For starters, here’s a good test case: a few months ago Zellers began a unique marketing campaign, even as it was shutting it doors. The company created a social media campaigning using its mascot, Zeddy. While it was still expensive by church standards, it was also far cheaper than an ordinary department store campaign – and far more successful. It made Zellers look hip. Here’s a great piece in the Globe describing how it worked: http://www.theglobeandmail.com/report-on-business/industry-news/marketing/with-a-healthy-dose-of-humour-zellers-says-goodbye/article4590422/
Oh, and where do youth fit in? Well not only do they respond the most to campaigns like this, if we are going to look within ourselves to find the talent and know-how to pull one off, where do you think we’ll find it?