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Millennial Moms Wrap-Up - AMP Agency Ethnography Series

The Strategy team at AMP is on a mission to better understand marketers’ most sought-after consumer segments. Each week, individuals from these segments take over @AMP_Agency Instagram stories to give us a peek into their world as part of our digital ethnography series, “Through Their Eyes.”

Throughout the fall, we focused on millennial moms to babies and/or toddlers and saw the world from the perspective of Caitlin, mom to Ridley (almost 5) and Elliot (2), Alessandra, mom to Mila (almost 2), Victoria, mom to Mason (3 months), and Monica, mom to Jack (3) and Tucker (8 months).  

A year ago, I remember a colleague at AMP Agency, a mom to two youngins, declared she was tired of mom marketing. Her argument was that companies like to make motherhood seem like a total chore, and try to relate to mothers by acknowledging how hard it all is. She said that most brands failed to also recognize the pure fun of it all. As we followed our four moms for this ethnography series, we certainly saw a lot of chaos and business, but, luckily, we also got to see that fun shine through. Let’s dive into our evidence – those real mommy moments, taken directly from their phones.

There is no blessing quite like the drive-through.

While it’s safe to assume that most moms rely on coffee, we were surprised to see so many moms actually snapping from the Starbucks or Dunkin’ drive-through. More often than not, the kids were in tow in the backseat. Not only does the drive-through provide Mom with the caffeine she needs, it serves many other functional benefits, from avoiding buckling in and out of car seats, not disturbing coveted naps, and providing fun chat time between mom and child(ren). Brands with drive-throughs should find ways to celebrate this cherished time in the car, perhaps by designing games for kids in their app, or designating a few days a year to “surprise and delight” families who pull up with kids in the backseat.

 

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L to R: Alessandra excitedly enjoys her first sips; Mason peacefully sleeps as Victoria sits in the Dunkin’ drive-through; Caitlin and her boys have some fun while waiting in line

Whether multi-tasking, hurrying, or wading through the backlog, each day is a new race.

To no one’s surprise, moms are really busy. From multiple kids to multiple jobs, they’re juggling a lot. What was evidenced from our Instagram Stories, though, was an optimistic, “go with the flow” attitude rarely seen in stereotypical depictions of moms. Whether they were distracting their kids with toys to finally load the dishwasher, rushing through a shower before their infant cried, or not getting to the breakfast dishes until 2 pm, brands should take note of the light-hearted tone of their chaotic Stories, including their use of stickers and emojis, which proves they’re willing to shrug their shoulders and say “c’est la vie” with a smile, rather than with frizzy hair and a scowl. 

 

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 L to R: Caitlin’s boys play with Play-Doh as she cleans up the kitchen; Victoria humorously writes a how-to guide on showering with a newborn; Monica finally tackles the dishes as her kids nap

Sneaking in “me time” is necessary – not just as a mom, but as a woman.

Moms realize that to show up for their families everyday, they need to take care of themselves too. While it may only be for a few minutes or at odd hours of the day, brands should consider how they themselves can support women’s efforts to recharge. Yes, this may be by finding ways to make chores easier and faster, but outside of their duties, moms’ needs as holistic humans should also be acknowledged and prioritized. 

 

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L to R: Victoria sneaks in a little reality TV as she pumps; Monica finds an hour for a pedicure; Alessandra winds down after a long day by digging into “Call Me By Your Name” 

 

Moms have a sense of humor.

Let’s say it again: MOMS HAVE A SENSE OF HUMOR! When we think of moms, especially in the media, certain stereotypes may come to mind: the nagging mom, the strict mom, the overly sentimental mom. If we learned anything from this ethnography series, it’s that moms don’t always take themselves too seriously. They laugh at themselves, and they laugh at the dumb stuff their kids do everyday. While they love and protect fiercely, they’re also willing to have an innocent chuckle at their kids’ expense: Alessandra laughed upon discovering her daughter perched on a shelf as if it were a chair, while Caitlin tried her best to be “sympathetic” as her son started to cry that the wet playground slide had made his pants damp. We certainly appreciate our moms’ senses of humor as they let us follow them during this series!

