1 The Millennial 10. Ten key ways to drive your Gen Y Strategy into action.

2 Context Here is how to get started: Let’s get started...Note! Potentially, not all of the ways to win will be relevant for your brand. That’s OK! Consider your brand key when moving through the document and decide if your brand fits the behaviour. If it does, then use the dashboard as a tool for you to give an honest representation of perception of that behaviour through a millennial lens. After you’ve completed the document, it will have enabled you to see the whole picture on your brand’s millennial Strategy. Here is how to get started: 1. In this document, you will find details on ten ways to win with millennials. 2. Each behaviour has a number of key questions to ask yourself to gauge how well your brand is performing in that area. 3. Consider these questions for each behaviour, and then give your brand a rating out of 10 using the button on each example page, or the Dashboard on the last page. Note! Make the most of the document by bringing Millennials in to evaluate your brand for you, it is not a process that brand teams must go through themselves. Rather it is an opportunity for an honest evaluation of your brand to identify gaps in strategy, and from that, inspire new thinking and direction for your brand. That objective honesty may well come from outside Unilever. 4. You can then use your Dashboard to critically evaluate whether your actions and current strategy are in line with successful millennial product, targeting and execution strategies. You can also highlight any additional opportunities that the document provokes too! Let’s get started...

3 Use crowd creation Summary Key Drivers Questions to askWith Millennials, you don’t hold the reins – instead it’s the perception of your millennial consumers that defines your brand. Embrace losing control. Largely, Millennials are a creative bunch and are available to take out the guesswork for our brands that can often reside in internal brainstorming. That could be through direct physical co-creation, virtual co-creation or by understanding the vast amount of data that they make available to you. Share the creative experience with Millennials in both product innovation and communications. They are savvy enough to understand what brands are trying to do to them and their peers, and they know when they are being marketed to. Brand love will fly if they know that they have had a hand in making it, whether that’s the product itself or its activation, and it’s likely the work you do will resonate. Remember! Product quality is still the top priority for Millennials, so it’s possible that you’re losing out by not co-creating together. Let them tell you what quality is in your brand or category frame of reference, then act on it. Key Drivers Co-creation (Virtual and Physical) PDC User generated content Influencer Marketing Questions to ask 1. Do you co-create with your consumers? Does your brand co-create throughout from innovation to communications? Does your brand make use of social data to understand its millennial audience?

4 Use crowd creation StarbucksWith My Starbucks Idea, Starbucks give up some control of their product, offering consumers the chance to submit future product ideas in a forum that is moderated by employees. Since 2008, it has evolved into a community, with over 130,000 separate ideas submitted to date. It’s a great way to find out how customers respond to new products and amend them based on real consumer insight within discussions. Starbucks are able to use the suggestions to feed back into their product development cycle and take changes to market much quicker than previously. Tools Examples Product Examples Content Cadbury Silk – Cadbury sparked conversation around first love through Twitter, asking their fans what #FirstLoveIs. They then etched the best tweets into doodles in real time. Nike - Nike ID: Nike allow consumers a hand in creating personalised products through the NikeID portal. eYeka – Engage 300,000 creators, predominantly Millennials, in product development and communications ideation. IMAGE MindSumo – Engage 200,000 US college students in product development and communications ideation. Oreo - Oreo Machine: Oreos explored Trending Vending machines dispensing custom cookies for fans based on social data. Oreo Orange Crème - #OreoBesties: Oreo engaged fans with customized visuals to highlight the friendship between Oreo cookie and Oreo crème. Olapic: Turning consumer-generated content into your most valuable brand asset through social listening and artificial intelligence. IMAGE Wall’s Happiness Station: Consumers can create their favourite ice cream with their mobile device and have it delivered to them. Score out of ten Now Target

