OCTOBERNOVEMBER 2016
G E N E R AT I O N M [ E ]
contents
JUICELETTER | OCT-NOV 2016
03
29
05
11 13
b y p i a lu c i n d o
03 How LGBT Pride is Advertised
to Millennials by mary balane
05 3 Winning Strategies
for Millennial Advertising b y m o n i q u e da n ao
09 Referral Marketing: C o n s umer s'
Favo r i t e C h a inm a il b y a n g e lo g o n z a l e s
11 Traditional Advertising: O u t w i t h
t he O ld, In w i t h t he Ne w ? b y a n g e lo g o n z a l e s
13 Pokémon Go Going Gone
31
The up advertising core (AdCore) is the only student-run, not-for-profit organization and advertising agency based in the Virata School of Business of the University of the Philippines, Diliman. The Juiceletter is the official publication of the organization.
executive core: President bettina abad santos • VP for Creatives ryan dela rosa • VP for Finance and Corporate Affairs shara santiago • VP for Human Resources deina blancaflor • VP for Public Relations and Promotions nikka mabuti • VP for Special Events and Logistics katlyn sadurai
is suu.com/ the juicele t ter
01 Millennial Lexicon
b y ava l ee
17 The Ransom Collective:
A Millennia l B [r] a nd b y m o n i q u e da n ao
23 Millennial Make: Whi c h Ty pe
Ar e Yo u ? b y ava l ee
29 The Reign of Queen Kylie
b y a m i r a l ac s a
31 5 Best Brands on Instagram
by gleeselle rosales
35 Pulpy Goodness
WE’D LIKE TO HEAR FROM YOU! Editor-in-Chief monique danao • Feature Writers angelo gonzales | ava lee • Layout
What do you think about this
Editors amira lacsa | edward santiago
issue? Would there be anything
• Creatives suzy abesamis | aya dancel •
else you would like to read about?
Finance and Corporate Affairs faith valdez
Would you like to advertise? Send
• Human Resources jovi maniago • Public
us your comments, suggestions,
R elations and Promotions pia lucindo •
concerns, and whatnots at upadcore.
mary balane | gleeselle rosales | sean thakur | alexa victorio
teamjuiceletter@gmail.com.
C o nt r i b u to rs
EDITOR'S NOTE an entire generation now has the
impact. After all, the only way you
choice to ignore your ad since it’s
can get millennials to care about
too boring, it’s obvious the rules have
your brand is by first showing that
changed. You can say, it’s a lot harder
you care about them.
to play the game, but it’s not entirely impossible to win. In fact, the only
Our Features Writer Angelo
thing you will need is authenticity.
Gonzales shares an in-depth look on the contentious old and new
At a time where social media and
forms of advertising in his articles
tech collide, millennials celebrate
“Traditional Advertising: Out with
real issues and real people. So, it
the Old, In with the New?” and
comes as no surprise that they’ve
“Referral Marketing: Consumer’s
fallen in love with vloggers, bloggers,
Favorite Chainmail.” Is it time to
When you think about it, millennials
and advocacies. After all, whether it’s
say goodbye? Or, are these trends
belong to an entirely different
fashion, apps, or a new video game,
here to stay? Read on and join the
league. As the first generation of
the one with the most authenticity
debate. Meanwhile, our Features
digital natives, you can say that
wins. At least, in branding.
Writer Ava Lee dishes on the
they’ve literally grown up with
Pokemon Go trend. Is it Go-Going-
the internet. From Myspace to
Obviously, when it comes to
Friendster, to Facebook and Twitter,
millennial advertising and getting
all the way down to Snapchat
your brand’s name in the realm
Besides our in-depth articles, we
and Instagram, you can definitely
of social media, millennials know
also have fun reads on the Reign of
say that they have grown up in
best. This is why I believe The
Queen Kylie, the 5 Best Brands on
an online world with endless
Ransom Collective should take
Instagram, and Millennial Make—a
possibilities. But, that’s not all.
center stage in this issue. Not only
quiz about your millennial type!
Gone? Read on to find out.
since they are millennials, but also I guess what has always intrigued me
because their success has largely
From The Ransom Collective
about millennials is their aversion
been based on their relatable
to Pokemon Go, our team has
to traditional advertisements. See,
music, which has won the love and
definitely a lot to say about
they’re not lured to jingles or TV
support of their millennial fans.
millennial advertising. So, go ahead
advertisements that tell viewers to
and enjoy the read!
BUY! BUY! BUY! This difference is
In this issue, we also bring you
probably attributed to the fact that
Mary Balane’s take on “How LGBT
they’ve been born with a choice.
Pride is Advertised to Millennials”
Now, they can skip ads after 5
followed by my article on the “3
seconds on Youtube, or scroll down
Winning Strategies of Millennial
and not pay attention to ads on
Advertising.” These insightful reads
Facebook. At hindsight, it might not
discuss the need for brands to
seem like a big deal. However, when
create messages that can make an
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Monique Danao
juiceletter | o c t - nov 2016 | 0 0
MILLENNIAL
LEXICON
Millennials use so many words these days that even they themselves have a hard time keeping up! text
Pia Lucindo |
ART
Suz y Abesamis
Language is never stagnant and always, always evolving — and millennials made well use of this language characteristic. There are so many novel words that are spreading like wildfire in this generation, and it seems like word production is not going to end anytime soon! So to help you with your miscommunication woes, here is a short list of millennial words and phrases that we commonly pass around.
