Generation Z, born after 1997, represents a significant consumer segment, accounting for 40% of all consumers and projected to contribute 48% of retail spending by 2030. With Gen Z spending an average of at least four hours per day on social media, it’s crucial for brands to capture their attention through effective marketing campaigns. In this article, we explore some of the best Gen Z marketing campaigns that have successfully tapped into youth culture trends, leveraged social media influencers, and created interactive digital experiences to engage this influential demographic.
Cosmetic Instagram filters by Kylie Cosmetics
One notable example is the creation of cosmetic Instagram filters by Kylie Cosmetics. By capitalizing on the popularity of augmented reality (AR) filters on social media platforms, Kylie Cosmetics successfully engaged Gen Z consumers by allowing them to virtually try on different makeup looks. This innovative campaign not only showcased the brand’s product range but also tapped into the interactive nature of social media, driving user-generated content and creating a buzz among beauty enthusiasts.
- Embrace augmented reality (AR) filters to engage Gen Z consumers
- Allow virtual try-on experiences for products
- Encourage user-generated content to amplify brand visibility
Cosmetic Instagram filters by Kylie Cosmetics
Kylie Cosmetics, a renowned brand in the beauty industry, understands the power of social media marketing and customer engagement. Leveraging personalized experiences, the brand has successfully captivated the attention of Gen Z consumers through cosmetic Instagram filters.
With 96% of beauty brands having a social media account and 63% of consumers placing their trust in brands with an Instagram presence, Kylie Cosmetics recognized the importance of utilizing this platform to connect with its target audience.
By creating cosmetic Instagram filters, Kylie Cosmetics allows users to virtually try on different products and experiment with their looks without leaving the social media platform. This interactive and personalized experience not only fosters brand loyalty but also enables potential customers to visualize themselves using Kylie Cosmetics products.
One of the key strategies that Kylie Cosmetics employs is actively engaging with fans through the comment section on their posts. By asking for input, such as ideas for new products or names, the brand creates a sense of community and inclusiveness. This approach not only builds brand recognition but also strengthens customer loyalty as fans feel like their opinions are valued and acknowledged.
The success of Kylie Cosmetics can also be attributed to its consistent measurement of marketing efforts. By tracking the results of their social media campaigns and analyzing the data, the brand can make informed decisions that maximize their customer engagement and ultimately drive sales.
Kylie Cosmetics’ approach to social media marketing and personalized experiences through cosmetic Instagram filters has allowed them to effectively engage with Gen Z consumers, resulting in increased brand recognition, customer loyalty, and ultimately, business success.
Cleo’s “Roast Mode”
In the world of money management, Cleo is revolutionizing the way Gen Z interacts with their finances. With its AI-powered platform, Cleo offers a unique and personalized approach to financial guidance. One of Cleo’s standout features is its “Roast Mode,” which has become a major selling point for the app.
Originally intended as a fun feature for Valentine’s Day, Roast Mode quickly gained popularity among Cleo’s millennial and Gen Z users. This light-hearted content feature allows users to have playful and entertaining conversations with Cleo, adding a touch of humor to personal finance discussions.
Cleo’s chat pillars of intelligence, honesty, empathy, and humor ensure that the AI chats feel like personable communication rather than robotic advice. By infusing a sense of personality and wit into their conversations, Cleo creates an engaging and relatable experience for its users.
To ensure brand consistency and authenticity, Cleo’s writing team meets every Friday in a writer’s room for open collaboration. This emphasis on collaboration and staying true to the brand essence has helped Cleo build a loyal following among Gen Z consumers.
Cleo understands that Gen Z values sustainable and ethical practices. That’s why the company has a user-first approach, constantly measuring open rates and engagement rates to gauge user response. Cleo’s commitment to transparency and responsible financial advice resonates with Gen Z’s desire for ethical interactions with brands.
Gen Z consumers make up a significant portion of Cleo’s user base, with the app boasting 4 million millennial and Gen Z users. By providing AI chats that combine intelligence, empathy, and humor, Cleo has successfully captured the attention and trust of this tech-savvy generation.
Using images of real customers in its advertising has also been a smart move for Cleo. Research shows that 82% of Gen Z consumers trust a company more when they see real people in their marketing materials. By leveraging this trust factor, Cleo effectively connects with its target audience.
