As a Gen Zer, I’ve seen my fair share of the good, the bad and the cringeworthy marketing tactics. Understanding us is by no means a simple feat, but here’s three examples from brands that have passed marketing to this Gen Zer with flying colors.
Let us do the marketing for you
In the age of Snapchat and Instagram, creating curated experiences is everything. We flock to pop-up events with immersive environments and selfie-perfect settings. Almost 100 percent of the time, I have my phone in tow showcasing my experience with thousands of others across social. We literally do the work for you, just give us a platform. Take Winky Lux, for example, who executed this flawlessly with the launch of their New York City experience store. It came complete with fantasy-like rooms, a matcha zen garden and mini coffee bar giving customers the perfect opportunity to mix and mingle with their product.
Relaxing at the Winky Lux Experience
We love digital… but we’re also into traditional media, we really are!
It’s ironic that a generation built on technology would still value traditional ads, but we do, if you do it right. Authenticity is huge, and some studies boast that 58-percent of Gen Z-ers prefer traditional media with a humorous touch. I’d have to agree with that. Some of the most impactful advertisements I’ve come across are the witty spreads that I run into on the subway. Seamless’ New York subway campaign and it’s snarky, yet addictingly relatable references were always the favorite part of my morning commute. You can guess where I ordered dinner from later...
You have eight seconds to capture our attention
Attention spans only get shorter, so be ready to get your point across quickly. Steer clear from abusing hashtags and emojis and try short and sweet clips. Glossier excels at creating sticky Instagram content including six second videos highlighting product, influencer selfies and lifestyle still shots.
Bottom line: get to know us before you start marketing to us
In order to capture our attention and get us to be your ambassadors; your brand needs to figure out how to talk our talk and walk our walk. We don’t fit into a mold, crafting a social campaign won’t necessarily work. It’s not that simple. Get to know us and you might be surprised at what you find.
For more information on Gen Z technology habits read the Ad Age report: Decoding the Digital Generation.