As we know, Gen Z is the largest consumer segment in the world, totalling 68 million people just in America. Consequently, brands have been repositioning their content to match Gen Z needs. For years, brands in the marketing industry have been workshopping and trying new strategies to figure out what works because the reality is traditional marketing isn’t it anymore.
As Rolling Stone puts it, “In order to establish meaningful connections, brands need to have an even deeper understanding of how their target audience uses each platform than ever before.” That means figuring out influencers, how to talk to Gen Z, how to get creative with content strategy, and how to communicate with transparency and personalization.
So, who did it right so far? In the first quarter of 2022, we’ve noticed a handful of campaigns and strategies particularly compelling. Here are our favorites here at JUV and what we can learn from them!
Wendy’s on Twitter
What did they do?
Anyone following brands on Twitter knows Wendy’s sarcastic, comical voice is one to love. They tweet constantly, hour by hour, and respond to users with witty remarks. Recently, they also tweeted several posts that relate to Meta and Oculus- one with Wendy, their mascot, wearing the Oculus headset, and another about “Wendyverse.”
Brand voice is everything. Wendy’s develops a comical brand voice that Gen Z adore and vibe with, as the generation itself is very focused on memes and satirical content. In addition to this, these references and cross collabs with popular brands, such as Meta, that are already deeply connected with Gen Z are great ways to tap into the Gen Z market as well.
Netflix & Tik Tok
What did they do?
Another brand that took to Tik Tok to expand its market was Netflix. The brand posts comical content and repurposes some of the entertainment that they already have to create relatable quick bites of content. They also have had interactive games, such as “Guess the Netflix Show,” and other memes.
Netflix got the memes part of TikTok right. Their content is funny and relatable, which Gen Zers adore. They follow trends on time, such as the cake vs. real trend, and produce content that is timely. Once Bridgerton released its new season this year, they released a whole host of tik toks to go along with it, which captured millions into their audience.
Lululemon Ambassadors & Microinfluencers with blissfeel
What did they do?
Lululemon leveraged ambassadors and micro influencers on Instagram to create reels and other content. They also launched #blissfeel, along with their new running shoe meant for “sustainable, injury free running.” The shoe was also focused on putting women first.
This brand was able to tap into the Gen Z market primarily through microinfluencers. Gen Z loves seeing smaller influencers that they trust on a more personal level wear these products, and will feel more enticed to buy them. By creating reels, Lululemon also automatically reaches more Gen Zers as much of this consumer segment enjoys short form video. The fact that the product itself was made in order to put women first is also a win for Gen Z, as the consumers deeply care about social justice and impact.
Dunkin Donuts x Elf
Dunkin’ Donuts and e.l.f Cosmetics recently launched a joint makeup collection inspired by coffees and donuts. This uncommon brand collaboration led to a lot of media coverage, which was great to increase reach into the Gen Z consumer segment. The partnership with the popular brand was a great way to connect and entice Gen Z to not only buy the e.l.f products, but also served as a reminder that Dunkin’ was there to serve coffee whenever they needed.
Generation Z is continually growing and changing, and as their likes and preferences change, brands must learn how to adapt to them. Brands have done well, and others have struggled, but a common agreement is that formulating marketing efforts around Gen Z wants and needs, focused on authenticity, honesty, transparency, diversity, and sustainability, is a strategy that needs to be implemented across all brands going into the future.