Issue #4: How to Apply Gen Z Campaign Tactics to boost Your SaaS

Let's explore two campaigns Gen z is loving and how you can apply those principles to a SaaS campaign.

February 21, 2024

Hey it's Jenn, your SaaS marketing ally.

Oops, you caught me slacking! 🫣 I didn’t send last week’s newsletter. Honestly, I hope you noticed and kind of missed me. But hey, I’m back with Issue #4 now! By the way, I'm writing daily on LinkedIn, so let's continue the conversation there. 👉🏼 Linkedin

🌚 Today’s mission? Dive into 2 campaigns that Gen Z is loving and explore how you can apply those principles to a SaaS campaign.

 

 👇 Let's jump into Issue #4 of “Notes on Marketing ✍️”

(This issue is a bit longer than usual, so grab a coffee, and let's get started!)

1. Michael Cera+CeraVe’s Super Bowl ad

Picture this: Michael Cera, in all his awkward glory, casually wandering around with bags of CeraVe and signing lotions with his name.

This random move didn't just end in the store aisle; it blew up on TikTok, thanks to influencers like Haley Bayle and the video she posted.

She then followed up by posting an “apology” video explaining that she didn’t mean to spread misinformation.

After influencers shared Haley’s TikTok (as part of a worldwide influencer campaign), it spread.

The comment section was flooded with comments like:

“I'm so confused 😭”, “I’m so lost what’s even going on 😭”, “The marketing strategy here is so intricate I love it lol good job CeraVe”

CeraVe then posted this ad on their TikTok, stating they had no ties with Michael Cera.

People LOVED it.

 👇 Here’s what you can implement in your next SaaS campaign:  

👉🏼 Brief influencers the right way

Don't micromanage; let influencers be genuine.

When briefing influencers or content creators, think of it like hiring a creative team.

Explain your brand and the goal of the campaign, then let them interpret and share it in a way that resonates with their followers.

Don’t hand them a script, if you want to feel safe, provide them with simple dos and don’ts.

Nobody reads ads. People read what interests them. Sometimes, it’s an ad. - Howard Luck Gossage

👉🏼 Balance Impact and Overkill

Did you see any QR codes, constant calls to action, or excessive logos everywhere? Nope.

Make an impact without overwhelming. People are drawn to what genuinely interests them, not what feels forced upon them.

Avoid promotional content that comes across as too salesy or pushy.

Instead, focus on adding value rather than bombarding them with the right CTA, links, and logo.

👉🏼 Pique curiosity first; let others do the talking.

CeraVe cleverly made it seem like the audience started the conversation, not them.

Instead of launching a self-promotional campaign, they quietly sparked interest and then joined in.

Note that they didn't rush into action; they let the campaign develop naturally. Essentially, they created a Gen Z-friendly PR stunt.

So, begin by sparking curiosity and starting a conversation rather than pushing your brand outright.

Let others lead the conversation about you, your role is to set the tone.

This amplifies the message and reinforces the idea that your brand is worth paying attention to – A concept known as social proof.

👉🏼 Speak the language of your audience.

CeraVe understood that forcing its brand wouldn't work.

Instead, they adapted by speaking their language—embracing Gen Z's preference for irony and nonsense.

It's not about your brand needing to be cool and ironic just for the sake of it; it's about taking the time to genuinely understand your customers.

While it's common to segment your customers based on the job to be done, to truly connect with your customers and unleash your brand’s creativity, you need to view your customers and audience as more than just their job title.

What makes them laugh? , what catches their attention? what symbols hold meaning for them? , what other interests do they have besides their job?

2. Rhode iPhone case

Rhode, a brand by Hailey Bieber (if you're not in the loop, don't worry; let's just say she's kind of a big deal) recently pre-launched a phone case that gained viral attention.

The case featured a mold designed exclusively for her Rhode lip gloss.

What did Hailey get right? She understood her customer’s lifestyle.

Remember those cases with molds for your wallet?

Well, with most places accepting Apple Pay, carrying your card isn't necessary anymore.

So, what do young girls take with them for a night out?

Yep, their lip gloss.

This product is particularly clever because it encourages customers to buy more items and provides a good profit margin.

Proof that you can address customer problems, be relatable and creative, all while generating revenue.

 👇 Here’s what you can implement in your next SaaS campaign:  

👉🏼 Brand recognition:

Lipgloss users also happen to love mirror selfies.

Every time someone takes a selfie, the “Rhode” logo is there, becoming a statement and part of the lifestyle fitting naturally.

Out with the “apple” logo, in with the “Rhode” logo.

It's about becoming a part of your audience's world.

But does this mean you need to start making phone cases with your SaaS logo and encouraging people to take mirror selfies at events or conferences?

🙃 Not necessarily, that’d be funny tho.

It means finding ways for your brand to naturally show up where your target audience already hangs out.

And, you know where your brand name already appears 24/7?

On your employees' LinkedIn profiles. That's right—I'm talking about your company's staff.

Your company’s name it's there naturally, and people are constantly exposed to it.

Encourage and embrace employees with strong personal brands, your brand name will naturally and organically become a part of conversations within your target audience.

👉🏼 Pre-launch, don’t just “launch”.

Instead of just launching things and hoping for success, start building anticipation by pre-launching them.

Hailey uploaded this content before the cases were even available, and she also sent it to other influencers who posted selfies.

That's how you generate excitement for a product. I've also created a TikTok where I explain this concept in more detail. Check it out here 👉🏼 Watch

👉🏼 ”Show me, don’t tell me”

This campaign was straightforward—just a selfie. Of course, the product allows it.

But, most of the time, even with the most complex product, there's no need for long explanations or fancy jargon.

Just show me what I can do with it.

If you find it hard to be creative, focus on being clear.

Okay, I had another example, but I'll leave it at that because this has gotten long.

I'll be creating more TikTok content about this topic, so make sure to give me a follow there. 👉🏼Follow me!

💥That wraps up today's content, I appreciate you reading this far.

But, before you go…

👉🏼Things you should read:

Things Im currently into:

  • Love is blind S6: Please don’t judge. I’m going through a strange period of watching reality TV. From a marketer's perspective, it feels like collecting data on human behavior, okay?

👉 Is there a topic you’d like me to write about in the next issue? Hit reply!

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See you next Wednesday!