01
f e at u r e s
millennial lexicon
1
“AESTHETIC” ( n. ) Aesthetic means vibe, branding, or aura. Ex: "Your aesthetic is very Kyiie. I like it."
6
“LOW-KEY”
( adj. )
Low-key means subtle, slightly, and just a little bit. It has an opposite in the millennial dictionary: high-key. Ex: “I low-key want to cut all my classes today and just get Starbs.”
2
“AF”
( adj./adv. ) AF is
simply an acronym for As Fuck.
“ON FLEEK” ( adj. ) Before on fleek, people would
It may be added almost to any
use the phrase on point. On fleek is
sentence, phrase, or word to add
usually used to refer to things that
strong emotions to the statement.
have pleasant physical appearances.
Ex: “Faster! I wanna go to TC na
Ex: “Nagpathread ka ba recently?
because I’m hungry AF.”
Your eyebrows are so on fleek!”
3
“BAE” ( n. ) Surprisingly this already clichéd overused word actually has
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7
8
“SAVAGE” ( adj. ) Savage did not change its definition,
a well-thought of origin! Bae is an acronym
but its usage was exaggerated
for Before Anyone Else and is used,
nowadays. That is, it all of a sudden
obviously, to refer to one’s significant
the word is used hyperbolically. Ex:
other. Ex: “Can’t join group study tonight
“Gurl, your comments on her new
pala, netflix and chill with bae eh!”
Facebook photo is savage!”
“FAM” ( n. ) Fam is actually an abbreviation for family, but the use of this word extends to even your closest friends. Ex: “Hey fam, wanna go out tonight?”
5
“LIT” ( adj. ) Lit is the new word for cool, inspired, amazing, and every
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“TRASH”
(n.)
When someone is trash for something, that person is so into it. A Filipino variation of this word is the phrase “kain na kain na ng sistema.” Ex: “Guys I need help, I’m such a KDrama trash!” “Ako rin, kain na kain na ng sistema!”
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“V” (adv./adj.) This is a oneletter abbreviation for the word very,
other positive adjective you can think of!
and may be used as much as one
This word is widely used online, especially
wants. Ex: “I’m vvvv excited for the
in memes, because… well… it’s lit. Ex:
next season of Stranger Things!”
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“Spotify’s New Releases this week is so lit!”
juiceletter | o c t - nov 2016 | 0 2
H O W
LGBT
P R
I
D E
I S A DV E R TI S E D TO
MILLENNIALS Millennials are often dubbed as the “gayest generation.”
By Mary Anne Balane
03
f e at u r e s
millennial lexicon
Millennials are often dubbed as
to legalize same-sex marriage
However, Pride Advertising is more
the “gayest generation.” While this
throughout America — a landmark
than just slapping a rainbow on
may just mean that millennials live
in the timeline of LGBT or Pride
your product and coming up with
in an environment open enough
advertising, ushering in many
a witty tagline.
for them to actually voice out their
brands to show their support and
gayness, the numbers still speak for
join in the celebrations.
themselves. A study in Britain showed
Millennials are smarter than that and they require their brands to
that 43% of 18-24 year-olds identify
Although there have been ads
be authentic to the values they
as “not 100% heterosexual.” Another
here and there featuring same-sex
seemingly promote. Beyond their
study suggests that American
couples as early as 1994 (Four for
creative executions, BK’s Proud
millennials are the most bisexual
You, IKEA) these were often the very
Whopper sales went to the BK
generation of all time, with 7.7% in
rare cases, the exceptions. Today,
McLamore Foundation, which helps
2014 revealing that they had sexual
there are even full-blown campaigns
provide scholarships for young
relations with both men and women,
dedicated to relaying the message
LGBT in high school.
compared to only 3.1% in 1990. So what if millennials are gayer than Gen X and the Baby Boomers? Well, as my professor in my advertising class always says, advertising is all about the values of its target market. In this case, millennials seem to be all about equality and diversity. Unlike their parents, most millennials look at a product and they see the politics
PRIDE ADVERTISING is more than just slapping a rainbow on your product and coming up with a witty tagline.
In the Philippines, Pride Advertising has not reached the potential that it has in America and Britain. While the millennials here have almost the same values as most global millennials, Filipino brands still seem afraid (ahem, CBCP, ahem) of tapping into this market by being more aggressive in being more inclusive. Still, there are a few gems here and there like Smart’s “Welcome
behind it. While the quality of a brand’s products and services is
that a brand is down with diversity
Change” commercial featuring a
still the most important consideration,
and equality. A noteworthy example
gay man coming out to his father
its stance on political and social
would be Burger King’s “we are all
through Facebook. Millennials
issues is definitely not negligible in
the same inside” campaign. During
reacted positively to this ad and
the eyes of millennials.
San Francisco Pride Week 2014, they
even made it trend on social media.
introduced a limited-edition Proud According to a study by Google,
Whopper. It was the same, flame-
Millennials are growing older,
almost half of consumers under
grilled burger that BK customers
getting jobs, and gaining more
34 years old say they’re more likely
loved but, this time, it was in a
purchasing power. Brands cannot
to support a brand after seeing
rainbow-colored wrapper which
ignore them and the fact that
an equality-themed ad. Among
sported the campaign’s tagline. The
for them, each purchase is also
this group, more than 54% also
reaction they got from their target
a vote. Buying something is
say they’d choose a brand which
audience of 18 to 24 year-olds was
equivalent to making a statement.
values equality over a competitor.
