Case Study #2: WONGDOODY
The Client
WONGDOODY is a human experience agency with clientele across tech, finance, retail and more. They offer brand engagement, customer experience, and creative services.
The Problem
WONGDOODY was pitching to a brand new social-audio app that needed to gain Gen Z users. While WONGDOODY had the creative expertise, they lacked the Gen Z lens to guide their strategy.
The Insight
The biggest pain point we found with Gen Z was meeting new people in a seamless and authentic way. Gen Z is fed up with the fakeness on social media and the superficial “connections” made. Enter a new wave of social via audio: conversations with whoever, whenever, about whatever. None of the superficial bullsh*t social media sells. Real people. Real conversations. Socializing in the ✨modern age✨.
Research Methodology
GEN Z INSIGHTS
Identify key Gen Z pain points and insights
Propose overarching campaign hooks AKA the “why” that drives the messaging
BRAINSTORM & IDEATION
Provide multi-channel campaign ideas per hook including influencer campaigns, OOH concepts, and digital amplification
Outline marketing executions into a rollout plan and strategy
CREATIVE CONCEPTING
Collaborate with design team on sample mockups
Provide the Gen Z BS test: feedback & input on creative mockups from a Gen Z perspective
Insights & Recommendations
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Case Study #1: ThinkLA
The Client
ThinkLA is a media, marketing, and advertising collective with a mission to connect and inspire the Southern California marketing community.
The Problem
ThinkLA's biggest disconnect is its approachability. It screams professional, prestigious, and only-for-the-big-dogs – which feels unapproachable to many Gen Zs who are just getting started in their careers.
The Insight
One of the biggest challenges college aged Gen Zs face is figuring out what the industry looks like, who is in it, and how far it expands. The need for ThinkLA is there: they just need to open the door to Gen Z.
Insights & Recommendations
GEN Z CONSULTING
Every brand problem requires a unique human solution. In order to gain Gen Z’s loyalty and trust, brands need to form a genuine connection – a two way conversation between your brand and Gen Z. There’s no one, cookie-cutter answer to winning us over but consulting NinetyEight’s team of Gen Zs (and extensive Gen Z network) will equip your brand to evolve with the next generation.
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ThinkLA is a media, marketing, and advertising collective with a mission to connect and inspire the Southern California marketing community.
WONGDOODY is a human experience agency with clientele across tech, finance, retail and more.We collaborated with WONGDOODY to pitch creative campaigns for a new social app that targeted the new generation: Gen Z.
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