5 Drive referrals Summary Key Drivers Questions to askPositive word of mouth, along with product quality, is a super powerful driver of brand equity within a millennial audience. Mobilise your Millennial consumers looking for brands infused with purpose and they will willingly spread their positivity through social, online reviews and various other forms of communication. Consider the fundamental human value that your brand stands for and learn how that resonates at a local level. Penetrate local popular culture and by being visible across key millennial touchpoints in this frame of mind and you will resonate well. Inspire them, entertain them, surprise them, offer value for loyalty and see positive word of mouth grow. Influencers at the heart of passionate social crowd culture can be useful here. Inspire them with your message and have them seed it out. Millennials perceive this as OK - so long as the brand is honest and the message is relevant. Keep your message authentic to your brand, locally relevant and something that followers and influencers will want to share and talk about. Key Drivers Social and search presence Content talkability Purpose/passion-point led communication Influencer content distribution strategy User generated content Local cultural understanding Questions to ask Have you found a group of social alpha influencers, or in Asia, celebrities that can amplify your purpose or message? Are you present and participating in everyday online conversations around your brand purpose? Is your brand reaching Millennials at the right place, in the right context, at the right time?

6 Identifying alpha influencersDrive referrals Ben and Jerry’s Ben & Jerry’s consistently communicate their social mission in an authentic, relevant and talkable way, whilst also maintaining their product mission by delivering high quality ice cream. Both mean they generate organic referrals across social media for their brand. Vaseline Lots of women advocate Vaseline as a product that solves their dry skin issue. With its product solving a clear problem for its target consumers, most Vaseline campaigns are usually rooted in real stories by real people demonstrating relevance for consumers, and driving social referrals. Foundry Tools Influencer Partnerships FameBit InstaBrand NeoReach Identifying alpha influencers Crowdly Mavrck Social Analytics Brandwatch (through our People Data Centres) Nike Nike naturally generates positive social conversation around their new launches by delivering both purpose-led communications and high product quality. Communicating a core belief that anybody can be an athlete, millennials feel empowered to buy their products and feel excited about exercising. Score out of ten Now Target

7 Entertain them Summary Key Drivers Questions to askMillennials can get information anywhere, so it is not the brand’s role to interrupt their daily lives by forcing product information in front of them. Rather, be amusing. Be entertaining. Be fun. Add value to their lives. Embrace their vision of popular culture, understand what they’re passionate about and use that information to demonstrate worth in their lives. Make them laugh. Make them think. Make them want to share, and do it all by standing out. At the heart of the creative brief, create a fertile space for creatives to explore packed full of brand objectives and consumer insight around popular culture, or your sustainable living brand, or both if it makes sense. Picture your content competing with the whole of YouTube. What does it do to differentiate itself for your Millennial consumer? Just as important as content, is context. Consider the optimum moments for your content to appear in front of millennials. What are the moments that matter for your brand? Mapping millennial consumer journeys will give you a view point on where your brand can add value. Key Drivers Authenticity, Relevance, Talkability (Art 2.0 framework) Content marketing (passion and needs-based) PDC (understanding your audience and its consumer passion points) Questions to ask Does your brand entertain your millennial consumer? Does your brand embrace popular culture through the eyes of your millennial consumer? Do you embrace fun and humour in your content?

8 Entertain them Chipotle – Scarecrow / ‘Farmed and Dangerous’Chipotle are well known for their unorthodox marketing, and here are a couple of entertaining examples. Their animated video called ‘The Scarecrow’ focused on why consumers should reject factory farming, whilst Farmed and Dangerous, an original comedy series, explored the twisted and unsustainable world of industrial agriculture. Tools:Context and targeting Locomizer: Personalised targeting through an understanding of user affinity to real world activities Glimr: Bridges the gap between online and offline to allow brands to communicate to their audience in a more targeted way. Kiip: Connecting brands with people in a way that rewards them in the context of day to day life. Examples Content Purina – ‘Dear Kitten’: Purina’s “Dear Kitten” sponsored video series grew itself into a franchise with over 50+ million views and continues to grow organically. Unacast: #1 platform connecting beacons and other proximity sensors to online marketing platforms. Starbucks ‘Meet Me at Starbucks’: Documentary-style video shows a day in the life of Starbucks, entertaining its consumers through culture. IMAGE IMAGE TNS: Mapping customer journeys and moments that matter All Things Hair: The content produced by the All Things Hair team is an excellent example of understanding the moments that matter for the brand, and delivering content in that space. Rexona: Took advantage of the Tube Strike to deliver advertising that was highly relevant and amusing to commuters as they walked to work. Intel and Dell ‘What Lives Inside’: Dell collaborated with Intel on a typically entertaining social film titled‘What Lives Inside’– inviting the public collaborate by submitting character sketches and drawings. Red Bull ‘Naked Inspiration’: Red Bull continually generate inspirational content that is experimental, risky and entertaining. Weather Trends: Adjusting marketing spend and exposure in real time through knowledge of weather trends. Score out of ten Now IMAGE Target

