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FILTERING THE NOISE TO REACH GEN Z

155%

ABOVE GOAL ON INSTAGRAM

757%

ABOVE GOAL ON SNAPCHAT

SITUATION

Your main audience is Gen Z and, somehow, you have to get their attention. They don’t watch “regular” TV, their communication occurs on digital platforms that are already teeming with content 24/7, they don’t open emails and they certainly don’t respond to old-fashioned snail-mail. But your enrollment is down and engagement almost nonexistent. What can you do to reach the elusive Gen Z?




SOLUTION

First, do the research. 

6AM was asked specifically to engage Gen Z women aged 18-24. Our first steps: Find out where she is, find out what’s bugging her and make sure the messaging intersects her life. We discovered Gen Z is active on social, it’s just not the social of their parents—or even their older siblings. Snapchat and Instagram provided the platform for messaging that resonated with the current social environment of female empowerment. Supplement this with digital display, OTT, mobile (Desktop? C’mon, forget about it.) Spotify and pre-roll. The message was simple – “you can” – and the young women portrayed were diverse, so each viewer was able to identify with someone in the ad. 

6AM’s research also showed this particular target was perfect for an old-school tactic most might not think of – mass transit. Our Gen Z woman was urban and used public transportation to get to work and play. Bus wraps, interior cards and bus shelters put messaging in front of this captive audience.




RESULTS

Suddenly, Gen Z women became aware that Mount Mary University in Milwaukee, Wisconsin, was an option for them. Using the right messaging in the right channels made the two-month campaign a big success. Snapchat and Instagram were the big winners. They garnered 6,388 swipe-ups and 2,949,791 impressions on Snapchat and more than 400 link clicks and a reach of 90,947 on Instagram (155% and 757% over goal, respectively. Boom.). Digital and video also outperformed goals, and even transit tactics resulted in website sessions that averaged more than six minutes. 

In short, Mount Mary is finally having conversations with the generation they thought they couldn’t reach. Mic drop.

 

VIEW THE WORK