Marketing to Millennials - Global Ad Agencies
The top five global advertising agencies (Publicis Groupe, Interpublic Group, Dentsu, WPP Group, and Omnicom Group) market to millennials through video content published on YouTube and/or Vimeo. Another example that we found is that one of the top five agencies, Dentsu, marketed to millennials through a digital storefront sign for a fashion-related advertisement. Below are our research findings about how the top five global advertising agencies market to millennials. HOW THE TOP FIVE GLOBAL ADVERTISING AGENCIES MARKET TO MILLENNIALS
To evaluate how the top five global advertising agencies market to millennials, we first found the advertising agencies' portfolios either directly on their websites or through the source Ads of the World. Next, we reviewed examples of each agency's work. From that review, the marketing examples that we found that target millennials were in the form of videos published on YouTube and/or Vimeo. We determined that the examples we included target millennials because each of the videos either exclusively or nearly exclusively features people who are millennials. As such, we determined that those videos target millennials because the people in the videos are millennials themselves. Below are the marketing examples that we found and brief explanations of those examples. MILLENNIAL MARKETING EXAMPLES FROM THE TOP FIVE GLOBAL ADVERTISING AGENCIES
We found two examples for each of the top five global advertising agencies regarding how they market to millennials, all of which are included and briefly explained below.
PUBLICIS GROUPE
1. The first marketing example from Publicis Groupe is a video advertisement published on YouTube for the dating app Tinder in India. This example targets millennials because the people in the video are millennials themselves and the video thus targets that core group of Tinder users.
2. This second marketing example from Publicis Groupe is a video advertisement published on YouTube for IKEA. This example targets millennials because the main person featured in the video is clearly a millennial herself, as are most of the other people in the video, including the IKEA employees. INTERPUBLIC GROUP
2. This second marketing example from Interpublic Group is a video advertisement published on Vimeo for the healthcare company Optum. This example targets millennials because the video features professional golfer Rory Mcilroy who is a millennial himself as a 29 year-old. DENTSU
2. This second marketing example from Dentsu is a video advertisement published on Vimeo promoting a digital, "interactive shop window" in Japan. This example targets millennials because the women featured in the "interactive shop window" are millennials and thus that digital marketing example was directed at the millennial audience.
WPP Group
1. The first marketing example from WPP Group is a video advertisement published on YouTube for the dating app Bumble. That video features tennis superstar Serena Williams. The video targets millennials because Serena is a millennial as a 37 year-old and thus the content is directed at millennials as a core group of Bumble's users.
2. The second marketing example from WPP Group's company called Grey is a video advertisement published on YouTube for Pringles. This example targets millennials because both men featured in the video are millennials and thus the content is speaking to the millennial audience. OMNICOM GROUP
Omnicom Group is comprised of several agencies. Thus, we looked for work specifically from those agencies and found the following examples that specifically target millennials.
2. This second example is from Omnicom Group's DDB agency. The video, which was published on YouTube, is an advertisement for McDonald's and features a group of millennials playing table tennis, thereby targeting the millennial audience.