New generation – new ways of marketing. Taking it into account, smart brands are trying their best to figure out what Millennials are like and surprise them with staggering products. To make your campaigns take off you need to be not only a good marketing specialist, but indeed a wise psychologist who can feel the audience. And now you’ll see why it’s so important.


Emotional marketing for new emotional people

Every new generation differs from the previous. Millennials are the generation of quick and strong emotions. As the amount of information given nowadays to the audience is enormous, it’s getting quite hard to attract one’s attention to your products. Besides, as the life is very stressful, people look subconsciously for things that can cheer them up. And the only thing that always works is emotional marketing. It’s obvious that people are more likely to buy something if it has an impact on their feelings, if it makes them remember something lovely or simply smile. Even scientists prove that people tend to feel first and then to think, so it turns out into a real marketing strategy targeted at the feelings of Millennials.

Emotional Marketing. Millennials

Beauty always strikes

Marketing in not only about selling products and making profit (but who am I cheating?). Sometimes it transforms into real art. According to numerous research, Millennials pay their attention to unusual, brand-new and peculiar campaigns. They really want to be amazed and, sure enough, they are open for it. In September 2012 was launched a commercial campaign that attracted many young people by its pure beauty. «Grandpa’s trick» was created by McCann Oslo for Norwegian air company Widerøe.

In contrast with any other advert for air companies, this one shows no greatness, no tremendous planes, but it has a simple beauty. As a flight is miracle, according to the idea of creators, so is this commercial. But why it works especially for Millennials. Technically, it’s easy to understand. Firstly, it includes a little cute boy and an old cute grandfather – it has a big impact on our emotions. Secondly, the song Youth by Daughter is popular now among young people, and when you hear a song you like you automatically become involved. As a result, people start sharing this ad regarding it as a small beautiful film.

Emotional Marketing. Millennials


Make them communicate

Millennials are the key target also for Coca-Cola and they found the right approach. Of course, everyone remember a huge campaign Share it forward launches by Coca-Cola and Walmart which was extremely successful. During the 4-week program the sales growth was double the growth of all other retailers. Among other reason, there is a sharing strategy willing people to communicate. Cokes had proper names on them, and the idea was to buy a Coke for a friend, family member, co-worker, etc. With a hashtag #shareitforward people were sharing their photos on Instagram, Twitter and Facebook. According to the slogan, sharing a Coke is about sharing a happiness (and raising the income of Coca-Cola and Walmart).

Emotional Marketing. Millennials


Remind them about something cool from the past

This summer shows us that that people feel sympathy for things from the past. Wearing chokers, chasing Pokemons – it’s all about nostalgia marketing. The best example of how nostalgia marketing can take off is a viral interactive mobile game Pokémon GO. We remember yellow small rotund toys from the childhood. But the most important is that in this app nostalgia is mixing up with modern relevance that makes it so attractive to Millennials. Nostalgia marketing helps brands to be more personal in the era of impersonal digital media.

It’s said that it’s good to know your enemy. But it’s even better and more useful to know your audience. After many successful and failure attempts marketers come to the conclusion that emotions play the main role in marketing and advertising. So maybe it’s time to study some psychology…

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