 

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L to R: Caitlin and her kids play “Restaurant” at the park; Alessandra can’t help but laugh as Mila steals her glasses and “tries them on”; Victoria plays everyone’s favorite game – “Put The Binky In, Spit The Binky Out”

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Hey Listen - We Made a Voice App

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What You Need to Know About Marketing to Generation Z

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Social: Paid & organic social posts Content promotion: Sponsored content on sites with a large Gen Z readership High-impact creative: Eye-catching visuals that make your brand the topic of conversation is the cherry on top for earning Gen Z loyalty Freeform’s 6-week OOH campaign made a lasting impact by inspiring a wave of organic social engagement. Let’s Get Virtual: Consumer Trends in the Age of COVID-19 COVID-19 has affected every aspect of our lives, and social distancing poses a challenge to both community-seeking Gen Zers and the brands trying to reach them. However, digital platforms present innovative opportunities for Gen Z to stay connected during these difficult times. eCommerce and virtual experiences have also allowed consumer activity to stay strong.  Here are ways that brands can grow relationships with an engaged Gen Z audience:  Give Back: Be a force of good by contributing to the community and communicating with empathy and reassurance. Virtual Experiences: Host interactive virtual events that bring consumers together. Promote Self-Care: Food, clothing, and skincare products are popular purchases that help Gen Z feel uplifted while staying home. Steals and Deals: Encourage future IRL purchases with incentives like samples, coupons and loyalty programs – Gen Z is looking forward to shopping in person again!  SOCIALLY DRIVEN Utilizing Social in a Socially Distant Environment  While the future may remain uncertain, social media platforms have remained a constant in helping Gen Z feel connected. Pre-COVID-19, Her Campus reported that 51% of Gen Z college students spent 2 hours a day on social media, and 28% spent upwards of 3-4 hours a day.  Since then, there has been a surge in social media usage among Gen Z, as today’s state of social distancing has made maintaining relationships more important than ever. With this in mind, brands should leverage their social platforms to connect with the Gen Z audience in a meaningful and impactful way.  Specific Social Habits When it comes to social, Gen Zers have very specific habits unique to each platform, and brands should adjust their social media strategy accordingly. Instagram – Preferred Source for Brand Interaction Instagram allows for a wide variety of content to be produced and consumed, making it Gen Z’s preferred choice when it comes to brand interaction. Additionally, likes are no longer the main KPI on Instagram. Number of shares are equally as important and can lead to increased followers, helping to boost your brand’s overall success.  How can your brand increase its following? Post High Quality Content: Brands should post relatable, relevant and authentic content to drive increased engagement among the Gen Z audience. Interact With Your Audience: Replying to your audience when they comment or mention your brand goes a long way in making the Gen Z audience feel seen. Learn Their Language: Gen Z has their own way of communicating, so it is important to keep up with the new slang to better relate to this audience. Twitter – Personalize Your Brand Once fading in its appeal due to the rise of Facebook and Instagram, Twitter has once again become a highly relevant source of content for the Gen Z audience. From meme culture to article promotion and interactive polls, Gen Z is eager to consume relatable content on Twitter and feel as though your brand cares. How should your brand adapt its Twitter platform to draw Gen Z in? Understand You Are More Than A Company: Company accounts that take on a more personal approach resonate much more with the Gen Z audience. Gen Z wants to feel as though your Twitter handle is managed by an individual and not a buttoned-up corporation.  Reply and Retweet: Like Instagram, taking the time to respond to user mentions and replies can help your brand connect with its audience and grow its following. Facebook – Groups, Events, and Content, OH MY!  