Generation M(e): October-November 2016 Juiceletter External Issue

OCTOBERNOVEMBER 2016

G E N E R AT I O N M [ E ]

contents

JUICELETTER | OCT-NOV 2016

03

29

05

11 13

b y p i a lu c i n d o

03 How LGBT Pride is Advertised

to Millennials by mary balane

05 3 Winning Strategies

for Millennial Advertising b y m o n i q u e da n ao

09 Referral Marketing: C o n s umer s'

Favo r i t e C h a inm a il b y a n g e lo g o n z a l e s

11 Traditional Advertising: O u t w i t h

t he O ld, In w i t h t he Ne w ? b y a n g e lo g o n z a l e s

13 Pokémon Go Going Gone

31

The up advertising core (AdCore) is the only student-run, not-for-profit organization and advertising agency based in the Virata School of Business of the University of the Philippines, Diliman. The Juiceletter is the official publication of the organization.

executive core: President bettina abad santos • VP for Creatives ryan dela rosa • VP for Finance and Corporate Affairs shara santiago • VP for Human Resources deina blancaflor • VP for Public Relations and Promotions nikka mabuti • VP for Special Events and Logistics katlyn sadurai

is suu.com/ the juicele t ter

01 Millennial Lexicon

b y ava l ee

17 The Ransom Collective:

A Millennia l B [r] a nd b y m o n i q u e da n ao

23 Millennial Make: Whi c h Ty pe

Ar e Yo u ? b y ava l ee

29 The Reign of Queen Kylie

b y a m i r a l ac s a

31 5 Best Brands on Instagram

by gleeselle rosales

35 Pulpy Goodness

WE’D LIKE TO HEAR FROM YOU! Editor-in-Chief monique danao • Feature Writers angelo gonzales | ava lee • Layout

What do you think about this

Editors amira lacsa | edward santiago

issue? Would there be anything

• Creatives suzy abesamis | aya dancel •

else you would like to read about?

Finance and Corporate Affairs faith valdez

Would you like to advertise? Send

• Human Resources jovi maniago • Public

us your comments, suggestions,

R elations and Promotions pia lucindo •

concerns, and whatnots at upadcore.

mary balane | gleeselle rosales | sean thakur | alexa victorio

teamjuiceletter@gmail.com.

C o nt r i b u to rs

EDITOR'S NOTE an entire generation now has the

impact. After all, the only way you

choice to ignore your ad since it’s

can get millennials to care about

too boring, it’s obvious the rules have

your brand is by first showing that

changed. You can say, it’s a lot harder

you care about them.

to play the game, but it’s not entirely impossible to win. In fact, the only

Our Features Writer Angelo

thing you will need is authenticity.

Gonzales shares an in-depth look on the contentious old and new

At a time where social media and

forms of advertising in his articles

tech collide, millennials celebrate

“Traditional Advertising: Out with

real issues and real people. So, it

the Old, In with the New?” and

comes as no surprise that they’ve

“Referral Marketing: Consumer’s

fallen in love with vloggers, bloggers,

Favorite Chainmail.” Is it time to

When you think about it, millennials

and advocacies. After all, whether it’s

say goodbye? Or, are these trends

belong to an entirely different

fashion, apps, or a new video game,

here to stay? Read on and join the

league. As the first generation of

the one with the most authenticity

debate. Meanwhile, our Features

digital natives, you can say that

wins. At least, in branding.

Writer Ava Lee dishes on the

they’ve literally grown up with

Pokemon Go trend. Is it Go-Going-

the internet. From Myspace to

Obviously, when it comes to

Friendster, to Facebook and Twitter,

millennial advertising and getting

all the way down to Snapchat

your brand’s name in the realm

Besides our in-depth articles, we

and Instagram, you can definitely

of social media, millennials know

also have fun reads on the Reign of

say that they have grown up in

best. This is why I believe The

Queen Kylie, the 5 Best Brands on

an online world with endless

Ransom Collective should take

Instagram, and Millennial Make—a

possibilities. But, that’s not all.

center stage in this issue. Not only

quiz about your millennial type!

Gone? Read on to find out.

since they are millennials, but also I guess what has always intrigued me

because their success has largely

From The Ransom Collective

about millennials is their aversion

been based on their relatable

to Pokemon Go, our team has

to traditional advertisements. See,

music, which has won the love and

definitely a lot to say about

they’re not lured to jingles or TV

support of their millennial fans.

millennial advertising. So, go ahead

advertisements that tell viewers to

and enjoy the read!

BUY! BUY! BUY! This difference is

In this issue, we also bring you

probably attributed to the fact that

Mary Balane’s take on “How LGBT

they’ve been born with a choice.

Pride is Advertised to Millennials”

Now, they can skip ads after 5

followed by my article on the “3

seconds on Youtube, or scroll down

Winning Strategies of Millennial

and not pay attention to ads on

Advertising.” These insightful reads

Facebook. At hindsight, it might not

discuss the need for brands to

seem like a big deal. However, when

create messages that can make an

W

Monique Danao

juiceletter | o c t - nov 2016 | 0 0

MILLENNIAL

LEXICON

Millennials use so many words these days that even they themselves have a hard time keeping up! text

Pia Lucindo |

ART

Suz y Abesamis

Language is never stagnant and always, always evolving — and millennials made well use of this language characteristic. There are so many novel words that are spreading like wildfire in this generation, and it seems like word production is not going to end anytime soon! So to help you with your miscommunication woes, here is a short list of millennial words and phrases that we commonly pass around.

