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17 June - 31 October 2019

Project Name

#SponsoredPost - Galaxy A

Objective

Make Galaxy A "cool" with Gen Z i.e. drive brand love.

Social-led and locally developed creative designed to drive brand love with Gen Z. Our formula consisted of video-first comms that involved influencers, humour, music, and cultural relevance to resonate with an audience who default to Apple.

Tactic

Gen Z sleepwalk into Apple. Their parents give them hand-me-downs and their friends all own iPhones. Our insights (in 2017) showed that Gen Z consumed a tonne of online video content, and were more likely to watch a video all the way through if it contained humour, music, and something culturally relevant. Hence was born #SponsoredPost.

Rationale

Audience

Gen Z - reached 80% of Aussies Gen Zs at an average of 20 times each

Results

  • Won YouTube’s #2 video of 2019, Ad News’ Social Media Campaign of the Year (2020), and received a bronze Effie

  • 93% of Gen Z watched the 2 minute video all the way to the end

  • YouTube selected #SponsoredPost to feature in their 1st ever YouTube Festival as best in class content

  • The TikTok x Junkee hashtag challenge achieved 21.5m views in its first week of being live, and received 12k entries

  • Organic search to dotcom increased by 49% YoY for users 18-24

  • Social - TikTok, Snapchat, YouTube, Instagram

Creative

CREATIVE

Award Winning Social
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