4 Brands That Are Making TV Shows to Reach Young Consumers
“18 to 34 year olds watch two hours and 38 minutes of TV on a TV set every day on average, which is more time than they spend eating smashed avo and taking selfies.” (ThinkTV)
Marketing to Millennials can be a challenging task for brands due to their ability to filter out irrelevant advertisements and their preference for personalised marketing approaches. Traditional marketing methods often fail to resonate with this demographic.
Traditional marketing channels aren’t as effective with Millennials. They’re more inclined to use their devices for almost everything, from social interactions to shopping.
They lean towards BVOD and streaming platforms like Netflix and Hulu.
To truly connect with them, brands need to be present where they are and the research shows that they are getting their education and entertainment content via TV with 43% have purchased a product that was shown or featured on a TV show.
With more young consumers turning to BVOD and streaming services, smart brands are discovering that the ”solution” is to get young viewers attention outside of ads by creating the entertainment they’re consuming instead.
Some brands have already been producing their own branded reality shows, but many have also been releasing full-length documentaries and features. Perhaps, one of the earlier successful examples of this is Pepsi, who produced 2018’s Uncle Drew, centered on NBA player Kyrie Irving and his character from a series of old Pepsi Max commercials. That movie raked in $42 million—and marked one of the first branded entertainment campaigns to be adapted into a major motion picture.
But you don’t need to produce a Hollywood blockbuster to create TV entertainment that resonates with Millennials. Here are 4 brands that are creating their own TV shows.
Neutrogena
Neutrogena, the Johnson & Johnson-owned skincare brand created a documentary, In the Sun, to inspire consumers and educate them on taking care of their skin. Produced by actress Kerry Washington, the documentary showcases the long-term effects of sun exposure on the skin by focusing on people who are battling skin health challenges or have been affected by skin cancer, and centers on Dr. Chi on her mission to educate and treat patients while balancing how to protect her own children from skin cancer.
Spa & Pool Association of Australia
It is not just the big brands that have discovered the power of creating your own entertainment as a way to promote your brand. The Swimming Pool & Spa Association of Australia Ltd and the Pool and Spa Association Ltd New Zealand (SPASA) is the largest peak Swimming Pool & Spa industry body in the southern hemisphere.
They partnered with us to create “Australia’s Best Pools” that they fully funded through sponsorships paid for by their members. In other words they created their own TV show at no cost to them.
Nike
Nike is ranked as the coolest brand among Gen Z and Millennials. Nike teamed up with the NBA and Imagine Entertainment to release the documentary The Day Sports Stood Still on HBO and HBO Max, which focused on the shutdown, the “pandemic bubble,” and the overall impact of Black Lives Matter on the league.
The documentary is infused with Nike’s ethos with the brand’s values and story aligned.
Corona
Alcohol brands have continuously been coming up with ways to stay relevant with young drinkers and Corona has turned to creating quality entertainment. The first project they launched was an original series, Free Range Humans, which followed eight individuals who left behind their comfortable, white-collar jobs to instead pursue a life full of outdoor adventure from a Brazilian PR associate-turned-surfer or an English architect who shifted into becoming an ocean advocate.
“When we look at the way the world is evolving, we need to start entertaining instead of interrupting consumers. That’s the biggest challenge marketers face: engaging consumers in an authentic way.”
Felipe Ambra, Global VP of Corona
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