SOCIAL MARKETING: Is There Any Group More Social Than Teens?

Ah, the teenage years. Puberty. Angst. Zits. And not only do teens adamantly tune out their parents, they tune out traditional or conventional marketing. Whatever can we do to effectively reach and market to this persnickety audience?

Well, according to PR Week, more brands than ever are jumping on the social marketing bandwagon. Marketers have found that aligning with causes that teens are interested in and passionate about is key to a successful campaign. Popular tactics include using teen-targeted celebrities, promoting via television and in-school programming, word-of-mouth and social networking sites such as Facebook, MySpace, YouTube and mobile text messaging.

Teen brand Aéropostale recently engaged its consumers by asking them to get involved in a cause for teen homelessness by donating pairs of jeans. Victoria’s Secret Pink brand hosts an annual "Pajama Party" (pillow fights anyone?) that coincides with the back-to-school season. The event features performances by popular singers and the option to shop for products in advance of release to retail.

Bottom line: Teen brands don’t rely on any one vehicle to carry their message because teens don’t absorb media in one continuous spot. Which in an ironic way, makes teens sound like every other audience today.

SOURCE: PRWeek, NOISE
Reported by: Lori Sansoucie, PR Director and Krista Schmidt, PR Associate