There’s no doubt about it, Gen Z are a hot topic. They are frequently the subject of conversation and debate but the biggest questions on marketers lips still seems to be:
What do they like and how can I encourage them to connect with my brand?
Brands such as Netflix, Google & Youtube have done excellent jobs of this, and ACCA have just followed in the same footsteps after achieving Gen Z’s approval in their latest campaign.
Looking to follow suit? Here’s 3 core things you can learn from their recent success.
TO MAKE WAVES, YOU HAVE TO BE BOLD.
ACCA, The Association of Chartered Certified Accountants, certainly had their work cut out for them. It’s a hard enough mission engaging Gen Z in the first place, but to encourage those aged between 15-22 to connect with a professional accounting body can seem almost impossible. They had to take something perceived by younger generations as dull, boring, elitist and exclusive and transform it into something exciting, impactful, and relevant.
In order to win the hearts of Gen Z, they knew that they needed to not only confidently deliver a disruptive brand activation that bolsters relevance with Gen Z but also create content that transcends traditional ad messages. They approached us with these core objectives in mind, and luckily, we had just the thing.
To effectively reach this audience, we knew that activating campaigns on Snapchat and TikTok using a combination of influencer marketing and augmented reality would be optimal. Here’s how we worked together on these platforms to crack the Gen Z code.
1. TIKTOK INFLUENCERS
As tech-savvy digital natives, Gen Z process and react to things in an entirely different way to other generations. Whilst older generations may not be as experienced to see through shrewd marketing ploys, Gen Z demand innovation and validity. Seeing as Gen Z are more likely to trust an influencers opinion over a celebrity endorsement, we knew getting our TikTok influencers involved was the way to go.
Cue Sherice – one of our managed TikTok talent. She had the job of creating killer organic content that would help to abolish the stereotype that accountants are boring so that we could get the next ACCA generation engaged with the brand. Safe to say, she smashed it and the results were astounding.
“Sherice has a reputation as a super high energy TikTokker with over 580,000 followers. It was a bit like meeting a TV personality, despite having never met before, we felt like we knew her already. It was easy to see why she attracts such a following.” – ACCA
2. SNAPCHAT ACTIVATION
If Snapchat is anything, it’s personal. And with Gen Z being huge fans of personalisation, the platform serves a unique purpose to its users compared to other social media apps. What’s more, with 90% of 13-24 year olds using the platform, Snapchat influencer content has been a real life-saver for marketers.
We wanted to take advantage of Snapchat’s marketing power and invite our influencers to talk about the ACCA qualifications using Snapchat stories. We saw a large amount of organic engagement between the influencers and their fans which helped ACCA became a part of their conversation.
3. AR LENS
Gen Z were raised in the age of technological advancement. Consequently, they engage with content that is quick and exciting. The average Gen Z attention span for an ad is around 8 seconds and 62% of them engage with brands that they find “fun or cool”.
With this in mind, we knew using AR in the form of Snapchat lens’ would create a fun, interactive, and authentic experience for them. We created a lens that allowed the user to switch between two filters, one representative of a stereotypical boring accountant and the other, a reflection of the ‘broken down stereotype digitally-savvy’ accountant.
This really resonated with Gen Z. The results speak for themselves:
GO AGAINST THE GRAIN.
Gen Z will not settle for traditional run-of-the-mill ads. They want to feel excited, engaged, and most importantly, they crave personalised experiences. ACCA listened, created a movement, achieved a step-change in their communications, and achieved the unexpected.
So, it’s out with the old, and in with the new. Take a leaf out of ACCA’s book and sign up for a free consultation with a Gen Z expert below to find out what we can achieve together.