Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
The evolution of cooperation is a fundamental problem in biology, especially for non-relatives, where indirect fitness benefits cannot counter within-group inequalities. Multilevel selection models show how cooperation can evolve if it generates a group-level advantage, even when cooperators are disadvantaged within their group. This allows the possibility of group selection, but few examples have been described in nature. Here we show that group selection can explain the evolution of cooperative nest founding in the harvester ant Pogonomyrmex californicus. Through most of this species’ range, colonies are founded by single queens, but in some populations nests are instead founded by cooperative groups of unrelated queens. In mixed groups of cooperative and single-founding queens, we found that aggressive individuals had a survival advantage within their nest, but foundress groups with such non-cooperators died out more often than those with only cooperative members. An agent-based model shows that the between-group advantage of the cooperative phenotype drives it to fixation, despite its within-group disadvantage, but only when population density is high enough to make between-group competition intense. Field data show higher nest density in a population where cooperative founding is common, consistent with greater density driving the evolution of cooperative foundation through group selection.