#20: Friendsgiving Moment
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Reach consumers (and millennials in particular) while they're prepping for their version of the holiday.
Sure, Thanksgiving has long been known as a time for families to reunite over turkey and parades and football, but that's not the only way to celebrate. Have you heard of Friendsgiving?
Friendsgiving is alternative Thanksgiving, a trend created by those who are far from home, or simply would rather carve a bird in the company of friends. Many of the holiday ingredients are still in place — delicious, indulgent meals, football, and drinks (okay, maybe more drinks) — but there might be EDM playing instead of Aunt Edna's Billy Joel collection. For advertisers, this alternative take on a long-standing holiday represents an opportunity to engage millennials, which is why Aki created the high-value Friendsgiving Moment.
The Friendsgiving Moment starts with the audience, typically 18 to 35, and drills down into the moments around the Thanksgiving holiday. Prep moments, including grocery shopping, party supplies, and—don't forget the cocktails—the liquor store run are targeted, as well as those moments the audience is spent doing online research. (Yes, please look up safety precautions before deep frying your first turkey.) Advertisers who want to reach millennials in holiday mode should take a closer look at the Friendsgiving Moment before the tryptophans kick in!
A study from Yahoo showed that a third of all Americans spend Thanksgiving with their friends, with millennials leading the way.
Consumers are increasingly connected day and night, but those weekdays are often cluttered with emails, phone calls, and meetings. But at the end of the day, when the deadlines are (hopefully) met, the cocktails are flowing and/or the kids are fed and busy with homework, consumers settle into a high-value moment for advertisers: the Relaxing After Work Moment.
Brand new kicks, a sharp new backpack, and a shiny new phone upgrade? Back to school season is a time to look good and feel good And, though the average consumer may still be breaking in their summer sandals, brands and agencies have their eyes on the fall. So, what's the best way to take advantage of that inevitable rush toward apparel, electronics, school supplies, and home goods? Yes, it's time to talk Back to School Moment.
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