Hello,
2016!
Millenials
cause corporations to get creative with marketing campaigns.
They are known as Millennials or Generation Y, and are born
in the late 1980s through the 2000s.
They are the group that doesn’t know life outside of technology and
seeks instant gratification. The Millennials are being raised in a time where
being “fast paced” is too slow, and innovative technology is king.
So, how do marketing
and public relations specialists fall victim to the new group of consumers?
Advertisers are becoming more creative with the way they are reaching Millennials in advertisement campaigns,
and now focusing on catching the eyes of the targeted audiences.
Disney is scheduled to rename ABC Family “Freeform,” as the
results of the company manipulating its marketing tools to reach the targeted
Millennial age demographic of 14-34. According to the article, Disney chose to
rename the network to make a better connection with the targeted viewers. The
name “Freeform” defines the platform that the Millennials stand on. They do not
want to be limited, defined or labeled.
“It's a
radical repositioning, from something that is as traditional as you can get,
with ABC Family, to something that is grounded in the values and lexicon of
millennials,” the article said.
Similar to the ABC Family changing its name, Louis Vuitton
is targeting Millennials with its new brand ambassador, Jaden Smith. The 17-year-old young man now the face of the luxury designers women’s
clothing line. In the campaign advertisment, Smith is pictured in a skirt and other pieces of women’s
clothing from the fashion line. Smith representing the women’s clothing line is
the perfect example of the extreme changes that brands traditional brands are
going through to reach targeted Millennials.
The NY Times article states that making Smith the brand
ambassador of the clothing line “represents
a generation that has assimilated the codes of true freedom, one that is free
of manifestoes and questions about gender.”
The article stating that
Smith represents the “codes of true freedom,” further expresses the freedom
that the Millennials feel oppressed from, and how advertisers and marketing
companies will continue to change advertising to appeal to a new generation of
consumers.
Sources:
No comments:
Post a Comment