Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
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Once a week, we send out actionable tips to inform a more impactful digital strategy across paid, earned, shared, and owned channels - using the latest data from our research.
Uncovering how Starface captured the Gen Z audience
Three tweets about TikTok's new topic video feeds, the end of marketing attribution (???) and three reasons people buy
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How an Acne Patch Company Captured the Gen Z Audience
Today, I'm taking a look at Starface, an acne patch company that has continually brought an innovative social media strategy to the world, capturing the heart of all Gen Zs, one at a time.
Let's jump in!
The Audience Landscape
In 2021, Starface generated 192K average site visits per month, with 81% of traffic coming from mobile devices.
Outside of direct and organic search, social media drives the highest volume of traffic (21%) to mobile devices.
Since Starface’s target demographic is 18 - 24 year olds, the brand is consciously making an effort to have a presence on apps that are the most popular with the Gen Z age group.
Share of Audience on Social Media Apps by Age Group
Suggestion to Test
Fish Where the Fish Are: Starface has been intentional about where they post content. They ensure a presence on all social media apps but have strategically positioned themselves on community platforms like Discord because their audience is already there.
Devices: Take a look at your own analytics and see what device is driving traffic to your site. If you have a mobile-forward demographic, it might be time to start thinking intentionally about optimizing all aspects of your presence to mobile.
Starface's Unique & Impactful Campaigns
#1. Championing the Acne Positivity Movement
Suggestion to Test
Set the Tone: Starface encourages consumers to be open about their acne problems and to love their bare skin.
Social Encouragement: On social media, the brand consistently publishes posts that focus on self-love and boosting one’s confidence.
Act on Values: On Starface’s TikTok channel, the brand is not afraid to post pimple-popping videos, and encourages followers to show their star-studded faces!
#2. Giveaways
Suggestion to Test
Collaborate: Starface partnered up with Europhia's makeup designer Donni Davyto host a giveaway to win free products. The Donni x Starface giveaway generated +148% more engagement compared to the non-giveaway Instagram posts.
Be Timely: What's an unexpected but niche partnership your audience would understand and support? Think about unique ways to tie creators into your marketing plans and initiatives.
#3. Creating a Sense of Community
Suggestion to Test
Go Where Your Audience Is: Starface created its own space to build a community using Discord. Discord had the highest share of 18-24 year old users on social media in 2021, leading to their community having over 1.2K users in 2022.
Segmenting Conversations: On Discord, Starface has different channels for general chatting, skincare and even a safe space for mental health and self-care.
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