“overwhelmingly positive, strong,
With that said, brands also need to
Take note that this study was in
and emotional” with their post-
stand up for something — the right
2014, a year before the landmark
campaign video garnering 7M views
things — if they want to tap
ruling of the US Supreme Court
across all social platforms.
the millennial market.
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juiceletter | o c t- nov 2016 | 0 4
WIN N ING STR ATEG IE S FOR M I L L E N N I A L A DV E R TI S I N G Millennials are THE generation of the moment. by Monique Danao
05
f e at u r e s
3 winning strategies for millennial advertising
Not only because their spending power is set to surpass $1 trillion, but also because they are a unique market. Unlike previous generations, millennials are not swayed by traditional advertisements. They are not attracted to TV commercials, billboards, and product ads, which obviously aim to sell. Rather, they are attracted to social media content, which are both interesting and entertaining. So, how do you advertise to a generation that has transformed the advertising landscape?
HERE ARE THREE SIMPLE WAYS YOU CAN ADVERTISE TO MILLENNIALS:
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CREATE COMPELLING CONTENT Do you want to publish blog posts that have thousands of shares on Facebook? Do you want to post vlogs that go viral? If you want to get noticed by millennials, then you need to create compelling content.
According to Ann Handley, Head of Content at MarketingProfs, a good way to gauge if you’re creating compelling content is to ask yourself, “Would your audience thank you for it?” In essence, your brand’s content has to be either entertaining, relevant, or useful to your audience.
SOME EXAMPLES OF T YPES OF CONTENT THAT ARE EFFECTIVE WITH MILLENNIALS INCLUDE: User-Generated Content (UGC): As its name implies, UGC is content created
by users. It’s also easy to produce! Simply find an Instagram photo of a
customer (that’s related to your brand or product), then publish it on
your brand’s social media pages.
Live Videos : Millennials spend 3x longer watching videos which are Live compared
to videos which are no longer Live. This is probably because the
element of spontaneity in live videos make it seem more real and authentic.
juiceletter | oct-nov 2016 | 0 6
Shareable Quotes: Millennials love sharing quotes that inspire them or
emotionally resonate with them. Plus, it’s also a great way to inspire
your followers to boost your brand.
2
TELL STORIES
Millennials want stories. They want to know real stories from real
people. Or, they’re on the lookout for a video with an inspiring story.
After all, there’s nothing more fascinating than a story that can
touch your heart. Plus, anything with a good story will surely be read or watched from beginning to end.
The millennial icon of social media storytelling is Humans of New York. Their Facebook page features eye-opening stories of people from all walks of life. Each post gets more than 100,000 shares because millennials are naturally drawn to real life experiences. A more local example of a brand that tells good stories is Smart Communications. Their “Welcome Change” campaign shows simple yet touching scenarios that millennials can easily relate to. For instance, their “How to Survive a Breakup” video, where a man checks out the photo from
pictures of his ex-girlfriend, garnered more than 1 million views. Interestingly, these social media campaigns are way cheaper than your average TV commercials.
facebook.com
For a good storyline, think of events that people can relate to. For millennials, they can be breakups, coming out stories, or finding love. Focus your stories on events that millennials
screencap from
go through. Or, you can share the story of your brand. Who are the people that work behind the scenes? What is their story? How do you create your product? A behind-the-scenesvideo or your employee’s photo with a nice quote will surely get your stories across.
youtube.com
07
f e at u r e s
3 winning strategies for millennial advertising
3
ESTABLISH AUTHENTICITY Millennials demand authenticity, which means that they need to trust your brand first. But, how do you create a brand that users can trust? How do you earn the loyalty of your customers?
HERE ARE SOME WAYS YOU CAN IMPROVE YOUR BRAND’S AUTHENTICIT Y: Engage: If millennials have a question about your product, then that means they’re
interested. And you cannot gain the trust of people by ignoring their
comments. Whether it’s positive or negative, it’s your job to interact,
communicate, and listen to your followers.
Be Transparent: Tell your audience what’s going on with your brand. Show them
behind-the-scenes videos, and be more open.
Be Concerned: When there’s a problem with a product or service, millennials
take to social media. After all, nothing can be buried online. That’s
why the moment you encounter a product complaint, then it’s best to
respond and accommodate the unsatisfied consumer. This way, you
get a chance to convert angry users into loyal customers. This allows
you to avoid social media scandals and ultimately establish and
maintain a trusted quality brand.
When it comes to MILLENNIAL ADVERTISING , these are the 3 things you have to remember:
authenticity, content, and stories. If done right and skillfully, you can definitely create a winning millennial advertisement.
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juiceletter | oct-nov 2016 | 0 8
REFER REFERRAL MARKETING C O N S U M E R S ’ FAV O R I T E CHAINMAIL
IMAGINE THIS SCENARIO:
You get an email or message from your friend asking you to send the said message to 10 other friends in order to appease the superNETural internet gods. by Angelo Gonz ales
09
f e at u r e s
referral marketing: consumer's favorite chainmail
RRAL You now have a choice — be a believer and do what you are told, or be a skeptic and some may call it, a virus that one would be willing to spread. This is the chainmail, and although some will find it annoying or pointless, it is a concept with a lot of potential, which many advertisers and marketers have tapped.
