Butterfinger’s Strategy to Target Millennial and Gen Z Gamers
Butterfinger, a popular candy brand, has decided to increase its focus on the gaming industry this year by investing more in gaming creators and streamers. This strategy aims to enhance brand awareness among the younger demographic, particularly millennials and Gen Z.
Shifting Marketing Strategies
Neal Finkler, the vp of marketing for Butterfinger and Baby Ruth at Ferrero Group, emphasized the importance of reaching millennials and Gen Z. Recognizing the significant presence of these demographics in the gaming world, Butterfinger has launched the “Game Better with Butterfinger” campaign to cater to their preferences.
Unlike previous years where promotions were tied to specific events, Butterfinger is now adopting an “always-on presence” approach. This year, the brand has increased its paid media investment in the gaming sector by nearly 60% to maintain consistent engagement throughout the year.
Partnerships and Collaborations
Butterfinger is actively expanding its creator network and collaborating with key players in the gaming industry. By establishing long-term partnerships with gaming companies like Square Enix, the brand aims to enhance its visibility and engagement among gamers.
Moreover, the brand has shifted its advertising focus from traditional channels like linear television to digital platforms such as streaming ads and social media. This strategic move aligns with the increasing online presence of the target demographic, making gaming a lucrative avenue for brand promotion.
Financial Investment and Growth
Data from Vivvix reveals that Butterfinger’s media spend has seen a significant increase, amounting to nearly $40 million from January to November of the previous year. This substantial growth reflects the brand’s commitment to expanding its digital advertising efforts, with online video ads capturing the majority of the spend.
Historically, Butterfinger has collaborated with popular gaming streamers on platforms like Twitch to engage with their audience effectively. By offering in-game items and sponsoring live streams, the brand has managed to establish a strong presence in the gaming community.
Overall, Butterfinger’s strategic shift towards gaming has been a fruitful endeavor, enabling the brand to connect with younger audiences and stay relevant in an ever-evolving digital landscape.