01

f e at u r e s

millennial lexicon

1

“AESTHETIC” ( n. ) Aesthetic means vibe, branding, or aura. Ex: "Your aesthetic is very Kyiie. I like it."

6

“LOW-KEY”

( adj. )

Low-key means subtle, slightly, and just a little bit. It has an opposite in the millennial dictionary: high-key. Ex: “I low-key want to cut all my classes today and just get Starbs.”

2

“AF”

( adj./adv. ) AF is

simply an acronym for As Fuck.

“ON FLEEK” ( adj. ) Before on fleek, people would

It may be added almost to any

use the phrase on point. On fleek is

sentence, phrase, or word to add

usually used to refer to things that

strong emotions to the statement.

have pleasant physical appearances.

Ex: “Faster! I wanna go to TC na

Ex: “Nagpathread ka ba recently?

because I’m hungry AF.”

Your eyebrows are so on fleek!”

3

“BAE” ( n. ) Surprisingly this already clichéd overused word actually has

4

7

8

“SAVAGE” ( adj. ) Savage did not change its definition,

a well-thought of origin! Bae is an acronym

but its usage was exaggerated

for Before Anyone Else and is used,

nowadays. That is, it all of a sudden

obviously, to refer to one’s significant

the word is used hyperbolically. Ex:

other. Ex: “Can’t join group study tonight

“Gurl, your comments on her new

pala, netflix and chill with bae eh!”

Facebook photo is savage!”

“FAM” ( n. ) Fam is actually an abbreviation for family, but the use of this word extends to even your closest friends. Ex: “Hey fam, wanna go out tonight?”

5

“LIT” ( adj. ) Lit is the new word for cool, inspired, amazing, and every

9

“TRASH”

(n.)

When someone is trash for something, that person is so into it. A Filipino variation of this word is the phrase “kain na kain na ng sistema.” Ex: “Guys I need help, I’m such a KDrama trash!” “Ako rin, kain na kain na ng sistema!”

10

“V” (adv./adj.) This is a oneletter abbreviation for the word very,

other positive adjective you can think of!

and may be used as much as one

This word is widely used online, especially

wants. Ex: “I’m vvvv excited for the

in memes, because… well… it’s lit. Ex:

next season of Stranger Things!”

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“Spotify’s New Releases this week is so lit!”

juiceletter | o c t - nov 2016 | 0 2

H O W

LGBT

P R

I

D E

I S A DV E R TI S E D TO

MILLENNIALS Millennials are often dubbed as the “gayest generation.”

By Mary Anne Balane

03

f e at u r e s

millennial lexicon

Millennials are often dubbed as

to legalize same-sex marriage

However, Pride Advertising is more

the “gayest generation.” While this

throughout America — a landmark

than just slapping a rainbow on

may just mean that millennials live

in the timeline of LGBT or Pride

your product and coming up with

in an environment open enough

advertising, ushering in many

a witty tagline.

for them to actually voice out their

brands to show their support and

gayness, the numbers still speak for

join in the celebrations.

themselves. A study in Britain showed

Millennials are smarter than that and they require their brands to

that 43% of 18-24 year-olds identify

Although there have been ads

be authentic to the values they

as “not 100% heterosexual.” Another

here and there featuring same-sex

seemingly promote. Beyond their

study suggests that American

couples as early as 1994 (Four for

creative executions, BK’s Proud

millennials are the most bisexual

You, IKEA) these were often the very

Whopper sales went to the BK

generation of all time, with 7.7% in

rare cases, the exceptions. Today,

McLamore Foundation, which helps

2014 revealing that they had sexual

there are even full-blown campaigns

provide scholarships for young

relations with both men and women,

dedicated to relaying the message

LGBT in high school.

compared to only 3.1% in 1990.

So what if millennials are gayer than Gen X and the Baby Boomers? Well, as my professor in my advertising class always says, advertising is all about the values of its target market. In this case, millennials seem to be all about equality and diversity.

Unlike their parents, most millennials look at a product and they see the politics

PRIDE ADVERTISING is more than just slapping a rainbow on your product and coming up with a witty tagline.

In the Philippines, Pride Advertising has not reached the potential that it has in America and Britain. While the millennials here have almost the same values as most global millennials, Filipino brands still seem afraid (ahem, CBCP, ahem) of tapping into this market by being more aggressive in being more inclusive. Still, there are a few gems here and there like Smart’s “Welcome

behind it. While the quality of a brand’s products and services is

that a brand is down with diversity

Change” commercial featuring a

still the most important consideration,

and equality. A noteworthy example

gay man coming out to his father

its stance on political and social

would be Burger King’s “we are all

through Facebook. Millennials

issues is definitely not negligible in

the same inside” campaign. During

reacted positively to this ad and

the eyes of millennials.

San Francisco Pride Week 2014, they

even made it trend on social media.

introduced a limited-edition Proud According to a study by Google,

Whopper. It was the same, flame-

Millennials are growing older,

almost half of consumers under

grilled burger that BK customers

getting jobs, and gaining more

34 years old say they’re more likely

loved but, this time, it was in a

purchasing power. Brands cannot

to support a brand after seeing

rainbow-colored wrapper which

ignore them and the fact that

an equality-themed ad. Among

sported the campaign’s tagline. The

for them, each purchase is also

this group, more than 54% also

reaction they got from their target

a vote. Buying something is

say they’d choose a brand which

audience of 18 to 24 year-olds was

equivalent to making a statement.

values equality over a competitor.

