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TRENDS IN DIGITAL MARKETING TO GENERATION Z GERDA VAN DAMME DREAMMACHINE KIDS
Proud mum of Boris (9)
DISCLAIMER ;) NOT only digital
NOT only marketing NOT only Q4 2014
NOT all trends
not all the trends... from this...
... to this
WHERE DOES THIS COME FROM?
• More than 10 conferenceslike this one over the lastyear.
• Reading & desk research• Trendwatching.com,
trendhunter.com...• Websites consolidating
campaign informations(e.g. Coloribus)
• Talking to industry partners
WE LOVE KIDS
KIDS GROW OLD YOUNGER
FUN FUN FUN!
IT’S A DIGITAL WORLD
WIRED KIDS
FAME IS JUST ONE YOUTUBE VIDEO AWAY
BRAND, BE GOOD TO ME
BOYS ARE NOT GIRLS
GIVE ME A GOOD STORY
I LOVE MUM AND DAD
We’ll try to give you ‘the best ones’
WE LOVE KIDS
KIDS ARE THE TREND
Debit Mastercard for kids
KIDS ARE THE FUTURE
Capital Koala
THE KID IN THE CENTER
• IKEA Russia ‘Draw an ad campaign’
KIDS GROW OLD YOUNGER
KIDS GROW OLD YOUNGER
CODE-MANIA AND ROBOTICS
Primo
KIDS GROW OLD YOUNGER
• Catamini catalogue of this season
FUN FUN FUN!
FUN FUN FUN!
FUN =
humour play music
FUN = HUMOUR AND MUSIC
The Camp Gyno from Hello Flo.
Video on next slide
KIDS & PLAY
Lego Minecra2
THE GAMECHANGER
• The end of ‘instant gratification’
• The end of sophistication • The victory of storytelling
and creativity
IT’S A DIGITAL WORLD
TRANSFORM THE BRAND HERITAGE
Free app ‘Battle train’ from Lionel trains
1965 2013
‘DIGITAL IS BAD’
The joy of simple play-campaign (Kol Kid)
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CROSS-CHANNEL APPROACH
SECOND SCREEN
Disney cinema app for The Little Mermaid
A HYBRID WORLD
I-cards from Cartamundi Digital
Video on next slide
CROSS-CHANNEL APPROACH
IMMERSIVE EXPERIENCES
McDonald’s happy table
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HERE COMES AUGMENTED REALITY
Lego in-store AR
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DIGITAL AT THE POINT OF SALES
Macy’s Believe campaign
BIG DATA
Disneyland Magic Band
WIRED KIDS
THE WIRED KID
Huggies Tweet Pee
THE WIRED KID
Ma P’tite Balise & GEMO
THE WIRED KID
Nivea Protection campaign
Video on next slide
FAME IS JUST ONE YOUTUBE VIDEO AWAY
NEW HEROES
Fanta (& Bob Lennon) > 1 mio followers in the French-speaking world
NEW HEROES
Fanta (& Bob Lennon) > 1 mio followers in the French-speaking world
Video on next slide
LITTLE STARS
Persil storybooks
LITTLE STARS
BRAND, BE GOOD TO ME
HELPFUL BRANDS
Audi Toy Repair Service
EDUCATING BRANDS
Electrabel ‘Do the Click’-campaign
BOYS ARE NOT GIRLS
BOYS AND GIRLS
Her Next Chapter
BOYS AND GIRLS
Norway catalogue...
BOYS AND GIRLS
... Same catalogue in Sweden
GIVE ME A GOOD STORY!
INTRINSIC STORYTELLING POWER OF PRODUCT
• Lego ‘Max’-movies
TABLET FIRST TV
Sheriff Callie’s Wild West app from Disney
I LOVE MUM AND DAD
I LOVE MUM AND DAD
Source: The Marketing Store, 2013
HAPPINESS
Fisher-Price, Moments of Joy
THE INCLUSIVE EXPERIENCE
Oetker ‘Bakken voor een feestje’ campaign
TIME FOR A RECAP...
WE LOVE KIDS
KIDS GROW OLD YOUNGER
FUN FUN FUN!
IT’S A DIGITAL WORLD
WIRED KIDS
FAME IS JUST ONE YOUTUBE VIDEO AWAY
BRAND, BE GOOD TO ME
BOYS ARE NOT GIRLS
GIVE ME A GOOD STORY
I LOVE MUM AND DAD
