Check out two examples of campaigns co-created with millennials.
Oreo hit the jackpot with their custom taste experience machine at SXSW.
Mondelez International teamed up with Twitter to create 3-D printed Oreos for the festival. Festival-goers (mostly millennials) were able to create their own custom cookies, choosing their color, flavor and design, inspired by topics trending on Twitter.
The custom Oreos, which only took two minutes to create, were so popular that customers waited in lines for up to three hours just to get a cookie.
Hailing from millennial retail favorite Free People, FP Me is a social campaign that allows customers to connect with each other and with the brand’s own personal stylists.
People upload pictures of their Free People outfits and add clickable links to their clothes online. Other Free People fans gain inspiration and shop from the photos. Not only does this make a community, but it also boosts sales by showing the brand’s clothing in real life photographs. Its sister company, Urban Outfitters, has a similar campaign of its own.
Your First Step to Co-Creation
Your first step towards co-creation can be as small as asking your customers to to use your hashtag. You don't have to reinvent your brand. In fact, millennials probably don’t want you to do an entire brand makeover… without their opinion, that is.