How E.l.f. Skin made a public health campaign Gen Z actually chose to watch, and what the pattern means for every brand sitting on a message its audience is tuning out.
Hey, thanks for sharing. I completely forgot to get back to you about this. There are so many ways to understand your audience, and I guess that's where good marketing intelligence leads. That would have told you that Gen Zers don't like to be lectured; they want to be entertained first, and generally I think that's true of everyone.
I can't believe I forgot to comment on this doc. I especially liked how Elf avoided the rational narrative of becoming an expert to lecture people, and instead became the everyday bloke who related to them through comedy.
"It was the defense wall that drops when people laugh. Humor bypasses the resistance that logic runs directly into. The behavior problem was wearing the costume of a knowledge problem."
Oh humor is definitely the best converter. I think of the Harmon Brothers ads, like Squatty Potty and Pooperie as massive visual and viral successes because they took the time to craft zany characters, wild plotlines, and anchor it to very funny hooks.
Great read. It reminded me that understanding your audience and a way to connect with them is so important.
Hey, thanks for sharing. I completely forgot to get back to you about this. There are so many ways to understand your audience, and I guess that's where good marketing intelligence leads. That would have told you that Gen Zers don't like to be lectured; they want to be entertained first, and generally I think that's true of everyone.
I can't believe I forgot to comment on this doc. I especially liked how Elf avoided the rational narrative of becoming an expert to lecture people, and instead became the everyday bloke who related to them through comedy.
"It was the defense wall that drops when people laugh. Humor bypasses the resistance that logic runs directly into. The behavior problem was wearing the costume of a knowledge problem."
Oh humor is definitely the best converter. I think of the Harmon Brothers ads, like Squatty Potty and Pooperie as massive visual and viral successes because they took the time to craft zany characters, wild plotlines, and anchor it to very funny hooks.