Campanie
General Information:
Strategic approach:
| Strategic approach: |
When solving the brief, we found out that GEN-Z is the most nocturnal generation, with 60% of them preferring to stay up late at night than waking up early. That may be surprising, but their preference for night-time activities is the real insight: They spend their nights on what's important for them They spend their nights with their online communities, communities gathered around common pain points - asking advice & expressing what keeps them up at nigh. They pour their heart out, but hide the most important truths in random subreddits & fleeting discord threads. To promote our new Nightography feature, we decided to encourage people to talk about the issues that keep them up at night on a bigger stage - the video content one. |
Execution:
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