HARD TO REACH? MARKETING TO THE NEW CREATIVE CONSUMERS
How can we package the content assets of cultural and creative organisations in new, lateral ways to reach new audiences and those who do not traditionally engage with cultural content? In this session, we explore innovative approaches to tailoring the messaging and medium to create engagement.
12:10-12:50: Targeting Millennials & Gen Z
Stephanie is a senior strategist who leads Research and Insights for the global media company VICE, and their creative agency Virtue, in the Asia Pacific. She draws insights VICE's vast data set, and conducts independent research, to study and predict happenings in youth culture. She is technically a Millennial, so her opinion still matters - despite needing to look up to look up the occasional piece of youth slang on Urban Dictionary.
12:50-13:00: What if everything you know about brand is wrong?
Let’s begin with a mind-shift where a brand is a result of the promises you keep. Promises kept through the unheroic work of everyone in the organization. Using the identity held in the organisation’s purpose and values. Across what they do and how they do it. And delivered through people’s experience. Your brand is a result.