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Melanie Shreffler

Member since June 2006Contact Melanie

  • Senior Insights Director Cassandra
  • http://cassandra.co
  • 460 Park Avenue S.
  • 7th Floor
  • New York New York
  • 10016 USA

Melanie is a unique combination of trend expert, writer, and researcher with a passion for following youth culture and consumers' ever-changing media habits. As Senior Insights Director, she is a contributor to the Cassandra Report and Cassandra Daily.

Articles by Melanie All articles by Melanie

  • A Method To The Madness in Engage:Teens on 03/16/2017

    It's that time of year when NCAA March Madness takes over much of TV airwaves and the cultural conversation. Generally, marketers and advertisers gear their campaigns around the tournament to older fans-those who are of drinking age (for obvious reasons) and those who are in college or have an alma mater to cheer for. However, they are missing a key opportunity with teens who get immersed in the event.

  • It's A Date in Engage:Teens on 02/16/2017

    Teenage Gen Zs are forming romantic relationships in a post-apocalyptic world, and they're learning from the mistakes that Millennials have made before them. Much as with social media, Millennials are playing the role of guinea pig. Millennials adopted social media in their formative years, made plenty of mistakes, learned some lessons, and paved the way for Gen Zs who have adopted a wiser approach to crafting their digital personas.

  • Film Crew in Engage:Teens on 01/19/2017

    Teens today have more entertainment options at their fingertips - literally and figuratively - than any generation of youth before them. It's for exactly this reason that traditional entertainment industries are so worried about how to attract and retain young audiences.

  • Racking Up Points With Young Gamers in Marketing: Entertainment on 12/29/2016

    Brands and marketers often overlook a key opportunity when targeting teens. The vast majority are focusing all their energy and dollars on social media campaigns, adding to the clutter and cacophony on those platforms. While it's true that teens spend a significant portion of time with the likes of Snapchat and Instagram, it's challenging for a brand to get noticed, much less to intrigue teens enough to engage with them, when so many others are screaming for attention in the same overcrowded space. Advertisers often try to turn up the volume rather than consider other media where teens make up a large portion of the audience, such as gaming.

  • Racking Up Points With Young Gamers in Engage:Teens on 12/15/2016

    Brands and marketers often overlook a key opportunity when targeting teens. The vast majority are focusing all their energy and dollars on social media campaigns, adding to the clutter and cacophony on those platforms. While it's true that teens spend a significant portion of time with the likes of Snapchat and Instagram, it's challenging for a brand to get noticed, much less to intrigue teens enough to engage with them, when so many others are screaming for attention in the same overcrowded space. Advertisers often try to turn up the volume rather than consider other media where teens make up a large portion of the audience, such as gaming.

  • 5 Trends For 2017 in Engage:Teens on 11/17/2016

    If the events of the past few weeks are any indication, 2017 promises to be a year of change that marketers will need to closely observe to remain on the pulse of culture. Teens themselves will be at the center of the action, both spurring on certain evolutions and serving as a key demographic in determining which changes stick and which are merely fads.

  • A Mall Overhaul in Engage:Teens on 10/20/2016

    Teens used to be mallrats, which made it much easier for companies to win their attention and their dollars, because they hung out in a space that was dedicated to brands and retail. Then came the era of social media and online shopping - and suddenly teens had little use for the mall, because they had other means to connect with friends and acquire products through digital platforms. Retailers have been struggling to connect with teens--and young consumers in general--and as a result, many are closing their doors. The much -rumored death of malls seems imminent, but teens can actually be the salvation for many retailers who learn how to court this modern young consumer.

  • Hold The Phone in Engage:Teens on 09/15/2016

    The first iPhone was announced and hit shelves way back in 2007-before the term "Gen Z" had taken hold-launching the world into an era of always-on digital connectivity. Fast-forward nearly a decade and the iPhone is still the gold standard of smartphones, despite vastly increased competition in the industry.

  • The Youth Vote in Engage:Teens on 08/18/2016

    We're in the home stretch of the 2016 election, and it's not just the Presidential candidates working on their campaigns. Brands from all categories, from automakers to fast food chains, are capitalizing on this spike in public interest around politics with ads that reference issues and poke fun at the political circus.

  • Youth In Revolt in Engage:Teens on 07/21/2016

    Youth often rebound from the attitudes and preferences set by previous generations. For example, in the recent past, generational differences were dramatically apparent in Boomer parents' and Millennial kids' attitudes toward technology. Boomers resisted technology's influence in raising their children, often going so far as to ban cellphone use at the dinner table.

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