“overwhelmingly positive, strong,

With that said, brands also need to

Take note that this study was in

and emotional” with their post-

stand up for something — the right

2014, a year before the landmark

campaign video garnering 7M views

things — if they want to tap

ruling of the US Supreme Court

across all social platforms.

the millennial market.

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WIN N ING STR ATEG IE S FOR M I L L E N N I A L A DV E R TI S I N G Millennials are THE generation of the moment.

by Monique Danao

05

f e at u r e s

3 winning strategies for millennial advertising

Not only because their spending power is set to surpass $1 trillion, but also because they are a unique market. Unlike previous generations, millennials are not swayed by traditional advertisements. They are not attracted to TV commercials, billboards, and product ads, which obviously aim to sell. Rather, they are attracted to social media content, which are both interesting and entertaining.

So, how do you advertise to a generation that has transformed the advertising landscape?

HERE ARE THREE SIMPLE WAYS YOU CAN ADVERTISE TO MILLENNIALS:

1

CREATE COMPELLING CONTENT Do you want to publish blog posts that have thousands of shares on Facebook? Do you want to post vlogs that go viral? If you want to get noticed by millennials, then you need to create compelling content.

According to Ann Handley, Head of Content at MarketingProfs, a good way to gauge if you’re creating compelling content is to ask yourself, “Would your audience thank you for it?” In essence, your brand’s content has to be either entertaining, relevant, or useful to your audience.

SOME EXAMPLES OF T YPES OF CONTENT THAT ARE EFFECTIVE WITH MILLENNIALS INCLUDE: User-Generated Content (UGC): As its name implies, UGC is content created

by users. It’s also easy to produce! Simply find an Instagram photo of a

customer (that’s related to your brand or product), then publish it on

your brand’s social media pages.

Live Videos : Millennials spend 3x longer watching videos which are Live compared

to videos which are no longer Live. This is probably because the

element of spontaneity in live videos make it seem more real and authentic.

juiceletter | oct-nov 2016 | 0 6

Shareable Quotes: Millennials love sharing quotes that inspire them or

emotionally resonate with them. Plus, it’s also a great way to inspire

your followers to boost your brand.

2

TELL STORIES

Millennials want stories. They want to know real stories from real

people. Or, they’re on the lookout for a video with an inspiring story.

After all, there’s nothing more fascinating than a story that can

touch your heart. Plus, anything with a good story will surely be read or watched from beginning to end.

The millennial icon of social media storytelling is Humans of New York. Their Facebook page features eye-opening stories of people from all walks of life. Each post gets more than 100,000 shares because millennials are naturally drawn to real life experiences.

A more local example of a brand that tells good stories is Smart Communications. Their “Welcome Change” campaign shows simple yet touching scenarios that millennials can easily relate to. For instance, their “How to Survive a Breakup” video, where a man checks out the photo from

pictures of his ex-girlfriend, garnered more than 1 million views. Interestingly, these social media campaigns are way cheaper than your average TV commercials.

facebook.com

For a good storyline, think of events that people can relate to. For millennials, they can be breakups, coming out stories, or finding love. Focus your stories on events that millennials

screencap from

go through. Or, you can share the story of your brand. Who are the people that work behind the scenes? What is their story? How do you create your product? A behind-the-scenesvideo or your employee’s photo with a nice quote will surely get your stories across.

youtube.com

07

f e at u r e s

3 winning strategies for millennial advertising

3

ESTABLISH AUTHENTICITY Millennials demand authenticity, which means that they need to trust your brand first. But, how do you create a brand that users can trust?

How do you earn the loyalty of your customers?

HERE ARE SOME WAYS YOU CAN IMPROVE YOUR BRAND’S AUTHENTICIT Y: Engage: If millennials have a question about your product, then that means they’re

interested. And you cannot gain the trust of people by ignoring their

comments. Whether it’s positive or negative, it’s your job to interact,

communicate, and listen to your followers.

Be Transparent: Tell your audience what’s going on with your brand. Show them

behind-the-scenes videos, and be more open.

Be Concerned: When there’s a problem with a product or service, millennials

take to social media. After all, nothing can be buried online. That’s

why the moment you encounter a product complaint, then it’s best to

respond and accommodate the unsatisfied consumer. This way, you

get a chance to convert angry users into loyal customers. This allows

you to avoid social media scandals and ultimately establish and

maintain a trusted quality brand.

When it comes to MILLENNIAL ADVERTISING , these are the 3 things you have to remember:

authenticity, content, and stories.

If done right and skillfully, you can definitely create a winning millennial advertisement.

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juiceletter | oct-nov 2016 | 0 8

REFER REFERRAL MARKETING C O N S U M E R S ’ FAV O R I T E CHAINMAIL

IMAGINE THIS SCENARIO:

You get an email or message from your friend asking you to send the said message to 10 other friends in order to appease the superNETural internet gods.

by Angelo Gonz ales

09

f e at u r e s

referral marketing: consumer's favorite chainmail

RRAL You now have a choice — be a believer and do what you are told, or be a skeptic and some may call it, a virus that one would be willing to spread. This is the chainmail, and although some will find it annoying or pointless, it is a concept with a lot of potential, which many advertisers and marketers have tapped.

enjoy. Then when I refer my friend, he gets to benefit from the discounted rate of his/ her first ride and I also get incentivized with more cash credit. It’s a win-win situation.

Incentivizing users who refer your product to more people is called referral marketing.

Referral marketing used to be the method of promoting a product by word of mouth. It has since evolved into a marketing strategy which benefits both consumers and producers, unlike chainmail. The problem with chainmail is that, potentially, there are no win-win situations or concrete incentives for the person to continue the chainmail. Marketers just have to tweak the concept of chainmail, and include a scenario where everyone wins.

