If you think about it, brands connect with generation Z (and some others) in the most unusual places—in bed, after a shower, in the gym and, Yes, in the bathroom. Gene-Z discovers content almost anywhere, as well as advertising and other messages that come with it.
This presents brands with a paradox. Gen-Zers like to hear from brands. In fact, they’re 23% more likely to interact with brands in social media than the Millennials. However, they are also much more likely to able to disengage with brands if they find them inauthentic or slow to respond.
In other words, they want marketers to be there, but only in the most appropriate and meaningful ways. Translate that need in human terms, I use what I call the “amazing you” whenever I concept of the campaign. I ask if what I think will make the brand a good Guest in an intimate space. If a young person is looking at is after waking up from sleep or if we pinged her at a basketball game, it will be OK with him or will she be unhappy?
It turns out that to be an amazing Guest on the device is not all that different from being in real life. Great hotel, at least polite and at best interesting and entertaining. Poor guests drink too much, brag about their achievements and makes lewd comments. Amazing invited guests, bad Guests. So, how does this translate to advertising?
- Not with empty hands: if you are invited for dinner, it is customary to bring a bottle of wine, flowers or dessert. In addition, You can appear in someone’s feed or on screen notification without some gratitude. Gen-Z loves deals, discounts and offers—and everyone loves to laugh. And you can get creative, too. In Swift, for example, we did a campaign for Adidas on Instagram, which were before hidden inside the Content of the city the coordinates are located in the famous National basketball Association superstars James Harden beard, for example.
- Not just to talk about himself: the hallmark of terrible guests they requisition this conversation all about yourself. Brands are often guilty of this, climbed on with only one hand “I’m so great” ad. A full 43 percent of consumers, and probably more on the gene-Z will give the company its data if they are individual services in return. Gen-Z don’t mind if brands have their opinion, but this may not be all what they say. And if you do say something, try to take the preferences of your audience into consideration.
- To follow the rules: if we go to the house where the family leaves their shoes at the door, we. In addition, to the extent possible, you need to provide content that meets or exceeds beautiful, useful things are already in the gene-Z feed. Glossy has created a global brand, being realistic and exciting, and exposing his entire company to his fans in Instagram-friendly, back-and-forth path. This led to nearly a million fans around the world.
- Do something useful: a Guest always comes to the rescue by clearing the table or washing the dishes. Gen-Z loves brands that provide value for the product. A good example (although not really used the gene-Z yet) – it’s Airbnb that now offers the “experience” in addition to lodging to help you to explore new places with a local person. Lowe also stepped up their game with virtual reality to teach clients the basics of home repair.
- Send a thank you note: sorry, thank-you letters has become a lost art, but it’s one that brands need to be retrained. Stay connected and Express gratitude after the interaction shows consumers that you understand them and not only there transaction. Brands like health of the company ritual made the experience unboxing a surprise and delight moment worthy of social sharing. Not only does it deliver vitamins, but it also includes smart stickers and “21-day challenge” calendar to make your healthy habits stick.
In the current situation to reach generation Z is more complicated, of course. With new technologies and wealth, and sometimes contradictory data, it helps to have simple rules of thumb to guide Content creation. Now, the gene-Z is bringing us into your most personal moments and intimate settings. While we were there, the task is simple: be an amazing Guest to bring something to the table, and you might find that you’re invited back again and again.
RIC Albano is the Executive creative Director of creative Agency strategic swift.