Ruby Tuesday's 'Shy Girl' Ad Speaks to Moms with Young Families
Katherine Pendrill — July 12, 2016 — Marketing
In an effort to reach moms with young families, Ruby Tuesday released a family-focused ad called 'Shy Girl.' Not only does the new commercial aim to make the restaurant "more casual and approachable," but it is also designed to appeal to young families who are looking for more health-conscious dinning options.
The Shy Girl ad is specifically targeted at millennial moms with an emphasis on family dynamics and healthy eating. In the ad, a young girl is having trouble adjusting to life at her new school until she befriends another child at the Ruby Tuesday salad bar. Unlike traditional ads, the commercial was aired online and geotargeted to only be viewed by those in the Atlanta area. The idea was to target a very specific demographic and curate the content accordingly.
The new Ruby Tuesday campaign demonstrates how companies can use social media and streaming to target the specific customers they are trying to engage with.
The Shy Girl ad is specifically targeted at millennial moms with an emphasis on family dynamics and healthy eating. In the ad, a young girl is having trouble adjusting to life at her new school until she befriends another child at the Ruby Tuesday salad bar. Unlike traditional ads, the commercial was aired online and geotargeted to only be viewed by those in the Atlanta area. The idea was to target a very specific demographic and curate the content accordingly.
The new Ruby Tuesday campaign demonstrates how companies can use social media and streaming to target the specific customers they are trying to engage with.
Trend Themes
1. Social Media Targeting - The use of social media and geotargeting to tailor advertisements to specific demographics presents a disruptive innovation opportunity for companies.
2. Family-focused Ads - Creating advertisement campaigns that emphasize family dynamics and healthy eating can be a disruptive innovation in the restaurant industry.
3. Health-conscious Dining - The increasing demand for health-conscious dining options presents an opportunity for disruptive innovation in the restaurant industry.
Industry Implications
1. Restaurant Industry - Restaurants can leverage family-focused ads, social media targeting, and the demand for health-conscious dining options to disrupt the industry.
2. Advertising Industry - The advertising industry can explore new approaches such as social media targeting and family-focused ads to disrupt traditional advertising methods.
3. Streaming Platforms - Streaming platforms can offer targeted advertising options to businesses, allowing them to reach specific demographics and disrupt traditional advertising channels.
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