By incentivizing users who refer your product to more people, your consumers essentially advertise your product for you. Not only that, as their incentives can only be used using your product in most occasions, it creates brand loyalty and higher retention.

A 2010 study by the Goethe University Frankfurt and Wharton University showed that on average, referred customers were estimated to be 25% more valuable than customers attained by other means and had higher retention rates.

Uber isn’t the only company to benefit from this strategy. Dropbox’s refer-a-friend increased their number of users from 100,000 to 4 million in just 15 months. Similarly, Evernote rose in popularity by allowing its users who referred their product a premium membership, and Airbnb doubled its users with two separate referral programs.

Referral programs are a chainmail that no one wants to break. If done correctly, then there’s no reason to stop the chain. If sending my friends these promos appease the suddenly be skeptical?

W

source

superNETural internet gods and get me a free ride across Metro Manila, why should I

Schmitt, P., Skiera, B., & Bulte, C. V. (2011). Referral Programs and Customer Value. Journal of Marketing, 75(1), 46-59. doi:10.1509/jmkg.75.1.46

Take a look at Uber, if I sign up today, I’ll receive free cash credits for my first ride to

juiceletter | oct-nov 2016 | 1 0

Veerasamy, V. (n.d). Referral Program Examples — An Epic List Of 47 Referral Programs. Retrieved from http://www.referralcandy.com/blog/47-referral-programs/#further-reading

break the chain. This scenario is so common that it has become a nuisance, or as

TR A D ITI O N A L A DV E R T I S I N G OUT WITH THE OLD, IN WITH THE NEW? photos from

This seems to be the growing trend with regard to traditional media.

3.bp.blogspot.com s3.amazonaws.com

11

by Angelo Gonz ales

f e at u r e s

traditional advertising: out with the old, in with the new?

NEXT, WE HAVE TO CONSIDER THE TARGET MARKET OF Ever since the dawn of the digital age, experts

TODAY’S WORLD.

have predicted the “death” of traditional media; and for man, that prediction is coming true. The

Although we can consider millennials as an

internet has changed the world, connecting

isolated niche, we cannot deny that sooner

more and more people across the globe. It

or later they will be the majority; and this

has also provided a new medium to promote

group is not particularly fond of traditional

and market commodities, slowly replacing the

advertising. In fact, a 2014 study done by the

previous dominance of TV, radio, and print ads.

McCarthy Group showed that 84% of people

Given this scenario, should we already kiss

aged 18-34 do not like advertising nor do they

traditional advertising goodbye? Well, that

trust traditional advertisements. It is easier for

might be a bit premature and unnecessary.

millennials to swallow sponsored content or

We’ve seen this prediction before — TV was

any other form of advertising.

supposed to mark the end of radio, and yet radio still thrives today. Will traditional advertising

Much like an endangered species, there is

survive just as radio did?

still hope for traditional advertising. Print advertising still finds revenue from sponsored

FIRST, WE HAVE TO UNDERSTAND

content, albeit not in the amounts of its former

THE CONTEXT OF THE ADVERTISING

glory. TV advertising still remains a strong force

WORLD BEFORE THE AGE OF

in the advertising world with 61% of consumers

THE INTERNET.

worldwide discovering new brands and products through this medium, this is just second to

In the mid 90’s, broadcast media was the only

the internet which holds 68%, according

choice when it came to advertising. Radio, TV,

to a 2013 survey by Ipsos OTX. The truth is,

and print ads found an equilibrium when it came

the predictions of the death of traditional

to advertising market shares. Advertising and

advertising is what it is, mere predictions.

marketing back then was seen as a one-tomany medium, which would barrage the minds

In the past two decades, there has been a

of consumers with getting little feedback from

paradigm shift in the world of advertising,

them in this dominantly one-way relationship.

but that doesn’t necessarily mean the end of traditional advertising. In fact, many would

When the internet made its debut, it didn’t

argue that the dwindling market shares of

immediately spell the end of traditional

traditional advertising is just a sign of its

advertising, but it meant that market shares

evolution or the convergence of different

of the ‘outdated’ medium would dwindle.

mediums. This is why we must replace the

Digital marketing was cost-effective, and

quote “Out with the old, in with the new” with

heavily driven by consumer data. This allows

something much less wasteful. Traditional

marketers to tailor fit ads to show you with the

advertising will continue to live on, as long as

added benefit of accessibility. Not to mention

it evolves in the ever changing landscape of

that any smartphone around the world is an

marketing. After all, who says you can’t teach

avenue for marketers.

an old dog new tricks?

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juiceletter | oct-nov 2016 | 1 2

GPS signal not found.

GOING From old school to the new cool, PokĂŠmon has made the masses want to be the very best. text Ava Lee | art Ale x a Victorio

13

f e at u r e s

pokÉmon go going gone

Since its initial release in selected countries in July 2016, the game has practically taken over every soul in every space available — both in the virtual world and the physical realm. It’s become a trend, if not THE trend you just can’t miss — but how long will it last?

Perhaps we first have to accept this: current is currency. Things cannot stay current forever. Before talking about how the Pokémon Go trend will end, we must settle the fact that it will, indeed, end. As a trend, its value is in its being new and being current, which sets a default timer on its lifespan. As time constantly progresses, things cannot stand still in the now, and thus constantly become relatively older. “That’s so yesterday,” people usually say with a snobby nasal tone combined with a haughty eye roll. This probably sums up the sentiment that timing is non-negotiable. After all, a trend must be new and current to thrive.

