Using video to connect with Gen Z
Marketing to prospective students who are selective in their online engagement.
How do we make our university stand out to prospective students among so much competition?
University of Southampton came to us with this question.
They already knew their Gen Z audience and knew video content was crucial, but we agreed they needed a new strategy, so this is where we started.
Gen Z, characterised by a short attention span, high expectations and possible doubts over attending university, are not always an easy group to please. They seek the truth, have strong values and want to be treated as individuals.
Who are Gen Z? They’re the hyper-connected, highly opinionated generation.
92% of Gen Z have a digital footprint, they are digital natives and they consider themselves to be more creative than the generations that have gone before them. They are constantly bombarded by online media wrestling for their attention and only engage with content that really resonates.
University of Southampton is a game changer among universities, a founding member of the Russell Group, and has values, innovation and a reputation that mirror what Gen Z are looking for, we just needed to show them that, on their terms.
The creativity that we’ve seen develop around Gen Z has really manifested organically based on how they communicate with each other.