MARKET SEGMENTATION 129allowed youngsters to feel independent in thinking and knowing that they affect the world and are not just another
number. It became trendy to vote for Obama, because youngsters saw their favourite celebrities, music groups and
peers supporting him. Barack Obama also did a great service in establishing the importance of voting among
youngsters who felt that their vote would not count in the big picture. He was right! Youngsters played a huge role
in clinching the presidency.Learning from Obama’s campaign
The millennial generation is attracted to something smart, fresh and different and has found these qualities in
President Obama. His success is a result of both product and uniform branding. Obama showed he was consistent
with his message. He was able to reach not only the millennials, but also the baby boomers who had a chance to
reminisce about memories of the 1960s and what they wanted to change then. There are parallel issues to hand
with the war, corruption and health care, and Obama addressed the baby boomers as much as the millennials.
Even though they are opposed to marketing and advertising efforts, there are ways to get into contact with
them. Cut the mass branding and start niche marketing, so they feel they are ‘learning’ about the next cool music
device or clothing trend. Catch them on Facebook, not by advertising, but by starting a ‘group’ about your busi-
ness or product and invite those who would be potential customers to join. Try appealing to college students
by tailoring a line to the top colleges, as Victoria’s Secret did with Pink: OnCampus (see http://www.vspink.com ). If
Barack Obama can inspire action and earn votes from historically inactive young voters together with the support
of older generations, his brand strategy may turn out to be absolute and a great model for marketers to follow to
reach millennials.^36
In his new election campaign, Barack Obama is enlarging his presence on social media networks, to get fully
into contact with ‘young’ Americans. He, or rather the Obama campaign staff, joined Instagram in January 2012
( Photo 4.1 ). By doing so, the 2012 campaign tried to prove it had not lost touch with the hip digital tools that kids
are using today. In less than a day, and with just two uploads, Obama already had more than 15 000 followers.^37 By
the end of June, after posting 72 photos, his fan club increased to 930 000 followers.^38
In April 2012, Barack Obama also joined Pinterest, the wildly popular social network where users pin links to
items they love or find inspirational on an online board. Some of his boards include Pet Lovers for Obama, Obama-
inspired recipes, The First Family, ObamArt and Faces of Changed. More than 24 000 people follow his account.^39Photo 4.1 Obama wins the presidency
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