Goals and objectives
Capturing the attention of Gen Z has become increasingly more difficult. So, when Zvijezda, one of the most long-lasting Croatian food brands, approached us with an aim to connect with the young audience and create brand awareness, we knew we had to come up with something truly eye-catching in order to grab their attention.
What is so hard about creating content for Gen Z? This audience has become even more selective in the way they consume content and it’s not easy to assume what’s ‘hot’ for them right now. We needed to stand out from the 'already seen' formats, concepts, and stories – a common problem for most content creators.
So, for this job we chose their favorite online platform - YouTube, their favorite online brand - JoomBoos and the format they already know and love - YouTube series. We launched Tea's Diaries.
In order to create brand awareness, it was necessary to spice up the known facts a bit. What did we do differently? We changed our approach to storytelling by switching to Gen Z lingo, we have brought the quality of production to an even higher level and decided to cover topics that are extremely relatable to Gen Z.
On top of that, instead of classic product placement, we integrated a special character, who represented the brand, as part of the cast. A completely unobtrusive and innovative way of client integration into content. We hit a home run.