Those two traits aren’t the only things that determine a trend however. If that were all it took, every single bit from tonight’s TV could be one. (We’re not talking strictly new and

00:47 / 01:30

screencap from

https://www.youtube.com/watch?v=2sj2iQyBTQs

current either — both are relative, but we’ll get to that later.)

juiceletter | oct-nov 2016 | 14

photo from

macrumors.com

The other thing about a trend —

Pokémon started out in the mid-

The intensity of it all makes it

and about riding a trend — is that

1990s as a video game, created

impossible that Pokémon Go

it is defined by the participant. It

by Game Freak under Satoshi

would live out the full lifespan of

declares those who follow it as

Tajiri and published on Nintendo

any average trend. Like all trends it

exclusively superior. This is the

Game Boy. It has since then

would die the same way — by simply

phenomenon of being “in” — but

enjoyed successful revivals by

allowing that length of time to pass.

for a trend to define who is “in” it

leveraging on whatever was the

must also define who is “out.” The

best entertainment technology

In fashion and other cultural

delineation between those who

available. The recent Pokémon

trends for example, six months to

do and do not participate in the

Go’s July debut in the mobile

a year is the usual. It has only been

trend is what creates the status.

gaming market; however, made

approximately two months since

But what happens when the line

it obvious that this revival was

Pokémon Go was released, and yet

disappears? When everyone is “in”

on a totally different scale. Its

we’re already observing a decline

— then no one is.

unbelievable growth within the

in its rate of growth. According to

first few days defined its rise

various data companies like Slice

So now we return to Pokémon Go.

into world-consuming fame. In

Intelligence, the game’s paying

When does it die, and how?

just the US, the game topped

user base has plateaued. In a mere

the mobile gaming industry and

fraction of the usual lifespan of

Given everything, it could either die

quickly surpassed Twitter’s daily

a trend, Pokémon Go seems to

a “natural death” by the passage

users. App store intelligence firm

be losing its market hold. What’s

of time, or it could be killed by the

SensorTower also reported that

happening, and what does this

degree of saturation.

users spent more time on the

mean for the trend?

game than they did on Facebook.

15

f e at u r e s

pokÉmon go going gone

The thing is, more than re-engaging old fans of the Pokémon franchise, the game has made everyone a wannabe Pokémon Trainer — even those who had never consumed any of its previous entertainment content. It practically put anyone with a smartphone on a leash, and a lot of other businesses weren’t going to pass up on the opportunity to leverage on it.

Merchandises exploded — especially in micro businesses and organization fundraisers that weren’t likely to get implicated over intellectual property violations. Restaurants and events promoted themselves with Lures and Pokéstops, and Lure Parties became a marketing phenomenon, effectively boosting foot traffic. Every public recreation area from BGC down South to SM North Edsa was filled with the masses stuck on their phones, blindly circling the spaces to catch ‘em all. Facebook news feeds were similarly saturated with every kind of content you could imagine — advertisements, parodies, memes, articles and spin-offs. Soon everyone was on Pokémon Go, but what does this mean for the status of the trend?

When everyone is on Pokémon Go, playing the game suddenly isn’t as “in” as it was a few weeks ago. The large number of bandwagoners who never even touched Poké-anything before this game makes it worse, because they dilute the exclusivity of the trend. The line between the true Pokémon Trainers and the wannabes is disappearing, as is the line between “in” and “out.” People are realizing that by playing the game they’re being just like everyone else, and we all know that cool definitely isn’t so mainstream. Conversations about Pokémon Go suddenly aren’t the social interactions everyone wants to have, especially this frequently, and so comes the looming end of this trend. In about a month our news feeds might clean up as people attempt to find the new “in” thing that could set them apart, and Pokémon Go might become Pokémon Gone — unless of course, it decides to switch things up.

W

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From students to amateurs to now a wellknown indie band, it seems that for Ransom Collective, there is nowhere to go but up. by

Monique Danao

17

f e at u r e s

ransom collective: a millennial b[r]and

photo from

RXANDY CAPINPIN

A MILLENNIAL B[R]AND

juiceletter | oct-nov 2016 | 1 8

In between chasing their dreams

challenge, where they defeated 25

be like a long-time thing. It was just

and pursuing their passions,

international bands and ranked

us trying to make our own music.

they love to travel, have random

second worldwide. How they did

Then, we got some gigs and won the

barkada bonding sessions, and

it? Our Juiceletter editor-in-chief

Wanderband contest. Since people

simply enjoy their day-to-day

Monique Danao sat down with the

like what we did, we just kept doing

adventures. And just like typical

band’s founder and lead vocalist,

it. We had no plan whatsoever.

millennials, they make sure to

Kian Ransom to find out.

MD: When you were just starting

document all these and share them with their followers on social

Monique Danao: Did you ever

out, and you know that you’re still

media. But, they can’t possibly be

imagine that you would reach this

not as good as how you wanted to

that normal, right?

level of success?

be, how did you get through those

Kian Ransom: Totally didn’t expect

kinds of performances?

What makes Ransom Collective

it. This all started because of a

KR: That’s a good question! I think

stand out is their awesome string

heartbreak.

that you have to crawl before you

of achievements. At such a young

can walk, walk before you can run.

age, the group won Wanderband,

MD: Really?!

