Obamarketing
Why "Yes We Can" worked with Gen Y.
TOMS Shoes. Pepsi. Virgin America.
What do these brands have in common?
They are all incredibly successful at marketing their brands to Gen Y. But what about when you aren't marketing a product or service? What about when you are marketing yourself?
President Obama had to figure out how to market himself to Gen Y, and figure it out he did. While many people hold up their noses and turn their backs on political marketing because it can be condescending, nasty and uninspired, Obama and his campaign team understood (and still understand) how to engage and motivate my generation.
From national tragedies to natural disasters around the world, my generation has lived through a lot. These events have caused us to have a different worldview than generations past. My generation believes that we can make a difference in the world. We respect brands that are socially aware, support causes, and want to make a positive impact on this world. This describes the "Obama brand" in a nutshell - and a main reason why two-thirds of Gen Yers who were old enough to vote came out to support Obama in November 2008.
Obama's slogan, "Yes We Can," perfectly encapsulates Gen Y's worldview.
However, it's not just what you say, it's also where you say it. Obama didn't rely on nationally televised speeches and newspaper articles to get Gen Y's attention. He used (and continues to use) social networking. His team even created a website that not only links to a dozen social networking websites, it's a social networking website unto itself. And while he may not always be tweeting and posting on Facebook himself, Obama has his own Twitter account and Facebook page as well.
So, whether you are a Republican or Democrat, an Obama supporter or not - I think we can all agree on his success in marketing himself to the younger generations. I mean, after all, he is the President.
Any by the way, how many Presidents have a music video?
Links
Obama's Twitter
Obama's Facebook Page
My Barack Obama
-Jocelyn Fielding, Account Coordinator/Gen Y Contributor
Lunch Today: Rama with chicken and other yummy Thai food!
