How Four Brands Won Gen Z Through Memes, Authenticity, and Community-Building

Table of Contents

  1. Introduction
  2. Understanding the Importance of Captivating Gen Z
  3. Why Measuring Brand Awareness is Essential
  4. Learning From the Best: Four Brands That Captured Gen Z
  5. Embrace Authenticity to Win Over Gen Z
  6. Conclusion
  7. FAQ

Introduction

Imagine walking into a bustling room filled with the most tech-savvy, socially-conscious, and opinionated crowd: Gen Z. Capturing the attention and loyalty of this dynamic group might seem challenging, but it holds immense potential for brands willing to embrace authenticity and creativity.

With significant purchasing power and the instinct to connect with brands that reflect their values, Gen Z can transform a brand's narrative. By the end of this blog post, you will have insights into how four innovative brands managed to capture the hearts and minds of Gen Z through clever use of memes, a focus on authenticity, and robust community-building efforts. Let's dive deeper into their strategies and the broader implications for marketing today.

Understanding the Importance of Captivating Gen Z

Modern marketing is evolving, and the rules that applied to previous generations may not hold water with the younger crowd. According to research by Edelman, over 70% of Gen Z consumers remain loyal to brands that align with their values. This generation's loyalty isn't just a fleeting trend but a cornerstone for ensuring long-term brand success. Engaging Gen Z isn't just about capturing immediate attention but about establishing a sustainable relationship built on mutual respect and shared values.

The brands we will explore—tbh Skincare, Heaps Normal, Liquid Death, and Barbie—crafted distinct narratives that resonated deeply with Gen Z. By doing so, they achieved more than just sales; they built communities united by a shared sense of purpose and authenticity.

Why Measuring Brand Awareness is Essential

In today's competitive marketplace, high brand visibility can mean the difference between consistent sales and stagnation. However, understanding brand awareness goes beyond just knowing that people have heard of your brand. It's about measuring the impact of your marketing campaigns to identify what works and what needs tweaking.

Using tools like Tracksuit, companies can gather actionable insights into how brand campaigns resonate with their target audience. Effective brand tracking informs marketing strategies, helping save time, money, and effort by focusing on what truly matters.

Learning From the Best: Four Brands That Captured Gen Z

tbh Skincare: Tackling Acne and Authentic Narratives

tbh Skincare, an Australian brand, found its niche by focusing on Gen Z's common struggle: acne. Co-founded by Rachael Wilde, who personally battled acne and its psychological impacts, tbh Skincare knew their target demographic well.

The brand's marketing strategy leveraged TikTok, a platform where a significant portion of Gen Z spends their time. According to eMarketer, over 44% of TikTok's users in the US are aged between 12 and 27. By focusing on relatable content and guerrilla marketing stunts, like Wilde’s impersonation of Margot Robbie, tbh saw massive brand awareness growth—121,000 more Australians became aware of the brand in 12 months.

Their responsiveness to unforeseen events also stands out. When a new product was accidentally leaked by an influencer, tbh capitalized on the moment, turning an unplanned situation into a significant publicity boost.

Heaps Normal: Community-Building Around Mindful Drinking

Heaps Normal, a non-alcoholic beer brand, recognized a growing trend among Gen Z: choosing to go alcohol-free. With products offering the same experience as traditional beer but without alcohol, Heaps Normal built its strategy around real-life community building.

Gen Z's inclination towards mindfulness and health consciousness—45% of them of legal drinking age have never consumed alcohol—played into their hands. As explained by Timothy Snape, the brand's marketing director, Gen Z's values aligned with Heaps Normal's message of responsible drinking. The brand saw impressive growth in brand awareness, with 290,000 more people within the target demographic recognizing the brand since November 2023.

Liquid Death: Transforming Water into a Lifestyle Brand

Liquid Death isn't just a bottled water brand; it's a lifestyle statement. Known for its bold and outlandish advertising centered around heavy metal and death, Liquid Death stands in sharp contrast to the bland approach most brands take.

Whether it's launching a heavy-metal-inspired makeup collection with Elf Cosmetics or ensuring their water cans appear at social gatherings, Liquid Death's marketing appeals to Gen Z's desire for authenticity and uniqueness. Their efforts paid off, with a 12% increase in brand awareness among young Americans, translating to 7.4 million more people aware of Liquid Death.

Barbie: Revamping a Classic Through Modern Storytelling

Mattel’s Barbie effectively reached a new audience through the immensely successful Barbie movie. By weaving themes of women’s empowerment and diversity into the narrative, Mattel captured the interest of the younger demographic.

The movie's success was bolstered by strategic social media campaigns encouraging user-generated content, memes, and shareable graphics, turning Barbie into a cultural phenomenon. Consequently, Barbie’s brand awareness grew by 3.2 million more people within the Gen Z age range in a short period. The movie didn’t just sell tickets; it rejuvenated the Barbie brand for a modern audience.

Embrace Authenticity to Win Over Gen Z

To win over Gen Z, brands must adopt strategies that go beyond traditional marketing. Authentic engagement and value-driven messages are essential. This generation values honesty and purpose, and brands that can genuinely convey these attributes tend to foster deep loyalty.

One overlooked aspect is the continuous measurement of fundamental brand metrics like awareness, consideration, and preference. Tracksuit and similar tools can provide real-time insights, ensuring you can adapt your strategies promptly to keep pace with ever-changing consumer attitudes.

Conclusion

Successfully capturing Gen Z's attention involves more than just catchy slogans and vibrant graphics. It requires a deep understanding of this generation's values, behaviors, and preferences. Brands that have won Gen Z's loyalty, like tbh Skincare, Heaps Normal, Liquid Death, and Barbie, did so by being authentic, community-focused, and responsive to cultural trends.

As you move forward with your marketing strategies, remember that genuine engagement and consistent value delivery are key. Measure your efforts, adapt as needed, and you might just find your brand becoming a favorite among the influential Gen Z.

FAQ

Q: What makes Gen Z different from other consumer generations? A: Gen Z values authenticity, social responsibility, and personalization. They are highly tech-savvy and prefer brands that align with their ethical viewpoints.

Q: Why is TikTok an effective platform for marketing to Gen Z? A: TikTok’s user base is predominantly young adults and teenagers, making it a perfect platform for brands targeting Gen Z. Its engaging format allows for creative, short-form content that resonates well with this demographic.

Q: How important is brand authenticity for Gen Z? A: Extremely important. Gen Z tends to support brands that reflect their values and are transparent in their operations and messaging. Authenticity helps in building trust and loyalty.

Q: What role does community-building play in marketing to Gen Z? A: Community-building is crucial as it fosters a sense of belonging and connection. Gen Z prefers brands that create communities around shared values and experiences.

Q: How can brands continuously measure and adapt their strategies for Gen Z? A: Using brand tracking tools such as Tracksuit can help brands measure their impact in real-time and adapt their strategies based on data-driven insights to stay relevant to their audience.