The 1.8 billion Millennials around the world are the first inherently digital generation, says a study by InMobi Insights. So how can savvy CPG marketers target this group of consumers most effectively?
Nick Patterson, Associate Director of Shopper Marketing at Procter & Gamble, says marketing via the mobile device is the best way to reach today’s largest generation.
“Millennials do not cut coupons or write lists before shopping; they load eCoupons, consult Facebook and refer to ‘My Shopping History,’” he said. As a result, he added, brands have to be mobile enabled; mobile ads soon will become more impactful than TV.
Patterson outlined his thinking in a workshop, “Exploding Growth through Millennials – The Future of Mobile Shopper Marketing,” at the Shopper Marketing Expo in Chicago. The event, hosted by the Path to Purchase Institute, was held at Navy Pier.
Patterson quoted statistics on Millennial shoppers:
- 63% are OK with receiving ads via mobile device
- 79% were introduced to something new via mobile
- 54% use their mobile as the primary on-ramp to look at the Internet
- 81% of Millennial moms use a smartphone for shopping
- On average Millennials use 6.5 apps per day.
By 2017, Millennials will likely be outspending Baby Boomers, he said. Millennials already make fewer shopping trips than Baby Boomers, but their average basket size is larger.
Patterson gave some examples of successful mobile marketing efforts:
Old Spice Rejuvenated
Procter & Gamble developed a campaign for its iconic 75-year-old Old Spice brand of deodorant, antiperspirant and fragrances for men. Millennials perceived the products to be something their grandfather would use. In other words, the brand was becoming less relevant. The P&G promotion appeared to be targeted at women, but from the mindset of insights from the guys as to how they are dealing with women in relationships. It was designed to be culturally relevant to Millennials, Patterson said.
The campaign was targeted to the 25-year-old male because 35-year-old males still want to believe they are 25 and 18-year-old males want to be 25, he said. The message was to stop using lady-scented products and smell like a man; the spokesman was an ex-NFL player. People started talking about Old Spice. Oprah mentioned it. Sesame Street referred to it. The ads were spoofed.
“Old Spice was reinvented and became one of the fastest growing brands in the category,” he said.
Gillette Gets Interactive with Superman
To promote P&G’s Gillette products, Superman was featured in a mobile marketing campaign that included Walmart as a retailer partner. Millennial shoppers were asked: How would you shave the Man of Steel? The interactive campaign, which urged consumers to vote, offered incentives to purchase the products at Walmart. The brand grew three share points during the campaign, Patterson said.
In a separate promotion, Procter & Gamble had an 18th birthday marketing program for its Gillette brand. The company shipped a razor and shaving supplies to guys on their 18th birthday. The aim was to “start a conversation,” he said.