enjoy. Then when I refer my friend, he gets to benefit from the discounted rate of his/ her first ride and I also get incentivized with more cash credit. It’s a win-win situation. Incentivizing users who refer your product to more people is called referral marketing. Referral marketing used to be the method of promoting a product by word of mouth. It has since evolved into a marketing strategy which benefits both consumers and producers, unlike chainmail. The problem with chainmail is that, potentially, there are no win-win situations or concrete incentives for the person to continue the chainmail. Marketers just have to tweak the concept of chainmail, and include a scenario where everyone wins. By incentivizing users who refer your product to more people, your consumers essentially advertise your product for you. Not only that, as their incentives can only be used using your product in most occasions, it creates brand loyalty and higher retention. A 2010 study by the Goethe University Frankfurt and Wharton University showed that on average, referred customers were estimated to be 25% more valuable than customers attained by other means and had higher retention rates. Uber isn’t the only company to benefit from this strategy. Dropbox’s refer-a-friend increased their number of users from 100,000 to 4 million in just 15 months. Similarly, Evernote rose in popularity by allowing its users who referred their product a premium membership, and Airbnb doubled its users with two separate referral programs. Referral programs are a chainmail that no one wants to break. If done correctly, then there’s no reason to stop the chain. If sending my friends these promos appease the suddenly be skeptical?
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source
superNETural internet gods and get me a free ride across Metro Manila, why should I
Schmitt, P., Skiera, B., & Bulte, C. V. (2011). Referral Programs and Customer Value. Journal of Marketing, 75(1), 46-59. doi:10.1509/jmkg.75.1.46
Take a look at Uber, if I sign up today, I’ll receive free cash credits for my first ride to
juiceletter | oct-nov 2016 | 1 0
Veerasamy, V. (n.d). Referral Program Examples — An Epic List Of 47 Referral Programs. Retrieved from http://www.referralcandy.com/blog/47-referral-programs/#further-reading
break the chain. This scenario is so common that it has become a nuisance, or as
TR A D ITI O N A L A DV E R T I S I N G OUT WITH THE OLD, IN WITH THE NEW? photos from
This seems to be the growing trend with regard to traditional media.
3.bp.blogspot.com s3.amazonaws.com
11
by Angelo Gonz ales
f e at u r e s
traditional advertising: out with the old, in with the new?
NEXT, WE HAVE TO CONSIDER THE TARGET MARKET OF Ever since the dawn of the digital age, experts
TODAY’S WORLD.
have predicted the “death” of traditional media; and for man, that prediction is coming true. The
Although we can consider millennials as an
internet has changed the world, connecting
isolated niche, we cannot deny that sooner
more and more people across the globe. It
or later they will be the majority; and this
has also provided a new medium to promote
group is not particularly fond of traditional
and market commodities, slowly replacing the
advertising. In fact, a 2014 study done by the
previous dominance of TV, radio, and print ads.
McCarthy Group showed that 84% of people
Given this scenario, should we already kiss
aged 18-34 do not like advertising nor do they
traditional advertising goodbye? Well, that
trust traditional advertisements. It is easier for
might be a bit premature and unnecessary.
millennials to swallow sponsored content or
We’ve seen this prediction before — TV was
any other form of advertising.
supposed to mark the end of radio, and yet radio still thrives today. Will traditional advertising
Much like an endangered species, there is
survive just as radio did?
still hope for traditional advertising. Print advertising still finds revenue from sponsored
FIRST, WE HAVE TO UNDERSTAND
content, albeit not in the amounts of its former
THE CONTEXT OF THE ADVERTISING
glory. TV advertising still remains a strong force
WORLD BEFORE THE AGE OF
in the advertising world with 61% of consumers
THE INTERNET.
worldwide discovering new brands and products through this medium, this is just second to
In the mid 90’s, broadcast media was the only
the internet which holds 68%, according
choice when it came to advertising. Radio, TV,
to a 2013 survey by Ipsos OTX. The truth is,
and print ads found an equilibrium when it came
the predictions of the death of traditional
to advertising market shares. Advertising and
advertising is what it is, mere predictions.
marketing back then was seen as a one-tomany medium, which would barrage the minds
In the past two decades, there has been a
of consumers with getting little feedback from
paradigm shift in the world of advertising,
them in this dominantly one-way relationship.
but that doesn’t necessarily mean the end of traditional advertising. In fact, many would
When the internet made its debut, it didn’t
argue that the dwindling market shares of
immediately spell the end of traditional
traditional advertising is just a sign of its
advertising, but it meant that market shares
evolution or the convergence of different
of the ‘outdated’ medium would dwindle.
mediums. This is why we must replace the
Digital marketing was cost-effective, and
quote “Out with the old, in with the new” with
heavily driven by consumer data. This allows
something much less wasteful. Traditional
marketers to tailor fit ads to show you with the
advertising will continue to live on, as long as
added benefit of accessibility. Not to mention
it evolves in the ever changing landscape of
that any smartphone around the world is an
marketing. After all, who says you can’t teach
avenue for marketers.
an old dog new tricks?
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juiceletter | oct-nov 2016 | 1 2
GPS signal not found.
