In today’s consumer world, no one is flexing monetary muscle more than teenagers. Already one of the world’s largest demographic groups, their numbers and consumption of consumer goods continue to grow rapidly. Furthermore, an appreciation of the trends affecting the lives of young people provides a roadmap to the future adult market.
Weber Shandwick's Youth Marketing practice offers clients a unique perspective of this group through a combination of teen-specific marketing and traditional public relations. Team members provide clients with strategic counsel on the best ways to penetrate the unique culture segments within the youth population. They also recognize that while teens have embraced new forms of communications, they still have not abandoned traditional media. This understanding enables the practice to follow a multi-dimensional approach to its work, and offer clear, strategic and effective programs.
Weber Shandwick’s youth marketing practice utilizes teens themselves to create effective programs for clients. In the U.S., Prototeen is an online panel of teens who are ready to give their opinions at a moment’s notice. Feedback gathered from these panels has helped in the development of programs utilizing teen-friendly tactics such as traveling tours, Internet promotion, event sponsorship, radio promotions and grassroots campaigns. In other parts of the world, as well, Weber Shandwick has developed research techniques that tap into local youth preferences and aspirations.
“Livin’ Large” – Chevy Aveo
Weber Shandwick linked the newly redesigned Chevy Aveo’s size, affordability and special features to the needs of college students.
The world watched and followed the life of two students on seven different campuses across the nation live inside the roomy interior of a Chevy Aveo for five days through live web cams, blogs, and podcasts.
Through peer-to-peer coverage, we hit the target market where they live with 13 separate Facebook groups created to reach 6,538 collective members, 14 YouTube videos posted by contestants with 4,382 views and counting engaging 162 universities, in addition to the seven students participating in the challenge.
“Rover” – Snickers
Weber Shandwick was charged with rejuvenating the SNICKERS brand in the minds of teens and young adults through its “instant satisfaction” positioning and SNICKERS’ support of the extreme sports lifestyle.
To reach our target audience, we created a two-tiered program, through an online community – a “for riders – by riders” social network – and outside experience –“The Rover” – an all-expense paid dream job (complete with Hummer H3 and unlimited SNICKERS bars) for one lucky rider to travel the country attending premier riding events and documenting the whole rad adventure online.
We engaged more than 4 million members of the target audience: 3.4 million unique hits to theonseason.com and 516,000 hits to the Rover blog; coverage included the
Boston Herald, CBSNews.com, CNN.com, TransworldSnowboarding.com and Snowboard-mag.com.