9 Surprise and wow them Summary Key Drivers Questions to askDisrupt current perception of your brand (if necessary!) by breaking societal norms that Millennials no longer adhere to. Discover false stereotypes around your purpose to challenge. Prompt Millennials’ curious nature and allow them to think and discover. Millennials take more risks in the core life decisions they make, and even more so in the everyday so realise they are OK with uncertainty but are still sceptical of big business. For that reason, they are delighted by content that surprise and wows them by changing their perception. In fact, it’s an expectation because they know, and have seen, brands that are capable of it. Create digital content with ideas so relevant to what they care about that they become contagious amongst your millennial audience and take on a lifeform of their own through their referrals. Remember, if it something isn’t working across digital, that’s OK. You can pull it out of the digital environment, shake it up, adjust and optimise. Key Drivers - Strategic insight around the stereotypes, norms and thinking that surrounds your brand purpose. What do they look like linguistically, culturally and Questions to ask Do you do unexpected things? Is your brand brave and bold? Can your brand communicate its own point of view on the world? Does your brand break norms and stereotypes in a way that resonates with millennial consumers?

10 Surprise and wow them Coca Cola ‘Happiness without Borders’:Coca Cola provided a live communications portal linking strangers in Pakistan and India (two divided countries) with the hope of provoking a small moment of happiness and cultural understanding. They used 3D touchscreen technology to project a streaming video feed onto vending machines in both countries, where people were encouraged to complete a friendly task together before enjoying a Coke. Wow! Tools Visual - Olapic: Turning consumer-generated content into your most valuable brand asset through social listening and artificial intelligence. IMAGE Examples IMAGE Cultural- Added Value: Cultural insight studying the hidden meaning in everyday things to reveal fresh cultural opportunities. Glade – Museum of Feelings: Set up an experiential event allowing people to build memories around their experiences through smell. IMAGE Always ‘#LikeAGirl’: Championed the girls who were the future of the brand by leveraging the brand’s legacy of supporting the transition from puberty to young women. AirBNB – Belong anywhere: New logo and campaign to encourage people to feel like they belong anywhere. IMAGE Linguistic- PDC/Mash/Black Swan: Developing an understanding of online conversation and crowdculture behaviour through the use of social and web analytics. IMAGE IMAGE SNOG Yoghurt – Buzz around physical retail stores lends itself to Millennials and often supports festivals and celebrations. IMAGE Score out of ten Now IMAGE AirBNB – Wall and chain inspired belonging by celebrating a united Germany through true story of an Airbnb host and guest on 25th Anniversary of the fall of the Berlin Wall. IMAGE Apple – Shot with iPhone 6: Campaign featuring 53 beautiful images from around the world. The visual aspects wows the consumer. Target