GOING From old school to the new cool, PokĂŠmon has made the masses want to be the very best. text Ava Lee | art Ale x a Victorio
13
f e at u r e s
pokÉmon go going gone
Since its initial release in selected countries in July 2016, the game has practically taken over every soul in every space available — both in the virtual world and the physical realm. It’s become a trend, if not THE trend you just can’t miss — but how long will it last? Perhaps we first have to accept this: current is currency. Things cannot stay current forever. Before talking about how the Pokémon Go trend will end, we must settle the fact that it will, indeed, end. As a trend, its value is in its being new and being current, which sets a default timer on its lifespan. As time constantly progresses, things cannot stand still in the now, and thus constantly become relatively older. “That’s so yesterday,” people usually say with a snobby nasal tone combined with a haughty eye roll. This probably sums up the sentiment that timing is non-negotiable. After all, a trend must be new and current to thrive. Those two traits aren’t the only things that determine a trend however. If that were all it took, every single bit from tonight’s TV could be one. (We’re not talking strictly new and
00:47 / 01:30
screencap from
https://www.youtube.com/watch?v=2sj2iQyBTQs
current either — both are relative, but we’ll get to that later.)
juiceletter | oct-nov 2016 | 14
photo from
macrumors.com
The other thing about a trend —
Pokémon started out in the mid-
The intensity of it all makes it
and about riding a trend — is that
1990s as a video game, created
impossible that Pokémon Go
it is defined by the participant. It
by Game Freak under Satoshi
would live out the full lifespan of
declares those who follow it as
Tajiri and published on Nintendo
any average trend. Like all trends it
exclusively superior. This is the
Game Boy. It has since then
would die the same way — by simply
phenomenon of being “in” — but
enjoyed successful revivals by
allowing that length of time to pass.
for a trend to define who is “in” it
leveraging on whatever was the
must also define who is “out.” The
best entertainment technology
In fashion and other cultural
delineation between those who
available. The recent Pokémon
trends for example, six months to
do and do not participate in the
Go’s July debut in the mobile
a year is the usual. It has only been
trend is what creates the status.
gaming market; however, made
approximately two months since
But what happens when the line
it obvious that this revival was
Pokémon Go was released, and yet
disappears? When everyone is “in”
on a totally different scale. Its
we’re already observing a decline
— then no one is.
unbelievable growth within the
in its rate of growth. According to
first few days defined its rise
various data companies like Slice
So now we return to Pokémon Go.
into world-consuming fame. In
Intelligence, the game’s paying
When does it die, and how?
just the US, the game topped
user base has plateaued. In a mere
the mobile gaming industry and
fraction of the usual lifespan of
Given everything, it could either die
quickly surpassed Twitter’s daily
a trend, Pokémon Go seems to
a “natural death” by the passage
users. App store intelligence firm
be losing its market hold. What’s
of time, or it could be killed by the
SensorTower also reported that
happening, and what does this
degree of saturation.
users spent more time on the
mean for the trend?
game than they did on Facebook.
15
f e at u r e s
pokÉmon go going gone
The thing is, more than re-engaging old fans of the Pokémon franchise, the game has made everyone a wannabe Pokémon Trainer — even those who had never consumed any of its previous entertainment content. It practically put anyone with a smartphone on a leash, and a lot of other businesses weren’t going to pass up on the opportunity to leverage on it. Merchandises exploded — especially in micro businesses and organization fundraisers that weren’t likely to get implicated over intellectual property violations. Restaurants and events promoted themselves with Lures and Pokéstops, and Lure Parties became a marketing phenomenon, effectively boosting foot traffic. Every public recreation area from BGC down South to SM North Edsa was filled with the masses stuck on their phones, blindly circling the spaces to catch ‘em all. Facebook news feeds were similarly saturated with every kind of content you could imagine — advertisements, parodies, memes, articles and spin-offs. Soon everyone was on Pokémon Go, but what does this mean for the status of the trend? When everyone is on Pokémon Go, playing the game suddenly isn’t as “in” as it was a few weeks ago. The large number of bandwagoners who never even touched Poké-anything before this game makes it worse, because they dilute the exclusivity of the trend. The line between the true Pokémon Trainers and the wannabes is disappearing, as is the line between “in” and “out.” People are realizing that by playing the game they’re being just like everyone else, and we all know that cool definitely isn’t so mainstream. Conversations about Pokémon Go suddenly aren’t the social interactions everyone wants to have, especially this frequently, and so comes the looming end of this trend. In about a month our news feeds might clean up as people attempt to find the new “in” thing that could set them apart, and Pokémon Go might become Pokémon Gone — unless of course, it decides to switch things up.
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juiceletter | oct-nov 2016 | 1 6
From students to amateurs to now a wellknown indie band, it seems that for Ransom Collective, there is nowhere to go but up. by
Monique Danao
17
f e at u r e s
ransom collective: a millennial b[r]and
photo from
RXANDY CAPINPIN
A MILLENNIAL B[R]AND
juiceletter | oct-nov 2016 | 1 8
In between chasing their dreams
challenge, where they defeated 25
be like a long-time thing. It was just
and pursuing their passions,
international bands and ranked
us trying to make our own music.
they love to travel, have random
second worldwide. How they did
Then, we got some gigs and won the
barkada bonding sessions, and
it? Our Juiceletter editor-in-chief
Wanderband contest. Since people
simply enjoy their day-to-day
Monique Danao sat down with the
like what we did, we just kept doing
adventures. And just like typical
band’s founder and lead vocalist,
it. We had no plan whatsoever.
millennials, they make sure to
Kian Ransom to find out. MD: When you were just starting
document all these and share them with their followers on social
Monique Danao: Did you ever
out, and you know that you’re still
media. But, they can’t possibly be
imagine that you would reach this
not as good as how you wanted to
that normal, right?
level of success?
be, how did you get through those
Kian Ransom: Totally didn’t expect
kinds of performances?
What makes Ransom Collective
it. This all started because of a
KR: That’s a good question! I think
stand out is their awesome string
heartbreak.
that you have to crawl before you
of achievements. At such a young
can walk, walk before you can run.
age, the group won Wanderband,
MD: Really?!
