Trend Report: Mobile Cause Marketing and Millennials & Generation Z MARCH 2015
Going Mobile In 2015, mobile traffic is expected to be the primary source of online browsing, especially among Generation Y (Millennials) and Generation Z. Upgrading to a responsive mobile design and running integrated, mobile campaigns is important now more than ever.
Generation Timeline Baby Boomers Born 1946-1964 Ages 50-68 Generation Y (Millennials) Born 1977-1990 Ages 26-36 Generation X Born 1966-1976 Ages 42-52 Generation Z Born 1990-2015 Ages 0-25 1940 1950 1960 1970 1980 1990 2000 2010 2020
Millennials vs. Generation Z Millennials Tech-savvy Transparent Slacktivists Multicultural Tolerant of others Communicate with text Share things Now-focused Optimists Want to be discovered Team-orientated Generation Z Tech-innate Protective (e.g. geo-location off) Active volunteers Mixed race and gender Accepting of others Communicate with images (e.g. emojis) Make things Future-focused Realists Want to work for their success Collective-conscious
Millennials: At A Glance 80 Million Millennials in USA Digital Natives 75% use phones for online browsing Brand Loyal 70% who find a brand will stick with that brand Social Savvy Facebook and Instagram are the preferred social platforms Socially Liberal 66% voted for Obama Educated Obtain college and post-college degrees
Millennials: Behavior 78% say they ve had good experiences texting donations 85% are inclined to text-to-give to an organization they support 87% of millennial employees donated to a nonprofit in 2013 87% feel encouraged to volunteer or participate in their company s work 97% prefer using their individual skills to help a cause
Millennials: Best Practices to Engage Emphasize mobile platforms Make sure websites are readable and accessible on mobile devices. Many sites neglect to place their donate here tab somewhere immediately visible to viewers. Be bold and authentic In a culture of information overload, eye-catching always wins. Genuineness is key: 60% reported that they liked it most when nonprofits shared stories about successful projects and the people they helped directly. Empower them to make a change Millennials want to feel important; they want to know that they are helping to make a difference in the world and are not just a small part of a big organization. Some have called this the goal of being recognized. Millennials post videos, artwork and political calls to action to social media in hopes of generating engagement from friends and followers.
Millennials: Key Platforms Crowdfunding Platforms Kickstarter, Indiegogo and Razoo have helped raise hundreds of millions of dollars for nonprofit organizations and causes. Users set a monetary goal to fund a cause in hopes of reaching it, and certain donation amounts can earn donors certain rewards. One-For-One Platforms Buy one, give one companies like TOMS and Warby Parker have been wildly successful in getting Millennials attention, dollars and market share.
Gen Z: At A Glance Informed Gen Z has experienced tougher times than previous generations: they ve seen their parents struggle through a recession, and witnessed a news cycle filled with war and natural disasters. Entrepreneurs Gen Z has a DIY-type of attitude, and are motivated by an entrepreneurial spirit to create something new from scratch. Short Attention Span Their attention is oscillating between many screens, creating more distractions. Favor Privacy Gen Z prefers incognito platforms and media (e.g. Snapchat) because they fear advertisers and other third parties are tracking their communications and activity.
Gen Z: Best Practices to Engage Appeal to their interest in cause and social impact Gen Z consumers are becoming hyper-conscious of companies charitable spending, as well as their corporate social responsibility and social impact programs Provide incentive to share things on social media Remember, Gen Z communicates through images, so make sure you invest heavily in visual content, including high-res photographs, infographics and videos. Harness those who love your product or idea They re more frugal, so if you have their support make you sure maintain it. Avoid putting all resources into Facebook and Twitter This generation uses apps like Instagram, Snapchat and Vine at greater rates than Millennials.
Gen Z: Key Platforms Content Platforms Platforms such as We Heart It and Learnist are up-and-coming hubs for content curation. We Heart It is a service similar to Pinterest that allows users to upload, collect, curate and share photos of deep meaning to them. Learnist is a new platform in which users curate their own slideshows about educational information ranging from recipes to theories on astronomy. Social Messaging Platforms Secret is an app that allows users to send messages to friends anonymously. Although not always tactical for marketers, it captures Gen Z s love of privacy and anonymity. Likewise, Pheed, considered by some the new Twitter, is a combination of Instagram and Twitter. Users can share status updates that resemble tweets using an interface very similar to that of Instagram.