In a world where Gen Z consumers spend considerable time on social media and value light-hearted content, Cleo’s Roast Mode stands out as an innovative approach to financial management. This unique feature not only captures the attention of Gen Z users but also encourages them to share their experiences with friends, further expanding Cleo’s reach.
| Statistics: | Data: |
|---|---|
| Generation Z’s share of all consumers: | 40% |
| Generation Z’s expected retail spend by 2030: | 48% |
| Percentage of Gen Z consumers aged 16-22 who own a smartphone: | Nearly 100% |
| Percentage of Gen Z consumers aged 16-22 who spend at least 4 hours per day on social media: | 54% |
| Percentage of Gen Z consumers who have abandoned a brand in the last 12 months due to concerns about sustainable and ethical practices: | 1 in 3 |
| Percentage of Gen Z consumers who trust a company more if it uses images of real customers in its advertising: | 82% |
| Number of podcast episodes Gen Z Spotify users listened to during the first half of the year: | 3 billion |
| Number of songs Gen Z Spotify users listened to during the first half of the year: | 560 billion |
| Percentage of Gen Z Spotify users who trust ads they hear on podcasts: | 44% |
| Number of millennial and Gen Z users on Cleo: | 4 million |
| Number of users who chose to be roasted by the Cleo app last year: | Over 300,000 |
JaJa Tequila keeps it real online and off
JaJa Tequila, launched by Jerry Media, is revolutionizing the way brands connect with their audience through short and shareable content. With their expertise in creating viral social media campaigns, Jerry Media has successfully extended their online presence to offline experiences, attracting new customers to their social media profiles.
Transparency and humor are at the heart of JaJa Tequila’s marketing strategy. By authentically showcasing the process behind their tequila production and infusing it with humor, they resonate with a younger audience who values transparency from brands.
These innovative marketing tactics have proven successful, especially in an era where nearly half of consumers prefer to use social media when seeking brand information. Moreover, 89% of consumers are likely to purchase from a brand after following them on social media.
The collaboration between Jerry Media, The Chainsmokers, NOISE, and The Blumenfeld Development Group aims to provide a boost to emerging talent in the music industry. The Chainsmokers’ “Artist in Residence” program offers aspiring artists a free apartment in The Smile building in Harlem, complete with a music studio designed by architect Bjarke Ingels.
Applications for the program were officially open on August 8th, and the selected artist will have their rent fully paid for one year. This initiative echoes The Chainsmokers’ own experiences, as they emphasize the importance of supporting budding artists by providing them with the resources and financial relief needed to focus on their passion.
The success of JaJa Tequila’s marketing approach lies in its ability to create engaging and relatable content that connects with its target audience. By keeping it real online and off, JaJa Tequila establishes a genuine connection with consumers, fostering brand loyalty and trust.
| Key Statistics |
|---|
| 490 million more people adopted social media in 2020, totaling 4.2 billion users worldwide[1] |
| TikTok projected to surpass Instagram in Gen Z users in the US by the end of 2021[4] |
| Nearly half of consumers prefer social media for brand information |
| 89% of consumers are likely to purchase from a brand after following them on social media |
Through their partnership with Jerry Media, JaJa Tequila has successfully leveraged the power of short and shareable content to resonate with audiences in an authentic and humorous way. By staying true to their values of transparency and humor, they have captured the attention and loyalty of a younger demographic.
References:
[1] We Are Social and Hootsuite – Global Digital Yearbook 2021
[4] eMarketer – Projected Number of Gen Z Users on TikTok vs. Instagram in the US, 2020-2023
“Your Army Needs You” by the British Army
The British Army has recognized the need to adapt its recruitment efforts to appeal to the younger generation. With stagnating numbers in the U.S. Army and a dropout rate of 47 percent in the UK Army recruitment process, it is clear that traditional approaches are no longer effective. To address this challenge, the British Army has launched a groundbreaking campaign targeting Generation Z, aged 16 to 25, with the aim of empowering and building loyalty among this demographic.
The recruitment campaign, titled “Your Army Needs You,” takes a bold and unconventional approach. It challenges stereotypes associated with younger generations and highlights the army’s recognition and appreciation of characteristics that might be perceived as weaknesses in civilian society. The campaign features posters and TV ads that showcase the army’s values and commitment to nurturing potential, even if others don’t see it.
One innovative aspect of the campaign is the use of memes resembling traditional military flyers. By using this familiar and contemporary form of communication, the British Army successfully reaches out to young people in a way that resonates with them. The campaign has sparked debate and raised awareness about the career opportunities offered by the British Army, further enhancing its reach across various media platforms.
The success of the “Your Army Needs You” campaign is evident in the significant increase in applications it generated. Upon the release of the campaign posters, the British Army received their largest number of applications in a single day in over a year. Within the first five days of the campaign, 2,700 applications were submitted, and by the end of January, applications had nearly doubled compared to the previous year. The campaign has successfully captured the attention and interest of its target audience.