11 Be All About Them Summary Key Drivers Questions to askMillennials want brands to be generous, to stop and listen, not talk and push their product to them. It is a privilege to be invited into their social circles through a ‘like’ or a ‘follow’ of your brand, so don’t exploit it by selling. They’re marketing-savvy and they know what you’re trying to do, so be sure you’re always giving a return on their time investment. Give them something to believe in and a platform to express themselves. Millennials see brands as badges for their identity and as an opportunity to form tribes that they want to belong to. For example, they are more likely to purchase a product that is environmentally responsible if it connects them to a community of people who share their values and priorities. Millennials want to partner with brands that help make a difference with their actions - they aspire for things, like a better world, or life. Aspiration is a universal human experience that transcends geography, education, income and social status. Key Drivers PDC/Agency: Listening to needs and passions to to drive relevance in content. Authenticity: Taking a long term view on what the brand stands for. ART 2.0: Taking authenticity, relevance and talkability into the future of our communications. Questions to ask Is your brand more push and sell, or pull and facilitate in its communications? Does your brand help its millennial consumers to express themselves? Does your brand, through its communications, always look to give Millennial consumers a return on their time investment? Are you giving your millennial consumers something to belong to?

12 Be All About Them AirBnB Ben & Jerry’sAirBNB built a global community passionate about the concept of human beings being able to feel like they ‘belong everywhere’ creating a worldwide culture of room sharing. Ben & Jerry’s Ben and Jerry’s continually push to the uncomfortable edge of activism, providing a platform for customers (aspiring activists) to lobby leaders into embracing certain social standards. Their community to continues to grow as AirBnB continues to learn from new hosts and guests, shaping progressive rules for home sharing. Examples include openly supporting marriage equality, to the introduction of new flavours, like Save our Swirled, to raising awareness and driving action around climate change. Consumer-product centricity Giving them some- thing to belong to Apple Community: Apple has long inspired fanatical loyalty among its consumers through an innate focus on consumer-centric design. Giving them a platform for action Chipotle: ‘Food with integrity’inspires consumers to discover family farmers, local products, fresh ingredients and more through its annual Cultivate festival. The Body Shop: Mobilised one million customers to sign a petition that helped push the EU to ban animal testing on cosmetics. GE Garages: GE invites design thinkers in local communities to participate on open innovation, providing the platforms and tools to amplify their consumers ability to innovate. IMAGE IMAGE Amazon: Amazon has, since its inception, put a core focus onto the consumer- focused metrics that matter on its site in order to continuously improve the consumer experience. TOMS: The TOMS brand lives and breathes its one for a one-for-one business model, building a community that shares a commitment to making the world a better place through shoes. IMAGE Starbucks: Consumers are invited to submit future product ideas on a site dedicated for Starbucks to listen to its consumers. These product ideas are then reviewed by Starbucks staff for consideration. Score out of ten Now Target

13 Design experiences, be everywhereSummary Millennials genuinely distrust a brand that does not have a digital and social media presence, so it should be seen as a hygiene factor for brands. That said, digital is seen as a means to an end and the concept of ‘everywhere’ moves beyond that of digital. Consider how you can reinforce your message across the variety of touchpoints where your millennial consumer needs you across their journey with your brand or category. The combination of on and offline touchpoints is what real life looks like, and provides an opportunity to offer enjoyment through your brand. In the end, what really matters to them is enjoying real-life experiences. Millennials love to shop, to see, to touch, to feel, so be where they are as they’re exploring life, as long as it makes sense to be there. Remember that Millennials see right through gimmicks – consistent authenticity across touchpoints is the key to success. Key Drivers Marketing Mix - ‘Everything creates a perception, and millennial perceptions are your brand’ Digital/social media presence Consumer journeys and touchpoint mapping Questions to ask Does your brand offer real-life experiences? Does your brand understand its Millennials’ view on digital and real-life and communicate accordingly? Does your brand demonstrate its point of view across on and offline touchpoints?