Personally, I was afraid of making
a battle of the bands competition
KR: I was just writing a song about
a mistake at the beginning. What
that aims to discover the new
myself first, about heartbreak and
if I couldn’t sing? What if I hit the
breed of Filipino musicians. They
having a hard time on my first year
wrong chord? I think everyone
also represented the Philippines
of college. And then, when I joined
who’s starting out has that kind
in the Deezer Young Guns
the band, there was no plan for it to
of thought. But, what I’ve learned
photo from
GAB PILI
WE TRY TO KEEP EVERY THING PERSONAL . Anything you see in social media is from us — the replies are from us — because it means a lot to us.
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f e at u r e s
ransom collective: a millennial b[r]and
YOU’RE GOING TO MAKE MISTAKES —
photo from
GAB PILI
that’s absolutely sure.
is that you’re going to make
performance!” So I learned that
I also sent our music to maybe 10
mistakes — that’s absolutely sure.
fans are actually forgiving and that
blogs and our music was featured
So, my mindset shifted from being
also sometimes, when you feel like
there. In the beginning, we had to
afraid to make mistakes to kind of
you’re playing really bad, it’s time to
try to actually look for gigs. We
welcoming them and seeing them
quit being hard on yourself.
have to try to get our music heard
more as a challenge.
so people who run the gigs are MD: When you were starting out,
interested in having us.
MD: So, in previous gigs where
how did you spread your band’s
you thought you failed or you
name?
MD: What was the easiest way to
encountered technical problems,
KR: Well, social media was a must
seek out your fans?
how were you able to bounce back
to get in touch with our fans. When
KR: Through friends of friends. It’s
from those kinds of moments?
you’re creating a band for the first
really difficult to get in a brand
KR: Well, when we had
time, you want people to know who
new market and to advertise or
performances which we thought
you are so it’s important to direct
promote ourselves. For instance,
were really bad, people would still
people to your Facebook page.
if we’re trying to get a gig in Iloilo
come up to us and say, “Oh my
Outside social media, we joined
we’ll try to contact friends or family
god. That was so good!” And I’d be
contests for Wanderband, which
that we have in Iloilo. Or, we use
like, “Really? That was such a bad
got us a lot of attention.
Twitter and post a tweet like, “Hey
juiceletter | oct-nov 2016 | 2 0
Iloilo! What song do you want
we are. he people who hear our
us. There are days we just really
to hear?” And fans would be like
music, we really want to connect
feel introverted and we don’t
“OMG” and they’ll retweet it and
with them. We’re not just doing
want to go out. We also each have
spread the word. To get new fans,
it to get ourselves out there. The
our own personal lives. So, we
I also think the target should be
people who live our music mean
don’t necessarily try to promote
friends of friends, since the fans
everything to us.
everything. So, we also make an
that we already have, their friends are likely to have a similar taste.
effort to curate that. MD: Is your image as a band something that you curate? Or, are
MD: Right now, how are you
MD: What do you do different from
you just being yourself?
reaching out to people who still
other bands?
KR: It’s a bit of both. To be perfectly
don’t know your music?
KR: I guess we try to look
honest, it came naturally. Our vibe
KR: Like I said earlier, targeting
independent and genuine. Other
is like travel and spontaneity. It’s
friends of friends. Getting featured
bands usually have labels, but we
not something that we curate. It
in a popular blog was also a big
try to keep everything personal.
was just us being ourselves. We
thing, that was always a target.
Anything you see in social media is
found this identity and image, and
Now, we try to partner with
from us — the replies are from us
since we’ve had that, we made our
other brands like Bratpack, and
— because it means a lot to us.
effort to keep that. Then we had to
sometimes we also collaborate with
start curating things to maintain
other brands. Like in the Bianca
MD: Wow! That’s really authentic.
that brand identity. Whatever brand
Gonzalez and JC Intal wedding
KR: Well, we’ve never really
image that we have, that’s us. Of
video, they asked if they could use
wanted to be rock stars — not that
course, there are other sides of
Fools for that. The video earned
IT’S NOT SOMETHING THAT WE CUR ATE . It was just us being ourselves. 21
f e at u r e s
ransom collective: a millennial b[r]and
a million views so that means a
what would work, what doesn’t.
happy. Whether you’re successful
million people who have heard our
Just recently in our last practices,
or not, if you enjoy the music, you’re
song. So, the best way we try to
if I’m going to start something new,
going to be satisfied. That’s what
engage other people is to try to
in ten minutes we’d play something
we’re doing. So, whatever ounce of
engage in new activities, where they
that’s really cool. It sounds like we
success that we’re enjoying — that
would be able to hear our music.
really know what we’re doing as a
was just a happy accident.
group, whereas if we did that three MD: How has your music changed
years ago, we’d be like, “What are
With their popularity on the
throughout the years?
you doing? What is that?”
rise, it seems that that Kian’s
KR: I think it’s really grown a lot.
advice is the real deal. The band
When we first started, we were
MD: What’s your advice to people
will soon release a new album,
playing, and now that the years
who want to start a band?
perform in more events, and,
have gone by and we’ve had time to
KR: I think people feel like they’re
hopefully spread their unique
get better at our instruments and
not good enough, or that they
music in the international stage.
get better in terms of chemistry,
don’t really know what they want.
