Problem: Millennials eat candy. But they don’t watch TV.
Solution: The perfect mix of sponsored video content, celebrity endorsement and influencer marketing.
For instance, Snickers (which makes awesome TV spots) solicited 13 popular vloggers to each showcase a vlog on what happens when they’re hungry and off their game.
Entitled “How to Let Yourself Go,” here’s a look at the Snickers U.S. vlog from style and motivational guru Jessica Harlow:
According to Direct Marketing News, marketers for Snickers say it’s no longer about simply creating a message to send to the masses; it’s about meeting that audience on their turfs, including their likes, and using their favorite platforms—like YouTube.
Interestingly, there’s a plethora of web-based content to sponsor and an unending supply of influencers ready to amplify word of mouth via their own video and/or blogging platforms.
According to Interactive Advertising Bureau, 24% of the American adult population—an audience of 59 million strong—is turning to original digital video programming at least once a month.
Furthermore, original digital video has the distinct ability to attract the difficult-to-reach 18-34 year-old audience of cord-cutters/cord-nevers – a growing group, now at 17 million.
Another consideration for brands…become a producer and make your own serial programming. There’s a grand tradition of brands succeeding in this role. If an insurance company from Omaha can put a wildlife safari program on the air from 1963 until 1988, and revive the show in 2002, imagine what your company can bring to YouTube.