14 Design experiences, be everywhereHouse of Vans (Experiential) Vans continued its commitment to creativity and the support of the skate community through two days and nights of music, photography and culture. The space hosts major live events at weekend, whilst also being available for work, play and learning in the day, catering to all types of Vans fans. Magnum Pleasure Stores (Retail) Magnum grasp the impulse nature of the ice cream category by adopting a retail strategy. ‘Pleasure Makers’ personalise their own ice creams whilst the store offers both seating and standing for millennial consumers to enjoy their ice cream in-store or on the go. Red Bull Stratos (Mixed Media): Space diving project operated by Red Bull positioning them at the cutting edge of their brand purpose. Wide exposure across TV and digital. Apple Store (in-store): Every store is designed to suit the needs of its location. The majority offer Genius Bars allowing consumers to come in-store to ask questions about their devices. IMAGE Carlsberg (Experiential): Created a branded billboard that dispensed free beer, allowing millennials in the street to drink from ‘probably the best poster in the world’. IMAGE Wall’s Happiness Station (Retail): Wall’s allow consumers to create their own favourite ice cream at retail stores in various locations. IMAGE Score out of ten Now Bud Light (Experiential): Invited 1,000 Millennials who were “up for whatever” to party with the brand in a mystery city. Partiers turned the campaign into a success through social media and word of mouth. IMAGE IMAGE Target

15 Be ethical Summary Key Drivers Questions to askSustainability living (environmental and social issues) matters to Millennials, more than any previous generation. However, environmentally friendly practice alone is simply a filter for Millennials, where they will filter out those brands within a category that operate unethically. What will drive millennial purchase intent is the combination of brand purpose, social mission and environmental practice and how it resonates with them in their own frame of mind. Embed purpose and sustainable practice into product and communications, and internally throughout the value chain of the brand - from HR to Supply Chain to R&D. Then prove your commitment to your sustainable living brand. Show that you care. Make a stand. Don’t just make a charitable donation, inspire the change that will make millennials sit up and listen, then do it again. In doing so, depict the real diversity of their lives – blended families, wide, overlapping social circles and the fusion of multiple cultures from across the world. Key Drivers Marketing Mix - ‘Everything creates a perception, and millennial perceptions are your brand’ Digital/social media presence Consumer journeys and touchpoint mapping Physical, local availability of product Questions to ask Does your brand appreciate and act on the diversity of millennial popular culture? Does your brand uphold sustainability issues through the core of its business? Does your brand deliver on its purpose in a real way to fits with Millennial popular culture? Do you champion new norms – modern families, LGBT, single parents etc?

16 Be ethical Chipotle (Sustainability) Guinness (Diversity)Patagonia (Sustainability) Cultivate: ‘Food with Integrity’: Chipotle implemented a campaign to promote its increasingly ‘green’ farm-to-table-to-consumer supply chain and change the way people think about what they eat. “Wheelchair Basketball” “Worn Wear” Guinness displayed diversity well by presenting a group of athletic, beer drinking men defined by their kindness as much as their physical strength. Patagonia hold the belief that the best thing their brand can do for the planet is to convince consumers to keep stuff in-use for longer through proper care. This drives their worn wear campaign. So far, Chipotle have created a non-profit foundation, animated film, mobile app, festival and loyalty program to facilitate it. It’s all part of their commitment to responsibly raised animals, classic cooking techniques and whole ingredients to cultivate a better world. The ad presents the characters’ sensitivity hand- in-hand with their physical strength, remarkable during a phase where men were generally depicted in beer adverts as people only focused on drinking and women. The campaign celebrates ‘the stories we wear’, meaning the longer something lasts, the more stories we collect, and the less impact on the environment we will have. Tools UN Sustainable Development Goals: Utilise the UN Goals to identify areas for you to add value to people’s lives by being ethical. Human Cultural Futures: Macro Forces: What are the macro forces on the world that your brand can align with and address? IMAGE IMAGE Score out of ten Now Target CMI/Sustainability team: Both teams can support the development of purposeful behaviour through insight in collaboration with agency partners.

17 Be Authentic Summary Questions to ask Key DriversFor millennials it’s about honesty and transparency, not heritage. Only by understanding your millennial consumers through the lens of your brand purpose will you generate the perception of honesty in your communications with them. Over time, product and communication decisions made with this in mind, will build the perception of authenticity. Millennials use brands as much as brands use Millennials, and they understand that. It’s key to understand this mutual implicit agreement in building authenticity, they use brands for themselves, where they affect how they feel, their social status, their character (both intrinsic and extrinsic) – what problem will you solve for them? Authenticity will manifest itself naturally when your purpose flows throughout the people in your brand organisation. Live your purpose throughout your brand organisation while being honest in your motives across your communications. Questions to ask Does your brand live and breathe its purpose throughout its operations? Does your brand take a sustained, long term view on its purposeful activity? Does your brand develop the two-way relationship necessary to achieve with Millennials? Key Drivers Authenticity (ART 2.0) Purpose-driven branding Integrity: Staying true to values with, if necessary, a strong point of view. Breaking out of heritage: Remaining true to brand values in a dynamic, changing world.

