AdWeek spoke to SS+K’s Rob Shepardson about engaging millennials in politics, and our experience as President Obama’s youth agency during the 2012 re-election campaign:
Because young adults view Washington as “a cesspool,” creative agency SS+K was determined to “sell a politician by not being political,” notes Rob Shepardson, the shop’s co-founder and partner. “They knew Obama, liked him as a person, but were disappointed with the economy and generally alienated from politics,” he recalls. “There was an enthusiasm gap. Our job was to create that enthusiasm.”
“Millennials will align with somebody regardless of political labels based on values. Communicate through issues, not through the candidate. Negative ads and politics-as-usual can turn millennials off. They are quite shrewd when it comes to marketing. You need to get to a point or a benefit that matters to them. We had to be very careful not to make one false move and fall back into the traditional way of marketing.”
Find the whole AdWeek article here.