Brands have their sights set on Gen Z.

But what about appealing to Millennials, and even Gen Alpha?

To do that, you have to deeply understand what each group cares about. Today, we’re unpacking how your brand can relate to each one.

In today's newsletter:

• How to be relatable to Millennials, Gen Z, & Alpha (just maybe not all at the same time!)

• BK wins us over with a rotten burger (here’s what we can learn from their disgusting campaign)

• Trend plug - Queen of Disaster

• Ask the Editor - Should I start a podcast for my makeup brand?

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, we’ve just opened registrations for our August intake! Learn more.

Ahhh, the generation gap.

A conversation we can’t seem to escape on social media.

From meme wars to brand-obsessed youths, there’s always something to report on.

As a Zillennial (someone on the cusp of Gen Z and Millennial), I find the whole thing fascinating. Because I don’t really fit into any group, but I have a deep understanding of each one.

And it’s Gen Z that’s taken the spotlight in marketing.

In recent years, brands have been Gen Z obsessed. The generation has reshaped the marketing landscape with their unique digital upbringing and strong value system.

But Millennials are still a critical audience. And Gen Alpha is quickly climbing in importance.

Unfortunately, the three are starkly different. What works for one group is likely to send another running for the hills (do not piss off Gen Z. Just don’t do it.) But we know marketing to just one would be limiting.

So, wtf are brands supposed to do?

[Keep reading]

-Sophie, Writer

BK Wins Us Over with a Rotten Burger

Decay exists as an extant form of life.

That rings particularly true for a moldy burger that generated a 14% sales increase, 8.4 billion impressions and $40 million in Earned Media Value.

Last year, Burger King announced it was removing all artificial colors, flavors and preservatives from its signature burger, The Whopper, in the US.

To highlight their shift toward better ingredients, the brand, alongside Ogilvy created an ad showing the decay process of their iconic burger, over the span of 34 days. The ad ends in a mould-covered burger with text that reads 'The beauty of no artificial preservatives.'

Breaking the mould.

Featuring mould on food typically breaks all the conventional rules we have in meal advertising. Generally, brands showcase their food with over-styled, overproduced imagery that looks nothing like the real thing.

This ad is a refreshing juxtaposition to the ones Burger King would usually produce.

[Keep reading]

-Sophie, Writer

Trend Plug - Queen of Disaster

Time to embrace the chaos.

The 'Queen of Disaster with Sparkles' trend on TikTok uses a remixed, unreleased Lana Del Rey song, 'Queen of Disaster,' with added sparkles. This upbeat, almost whimsical tune is paired with videos of personal disasters or humorous mishaps, creating an ironic contrast.

Creators have used the trend to show off their silly mihaps like dressing up for the 1750s rather than the 1950s, or dominating the kitchen during a 'baking date'.

How to use this trend:

You can use this sound in any way—there's no specific visual trend. The key elements are misfortune and the sound. You might already have a fitting clip or an idea inspired by it. Successful videos usually feature a panning shot revealing the disaster, so consider that.

A few ideas to get you started:

• 'I don't understand let me ask my intern'

• 'ohhhh' (I still don't get it)

• When the 'beginner' tutorial is so hard, you have a mental breakdown

-Abdel, Social Media Coordinator

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Ask the Editor

Q - My business partner and I are thinking about starting a podcast for our makeup brand. Do you think it's worth doing? -Sam

Hey Sam!

Creating a podcast is a great way to create content for your brand. Because not only will you have the longform version, but you can also cut that up into shorts to post on your social channels. It's also a cool way to get to know other people in your industry by bringing them on as guests.

The thing about podcasts, though, is a lot of people start them and very few make more than a few episodes. So if I were you, I'd start recording your first few episodes ASAP. Then just keep getting your reps in, learning as you go. Don't spend too long in the planning phase--otherwise you may never actually start!

- Charlotte, Editor ♡

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