How do brands losing Gen Z get them back? Don’t be boring. According to Hinge and Smirnoff, two brands in categories that have notable struggles with the next gen, “meeting [Gen Z] where they are” is key. This means taking “calculated risks” that might be more out-of-the-box than past marketing efforts. Hinge released a romance audiobook on Substack to appeal to the BookTok crowd, and followed up with a limited-edition hardcover to give young consumers a tangible experience. Smirnoff tapped Troye Sivan as their “Chief Vibes Officer” and strategically didn’t show him in a bar, where Gen Z is less likely to be drinking. They also included some less-scripted audio content from Sivan that Gen Z could download and use themselves. Whatever the approach, “Make sure that it’s from Gen Z to Gen Z.” (Marketing Dive)
👀 Read more from YPulse: 4 Brands Getting Gen Z to Listen to Them—Literally