Personally, I was afraid of making

a battle of the bands competition

KR: I was just writing a song about

a mistake at the beginning. What

that aims to discover the new

myself first, about heartbreak and

if I couldn’t sing? What if I hit the

breed of Filipino musicians. They

having a hard time on my first year

wrong chord? I think everyone

also represented the Philippines

of college. And then, when I joined

who’s starting out has that kind

in the Deezer Young Guns

the band, there was no plan for it to

of thought. But, what I’ve learned

photo from

GAB PILI

WE TRY TO KEEP EVERY THING PERSONAL . Anything you see in social media is from us — the replies are from us — because it means a lot to us.

19

f e at u r e s

ransom collective: a millennial b[r]and

YOU’RE GOING TO MAKE MISTAKES —

photo from

GAB PILI

that’s absolutely sure.

is that you’re going to make

performance!” So I learned that

I also sent our music to maybe 10

mistakes — that’s absolutely sure.

fans are actually forgiving and that

blogs and our music was featured

So, my mindset shifted from being

also sometimes, when you feel like

there. In the beginning, we had to

afraid to make mistakes to kind of

you’re playing really bad, it’s time to

try to actually look for gigs. We

welcoming them and seeing them

quit being hard on yourself.

have to try to get our music heard

more as a challenge.

so people who run the gigs are MD: When you were starting out,

interested in having us.

MD: So, in previous gigs where

how did you spread your band’s

you thought you failed or you

name?

MD: What was the easiest way to

encountered technical problems,

KR: Well, social media was a must

seek out your fans?

how were you able to bounce back

to get in touch with our fans. When

KR: Through friends of friends. It’s

from those kinds of moments?

you’re creating a band for the first

really difficult to get in a brand

KR: Well, when we had

time, you want people to know who

new market and to advertise or

performances which we thought

you are so it’s important to direct

promote ourselves. For instance,

were really bad, people would still

people to your Facebook page.

if we’re trying to get a gig in Iloilo

come up to us and say, “Oh my

Outside social media, we joined

we’ll try to contact friends or family

god. That was so good!” And I’d be

contests for Wanderband, which

that we have in Iloilo. Or, we use

like, “Really? That was such a bad

got us a lot of attention.

Twitter and post a tweet like, “Hey

juiceletter | oct-nov 2016 | 2 0

Iloilo! What song do you want

we are. he people who hear our

us. There are days we just really

to hear?” And fans would be like

music, we really want to connect

feel introverted and we don’t

“OMG” and they’ll retweet it and

with them. We’re not just doing

want to go out. We also each have

spread the word. To get new fans,

it to get ourselves out there. The

our own personal lives. So, we

I also think the target should be

people who live our music mean

don’t necessarily try to promote

friends of friends, since the fans

everything to us.

everything. So, we also make an

that we already have, their friends are likely to have a similar taste.

effort to curate that.

MD: Is your image as a band something that you curate? Or, are

MD: Right now, how are you

MD: What do you do different from

you just being yourself?

reaching out to people who still

other bands?

KR: It’s a bit of both. To be perfectly

don’t know your music?

KR: I guess we try to look

honest, it came naturally. Our vibe

KR: Like I said earlier, targeting

independent and genuine. Other

is like travel and spontaneity. It’s

friends of friends. Getting featured

bands usually have labels, but we

not something that we curate. It

in a popular blog was also a big

try to keep everything personal.

was just us being ourselves. We

thing, that was always a target.

Anything you see in social media is

found this identity and image, and

Now, we try to partner with

from us — the replies are from us

since we’ve had that, we made our

other brands like Bratpack, and

— because it means a lot to us.

effort to keep that. Then we had to

sometimes we also collaborate with

start curating things to maintain

other brands. Like in the Bianca

MD: Wow! That’s really authentic.

that brand identity. Whatever brand

Gonzalez and JC Intal wedding

KR: Well, we’ve never really

image that we have, that’s us. Of

video, they asked if they could use

wanted to be rock stars — not that

course, there are other sides of

Fools for that. The video earned

IT’S NOT SOMETHING THAT WE CUR ATE .

It was just us being ourselves.

21

f e at u r e s

ransom collective: a millennial b[r]and

a million views so that means a

what would work, what doesn’t.

happy. Whether you’re successful

million people who have heard our

Just recently in our last practices,

or not, if you enjoy the music, you’re

song. So, the best way we try to

if I’m going to start something new,

going to be satisfied. That’s what

engage other people is to try to

in ten minutes we’d play something

we’re doing. So, whatever ounce of

engage in new activities, where they

that’s really cool. It sounds like we

success that we’re enjoying — that

would be able to hear our music.

really know what we’re doing as a

was just a happy accident.

group, whereas if we did that three MD: How has your music changed

years ago, we’d be like, “What are

With their popularity on the

throughout the years?

you doing? What is that?”

rise, it seems that that Kian’s

KR: I think it’s really grown a lot.

advice is the real deal. The band

When we first started, we were

MD: What’s your advice to people

will soon release a new album,

playing, and now that the years

who want to start a band?

perform in more events, and,

have gone by and we’ve had time to

KR: I think people feel like they’re

hopefully spread their unique

get better at our instruments and

not good enough, or that they

music in the international stage.

get better in terms of chemistry,

don’t really know what they want.

It’s hard to imagine that their

the songwriting has improved

If anything, just have fun with

secret to success is simply being

largely in terms of speed and

it. I think when you’re trying to

themselves. But, that’s probably

efficiency. Before, I might have an

be successful, you’ll be stressed

what their millennial fans truly

idea and Red would have no idea

out. That’s your measurement of

love about them — their sense of

what I’m going for, but now if I play

success. But, if you love music,

adventure and authenticity.

something, Red knows exactly

then you should make music and

what I want. He knows the style,

sing. No matter what, you’ll be

photo from

DIANNA CAPCO

W

juiceletter | oct-nov 2016 | 2 2

MILLENNIAL

MAKE WHICH TYPE ARE YOU?

