Carol's Daughter, you nailed it! Us Millennials (and the generation after... not sure what they are) want to feel and be involved in your advertising/social media marketing. I recently went to a Non-profit Marketing conference, held by the American Marketing Association. While there, one of the guest speakers shared with us the importance of feel-good marketing. The idea that people like story-telling and hearing directly from other people. Consumers also like to be a part of the process (i.e. Ice bucket challenge, "Straight Outta ______ campaign (folks could create their own Straight Outta _____ memes), and #BornandMade). This speaks directly to my generation's narcissism (I don't mean that in a offensive way). We like to feel beautiful, important, model-esque; but more importantly, we like to feel as though we're a part of change and a part of the process.
With this campaign we can share a snippet of our lives with a larger community of women who are celebrating their power, love and support of one another. I made a few of my own because I just LOVE this campaign. I'll do a separate piece on consumer-involved social media marketing campaigns. Check out my #Bornandmade memes below. Visit https://www.bornandmade.com/ to make your own and to learn more about the campaign.