How Origins makes interactive content to the Millennial market

The skincare company Origins, has spent two years interviewing hundreds of millennials to see the world from their point of view. Origins already has a strong following among women in their 30s and 40s, but it wanted to make inroads with millennials. Origins’s leadership believed that the best way to gather this knowledge was through co-creation, which means bringing consumers into every stage of the business process.

Origins has invited hundreds of twenty-somethings to attend the meetings, discussing their lifestyles, dreams, needs, and desires. Those internal meetings made Origins clearly realize that the best way to engage with the millennials was online, rather than through print, radio, or TV ads.

The Origins created the hashtag #QuarterLifeCrisis and it regularly popped up on Twitter, Facebook, and Instagram. It successfully connected millennials with funny portraits of everyday life. The Origins social media teams also worked hard to respond every comment to make the brand feel personal and intimate.

The co-creation of Origins allows them to discover entirely new insights of their marketing strategy, rather than simply gathering feedback. Speaking directly to millennials allowed Origins to achieve their marketing objective, which is to create a product that met real concerns, not just assumed concerns. I think this trend will here to stay since Origins can have the deeper understanding of their customers’ demand, which allows them to create effective interactive content to their target consumers, who seemed to like it because it felt personal, rather than like the work of a large corporation.