In one of our recent meetings, the Moment team was discussing Duolingo’s latest stunt at a Charli XCX concert. The brand didn’t do anything crazy, just sent a few people to the concert dressed as the Duolingo bird and passed out Brat-themed Duolingo shirts. The stunt received significant positive attention across social media platforms, leaving people saying the “Duolingo marketing team is on another level.” This concept was silly and weird, but it hit the bullseye of reaching Gen-Z. This sparked a discussion about which brands are successfully reaching this audience.
Someone mentioned that Duolingo is a rare breed of brand that can pull these stunts off and receive praise from this audience. It got me thinking, what’s the difference between marketing that Gen-Z loves and marketing that Gen-Z hates? We seem to be certified blood hounds when it comes to sniffing out poorly executed ideas. As a part of this group, here are a few suggestions I have for brands trying to connect with this intricate audience.
1. Stay true to your brand and its values.
Gen-Z can tell when a brand is being unauthentic. Don’t force anything when it comes to microtrends. This group can tell when a brand/trend connection is strained. Trends will pass and it would be better to miss out than come across as trying too hard.
2. Be careful when addressing current social issues.
It is important to Gen-Z that the brands they use are acknowledging social issues that are culturally relevant. However, it must be done tastefully. Making your brand or product the focal point of the social issue will do more harm than good (i.e. Kendall Jenner and Pepsi). Be respectful and again, make sure your message aligns with your brand values.
3. Comedy and relevance are important.
Comedy has proven time and time again to be one of the best ways to reach Gen-Z, particularly on social media. If your brand is going to use a meme, make sure you’re only doing it while the trend is happening! Jumping on a trend too late can make your efforts look lazy and irrelevant.