2013

Brand Amplitude LLC

Christine Barton, Jeff Fromm, Chris Egan, “The Millennial Consumer - Debunking Stereotypes”,

BCG - The Boston Consulting Group, aprile 2012

Christine Barton, Julia Haywood, Pranay Jhunjhunwala Vikrant Bhatia, “Traveling with

Millennials”, BCG - The Boston Consulting Group, 18 marzo 2013

“Millennials in the aisles: How CPG brands capture lifelong loyalty”, MarketingCharts.com - 21

agosto 2012 http://www.bazaarvoice.com/research-and-insight/white-papers/Millennials-in-

the-aisles-How-CPG-brands-capture-lifelong-loyalty.html#.UgNfpz_4Xms

“Millennials’ CPG Brand Choices Swayed by Promotions, New Media,” MarketingCharts.com -

5 luglio 2012

http://www.marketingcharts.com/direct/millennials-cpg-brand-choices-influenced-

bypromotions-

new-media-22573/

“Who are the Millennials?”, Flowtown.com (by Wikipedia) - 16 luglio 2010

http://www.flowtown.com/blog/who-are-the-millennials

Campo Dall’Orto, “Chi sono i Millennials e perché sono così diversi”, 16 luglio 2012

http://nuovoeutile.it/chi-sono-i-millennials/

Mara Campo, “Fast Food: crisi da Millennials”, 12 giugno 2013

http://www.slowfood.it/sloweb/34aa5dd5321daf1b63cd6eee00839359

Carolyn Kelley , “What Makes Millennials Really Tick”, Candyandsnacktoday, giugno 2012

http://onlinedigitalpublishing.com/article/

What+Makes+Millennials+Really+Tick/1049960/109538/article.html

Chiara Maffioletti, “ Millennials: hanno i genitori per mito e non vogliono la rivoluzione. Questi

ragazzi cambieranno il mondo”, Corriere della Sera - I Blog, 15 ottobre 2012

http://27esimaora.corriere.it/articolo/millennials-questi-ragazzi-cambieranno-il-mondo/

Deloitte, “Millennial Innovation survey”, gennaio 2013

http://www.deloitte.com/assets/Dcom-Global/Local%20Assets/Documents/About/Millennial_

Innovation_Survey.pdf

SymphonyIRIGroup, “Millennial Shoppers: Tapping into the Next Growth Segment”, luglio

2012

http://www.iriworldwide.com/portals/0/articlePdfs/T_T%20June%202012%20Presentation.pdf

AMP Agency - Greenbook, “ The Millennial Generation: Pro-Social and Empowered to Change

the World”,

http://www.greenbook.org/marketing-research.cfm/millennial-cause-study

Beyondcom - The Career Network, “The Great Divide: Workplace Perceptions that Millennials

Need to Rise Above To Get Hired”

http://visual.ly/great-divide-workplace-perceptions-millennials-need-rise-above-get-hired

Baazarvoice, User-Generated Influence, “Talking to strangers: how social influences

Millennials’ shopping decisions”

http://www.cci.som.yale.edu/sites/cci.som.yale.edu/files/SocialNetworkLearning.pdf

Column Five Media, “Millennials VS Boomers”, 5 aprile 2012

http://www.visualizing.org/visualizations/mind-gap-millennials-vs-boomers

Shea Bennett, “68% Of Millennials Get Their News From Social Media”, 30 maggio 2013

http://www.mediabistro.com/alltwitter/millennial-news_b43866

http://it.wikipedia.org/wiki/Generazione_Y

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