The strategy stemmed from primary research probing social media habits of teens which netted four key insights:
-- Make users part of the action. Gen Z thrives on participation.
-- Establish a sense of discovery by making them work for it.
-- Let the audience be the deciders and they will become advocates, too.
-- Give them special access—to celebrities, information and products.
Creative Direction, Art Direction, Design
Creative Team / Pat McCaren, Forrest Martin, Jacob Cowdin, Jess Harrington, Nick Bynum, Matt Anthony, Brian Lincoln
Planning / Jeremy Webber
NYC Event Director + Editor / James Carrol
Case Study Video Credits / Matt Anthony
Shorty Awards / Best Use of Instagram 2017
Addys / Social Media Campaign / District 11 / Silver