THE CHALLENGE
The challenge was to successfully establish an authentic connection with the target audience, Gen Z. This was the request we received from the brands Paper Mate and Sharpie during the Back to School 2023 campaign.
THE EXPERIENCE
To meet the brand's request, we opted to start a dialogue with the target audience through TikTok, Instagram, Spotify, and an enticing experiential contest. In reaching Gen Z, we collaborated with Housegram, a TikTok house featuring over 30 active talents from various spheres, including university students, dancers, and actors.
Each content creator produced videos in their unique style, totaling 40 videos. This strategy significantly expanded the campaign's reach and increased audience engagement possibilities. To make the operation even more appealing, we offered an exclusive experiential prize: a day with Housegram talents to learn storytelling and content creation techniques for social media, along with the opportunity to meet influencers in person.
In addition to social media content, we complemented our approach with offline communication through POP materials distributed in traditional channels such as stationery stores and retail. To promote the contest, the agency developed a dedicated website, talentochiamatalento.it, and launched a media campaign.