When it comes to reaching young digital natives, Gen Z marketing examples offer powerful lessons. Unlike previous generations, they expect brands to be fast, real, and engaging. According to eMarketer, Gen Z doesn’t remember a world without smartphones. Consequently, marketing must adapt to their always-connected lifestyle.
Moreover, Gen Z spends over 6 hours daily on their phones, far more than older groups. This shapes how they learn, shop, and interact with content. As a result, platforms like TikTok and Instagram dominate their attention.
Key Takeaways
Below, we’ve rounded up 10 of the best Gen Z marketing campaigns that not only grabbed attention but truly nailed it.
Duolingo turned its green owl mascot into a TikTok sensation by blending absurd humor with pop culture. Instead of traditional ads, it used playful content like dances and celebrity jokes. As a result, engagement skyrocketed. Moreover, this bold approach led to a surge in app downloads.
Nike’s 2020 campaign “You Can’t Stop Us” struck a powerful emotional chord, blending sports with social justice and resilience. The visually stunning split-screen video, narrated by Megan Rapinoe, was widely shared on Instagram, YouTube, and Twitter. It appealed to Gen Z’s values of inclusivity, activism, and empowerment.
Rihanna’s Fenty Beauty disrupted the beauty industry by launching with 40 foundation shades, promoting diversity from day one. The brand leveraged influencers of all backgrounds, many of whom were Gen Z creators. This commitment to inclusivity became the brand’s core identity and won immediate loyalty from young consumers.
Ryanair, a European low-cost airline, surprised everyone with its sarcastic, meme-filled TikTok presence. Instead of using polished ads, they embraced chaotic Gen Z humor and witty comebacks, often roasting themselves and their passengers in viral clips.
One standout gimmick was their talking airplane face, a low-budget edit that quickly became the face of their brand. As a result, their airplane face made the brand unexpectedly lovable. Thus, it stands out as one of the boldest Gen Z marketing examples today.
Glossier built its brand around user-generated content and real customer voices. On Instagram, they regularly repost fan content, showcase “everyday” beauty, and avoid overly retouched images. This transparency and community vibe align closely with Gen Z’s demand for realness over perfection.
Netflix operates localized TikTok accounts that speak Gen Z’s language through memes, scene remixes, and voiceovers. Instead of advertising shows directly, they promote vibes and relatable moments. This native content strategy keeps Netflix top of mind in daily social scrolls.
ASOS launched AR try-on filters and TikTok challenges to boost user engagement. Through hashtags like #AsSeenOnMe, they encouraged fashion discovery and community involvement. As a result, it became one of the top examples of Gen Z marketing in the fashion world.
Crocs embraced the “ugly-cool” aesthetic and partnered with unexpected celebrities popular among Gen Z. Limited-edition drops sold out within hours, thanks to viral buzz and influencer support. These collaborations turned Crocs into a trendy, ironic fashion statement.
As one of the best Gen Z marketing examples, The Washington Post took a bold step by creating a TikTok account led by Dave Jorgenson, who turned news into skits. By making political and current events fun and understandable, the brand reached Gen Z in a way few news outlets could. Humor + relevance = winning formula.
Aerie, the lingerie and activewear brand by American Eagle, ran body-positive campaigns featuring unretouched photos of real people. Gen Z responded to the honesty and rejection of unrealistic beauty standards. The #AerieREAL movement aligned with social trends around body acceptance.
Marketing to Gen Z takes more than catchy content, it also requires visual elements that align with their digital-first mindset. As seen in the Gen Z marketing examples, successful brands pair authenticity with smart design choices. Therefore, using the right font can boost your message’s impact. It’s a small detail that makes a big difference.To level up your visuals, try modern, flexible fonts for Gen Z marketing by Portograph Studio that work across social media, video, and web. Plus, the broadcast license from Portograph Studio offers unlimited use for all your digital projects. So, design with purpose, and Gen Z will notice!
