Challenge: Make ChapStick DUO a product that Gen Z’ers can’t live without.
If there’s one thing that Gen Z’ers need, it’s to be cool, and being cool means mimicking what the in-crowd is doing. But you won’t find today’s in-crowd roaming through high school hallways. Why? Because they’re influencers.
Noting this affinity, we launched this product with people who would have the most impact on our audience: three of the most popular girls in the “in-crowd.” Through various forms of content, from YouTube pre-roll to social posts, we were able to captivate, inspire, and get our audience talking about—and buying—ChapStick DUO.
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