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  • VP of Brand Engagement at Denny’s on TikTok-Inspired Menu

    Industry Insights   July 1, 2022  

    COVID-19 caused a significant category-wide decline in in-store traffic, with consumers spending more time engaging with a brand’s digital presence, ordering delivery, and spending more time on social in general - with TikTok playing a starring role. We needed to generate #FOMO for the brand to drive traffic back in-store once COVID-19 receded. To do so, we worked with 24 up-and-coming TikTok stars to act as hype machines to welcome the world back to Denny’s, co-collaborating on unique menu items and social/digital content to drive urgency among their social communities and re-ignite crave for our food.

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  • Connecting to Gen Z Purposefully

    Greater Good   June 20, 2022  

    An environmental activist, social entrepreneur, and artist, 22-year-old Maya Penn has already launched a sustainable fashion brand and a related nonprofit organization, among other noteworthy accomplishments. She shares her perspective on how brands can best weave purpose into their business and speak to the concerns of gen Z.

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  • Engaging Gen Z Through Authentic Messaging

    Knowledge Partners   May 26, 2022  

    Gen Z drives much of the cultural conversation on social media. This audience grew up in a different world as digital native internet users. Gen Z is the most diverse, culturally fluid generation, and they question everything.

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  • Meet the Future Majority

    Webinars   May 19, 2022  

    In this webinar, learn about the rising expectations younger multicultural consumers have when it comes to brands and a brand’s role in social justice movements, what is driving brand authenticity, and how can brands can be seen as credible accomplices.

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  • #SephoraSquad Influences Strategy: Foundation and Sol de Janeiro

    Event Recaps   May 19, 2022  

    The Sephora social media and influencer teams gave an overview of the brand’s social media ambassador program, known as the #SephoraSquad.

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  • Bud Light Seltzer Seasonal Strategy

    REGGIE Awards   April 21, 2022  

    Bud Light’s seasonal seltzer campaign targeted seltzer drinkers nationally between the ages of 21 and 34 who crave popularity, driven by fun of social occasions, friendship, and enjoy digital experiences.

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  • Mumble Rap, TikTok, and a Plan to Sell More Peanut Butter

    REGGIE Awards   April 21, 2022  

    Seizing upon a new trend in hip hop, Jif enlisted hip hop legend Ludacris and other TikTok rappers to produce new songs that exemplified how much they love Jif peanut butter, helping the brand to regain market share and achieve better sales performance.

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  • Twitch, Esports, and Gummy Worms: How a Candy Brand Won Over Generation Z Gamers

    REGGIE Awards   April 21, 2022  

    Capitalizing on Xbox’s 20th anniversary to connect with generation Z consumers, Ferrara Candy Company created a custom Xbox console giveaway, an esports league, and special game packaging to sell its popular Worms product, using Twitch influencers to help carry the message and drive engagement.

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  • How Swarovski Won Over Generation Z by Creating Some Crystal Halo Swag

    REGGIE Awards   April 21, 2022  

    To connect to a younger audience and advance its mission of making luxury available to everyone, jewelry brand Swarovski partnered with Xbox and the popular video game series Halo to create customized crystal giveaways to celebrate the release of a new edition of the Halo series.

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  • Choose a Spirit to Fit Your Lifestyle

    REGGIE Awards   April 21, 2022  

    Diageo’s “Choose a Spirit to Fit Your Lifestyle” campaign focused on people who have wellness-centered values. The program leveraged simple yet inspired wayfinding to defy the perception that many shoppers feel their spirit options are limited to vodka and uneventful vodka sodas.

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  • Cheetos’ Deja tu Huella Leveraged Influencer Marketing Successfully

    REGGIE Awards   April 21, 2022  

    Frito Lay’s “Cheetos Deja tu Huella” was a national program intentionally designed to be inclusive of Cheetos fans across the country and including Puerto Rico.

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  • How Bud Light Reached Out to a Young Multicultural Audience

    REGGIE Awards   April 21, 2022  

    Bud Light’s “Free Agent” campaign was a U.S. national campaign aimed at multicultural sports fans between the ages of 21 and 35.

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  • Building Brands Through AR: Reimagining the Shopper Experience

    Session Videos   April 13, 2022  

    In this video, Kenny Mitchell, Chief Marketing Officer, Snap Inc., and Craig Brommers, Chief Marketing Officer, American Eagle, discussed how Gen Z is putting their values into action and shopping through Augmented Reality.

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  • Getting in the Game with Gen Z

    Event Recaps   April 13, 2022  

    In this session, hear the story of how Wendy's leveraged its challenger attitude to reshape the rules and become an iconic Gen Z “brand-fluencer” in gaming, social, sports, and pop culture.

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  • Engaging Gen Z with Empathy

    Industry Insights   April 4, 2022  

    The past two years have had a dramatic impact on consumer behavior. New cultural phenomena like pandemic exhaustion, digital inspiration, and ethical online shopping have forced brands to quickly adapt to the ever-changing dynamics — and leading the charge is a growing market of young, empathy-driven buyers.

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  • 4 Compelling Ways to Make Your Newsletters Appeal to Gen Z

    Industry Insights   March 9, 2022  

    The oldest gen Zers will turn 25 years old in 2022. That’s old enough to be starting their adult lives: buying cars, grocery shopping for themselves, and deciding where to get their news and entertainment. Email is already an important channel for gen Z.In a recent study by CM Group, 23 percent of gen Z obtains news and information from newsletters, the same as millennials.

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  • Marketing To Gen Z

    Knowledge Partners   February 8, 2022  

    This report examines new data around gen Z’s motivations, behaviors, and preferences and provides strategic ways for marketers to engage and drive them to action.

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  • How This Shampoo Brand Resonated with Gen Z

    Smarties Awards   December 28, 2021  

    Shampoo brand Clear Men sought to increase brand preference with young Vietnamese men.

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  • How Gillette Appealed to Gen Z

    Smarties Awards   December 28, 2021  

    Gillette, a century-old global men's grooming brand, dominates the wet shaving category. The increase in sales largely relies on the growth of unit price, but the sales volume rises slowly in the industry, particularly with gen Z users. Thus, the company needed to appeal to the younger demographic.

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  • How Hot Pockets Is Reaching Gen Z Consumers Through Gaming

    Event Recaps   December 2, 2021  

    Nestlé USA's Bryan Waddell discussed how Hot Pockets doubled down on its investment in esports and gaming and launched Pockets 4 Bits, a campaign that rewarded gamers with Twitch Bits and ignited the brand's strategy in engaging with the teen and young adult demographics.

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