Peter Cassidy - Stop marketing at millennials, start marketing with them
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Transcript of Peter Cassidy - Stop marketing at millennials, start marketing with them
2Netgear Proposal
%of Millennials say authenticity is important when deciding what brands they like and support
4Netgear Proposal
%of the time, Millennials can tell the difference between brand-created content and user-created content
5Netgear Proposal
%of Millennials have unfollowed a brand on social media because of inauthentic content
6Netgear Proposal
Influencing Millennial Purchases
Created by celebrities or Influencers
%Created by real
consumers
%
Content Millennials say influence their purchasing decisions
8Netgear Proposal
https://www.youtube.com/watch?time_continue=87&v=SES52tNkayY
“We knew authenticity was the key. Slick product photography and cheesy montage videos weren’t going to resonate with our core audience of 18-24 year olds.”
Kirsten Matthew
10Netgear Proposal
https://www.youtube.com/watch?time_continue=87&v=SES52tNkayY
“We really wanted to take it away from the celebrity ether and root it in real people doing authentic things on holiday.”
Claire Cronin
13Netgear Proposal
https://www.youtube.com/watch?time_continue=87&v=SES52tNkayY
Won Campaign of the Year in Marketing Week’s 2016 Competition
16.9 million promoted tweet
impressions
863 searches per minute+
Netgear Proposal 14
“Visual inspiration is key, when it comes to consumers’ decision making process for travel. At the VisitScotland Instagram Travel Agency, we’re marrying the offline and online space.”
Christina Bruns
18Netgear Proposal
Christina Bruns“Because UGC is created by real travelers, it’s much more relatable than what a brand can produce. With this contest, we were able to get photos from people in places they truly care about, and saved on attaining quality photos that were unique.”
23Netgear Proposal
Steps to Building a UGC Strategy
1
2
3
Run a Competition
Host an Event
Identify & Incentivise Influencers
25Netgear Proposal
Peter CassidyCo-Founder and CMO, Stackla@Pete_Cassidy, @[email protected]
Download the Report atstackla.com/resources/