Despite facing challenges in meeting recruitment targets and the complexity of its goals, the British Army’s recruitment campaign has managed to make a remarkable impact. By redefining the perceived flaws of the Me Generation and empowering younger generations, the British Army has built a loyal relationship with its audience. This campaign serves as a prime example of how innovative approaches can effectively address historic recruitment struggles, resulting in exemplary results.
| Statistics | Data |
|---|---|
| Largest number of applications in a single day | In over a year upon the release of the posters |
| Applications within the first five days of the campaign | 2,700 |
| Applications in the first three weeks of January | Nearly double the figure for January 2018 |
| Applications in December 2018 | Just under 5,000 |
Beyonce, Beychella & Homecoming
Beyonce’s Homecoming documentary, titled “Homecoming: A Film by Beyoncé,” was released on April 17, 2019, by Netflix. The documentary showcases Beyoncé’s headlining performances at the renowned 2018 Coachella festival. These performances, which took place on April 14 and 21, were highly acclaimed and marked a significant milestone in Beyoncé’s career.
The “Beychella” performance drew an astounding 458,000 simultaneous viewers, making it the festival’s most viewed performance to date and the most viewed live-streamed performance of all time. The seamless engagement across multiple platforms allowed Beyoncé to reach a global audience of 41 million viewers, a remarkable 75% increase compared to the previous year’s festival.
Beyoncé’s Homecoming concert, held at Coachella, was an unforgettable experience for the 125,000 concert-goers in attendance. The performance featured a 26-song set that showcased Beyoncé’s incredible talent and artistry. Throughout the two-hour extravaganza, Beyoncé mesmerized the audience with her powerful vocals, dynamic choreography, and awe-inspiring stage presence.
Not only did Beyoncé captivate through her performances, but she also impressed with her impeccable fashion choices. She donned five different costumes during the concert, all designed by the renowned Olivier Rousteing of Balmain. Each outfit perfectly complemented Beyoncé’s magnetic energy, further enhancing the visual and auditory experience for her audience.
Upon its release, “Homecoming: A Film by Beyoncé” quickly garnered attention and achieved significant viewership. In its first day alone, the documentary was watched by 1.1 million viewers in the US, excluding views on mobile devices and computers. Notably, 55% of the viewership came from African-Americans, highlighting the profound impact of Beyoncé’s artistry within the community.
The success of “Homecoming: A Film by Beyoncé” extended beyond its viewership. The documentary was recognized for its excellence and received prestigious awards, including Best Music Film at the Grammy Awards and Best Music Documentary at the IDA Documentary Awards.
Beyoncé’s Homecoming documentary and her remarkable career trajectory are a testament to her unwavering dedication to her artistry and her ability to connect with audiences worldwide. Her seamless engagement on multiple platforms has solidified her status as an iconic and influential figure in the music industry.
Pepsi’s “My Music My Way”
In the quest to engage with Generation Z, Pepsi launched a compelling marketing campaign called “My Music My Way.” Recognizing the importance of music and personalized experiences to Gen Z, Pepsi focused on leveraging their digital music platform to connect with this influential demographic.
Gen Z Spotify users have demonstrated a strong affinity for personalized music creation, seeking ways to express their individuality and connect with like-minded individuals. With this knowledge, Pepsi designed a campaign that allowed Gen Z to create and showcase their unique musical creations on the Pepsi platform.
In addition to personalized music creation, Pepsi also recognized the trust that Gen Z Spotify users place in podcast ads. Almost 80% of Gen Zers and millennials have purchased products they discovered on social media, highlighting the impact of influential messaging. Pepsi understood the potential of podcast advertisements in reaching this tech-savvy audience and included them as part of their campaign strategy.
The success of “My Music My Way” campaign can be attributed to its ability to align with Gen Z’s preferences and values. Gen Z appreciates transparency, authenticity, and brands that lead with clear values. Pepsi crafted a campaign that leveraged music, technology, and digital experiences to effectively engage Gen Z, creating a deeper connection with their audience.
To measure the impact of aligning with Gen Z’s values, Pepsi utilized various metrics, including social media engagement, brand sentiment analysis, customer feedback, and sales data. By establishing clear values, being transparent, building a community, and taking a stance on social issues, Pepsi resonated with the Gen Z audience.
| Key Campaign Highlights | Statistics |
|---|---|
| Target Audience | Generation Z (born between 1997 and 2012) |
| Objective | To engage Gen Z through personalized music creation and podcast ads |
| Success Metrics | Social media metrics, brand sentiment analysis, customer feedback, and sales data |
| Influencers | Utilized influencers aligned with Gen Z’s values |
| Channels | Pepsi’s digital music platform, Spotify, podcast ads |
Pepsi’s “My Music My Way” campaign serves as an excellent example of how brands can effectively connect with Generation Z. By understanding their preferences, leveraging technology, and embracing their values, brands can create impactful marketing campaigns that resonate with this influential demographic.
Buy better, wear longer by Levi’s
Levi’s, the iconic denim brand, has made significant strides in sustainability, offering eco-friendly products that align with the values of Gen Z consumers. With their viral campaign “buy better, wear longer,” Levi’s has garnered attention from the younger generation, emphasizing the importance of conscious consumption and premium features.
