The new social media strategy
Canada Goose has had phenomenal success on TikTok last year.
And as of April 2022, Gen Z brings a quarter of their online sales.
So how have they managed to engage the generation that’s the hardest to please?
Every generation has its quirks, but as Penny Brook (Chief Marketing & Experience Officer at Canada Goose) explained:
Gen Z customers are almost entirely engaging via mobile, so all marketing content is now made so that it looks good and scales well to a mobile-size screen.
Entertainment is the new strategy.
Short-form video content beats long-form across all generations - even with Boomers.
On average, we are spending 100-minutes a day watching online videos.
And it won’t come as a surprise to you to know that short-form video is at the heart of this change.
Short-form video is where new trends are defined, quickly becoming the default function for social channels.
Social entertainment is now the most effective way for brands to reach consumers, and creators are bridging the gap.
How Balmain used social entertainment to drive a +336% higher effectiveness rate.
Ask your local Gen Z representative, and they’ll tell you that creators are different from influencers.
Creators focus on producing content that entertains rather than prioritising product placements.
As the story goes, like any other upstanding Parisian fashion brand, Balmain was all about traditional and editorial.
But not anymore.
Entertainment is their social media strategy.
And they’re using real-time data to power their creative - because good creative can lift your sales by as much as 56%.
Balmain tracks what creative is and isn’t entertaining their audiences in real-time using Dash Hudson.
They also segment user-generated content to identify trends, which helps them create entertaining content that stays true to its perspective while also being more relatable to its audience.
To extend the brand’s reach and grow, Balmain taps into its community of influencers and creators who embody its values of inclusivity and drive business results.
Trying new tactics to woo younger consumers isn’t anything new.
But what has changed are the platforms on which Gen Z are spending the most time.
Brand partnerships with Snapchat and teaming up with TikTok influencers have become common ways for brands to reach Gen Z quickly and cost-effectively.
Gen Z’s disposable income has reached an estimated $360 billion, and we’re only at the beginning of the real mobile-first revolution in retail.
💎 In case you missed…
How fashion brands are using Roblox obbys to get in front of gamers. /Glossy
What Snap’s Liftoff Means for the Social Media Company. /Wired
Why companies are developing new tools and metrics to measure gaming advertising. /Digiday
One year after embracing the blockchain, Time has earned more than $10M in profit. /Digiday
Rise of the inclusive, sustainable consumers. /McKinsey