It’s hard to imagine that their
the songwriting has improved
If anything, just have fun with
secret to success is simply being
largely in terms of speed and
it. I think when you’re trying to
themselves. But, that’s probably
efficiency. Before, I might have an
be successful, you’ll be stressed
what their millennial fans truly
idea and Red would have no idea
out. That’s your measurement of
love about them — their sense of
what I’m going for, but now if I play
success. But, if you love music,
adventure and authenticity.
something, Red knows exactly
then you should make music and
what I want. He knows the style,
sing. No matter what, you’ll be
photo from
DIANNA CAPCO
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juiceletter | oct-nov 2016 | 2 2
MILLENNIAL
MAKE WHICH TYPE ARE YOU?
The term “millennial” has been one of the media’s buzz words for quite a while now. text Ava Lee | illustration Aya Dancel
Born between 1980 and 2000 according to Goldman Sachs, the millennial generation refers to the group of people who grew up with the technological boom. Being one of the largest generations in history and now coming of age, they seem to be at a transition point between being the itgeneration of the future and simply being the majority of today’s population. If there’s one thing we know though, it’s that blending in with the majority is the new uncool. Millennials are all about diversity and individuality — we assert who we are, and we’re defined by more than just the generation we belong to. We’re each a specific flavor, our own type of millennial. Question is, which one are you?
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f e at u r e s
millennial make: which type are you?
TAKE T H I S QU I Z
1
D. Getting up tomorrow morning
B.
and grabbing that burger I’ve been
with really good burgers and beer.
craving the past few days. C. A cozy café with sandwiches
WHAT DO YOU USUALLY DO ON WEEKENDS? A. What weekend? Those are bonus days to get more work done! B.
3 WHICH SET OF MOVIES WOULD YOU PICK?
and strong coffee. D. Bars or clubs probably with drinks and some chicken fingers.
6
Checking out some articles
on that new VR headset or maybe
A. The Big Short, Moneyball
even going to see it at a tech convention. Probably catching a
One of those laid-back places
B.
FASHION SENSE?
Silicon Valley, The Internship A.
replay of the other day’s game too.
Collared shirts and sharp
C. Whiplash, Grand Budapest Hotel
shoes. Neat hair is a must.
D. The Hangover, 21 Jump Street
B.
C. Spend an evening at a spoken word event maybe, and have a good brunch the next day.
4
D. Sleeping and eating through my worst hangover yet, ugh. Having a HIMYM marathon would probably help.
2 WHAT’S YOUR SHORT TERM GOAL IN LIFE? A. The next level — always the next
PICK A SPIRIT ANIMAL.
B.
Constantly be on the lookout
for the next big tech breakthrough. Might be a potential startup!
C. Either really earthy or really bright. Layering probably. Quirky shoes on special days! D. Yesterday’s jeans and some slippers.
A. An eagle. B.
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A fox.
C. The sea otter.
IDEAL VACATION?
D. The koala. A. My work is a vacation from
level: the next position up the ladder, the bigger project, the next digit.
Plain shirts and Chucks.
Glasses — I need them.
5 FAVORITE KIND OF RESTAURANT?
poverty and a life of mediocrity. B.
Japan, Hong Kong, or the beach.
C. Venice maybe, or Austria — anywhere in Europe!
C. Collabs and passion projects! A. Fancy with crisp white napkins
D. The beach. Anytime, all the time.
and steak and wine.
juiceletter | oct-nov 2016 | 24
RESULTS/TYPES
M O S T LY
GO-GO-GETTER You breathe ambition. You’re competitive and professionally-focused, so much so that you keep trying to do too much. There’s never time to rest, because when you rest you feel like you’re losing ground. You revel in the glory of over-exhaustion and continuous achievements, and celebrate the next step up the ladder you reach every few months.
25
f e at u r e s
millennial make: which type are you?
M O S T LY
TECH TITAN You’re on the new frontier. Tech babies, unite! You love being in on the latest gadgets and (possibly) the next Facebook or Instagram. You think differently and you’re straight about it — people think you’re a smart-ass and sometimes you could agree. Among everyone, you enjoy being part of this generation the most — these are exciting times and you think you’re lucky to be here.
juiceletter | oct-nov 2016 | 26
M O S T LY
ANTI-MAINSTREAMENNIAL Different is your thing. In a world of mainstream wannabe hipsters, you’re authentic. You’re in what you think is a special circle for writers, poets, and artists — the world’s idealists and creative geniuses are your kin. Nothing beats discovering some really cool stuff that nobody else knows about — except perhaps creating really cool stuff that not everybody knows about.
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f e at u r e s
millennial make: which type are you?
RESULTS/TYPES
M O S T LY
CHILL PILL JUNKIE Life is good, and you’re feeling it. You honestly don’t get why everyone’s so worried about the future. Whatever we do, it’ll come. You might be underemployed or unemployed when everyone else is off running the rat race, but you don’t really feel like you’re at a loss. You could be comfortably lost or consciously taking it easy, enjoying life as it comes.
W
juiceletter | oct-nov 2016 | 2 8
photo from
www.pacsun.com/content/kendall-kylie.html
the reign of queen kylie
f e at u r e s
29
THE REIGN OF
QUEEN KYLIE What can a nineteen-year-old girl accomplish in a world of millennials? by
A MIRA L ACSA
She could have a net worth of
KyShadow. How she did it? Well,
Despite her successes, Kylie
ten million dollars. She could
her success could be attributed
faced overwhelming controversy
have 74.5 million followers on
to her deviation from traditional
and criticism. The biggest issue
Instagram. She could even be
advertising. Instead of telling
she faced so far was the F rating
the owner of a makeup brand
consumers, “Buy my product!,” Kylie
(formerly an A rating), which she
that is sold out in mere minutes.
used a subtler approach. She acted
received from the Better Business
Or, she could be all of the above.
like a friend to each of her followers,
Bureau. The rating changed after
This perfectly sums up the life of
and gave them recommendations on
some users negatively reviewed her
millennial icon Kylie Jenner. But,
the best matte lip color that could
product’s quality, price, and delivery.
how exactly did she get there?
match their blush-colored culottes.
