Dive Brief:

• P&G cleaning brand Swiffer launched a new digital campaign featuring actress and comedian Abby Elliott in two videos on the "Art of Adulting," according to a press release.
• The videos showcase how Swiffer products aim to make cleaning easy and enjoyable for Elliott as she experiences life milestones like transitioning from eating cold pizza straight from the box to cooking a homemade dinner — with just enough time to sweep the floors while her casserole cools.
• Along with the two YouTube videos, Swiffer released digital content like GIFs and custom iMessage stickers. Swiffer also has a call-to-action asking consumers to share their own adulting moments with the hashtag #AdultingWithSwiffer.

Dive Insight:

The Art of Adulting campaign is targeted toward millennials and the older portion of Gen Z at the stage of life where they're taking the first steps toward adulthood and independency. Swiffer's approach to the campaign seems to hit many of the right notes in reaching those demographics' sweet spot, from multiple lighthearted comedic videos as well as social media hashtags to encourage user-generated content and serve as a hub for public conversations, to shareable bite-sized content with the iMessage stickers and GIFs that could boost word-of-mouth forSwiffer products.

As millennials and Gen Zers grow up, so does their buying power. Marketers recognize that age groups' buying power generally continues to rise over time, and that these younger consumers often require a different marketing approach than what may have worked in the past, as many have ditched TV for digital alternatives like YouTube, streaming services and social media.

Some industry experts have gone as far to state the idea of marketing to age demographics in general is ineffective, and that marketers should instead approach their targeting based on consumers' lifestyles. The Swiffer effort certainly addresses lifestyle issues in adjusting to the newness of adulthood, including cooking, cleaning and budgeting. At the same time, that lifestyle element is inherently caught up in age demographics as most people transition to adulthood and gain a greater number of responsibilities during the life stage that many millennials and Gen Zers are currently at.