A blonde 20-something working at her quintessential office desk is interrupted with a heap of folders dropped onto her desk. She stares at the colossus with despair in her eyes: “Is this it? Is this all there is? Spreadsheets and paperwork. I’m gonna die some day, and I’ll be sitting here just wasting away at this…..job.”
We’ve all been there.
What better way to connect with your millennial audience than to reassure them that they aren’t the only ones experiencing these first-world millennial problems.
Samantha Jayne, a millennial and freelance art director in LA, is receiving quite a bit of press for her very relatable YouTube series that she stars in to promote her book, “Quarter Life Poetry”.
Engaging with a generation of short attention spans has the marketing industry facing a series of challenges that are far from foreign: “How can we get them to finish our one-minute HELOC ad? Scratch that… We’ll be thrilled with 10 seconds!”
Apparently Jayne knows her peers quite well.
I saw this short and naturally shared it with everyone in the office. Why? The majority can relate to these nonsensical first world problems that we face in our every day lives - Including a phone call to my mom asking for reassurance that the benign mole on my toe that has existed my entire life, is still, not cancerous.
It feels good to laugh at entirely irrational but relatable angst.
Dollar Shave Club, for example, competes with huge brands that position themselves as professional and dapper. They arrived into the industry with a comical view on how we should realistically be viewing these products. It’s relatable and entertaining: No razor in our solar system will help a preteen with awkward looking facial hair feel like David Beckham after a shave.
If your company can use relevant humor to sell your brand without seemingly selling something, why not try for a fun approach? You may be able to connect with your consumer on a more emotional level.
Samantha Jayne’s book Quarter Life releases April 5th.
Check out her videos for a few “omg, I have been there” (not so proud) moments.