An Agency Perspective: Marketing to Gen Z

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Marketers from across the US came together for the 2014 Association of Jesuit Colleges and Universities (AJCU) Summit at Loyola University in Chicago. To get an outside-in perspective on trends and marketing principles, they looked to Molly Garris, Digital Strategy Director and Mobile Practice Lead at Leo Burnett / Arc Worldwide. Molly showed various marketing case studies centered around engaging Generation Z, the next gen digital natives spending billions per year in the US.

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An Agency Perspective: Marketing to Gen Z

  1. 1. An Agency Perspective: Marketing to Gen Z Molly.Garris@arcww.com @mollygarris Thursday, June 12, 14
  2. 2. 0 6 . 1 2 . 1 4 Hello. Thursday, June 12, 14
  3. 3. Founded in Chicago in the midst of the Great Depression with three clients, eight employees and a bowl of apples. Thursday, June 12, 14
  4. 4. BRAND-CENTRIC PEOPLE-CENTRIC Thursday, June 12, 14
  5. 5. • Ages 0-18 • Will spend $200B this year • Will influence $500B of their family’s spend • First-gen digital native Gen Z Thursday, June 12, 14
  6. 6. How does one of Gen Z’s favorite brands reach them? Thursday, June 12, 14
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  8. 8. Misunderstood TV Spot Name: Thursday, June 12, 14
  9. 9. Misunderstood • Cost- and eco-conscious • Craves authenticity and originality • Empowered by digital tools and social amplification Photo: Ibai Acevedo Thursday, June 12, 14
  10. 10. 1234Principles to Engage Gen Z Thursday, June 12, 14
  11. 11. Enables: • Participation not Persuasion • Clout not Cash • Curation not Consumption 1 Co-create Thursday, June 12, 14
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  17. 17. Buick Celebrated Surprising Performances during 2014 NCAA March Madness • In-studio breakdown and highlight of that day’s most “Surprising Performances” during the “Inside March Madness presented by Buick” post-game show • Buick display inside of BracketTown at the championship • Printable NCAA bracket • Social media surprise performances Thursday, June 12, 14
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  20. 20. Enabled: • Participation not Persuasion • Clout not Cash • Curation not Consumption 1Co-create Thursday, June 12, 14
  21. 21. Enables: • Understand Worth not Cost • Research not Reflex • Customization not Cookie Cutter Value 2Thursday, June 12, 14
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  30. 30. Enabled: • Understand Worth not Cost • Research not Reflex • Customization not Cookie Cutter 2 Value Thursday, June 12, 14
  31. 31. Enables: • Voice not Silence • Community not disparity • Simplicity not complexity Do Good 3Thursday, June 12, 14
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  33. 33. At age 13, McKenna Pope used Change.org to rally 44,000 people around a gender- neutral Easy Bake Oven. Thursday, June 12, 14
  34. 34. The Result Thursday, June 12, 14
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  39. 39. Enabled: • Voice not Silence • Community not disparity • Simplicity not complexity DoingGood 3Thursday, June 12, 14
  40. 40. Enables: • Fame not forgotten • Self-expression not Suppression • Inclusivity not exclusivity Freedom to Be 4Thursday, June 12, 14
  41. 41. To introduce the Beyonce Super Bowl Halftime Show, Pepsi crowdsourced fan photos to make a video intro. 50 fans won a trip to the Super Bowl. Thursday, June 12, 14
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  49. 49. Enabled: • Fame not forgotten • Self-expression not suppression • Inclusivity not exclusivity FreedomtoBe 4Thursday, June 12, 14
  50. 50. 1234Do good Freedom to Be Value Co-create Thursday, June 12, 14
  51. 51. Agency Playbook Research / Trend Reports Social Listening Social Networks Thursday, June 12, 14
  52. 52. 0 6 . 1 2 . 1 4 Thank you. Molly.Garris@arcww.com @mollygarris Thursday, June 12, 14

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