When the issue went viral, she
The success of her social media
defended her makeup line and she
Unlike most online personalities
strategy meant that she no longer
published an apology post online,
who create different types of
needed to approach brands for
which states,
content to generate social media
collaborations. In fact, brands such
engagements, Kylie established
as Levi’s and Puma paid a sizable
a loyal audience by making her
amount just to get featured on
I just want to make everyone
image appeal to the millennial
her Instagram feed. After all, Kylie
happy… I love you and
market. As a millennial herself,
Jenner’s seal of approval would send
apologize to anyone who
she knew that her generation
their products flying off the shelves.
felt the urge to complain
"I’m continuing to learn and
and didn’t receive the
craved social media and fabulous
service they deserve.”
lifestyles. So, she posted her latest
Her most recent achievement is
outfits, favorite vacation spots, and
acquiring her status as Queen
current health regimens online.
Kylie in Snapchat. She has over
You can give her credit for
Eventually, her efforts to curate her
10 million followers and even her
successfully easing the social media
own image formed the foundation
own custom filter to prove it! How
storm. Even after the controversy, her
of her seamless brand.
she does it? Well, Kylie uses her
makeup products were still sold out.
account to ask fans to choose
Talk about “There’s no such thing
With an unbelievable number of
which lipstick colors would be
as bad publicity.”
social media followers, Kylie was
released next and when. Her strategy
able to launch her app, website,
of including fans in her brand’s
With a thriving social media
lip kits, lip glosses, and clothing
decision-making process has been so
presence, you can be sure that the
line. Her most recent product
successful, that she gained the app’s
reign of Queen Kylie will not end
is the eyeshadow palette called
number 1 spot by a long shot.
anytime soon.
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juiceletter | oct-nov 2016 | 3 0
BEST BRANDS ON
Why do you use Instagram? It’s probably to show off your latest gastronomic experience, or to take pictures of your adventures. by Gleeselle Iv y Anne M. Rosales
The point is, you want to post a good picture online and show
1. PINK
@vspink
it off to your friends. After all, everyone loves great pictures, so
PINK tops our list for scrupulously identifying how millennial women think.
obviously, they get the most likes
How can women live an active lifestyle? How can they keep up with the
and comments. The same goes
glitz and glam of the fashion world? Well, the answers can be found on
with brands.
PINK’s Instagram, which features loud colors and fun sporty photos.
Nowadays, brands have to infuse creativity into their social media’s overall aesthetic to stand out. They have to curate and create the best photos. They have to show their brand’s personality and creativity on Instagram in order to raise their online presence. But how can your brand stand out? What kind of theme should your Instagram have? Are there any brands which can serve as your photos from instagram.com
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inspiration? To help you get started, we rounded up the 5 B E S T B R AND S ON IN S TAGR AM :
adlist
5 best brands on instagram
@califiafarms
Califia Farms (Califia, pronounced like California) boasts of plant-powered foods made from natural ingredients. But that’s not the only reason for their fame. The juice brand is known for its cool and curvy packaging, which won the top honors in the Global Packaging Design Category of the Beverage World Magazine. Their talent for design can also be seen on their
photos from instagram.com
2. CALIFIA FARMS
Instagram, which functions as a canvas for their artistic and magical GIFs.
juiceletter | oct-nov 2016 | 32
3. GOPRO
@gopro
GoPro sells some of the world’s most versatile cameras. Their products enable photographers to capture lives in action through a much more creative lens. And they definitely prove it on Instagram. Their photographs encourage their followers to take part in weaving stories that are unlike any other. After all, who wouldn’t want to ride on a sled from the top of a snowy mountain? Or, even skydive?
photos from instagram.com
4. OOMA JAPANESE RICE BAR
@ooma_ph
Millennials are known for their love of gastronomic concoctions in social media. So, what happens when Ooma, a prestigious sushi restaurant, takes advantage of it? Well, they elevate their dining experience by featuring snippets of their mouthwatering blowtorched sushi rolls on Instagram.
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adlist
5 best brands on instagram
5. NEON ISLAND
@neonisland
Last 2013, #GirlBosses Aira Medina and Chi Gibbs founded a Filipino online clothing store named “Neon Island.” Their brand featured an impressive collection of 100% Filipino made pieces. Pretty soon, they realized the potential of Instagram and its appeal to their target market — the modern day woman. So, they set up their own Instagram account which highlighted their brand’s personality and signature colors. Just check out their Instagram and stare in awe as Neon Island fuses fashion with the
W
photos from instagram.com
cool colors of the tropics!
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PULPY GOODNESS
1
2
1. TOO HIPSTER FOR VSCOCAM FILTERS Lawrence Plata 2. WORK IN PROGRESS Lawrence Plata 3. CRYBABY Amir a Lacsa 4. READY TO FACE THE WORLD Aica Cosio 5. THE BIG LIE Issa Cruz
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4
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pulpy goodness
artworks
5
6
7
6. BANNERS Angelo Gonzales
7. EXODUS Angelo Gonzales
8. GRAD Sean Thakur
9. CORON, PALAWAN Sean Thakur 8
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UP Advertising Core J U I C E L E T T E R O C T- N OV 2 0 16