18 Be Authentic Dove Being HumanDove is an advocate for real beauty, where consumer research at the time of purpose conception showed that only 2% of women across the globe described themselves as beautiful. They continually push beyond their tangible products and reach their consumers with a continually-purpose driven campaign that continues to resonates with consumers authentically. Being Human Being Human is a clothing brand and a registered charitable trust in India. The company operates a foundation alongside its fashion business, funded by 8-10% of Being Human profits, and continually works to positively influence education and healthcare for the underprivileged in India. Millennials in India highlighted this as a strong differentiator in the fashion industry and as an authenticity driver. Tools Whole Foods Market: Positioned as the luxury brand of a Western millennial generation by understanding that their consumers want a reason to believe allowing Whole Foods to deliver a credible voice that delivers on its promise to paying attention to goes in and out of our bodies. Ben and Jerry’s: Authentic brand enthused with personality and meaning. AirBNB: Made authentic travel experiences a possibility by understanding customer experience and embedding knowledge of it throughout the organisation Nike: Took the authentic charactersof Nike’s brand values and created a movement in a time where obesity and procrastination was a problem in American society. ART 2.0 (Purpose)/CMI/Sustainability: Gain a full understanding of what authenticity could mean for your brand through ART 2.0. Work with CMI/ Sustainability to put people at the centre. IMAGE IMAGE IMAGE Score out of ten Now IMAGE Target IMAGE

19 Be available 24/7 Summary Questions to ask Key Drivers24/7 convenience means a response to urgent needs and the provision of physical availability, at all times, are important to Millennials. Consider what this means for your brand or category. The speed and ease at which millennials expect things to happen is far quicker and easier than that of previous generations. Respond instantly, whatever the issue or time of day. Fast facilitation of feedback improves their view of you, so make yourselves easily accessible whenever your millennial consumers need you. Ensure that your product is available in a way that supports their local needs. Never waste their time – the negative repercussions are large – but equally interactions perceived as positive, by offering 24/7 convenience, with your brand can be rewarding. Questions to ask Are millennial consumers physically able to buy your products conveniently? Can consumers reach out to you 24/7 and receive a useful response via their channel of choice? Are you having a real two way dialogue between the brand and the consumer? Key Drivers Store availability Social media availability

20 Be available 24/7 Nike – Social customer service ToolsDigitalGenius: DigitalGenius brings practical applications of artificial intelligence into the customer service operations of global companies. Msg.AI: Artificial Intelligence for conversational commerce. This is standard practice for brands now, but Nike offer the gold standard in customer service through social media – responding to individual customers. The company created a separate Twitter account just for customer service, making it easy for customers to reach out when they have a problem. Take a look and you’ll see replies every few minutes where they’re very quick to respond. Customers can build trust with Nike knowing that when they need help, they’ll get it. Look out for Facebook chat bots in the future. IMAGE IMAGE WALMART – WalMart expanded its fleet of “Neighboourhood Market” stores in more easily accessible locations to suit consumer needs. Apple Genius Bar: Apple’s tech support station is located inside Apple retail stores at key locations with the role help consumers with Apple hardware and software within locations that are useful for the consumer. Wall’s Happiness Station: Wall’s allow consumers to create their own favourite ice cream with their mobile device and have it delivered right where they are. KOHLs – making it easier to gather rewards through their Yes2You Rewards Program. Consumers can gain rewards simply pinning by pinning content on Instagram – that’s convenience. Score out of ten Now IMAGE Target

