Teenager Commercial Preferences
Three campaigns that have resonated with US teenagers are Dorito's: Showing Pride, Nike: Diversity, and Dove: Self Esteem. One campaign that resonated with UK teenagers, and teenagers globally, was River Island: Labels are for Clothes. The campaigns are detailed below.
River Island — Labels are for Clothes
- It is common knowledge that teens are worried about the "labels" that their peers, or others, give them. To push back on that, and in partnership with the anti-bullying charity, Ditch The Label, River Island launched its "Labels are for Clothes" campaign to champion self-expression and reject stereotypes. River Island created ads that spotlighted a complete range of body types and abilities to focus on inclusivity.
- The campaign used models from a variety of backgrounds, including those with disabilities. The TV commercial used models including Paralympic athlete Jordan Luce, as well as Kathleen Humberstone, a model with Down's Syndrome. Blogger and motivational speaker Mama Cax, who lost her right leg to cancer, was featured in poster ads.
- The brand’s kids’ and Mini collections was also a part of the campaign, showing diversity at all ages.
- The campaign ran across TV, digital, social, online and in-store.
- For teenagers in particular, seeing different people being represented on a national and global scale allows them to be more accepting of the world around them.
Doritos: Showing Pride
- According to a Google survey of children aged 13 – 17 year olds, Doritos are cooler than Apple and Instagram. This means they are in a unique position to resonate with teens.
- A brand wanting to find support with teens needs to actually support what they value. Doritos leveraged their standing with this cohort by showing their support for LGBTQ with their limited edition rainbow colored snack. To get one of these packs, a donation had to be made to the "It Gets Better Project". As expected, this resonated and made a connection with this age group and the limited edition Doritos sold out quickly.
- Doritos accomplished a few things with this campaign, but the key takeaway is that they showed support for an issue in a way that did not patronize or claim that this would be the entire solution.
- As Doritos did, Nike also scored very high in Google's study. In fact, it was ranked at the same level of cool as Apple, and beat companies and brands like Coca-Cola, Starbucks, and even Twitter.
- Nike has never shied away from speaking out about causes they support. Someone just has to think about Colin Kapernick and the "Just Do It" campaign to see this is true. Nike also showed support for sports stars who stand up for racial injustices with their campaign featuring Raheem Sterling called "Don't Just Dream for You, Dream for the Next You."
- Nike's readiness to speak out in defense of equality has a huge value to teens specifically, as they have a greater respect and admiration for not just what a brand sells, but what they stand for. In fact, according to Jeff Carvalho, managing director of Highsnobiety "Nike has become not just a commodity, but a statement. When you try to reach a new young consumer on their playing field and on their terms, it's no longer simply putting out a great product. You now have to be a company that can stand behind something because the consumer today is demanding that."
Dove: Self Esteem
- Research has found that nine out of ten teenaged girls with low self-esteem will put their own health at risk by not seeing a doctor or skipping meals.
- Dove offers free resources to assist teachers, parents, as well as youth leaders to help them talk to teenagers struggling with self-confidence. Additionally, their digital blog provides information surrounding key areas in a teen's life. Topics include social media, reality TV pressures, school bullying, and mental health.
- Their campaign was called Change One Thing.
- The Dove Self Esteem Project was created from a vision where beauty is a source of confidence, not anxiety.
- Catering to teenagers helps to not only build a positive brand image, but it helps secure future customer segments. By capturing this cohort at this stage, Dove can focus on retention and ensure loyalty as this age group ages up.