Facebook is still considered an important social platform for Gen Z, and is primarily used for three key purposes: How can your brand cater its marketing strategy based on each of these three purposes? Groups: Ensure your brand is consistently posting relevant updates and articles specific to your brand’s group pages to keep Gen Z engaged.  Events: Utilize Facebook to raise awareness around key brand events for greater interest and attendance. General Content: 76% of Gen Z utilizes facebook solely to consume content, so it is important to make sure your brand consistently posts high quality content such as videos and branded articles for increased awareness.  SnapChat – Mainly for Peer Interaction SnapChat is a hot spot for Gen Z. However,  they use the app mainly for peer-to-peer interaction and are less likely to engage with brands. Brands should focus their marketing strategy on social platforms that show stronger engagement among Gen Z, such as Twitter and Instagram.  TikTok – A New Opportunity for Consumer Interaction  TikTok is the latest craze among the Gen Z audience, used solely to consume and create video-specific content.  With roughly 1.5 billion downloads (more than Instagram and Facebook), TikTok is a key source in reaching the Gen Z audience. The 60 second video limit forces TikTok content creators to be innovative and impactful in a short period of time. Brands must follow suit by promoting short, yet impactful creative to stand out in such a fast-paced environment. TikTok offers a wide variety of advertising opportunities, allowing brands to pick and choose the most effective tactics for their specific marketing strategies. While like SnapChat, Gen Z is slightly less likely to engage with brands while scrolling through TikTik, your brand can still make an impression on this unique audience.  Influencer Partnerships: Brands should tap into influencer partnerships as they provide a less invasive and more organic way of putting your brand in front of Gen Z.  AUTHENTICITY MATTERS Authenticity: The Key to Gen Z’s Heart (and Wallet)  Gone are the days of the “perfect” brand. When it comes to Gen Z, they are much more interested in a brand that is “real” than a brand that portrays a “perfect” persona. They relate more to ads from micro-influencers than celebrities, and strive to find brands that have a sense of community. An easy way to begin creating this community is to invest time into strong community management. When Gen Z interacts with a brand on social media, they expect a response. Whether it’s commenting back or replying to/reposting an Instagram story, Gen Z wants to feel like they are a part of the brand’s community through social interactions, so community management is crucial. Influencers: The Trusted Voice Every day, a celebrity posts a #sponsored #ad for a product that influences people to scramble to find their wallets so that they can use the same product as their favorite celebrity. What’s more, the past few years have given birth to non-celebrities becoming influencers, and Gen Z is very receptive to these influencers. Some fast facts about Gen Z’s purchasing behavior based on a panel of Gen Z consumers: If your brand wants to reach Gen Z, utilizing Influencer Marketing is a good place to start. A few tips on how to develop an influencer strategy: Step 1: Instill A Sense Of Community Work with influencers who are open to attend local meet-ups or networking opportunities that are hosted by your brand, and that make the Gen Z consumer feel appreciated. They don’t want to feel like it is a simple transaction for your brand through the influencer. Step 2: Form Strategic Partnerships With Your Influencers Strive towards long-term partnerships. This not only establishes authenticity with the Gen Zers by letting them know that the influencer uses the product/service long-term, but also allows you to retarget top audience segments. You should also look to take a deep dive into the influencer’s audience when planning your campaign – just using their baseline stats only allows you to scratch the surface. Step 3: Create Premium Experiences with Influencers When possible, aim to continue the conversation with Gen Z and brand influencers through meaningful activations in relevant moments and environments that matter to Gen Z. Here, you should be adaptable; experiences don’t just have to be face-to-face. They can make just as much of an impact when they happen virtually, too. To successfully market your brand to Gen Z consumers, it’s clear that genuine connections matter above all else. With a mix of authentic messaging, strategic media planning, and an understanding of the Gen Z community’s values, brands can win their loyalty (and dollars) when it matters most.   