Gen Z: Snapchat Snapchat is a fun, popular messaging application in which users can take photos and videos, add text and drawings on top of them, and send them to a list of recipients. Users control the amount of time that recipients can view their messages (called Snaps ), after which they are deleted by the application. As of April 2014, the time limit is between 1 to 10 seconds. Quick Facts: 77% of college students use Snapchat. 73% of users said they would open a photo from an unknown brand. Snapchat has the ability to engage individual donors on a more personal level. The platform includes a My Story feature offering a simple, formal way for brands to connect with followers, without intruding on their privacy.
Mobile Cause Marketing Case Studies Tap Project UNICEF & Giorgio Armani UNICEF partnered with clothing designer Giorgio Armani to bring clean water to those in need. UNICEF pledged to donate one day s worth of clean water to a child in need whenever a user with the Tap Project app didn t use their phone for 10 minutes. To date, people from around the world have donated 250 million minutes prompting UNICEF to donate 25 million days of clean water.
Mobile Cause Marketing Case Studies Third Eye StarHub & Singapore Association of the Visually Handicapped Telecom giant StarHub partnered with the Singapore Association of the Visually Handicapped to create Third Eye, a mobile app that allows visually impaired people to see through the eyes of others. The app allows visually impaired users to take pictures of their immediate surroundings and receive feedback from a group of registered micro-volunteers who reply via text messaging with what they see in the picture. Their text messages are then converted to speech, allowing visually impaired individuals to hear a description of their physical surroundings.
Mobile Cause Marketing Case Studies Bullseye's Playground Target & St. Jude Children s Research Hospital For the 2014 holiday season, Target released an interactive, in-store mobile gaming experience called Bullseye s Playground featuring a series of mobile games including sledding, ice fishing and snowball fights. Shoppers could play games to unlock characters and new game levels on their mobile phone in-store. Target donated $1 up to $1 million for every game played to St. Jude Children s Research Hospital.
Other Mobile Marketing Case Studies I Am Here Campaign Mobile Loaves & Fishes Austin-based social ministry Mobile Loaves & Fishes approached Danny, a homeless man living in Austin, to stand next to a billboard perched above a major highway that asked drivers to donate $10 through text messaging to help provide him with a home. The campaign raised $12K for a new home for Danny, and generated greater awareness about homelessness in Austin and throughout the country.
Other Mobile Marketing Case Studies WeFree Campaign Amnesty International By hosting a free Wi-Fi network at a music festival dubbed WeFree, Amnesty International allowed festival attendees to receive free Internet service but only after agreeing to a deceptive terms policy that contained a false testimonial about the attendee. The campaign highlighted how false confessions often result in false imprisonment across the globe, and raised over 8,600 signatures from festival attendees to end such imprisonment.
Other Mobile Marketing Case Studies Blind Date Brazil DPPD Missing Persons Unit Nearly 3,000 people go missing every year in Santa Catarina, Brazil. Brazil s DPPD Missing Persons Unit built a campaign to help find these individuals by creating personal accounts for them on Tinder, a popular location-based dating app for smartphones. Every time a Tinder user clicked on a profile of a missing person, they would be notified that the person was missing. The user was then prompted to call a number and report on any information they knew about the missing person. The campaign caught the media s attention in Brazil, and helped find 25 missing people.
About Phil & Co. CONTEMPORARY MARKETING FOR PHILANTHROPIES & COMPANIES DOING GOOD Connect With Us /philandco /philandcompany /+philandcompany /company/phil-&-co. A highly creative and award-winning cause marketing, public relations, digital, advertising, branding and design agency, Phil & Co. has quickly become one of the category s more sought-after and fastest-growing agencies. We excel at results-driven integrated marketing that humanizes brands, builds awareness and drives engagement, purchase and support. Clients include both corporate and nonprofit organizations. Learn more at Philandcompany.com. Phil & Co. 833 Broadway, Suite 3 New York, NY 10003 info@philandcompany.com 646.490.6446
Sources www.adforum.com www.causeupdate.com www.creativecriminals.com www.generationz.com.au www.mccrindle.com.au www.themillennialimpact.com