Decoding Gen Z
Designed a comprehensive report and developed a full range of campaign assets to drive lead generation and position Assembly as thought leaders on emerging markets.
SERVICES
Whitepaper
Branding
Content Marketing
Social
Ads
Design
The main objective was to design a report that translated the massive amount of data and interpretation into something that captured the spirit of Gen Z while also delivering the valuable details of an in-depth thought leadership piece in a way that felt intuitive, interesting, and genuinely helpful for marketers.
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Gen Z, the generation born in the late nineties and early 2000s. They’re the pioneers of the digital era, the most diverse and largest generation to date. Marketers are well aware of their significance for future growth, but as you delve deeper into their world, you uncover a complexity that defies expectations.
With the Decoding Gen Z report, Assembly compiled a year’s worth of meticulous research & real life experience conducted across 6 global markets, including the UK, US, France, Germany, China, and Korea to unravel the secrets behind Gen Z – their behaviors, beliefs, values, distinctive attributes, and unique identities.
The report was ultimately the keystone for creating a seamless omnichannel marketing experience that would capture attention, engage the audience, and ultimately drive traffic to their landing page for lead generation and report download.
The Report
Filled to the brim with tremendous amounts of information, data points, insights and actionable steps, the challenge was to design a report that brought the most valuable pieces to the surface but maintained the narrative and structure from start to finish. Thorough but not overwhelming, visually interesting but also deeply trenched in the analysis that Assembly crafted over the year of research.
campaign assets
We were intentional in our efforts while designing the report to create moments and compositions that could be recreated intuitively as static or animated campaign assets for social, advertising, and other digital marketing efforts.
YOU ARE NOT GEN Z.
Strategic messaging and visuals centered on the target audiences’ (marketers) lack of understanding of this significant market segment cut through immediately and tapped into real emotions with every marketers worst nightmare – the fear of “not knowing”.
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