Written by Rachel Kozin, Founder, RK Communications
As Gen Z comes into their full spending power over the next decade, marketers must consider the shifting landscape to keep our campaigns fresh, relevant and, most importantly, in front of this burgeoning segment of the population. Long gone are the days of browsing your local paper – even for more senior cohorts – during the morning commute; today’s 20- and 30-somethings are working from home, signing on remotely and completely plugged in. How do we, as an industry, address this shift?
Loolios
At the outset of COVID, we were forced to consider what a fashion/beauty PR agency with little to no access to both its showrooms and a suspension of nearly all shoots, had to do to keep our clients (and us) relevant for the foreseeable future. At the same time, we were seeing explosive growth of video platforms and the near ubiquity of interactive/social gaming, so we set out to devise a more integrated approach to comms.
Our goal became a consumer-first approach to interact with audiences across new channels—not just providing the product in which hauls were featured, but innovating in ways to work with creators that prioritized brand integration over ‘owned storytelling’ moments. Not only did we look to TikTok and Snap, but we also considered alternate channels like Twitch and Reddit to create meaningful earned brand integration.
A few considerations for crafting a consumer-first strategy in non-traditional spaces:
