Brands Advertised Successfully to Millennial Parents

Goals

To find out insights relating to brands focused on kids and parents that advertised itself successfully to millennial parents.

Early Findings

  • To explain the importance of digital marketing in successfully advertising brands to millennial parents Sproutsocial.com cites examples of the following companies: Zulily, Melissa & Doug, Baby Tula, Lego etc.
  • While Zulily uses their Instagram feed effectively interspersing product images with infographics and relatable, humorous content, Melissa & Doug, a popular toy brand, uses their Pinterest page as a great place for parents to hang out.
  • Baby Tula, a brand that creates baby carriers for parents, uses blogs, video tutorials and runs a successful Facebook group to be used as a safe space for parents to chat about their little ones, share photos, and gather advice and support.
  • Lego uses it website effectively, splitting it up into two sections: one for parents to shop and get help and another for kids to play with toys online.
  • To advertise successfully to millennial parents, Zen Media highlights the importance of mobile and in-store marketing working together seamlessly. To elaborate, it cites the example of Target’s Cartwheel app which can be used to add coupons to the cart while the consumer shops in-store.
  • It also stresses upon the importance of being authentic on every level, from brand voice to mission and vision, to advertising. To elaborate the concept further, it cites the marketing campaign of Johnson’s Baby Shampoo where the brand successfully uses infographics and video to explain how bath time for babies can actually play a large role in developing baby’s senses and stimulating brain development.
  • Diandra Silk, a senior brand strategist, stresses upon the importance of leading with product functionality that results in formulation of meaningful connections.
  • To elaborate her point, Ms. Silk cites the example of Target’s “Design for All” philosophy. Following this philosophy, Target expanded its in-house Cat & Jack clothing line to include items with sensory-processing sensitivities that involved heat-transferred tags and flat seams for kids bothered by itchy tags and seams that irritate their skin.

Proposed next steps:

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During our initial research, we could find out multiple insights relating to brands, focused on kids and parents, that successfully advertised itself to millennial parents. These included insights relating to the importance of effective digital marketing, simultaneous deployment of mobile and in-store marketing, importance of authenticity and product functionality etc. However, to find out how these strategies and messaging were implemented on the ground and, more importantly, to look into the quantitative evidence of success, we would recommend further in-depth research to find out 5-7 similar insights. Each insight should include information on how the advertisement was implemented in terms of messaging and channels used and details on how the success was measured (e.g. spike in sales, significant increase in the number of consumers reached etc).
Also, to obtain macro-level understanding of what successful brands are doing correctly, we would recommend continued research to find out 2-3 key trends relating to the advertising of kid-related products that are targeted towards millennial parents. Each trend would be accompanied by a brief explanation of what the trend is, why it is considered to be key and examples of brands that are forerunners in terms of successfully capitalizing on the trend.