The term “millennial” has been one of the media’s buzz words for quite a while now. text Ava Lee | illustration Aya Dancel

Born between 1980 and 2000 according to Goldman Sachs, the millennial generation refers to the group of people who grew up with the technological boom. Being one of the largest generations in history and now coming of age, they seem to be at a transition point between being the itgeneration of the future and simply being the majority of today’s population.

If there’s one thing we know though, it’s that blending in with the majority is the new uncool. Millennials are all about diversity and individuality — we assert who we are, and we’re defined by more than just the generation we belong to. We’re each a specific flavor, our own type of millennial. Question is, which one are you?

23

f e at u r e s

millennial make: which type are you?

TAKE T H I S QU I Z

1

D. Getting up tomorrow morning

B.

and grabbing that burger I’ve been

with really good burgers and beer.

craving the past few days.

C. A cozy café with sandwiches

WHAT DO YOU USUALLY DO ON WEEKENDS? A. What weekend? Those are bonus days to get more work done!

B.

3 WHICH SET OF MOVIES WOULD YOU PICK?

and strong coffee.

D. Bars or clubs probably with drinks and some chicken fingers.

6

Checking out some articles

on that new VR headset or maybe

A. The Big Short, Moneyball

even going to see it at a tech convention. Probably catching a

One of those laid-back places

B.

FASHION SENSE?

Silicon Valley, The Internship A.

replay of the other day’s game too.

Collared shirts and sharp

C. Whiplash, Grand Budapest Hotel

shoes. Neat hair is a must.

D. The Hangover, 21 Jump Street

B.

C. Spend an evening at a spoken word event maybe, and have a good brunch the next day.

4

D. Sleeping and eating through my worst hangover yet, ugh. Having a HIMYM marathon would probably help.

2 WHAT’S YOUR SHORT TERM GOAL IN LIFE? A. The next level — always the next

PICK A SPIRIT ANIMAL.

B.

Constantly be on the lookout

for the next big tech breakthrough.

Might be a potential startup!

C. Either really earthy or really bright. Layering probably. Quirky shoes on special days!

D. Yesterday’s jeans and some slippers.

A. An eagle.

B.

7

A fox.

C. The sea otter.

IDEAL VACATION?

D. The koala.

A. My work is a vacation from

level: the next position up the ladder, the bigger project, the next digit.

Plain shirts and Chucks.

Glasses — I need them.

5 FAVORITE KIND OF RESTAURANT?

poverty and a life of mediocrity.

B.

Japan, Hong Kong, or the beach.

C. Venice maybe, or Austria — anywhere in Europe!

C. Collabs and passion projects!

A. Fancy with crisp white napkins

D. The beach. Anytime, all the time.

and steak and wine.

juiceletter | oct-nov 2016 | 24

RESULTS/TYPES

M O S T LY

GO-GO-GETTER You breathe ambition. You’re competitive and professionally-focused, so much so that you keep trying to do too much. There’s never time to rest, because when you rest you feel like you’re losing ground. You revel in the glory of over-exhaustion and continuous achievements, and celebrate the next step up the ladder you reach every few months.

25

f e at u r e s

millennial make: which type are you?

M O S T LY

TECH TITAN You’re on the new frontier. Tech babies, unite! You love being in on the latest gadgets and (possibly) the next Facebook or Instagram. You think differently and you’re straight about it — people think you’re a smart-ass and sometimes you could agree. Among everyone, you enjoy being part of this generation the most — these are exciting times and you think you’re lucky to be here.

juiceletter | oct-nov 2016 | 26

M O S T LY

ANTI-MAINSTREAMENNIAL Different is your thing. In a world of mainstream wannabe hipsters, you’re authentic.

You’re in what you think is a special circle for writers, poets, and artists — the world’s idealists and creative geniuses are your kin. Nothing beats discovering some really cool stuff that nobody else knows about — except perhaps creating really cool stuff that not everybody knows about.

27

f e at u r e s

millennial make: which type are you?

RESULTS/TYPES

M O S T LY

CHILL PILL JUNKIE Life is good, and you’re feeling it. You honestly don’t get why everyone’s so worried about the future. Whatever we do, it’ll come. You might be underemployed or unemployed when everyone else is off running the rat race, but you don’t really feel like you’re at a loss.

You could be comfortably lost or consciously taking it easy, enjoying life as it comes.

W

juiceletter | oct-nov 2016 | 2 8

photo from

www.pacsun.com/content/kendall-kylie.html

the reign of queen kylie

f e at u r e s

29

THE REIGN OF

QUEEN KYLIE What can a nineteen-year-old girl accomplish in a world of millennials? by

A MIRA L ACSA

She could have a net worth of

KyShadow. How she did it? Well,

Despite her successes, Kylie

ten million dollars. She could

her success could be attributed

faced overwhelming controversy

have 74.5 million followers on

to her deviation from traditional

and criticism. The biggest issue

Instagram. She could even be

advertising. Instead of telling

she faced so far was the F rating

the owner of a makeup brand

consumers, “Buy my product!,” Kylie

(formerly an A rating), which she

that is sold out in mere minutes.

used a subtler approach. She acted

received from the Better Business

Or, she could be all of the above.

like a friend to each of her followers,

Bureau. The rating changed after

This perfectly sums up the life of

and gave them recommendations on

some users negatively reviewed her

millennial icon Kylie Jenner. But,

the best matte lip color that could

product’s quality, price, and delivery.

how exactly did she get there?

match their blush-colored culottes.

