Though brands have made huge efforts to secure a solid social media presence, Gen Z remains an elusive audience who largely shuns social media. We decided to test gComm’s product market fit by promoting a Gen-Z-focused campaign on social media.
gComm places brands directly before Gen-Z by bringing them into their natural environment – mobile games – not only via awareness ads, but also by allowing players to purchase the products directly from within the game.
We recently ran a campaign in which we offered a discounted Contigo eco-bottle in our Soccer Skillz game. At the end of the level, players were shown a popup offering the bottle at the lowest price anywhere, with free shipping. The campaign ran for a few days and was promoted on a very popular Instagram channel aimed at a Gen-Z audience (ages 18-24)
This was a limited-time campaign for one specific product, aimed at a very specific demographic, with the purpose of validating gComm’s product market fit with Gen-Z audiences by using instagram as a promotional conduit.
The product was selected for its contextual fit in 3 categories:
Within the game (sporty bottle inside a sports game)
The season (cold temperature bottle in mid-summer)
its ecological purpose (Gen-Z environmental concern)
We ran the campaign inside the hyper-casual game Soccer Skillz
We offered players a Contigo eco-bottle at a huge discount
Conversion rate from download to purchase was 11.9%
Learn how you can create a gComm campaign: