Campanie
General Information:
Strategic approach:
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CONTEXT In an era dominated by digital media consumption, reaching and engaging Generation Z proved to be a formidable challenge for brands. Traditional advertising methods struggled to capture the attention of this elusive demographic, evident in the skyrocketing rates of ad blocking among Gen Z. Recent studies indicated that over 70% of Gen Z actively used ad blockers, highlighting the shortcomings of the conventional advertising playbook in connecting with this audience. Samsung had launched AllOut in 2022, a brand platform dedicated to cool projects in music, gaming and content creation specifically tailored for Gen Z. Although the platform already had multiple content initiatives under the AllOut umbrella, scaling it with from a media coverage perspective was challenging, considering the specifics of its’ audience. To confront this challenge head-on, Samsung embarked on a groundbreaking project in collaboration with Vice, the leading media outlet for Gen Z in Romania. Recognizing the need for authentic and immersive storytelling, the approach aimed to redefine engagement with Gen Z on a platform they trusted and resonated with (about 80% of their audience is 18-35 yo). CHALLENGE The primary challenge faced was the increasing resistance of Gen Z towards traditional advertising. The target audience adeptly filtered out conventional marketing messages, posing a significant obstacle to the brand's ability to create meaningful connections. Furthermore, with Gen Z's affinity for ad-blocking tools, the landscape became even more challenging to establish a genuine rapport with this demographic. Recognizing the imperative need for a new strategy, the goal was to break through the clutter and skepticism surrounding traditional advertising. The campaign aimed to not only capture attention but also foster a sense of authenticity and relatability among Gen Z consumers. This required innovation and leveraging unconventional channels, emphasizing storytelling that resonated with the audience's values and interests. OBJECTIVES The campaign's primary goals were to influence the brand's KPIs and to catalyze a shift in perceptions among our target demographic. These objectives are particularly challenging due to the complex nature of these KPIs—they not only reflect the target audience's general attitude towards the brand but also their deeper resonance with it. This complexity is heightened when addressing demographics like Generation Z, who are traditionally resistant to advertising. The objectives we set for the campaign were the following: • Increase association of the following brand attributes: “distinctive”, “cool”, “relevant”, “for young people”, among Gen Z by min 3%; • Increase brand preference and consideration by min 5% APPROACH In response to the challenge at hand, the approach centered around a strategic partnership with Vice. A project was devised that empowered three emerging Gen Z writers to take over the Vice site and social media channels. These writers were not only selected for their talent but also for their representation of the diverse perspectives within the Gen Z demographic. Crucially, the collaboration extended beyond a mere takeover. The writers were equipped with the latest Samsung Galaxy S23 phones, seamlessly integrating cutting-edge technology into their storytelling process. This not only aligned with the tech-savvy nature of Gen Z but also showcased Samsung as an enabler of creativity and expression. |
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