In order to reach a larger audience and amplify their message, Levi’s has engaged in influential collaborations with sustainability-focused influencers. By partnering with these individuals, Levi’s not only expands its reach but also establishes a connection with Gen Z through shared values and a commitment to making a positive impact on the environment.
This strategy has proven successful for other brands as well. Fenty Beauty’s campaign showcasing diversity and inclusivity, Adidas’ beyond-the-surface campaign, and Gymshark’s collaboration with TikTok influencers are just a few examples of how influencer collaborations have effectively reached and resonated with Gen Z consumers.
Levi’s recognizes the significance of sustainability within the fashion industry and the growing interest of Gen Z consumers in eco-friendly products. Their focus on creating durable, long-lasting denim pieces not only contributes to reducing global apparel consumption but also aligns with the values of a generation that seeks quality and longevity in their purchases.
With Gen Z making up a significant portion of the U.S. population and holding substantial disposable income, brands like Levi’s are wise to prioritize sustainability and engage with this influential consumer group. By creating eco-friendly products and collaborating with influencers, Levi’s continues to stay relevant and appeal to the values of Gen Z, solidifying its position as a leader in the sustainable fashion movement.
In conclusion, Levi’s Buy Better, Wear Longer campaign is a testament to the brand’s commitment to sustainability and its understanding of the preferences and values of Gen Z consumers. By offering eco-friendly products and collaborating with influential sustainability-focused influencers, Levi’s remains at the forefront of the movement towards more conscious and responsible fashion choices. As the fashion industry continues to evolve, Levi’s dedication to sustainability positions them as a leader in meeting the demands of the environmentally conscious Gen Z consumer.
#AerieREAL
Aerie’s #AerieREAL campaign, which launched in 2014, has become a powerful force in the fashion industry. With a focus on body positivity and inclusivity, Aerie has revolutionized how brands promote their products. By featuring models with diverse body shapes and colors, Aerie empowers women of all backgrounds to embrace their uniqueness and feel confident in their own skin.
One of the key elements that sets Aerie apart is its use of real customer images in their advertising. By showcasing unretouched photos, Aerie builds trust with Gen Z consumers and promotes a realistic and authentic representation of beauty. This approach has resonated strongly with their target audience, leading to a significant increase in sales year-over-year.
Since the launch of the #AerieREAL campaign, Aerie has reached over a billion dollars in sales, a testament to the effectiveness of their inclusive marketing strategy. They have also seen tremendous growth on social media platforms. As of 2023, Aerie has 1.5 million followers on Instagram, compared to approximately 1 million in 2019. Their Facebook page has garnered 1.99 million likes and 1.95 million follows, while on Twitter they have 92.8k followers.
| Platform | Followers |
|---|---|
| 1.99 million likes & 1.95 million follows | |
| 92.8k followers | |
| YouTube | 43.6k subscribers |
| TikTok | 203.3k followers & 1.7 million likes |
In early 2018, Aerie ramped up its Instagram presence, focusing on the Aerie Role Models and Ambassadors. This resulted in a significant increase in their Instagram posts, particularly those related to the AerieREAL campaign. Over the course of four years, Aerie gained approximately 500,000 followers on Instagram, solidifying its position as a leader in using social media to promote body positivity.
The AerieREAL campaign encompasses multiple subsegments such as Aerie Role Models, REAL Superpower, REAL Talks, and Real Positivity. These subsegments allow Aerie to delve deeper into different aspects of body positivity and empower its customers through various messages and initiatives.
In 2021, Aerie celebrated a major milestone, reaching $1 billion in sales. This achievement further solidifies their status as a brand that resonates with consumers seeking authentic and inclusive representations of beauty.
Conclusion
Marketing to Gen Z is essential for brands looking to thrive in the modern era. Gen Z, comprising individuals born between 1997 and 2012, wields significant influence in the world of online branding and social media. With their rapidly increasing buying power, it is crucial for brands to secure Gen Z’s loyalty.
Several successful marketing campaigns have captured the attention of Gen Z by focusing on authenticity, inclusivity, and self-expression. Instagram’s diverse and creative campaign resonated well with Gen Z, while Glossier’s physical store opening attracted thousands and generated significant social media engagement.
Partnering with online personalities and athletes, like Under Armour’s collaboration with Steph Curry, has proven effective in reaching Gen Z. Additionally, aligning with Gen Z’s preferences for vintage vibes and diverse representation, as seen in Diet Coke’s advertisement, can further enhance brand appeal.
To create effective marketing campaigns, brands must understand Gen Z’s desires and preferences. Gen Z is drawn to personalized, short, and shareable content. Furthermore, leveraging influencer marketing strategies and engaging Gen Z through platforms like TikTok, Snapchat, and Instagram can lead to significant success in capturing their attention.