21 Earn their loyalty Summary Key Drivers Questions to askMillennials seek mutually beneficial transactions with brands. They are Marketing-savvy, they already know that you’re trying to sell your product to them, so a one-way, push method of interaction does not work. Instead, nurture their relationship by rewarding loyalty. They will spread the word if you really deliver what value means for them within your product category. Is it that you provide them with the social currency as they curate their social image? Or perhaps you could offer them a monetary discount for sustained use of your brand? Think about creating partnerships with other brands so that Millennials benefit as they move across categories. It’s an ‘I’ll do this for you, but what’s in it for me?’ kind of relationship. Millennials are consistently known to switch between brands within category, so consider why that is within yours, and do your best to shape that relationship with your brand. Key Drivers - Value for money (what’s in it for me?) Questions to ask Does your brand explore and act on what ‘value’ means in the eyes of your millennial consumers? How much of a two-way value exchange does your brand have with millennial consumers? Does your brand try to nurture a long term relationship with its millennial consumers?

22 Earn their loyalty KOHLs Yes2You Rewards Sephora Beauty Insider: ToolsKOHL’s Yes2You rewards is a rewards program that is all about the consumer. Users can manage their points on the KOHLs app, allowing to digitally access and track points, whilst also storing offers. Consumers can earn 1 point for every dollar they spend, and also be completing other tasks too. Sephora’s Beauty Insider does an excellent job in aligning rewards with what the brand stands for. The Sephora brand has become synonymous with prestige, quality, and luxury which is reflected in what they offer as customer rewards. The card applies a freemium model, with a free birthday gift and free beauty class included in the standard version, whilst a paid version could also see handpicked gifts, invitations to events, a private hotline and more! For example consumers can gain rewards simply by pinning content on Instagram – that’s rewarding millennial loyalty! Tools Kiip: Kiip redefines how brands connect with consumers through a moment-based rewards platform that targets ‘moments of achievement’ in the apps people use. Score out of ten Now Target

23 Dashboard Use crowd creation Design experiences, be everywhereNow Design experiences, be everywhere Now Target Target Drive referrals Now Be ethical Now Target Target Entertain them Now Be Authentic Now Target Target Surprise and wow them Now Target Be available 24/7 Now Target Be All About Them Now Earn their loyalty Now Target Target

24 Appendix - Context How well is your brand performing with Millennials?We all know that Millennials are important - reaching them is a different story. Gen Y have been identified as a challenge for many of us as the world continues to grow and change quickly. With 38% of the population falling into the Millennial category by 2025, it is more important than ever to ensure we not only understand this key target - but are able to drive that understanding into action to increase penetration and execution amongst Gen Y. Along with Human Cultural Futures, CMI have conducted extensive research into understanding Millennials and how we can impact them. From the research, we have identified 10 key behaviours that brands need to embody if they are to win with Millennials andnow we’re bringing that to you to help guide your millennial product, targeting and execution strategies. They are: Use crowd creation Drive referrals Entertain them Surprise and wow them Be all about them Design experiences, be everywhere Be ethical Be authentic Be available 24/7 Earn their loyalty The Millennial 10 is a tool and guide for you to critically assess how your brand is performing across these 10 key behaviours to give you a snapshot view of your performance amongst Gen Y. The Millennial 10 is the result of a variety of different pieces of research, all connected to give our brands the best point of view on Millennials, including: An in-depth qualitative and quantitative exercise exploring human and cultural values and behaviours in markets where Millennials are big. Utilising our social media listening capability both externally and internally within our People Data Centres. An internal and external scan to identify key best practice and success factors amongst our own portfolio and across industries, identifying companies who are successful already with Millennials (and what they do well!) Further data analysis to investigate small categories where millennial penetration is large. Using the impact of our own Unilever Millennials across all categories through the set-up of a “Millennial by-design” system to look at innovation and communication ideas “for Millennials, by Millennials”. Cultural scan and“trend watch” utilising our social media listening capability within the CMI People Data Centres. An analysis of media buying targets with Millennials across our brands (with CMI and the Media team).