The economic and social impact of Millennial (Gen Y) purchasing power has been monumental in the past decade. Many companies are now required to consider this group first when forming brand creative and communications strategies.

What is a Millennial?

Consumers born from 1977-1994 fall into this buyer category. They are making a huge impact on consumer product sales and maintain some of the highest paying jobs in America.

The Power of Millennials

  • Largest purchasing group in U.S. economic history
  • Represent 25% of U.S. Population
  • 83 million consumers fall into this group
  • Gen Y spends over $200 billion annually

Building Brand Trust with Gen Y

Gen Y has commonly been referred to as the ‘connected class’. This group thrives in an environment of emerging technology and social influence. They are the biggest utilizers of social media and mobile platforms. To be successful with this group, your brand creative must relate to art, music and popular culture. Additionally, brand-marketing campaigns must have an integrated digital component.

Tactics

– Utilizing social influencers such as rappers, musicians, actors or action sports athletes to act as the face of the brand

– Collaboration and co-branding with niche brands that are well positioned in the Gen Y space

– Integration of social media and mobile platforms with use of hashtags and user participation

Standout Campaigns of 2012

Vitamin Water + Fader Magazine #uncapped

Vitamin Water joined forces with edgy music magazine Fader to host a series entitled Uncapped. The events generated major buzz via Twitter and Instagram. Major metro areas were targeted and boutique venues were transformed to accompany live music, photo booths and free drinks. Artists such as Santigold, Kenderick Lamar, Little Dragon , Passion Pit and A-trak took the stage while attendees shared photos and tweeted with hashtag #uncapped.

Kia Motors + Vans Warped Tour

Kia capitalized on a huge opportunity by becoming the official vehicle of the Vans Warped Tour. The brand was able showcase its newest vehicles and run promotions via the main stage alongside artists such as Rise Against, The Used and Taking Back Sunday. The campaign yielded tremendous reach with each event catering to over 10,000 attendees in over 40 cities.