How to Evaluate if Influencer Marketing is Right for Your Brand Right Now

Anna Tremblay, Senior Manager PR & Influencer Relations Jennifer Carroll, Director PR & Media Relations May 27, 2o2o As our world continues to face lots of change, each level of the marketing funnel is changing and influencer marketing is no different. It is paramount that brands evaluate their influencer marketing efforts to ensure that it is an effective and efficient spend as budgets continue to shrink. Over the course of the last few months, we’ve been able to aggregate learnings from well-executed (and not-so-well executed) influencer programs from brands across many consumer categories. Prior to launching any influencer campaign, we believe that the performance of a four-step audit can help determine if influencer marketing is the correct approach for your brand at this time. By auditing the brand/segment, storytelling opportunities, potential partners and go-to-market messaging, we are able to build end-to-end recommendations that ladder up to overarching brand goals and KPIs while remaining sensitive to the current climate. Step 1: Brand & Segment Audit Does your brand/segment have something meaningful to contribute? The first step in our audit process is to identify the key brand product or service offering and the segment category it falls into based on consumer perception. Some questions that are helpful in identifying these offerings and segment categories are as follows: Is the segment category providing a service that is applicable to the current climate? - Example: Stay at home/lounge clothes everyone needs vs. High-end fashion. What value does this product bring to consumers? What sets your brand apart from other players in the space? - Here, you can leverage customer incentives and brand differentiators to help drive consumer consideration. Once you’ve established that the segment category is applicable and the product offering brings value to consumers in the COVID-19 era, you can move on to establish the potential storytelling opportunities for each key product offering. Step 2: Storytelling Opportunities What are the storytelling opportunities for this product or service? “Buy this product” messaging no longer works with consumers – particularly during a global pandemic. So, we have to get creative. During this stage of our audit, it’s important to identify all of the potential storytelling angles for your brand or product. Here’s what we recommend doing in order to achieve this: Establish a editorial calendar of tentpole moments. - These moments could include promotions, holidays, cultural moments, etc. Prioritize up-to-date editorial themes. - What are consumers going to relate to most right now? Determining the answer to this question will help your brand pinpoint winning messaging placements and strategies. Ensure storytelling angles are positive and uplifting. - Consumers get enough doom and gloom on the news today. Now is an opportunity for your brand to spin up some positivity in its messaging. Step 3: Potential Partner Identification Who are the partners that can relay this message with relatable authenticity? One of the most important (and fun) steps to planning an influencer program is sourcing partners to help tell your story. First and foremost, key customer demographics must be identified in order to create sourcing criteria. Influencer needs must also be determined during this step. Does your campaign require a tiered approach? Just one macro influencer? A network of micro-influencers? Answering questions like these will help in selecting the best possible partners for your brand. Leveraging an influencer sourcing tool to confirm key influencer audience metrics is paramount to connecting with the correct consumers and providing program ROI. Last but not least, brands must do their due diligence to ensure that selected influencer partners not only align with brand values, but that their online presence reflects these values. Step 4: Messaging Assessment Does our message need to be altered or tailored to the current climate? Now more than ever, it is incredibly important that both your brand and your influencer(s) do not come off as tone-deaf. We recommend taking the following steps prior to pushing content live in order to ensure that the content will be well received: Acknowledge the current climate without centering campaign messaging around it. - “Since we’re spending so much time at home...” or “These days, I love trying out new recipes…” are two solid examples of lead-ins influencers could use when discussing your brand or product. Be nimble and pivot as necessary. - Things change rapidly. In the time between content creation and posting, circumstances can change. This means it’s imperative for your brand to ensure that content stays relevant and gets messaged appropriately. Coordinate with influencers to determine tailored messages based on their knowledge of their content performance and audience. - Influencers know their audience better than anyone and know what will resonate with them – so why not ask them to help your brand? By auditing your process through the steps outlined above, any influencer campaign you work on can successfully meet consumers where they are with relatable stories and a product or brand that they can get behind. Check out the piece on Little Black Book Online: https://www.lbbonline.com/news/how-to-evaluate-if-influencer-marketing-is-right-for-your-brand-right-now