High Five: Youth Campaigns
Youth marketing is fast-paced, future-focused, digitally-led and often cut-throat - but always exciting. It is creatively driven and led by culture. The best youth marketing campaigns start cultural trends themselves, and in a world of disposable TikTok content, you need to show up or shut up. Here are my top five youth campaigns; ideas that engage the audience, show up on the right platforms and land brand messages, without sounding like a powerpoint presentation...
Epic Games' Fortnite - 'Rift Tour' ft. Ariana Grande
Epic Games know how to keep their players entertained. The 'Rift Tour' was a gaming experience like no other, a spectacular immersive concert by global megastar, Ariana Grande. Millions showed up to watch a 3D version of Ariana perform on the Fortnite Island, ensuring Fortnite remains one of the most exciting meta experiences.
Netflix - 'Young Royals'
Agency: Thinkhouse
A prestigious Swedish boarding school, a troubled prince and a cast of some of Sweden’s most exciting youth talent, this Netflix show was born in the Nordics but landed with audiences all over the world. This digitally-led campaign capitalised on the beautiful cinematography of the show and manifested itself in beautiful bitesize pieces of content that youth audiences lapped up. The world of Hillerska Boarding School jumped from the screen to the streets of Stockholm as real life immersive experiences delighted fans. A custom built lenticular print of the two leading stars was the backdrop to a performance by the Hillerska choir led by Swedish superstar, Omar Rudberg - a very special moment which exploded online. 'Young Royals' season two is coming soon...
Moncler - '#monclerbubbleup'
An oldie (well relatively old in youth terms) but definitely a goodie. Moncler nailed the TikTok brief with the #monclerbubbleup challenge, encouraging TikTok users to wrap themselves up in a sleeping bag or mattress or anything that resembles the iconic brand items and then finish with a real Moncler jacket. With music from Ty Dolla $ign and a host of TikTok megastars, this challenge has 2.4 billion views and counting.
Spotify - 'Spotify Wrapped'
Creative: In-house at Spotify
One of the most talked about campaigns every year, 'Spotify Wrapped' is a simple, data-driven project which culminates in a short personal video of your yearly music listening choices - perfect for bragging to your followers with.
HBO - 'Euphoria Monday'
'Euphoria' is the most successful show on HBO since 'Game of Thrones'. ‘Euphoria Monday’ took over the internet for eight weeks as young people all over the world tuned in in their millions to follow the lives of Jules, Rue and co. The social media was perfect: simple, effective and complementary of what was on screen. The lower case writing paired with images and gifs of iconic moments from each episode made you feel like you were reading text messages from the cast. With single tweets reaching upwards of 250,000 likes, it’s no surprise that 'Euphoria' is the most Tweeted TV show of the decade.