When the issue went viral, she

The success of her social media

defended her makeup line and she

Unlike most online personalities

strategy meant that she no longer

published an apology post online,

who create different types of

needed to approach brands for

which states,

content to generate social media

collaborations. In fact, brands such

engagements, Kylie established

as Levi’s and Puma paid a sizable

a loyal audience by making her

amount just to get featured on

I just want to make everyone

image appeal to the millennial

her Instagram feed. After all, Kylie

happy… I love you and

market. As a millennial herself,

Jenner’s seal of approval would send

apologize to anyone who

she knew that her generation

their products flying off the shelves.

felt the urge to complain

"I’m continuing to learn and

and didn’t receive the

craved social media and fabulous

service they deserve.”

lifestyles. So, she posted her latest

Her most recent achievement is

outfits, favorite vacation spots, and

acquiring her status as Queen

current health regimens online.

Kylie in Snapchat. She has over

You can give her credit for

Eventually, her efforts to curate her

10 million followers and even her

successfully easing the social media

own image formed the foundation

own custom filter to prove it! How

storm. Even after the controversy, her

of her seamless brand.

she does it? Well, Kylie uses her

makeup products were still sold out.

account to ask fans to choose

Talk about “There’s no such thing

With an unbelievable number of

which lipstick colors would be

as bad publicity.”

social media followers, Kylie was

released next and when. Her strategy

able to launch her app, website,

of including fans in her brand’s

With a thriving social media

lip kits, lip glosses, and clothing

decision-making process has been so

presence, you can be sure that the

line. Her most recent product

successful, that she gained the app’s

reign of Queen Kylie will not end

is the eyeshadow palette called

number 1 spot by a long shot.

anytime soon.

W

juiceletter | oct-nov 2016 | 3 0

BEST BRANDS ON

Why do you use Instagram? It’s probably to show off your latest gastronomic experience, or to take pictures of your adventures.

by Gleeselle Iv y Anne M. Rosales

The point is, you want to post a good picture online and show

1. PINK

@vspink

it off to your friends. After all, everyone loves great pictures, so

PINK tops our list for scrupulously identifying how millennial women think.

obviously, they get the most likes

How can women live an active lifestyle? How can they keep up with the

and comments. The same goes

glitz and glam of the fashion world? Well, the answers can be found on

with brands.

PINK’s Instagram, which features loud colors and fun sporty photos.

Nowadays, brands have to infuse creativity into their social media’s overall aesthetic to stand out.

They have to curate and create the best photos. They have to show their brand’s personality and creativity on Instagram in order to raise their online presence. But how can your brand stand out?

What kind of theme should your Instagram have? Are there any brands which can serve as your photos from instagram.com

31

inspiration?

To help you get started, we rounded up the 5 B E S T B R AND S ON IN S TAGR AM :

adlist

5 best brands on instagram

@califiafarms

Califia Farms (Califia, pronounced like California) boasts of plant-powered foods made from natural ingredients. But that’s not the only reason for their fame. The juice brand is known for its cool and curvy packaging, which won the top honors in the Global Packaging Design Category of the Beverage World Magazine. Their talent for design can also be seen on their

photos from instagram.com

2. CALIFIA FARMS

Instagram, which functions as a canvas for their artistic and magical GIFs.

juiceletter | oct-nov 2016 | 32

3. GOPRO

@gopro

GoPro sells some of the world’s most versatile cameras. Their products enable photographers to capture lives in action through a much more creative lens. And they definitely prove it on Instagram. Their photographs encourage their followers to take part in weaving stories that are unlike any other. After all, who wouldn’t want to ride on a sled from the top of a snowy mountain? Or, even skydive?

photos from instagram.com

4. OOMA JAPANESE RICE BAR

@ooma_ph

Millennials are known for their love of gastronomic concoctions in social media. So, what happens when Ooma, a prestigious sushi restaurant, takes advantage of it? Well, they elevate their dining experience by featuring snippets of their mouthwatering blowtorched sushi rolls on Instagram.

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adlist

5 best brands on instagram

5. NEON ISLAND

@neonisland

Last 2013, #GirlBosses Aira Medina and Chi Gibbs founded a Filipino online clothing store named “Neon Island.” Their brand featured an impressive collection of 100% Filipino made pieces. Pretty soon, they realized the potential of Instagram and its appeal to their target market — the modern day woman. So, they set up their own Instagram account which highlighted their brand’s personality and signature colors. Just check out their Instagram and stare in awe as Neon Island fuses fashion with the

W

photos from instagram.com

cool colors of the tropics!

juiceletter | oct-nov 2016 | 3 4

PULPY GOODNESS

1

2

1. TOO HIPSTER FOR VSCOCAM FILTERS Lawrence Plata 2. WORK IN PROGRESS Lawrence Plata 3. CRYBABY Amir a Lacsa 4. READY TO FACE THE WORLD Aica Cosio 5. THE BIG LIE Issa Cruz

3

4

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pulpy goodness

artworks

5

6

7

6. BANNERS Angelo Gonzales

7. EXODUS Angelo Gonzales

8. GRAD Sean Thakur

9. CORON, PALAWAN Sean Thakur 8

9

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UP Advertising Core J U I C E L E T T E R O C T- N OV 2 0 16