Reaching Millennials: A WOMMA Webinar Recap

Millennials were the subject of a recent WOMMA webinar that MMC attended.

The session – led by Mr. Youth Managing Partner, Doug Akin – focused on tips for engaging Gen-Y consumers whose lives have been impacted by Social technologies. Akin referred to this group as Consumer 2.0.

According to Akin, these targets share four core values: connectivity, individuality, authenticity and ownership. They expect the brands they love to talk to them. They’re not bound by a universal definition of “cool” and – often through Social Media – feel free to pursue their own interests, passions and creativity. He went on to discuss the five ways a brands might capture their attention:

• By being disruptive: Akin referred to the “U by Kotex” campaign as “inspired” and “genius” in its mission to empower women to more openly talk about vaginal health.
• By allowing consumers to express themselves: Nike’s “One of a Kind Society” invited consumers design their own shoes – a risky, but smart move, said Akin.
• By sparking communities: Akin attributed the growth Tom’s Shoes experienced – from a home-grown brand to an online community – to the power of story-telling through Social Media.
• By recognizing consumers as collaborators: Mountain Dew’s “Dewocracy,” said Akin, was so successful because it encouraged fans to co-create elements like new product concepts and product packaging along with the brand.
• By telling great stories: while acknowledging that every brand has a great story, Akin singled out Levi’s for “owning a piece of the market” with their hard-working “Americano” platform.

As a vocal generation that continues to lead in Social Media, it’s clear that Millennials – especially the women in this bracket – cannot be ignored. “Listening closely to your consumers and engaging them in deeper, two-way relationships is a great start,” concluded Akin, and we couldn’t agree more. But it doesn’t end there: having a deep understanding of your consumer, what makes them tick, and who (or what) helps shape their opinions – is absolutely critical.