In addition, young people are 'stimulation junkies'. They constantly need new stimuli from brands. H&M changes the store once a week these days, they don't add new items but they just change the layout. This is to provide new stimuli for young people. Young people also want to be the boss, they want to have influence on products and brands. An example of this is the Freestyle Fountain from Coca Cola.
2. Be cool, real, happy, unique and self-branded
'How Cool Brands Stay Hot' is the latest book on youth communication, written by the Belgian Joeri van den Bergh. In the book he describes a new model to make and keep brands 'Hot'. Important thoughts are:
Be cool. You are not cool, you show it; Act – don't tell. Shouting that your brand is 'the coolest' does not work. Friends are 'the cool factor', if they find something cool, young people trust this.
Be happy. Happiness is an important value for generation Y, they don't like negative emotions. A good example is the ' Share happy ' ice cream machine from Ola.
Be real. Stay close to who you are and don't suddenly change 180 degrees. Brands that can't choose and go with the flow are not cool.
Be unique. Claim who you are and what you do. You don't necessarily have to be innovative. Michael Jackson wasn't the first to moonwalk, David Bowie was. But MJ gave it a name.
Self-brand. The product is not only important, it is also important to connect with the lifestyle of young people. Nike wants to make young people better in sports, Converse stimulates creativity.
When you develop a campaign, what do young people get out of it? What offers added ivory coast phone number list value? For example, this could be a cool prize, but also a spotlight for your own created video. With 'What's in it for them?' it is also very important that you think about the message. What is the core of what you want to tell young people? And does that core offer young people something? For example, does it connect with their lifestyle? In the examples below you can see that Pringles has decided to appeal to music lovers; via an app, young people can make music themselves and share this with other music-loving friends. In this way, Pringles connects with the lifestyle of young people.
4. Be visual
Text is of course necessary in a campaign, but try to write as little as possible and always support this by being visual. In the examples below you can see that both Hema and Pringles have decided to 'explain' the campaign in a YouTube video instead of a block of text. For young people, a picture is worth a thousand words . Be careful with videos that it does not become too long-winded, so keep point 3 very well in mind. Also read 8 tips for texts aimed at young people here.
5. Be shareable
Make sure that young people can share your campaign/website at different points. Not only the end result, but also in between. Do not just take the standard 'Add-this', but also add a nice/attractive text that triggers others in the network of young people to also take a look. In addition, young people do not have to come up with a text themselves, you make it easy for them. Or as in the case of Pringles, create online buzz by 'unlocking' badges. And do not forget that young people only share something if it has added value, so your content has to be good!