Revolt PR founder Joseph Benjamin is using social engagement tactics to engage with millennials (ages 18 to 34). He believes that social justice is culturally significant to millennials and how they interact with brands.
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Joseph BenjaminBenjamin cites a learning experience with American Apparel two years ago during the crisis surrounding termination of then CEO Dov Charney over accusations of sexual harassment from store employees.
Benjamin was contacted to do damage control and help rebuild American Apparel’s image through social engagement tactics with the millennial generation, but after studying their social media channels, he realized the problem wasn’t necessarily Dov Charney, but rather the clothing chain’s marketing efforts.
American Apparel was only targeting Asian and Caucasian American females aged 15-27, according to Benjamin. Through a social media campaign starting with a blog post on American Apparel talking about the Dov Charney scandal, he discovered that millennials wanted to see a campaign targeting everyone and addressing corporate social responsibility and social causes in general.
“Carefully crafting a message that resonates and engages with millennials is what Revolt PR strives to achieve,” Benjamin said. “We know the streets because we are by-products of the streets, we understand millennials, because we are millennials.”
Los Angeles, CA-based Revolt specializes in entertainment, events, technology, fashion, beauty and lifestyle PR.
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