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
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Won YouTube’s #2 video of 2019, Ad News’ Social Media Campaign of the Year (2020), and received a bronze Effie
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93% of Gen Z watched the 2 minute video all the way to the end
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YouTube selected #SponsoredPost to feature in their 1st ever YouTube Festival as best in class content
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The TikTok x Junkee hashtag challenge achieved 21.5m views in its first week of being live, and received 12k entries
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Organic search to dotcom increased by 49% YoY for users 18-24
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Social - TikTok, Snapchat, YouTube, Instagram
Creative
CREATIVE
























