Gen Z, find themselves disconnected from traditional advertising because it often emphasizes material wealth and superficial success. However, Gen Z values happiness found in everyday moments and meaningful experiences. Consequently, this lack of relatable content can lead to feelings of demotivation and disengagement. To resonate with Gen Z, advertising must evolve to celebrate their values and reflect the genuine, day-to-day sources of their happiness.

Objectives:

Spread the word about our "Purp Flag" Twitch takeover, fueling buzz and user excitement. Encourage users to embrace the emoji in positive moments. Raise awareness for men's issues through impactful advertising campaigns.

We're introducing a new concept with the "Purp Flag," a purple flag symbolizing success in life's everyday small victories. Drawing inspiration from the trends of "Red/Green/Beige Flags" on social media, we aim to promote a modern perspective on success centered around personal well-being. Our goal is to inspire and celebrate moments of happiness and personal achievement, fostering a positive and inclusive community. Seamlessly integrate the "Purp Flag" into Gen Z's daily interactions, making it a natural expression of their achievements and aspirations

Ultimately, we aim for the "Purp Flag" emoji to become a gesture of recognition, where others send it to celebrate someone's success.

Our strategy involves a Twitch takeover where we assume their logo for a week (having a purple flag with ther logo on the middle), integrating it to promote our concept. When users click on the logo, they will be directed to a landing page that explains the project. We'll then host weekly segments within content creators' streams, paying them to explain and engage with our idea. This approach aims to amplify our message through influential channels, fostering community interaction and understanding.

We will use Twitch then the users will generate content to other plataforms like Tiktok.

Targeting Gen Z males we decide to go on twitch because they one of the biggest stages in the work (35 active millions users) and 70% are between 18-34 making it a perfect spot for our campaing

Our strategy is to organically embed this concept into their daily lives and language through content creation and for that we will use Twitch.

Content Strategy: Develop content that showcases diverse definitions of success, emphasizing happiness, personal fulfillment, and positive relationships. Collaborate with influencers and creators who embody these values to authentically connect with our audience.

Community Building: Foster a supportive online community where young men can discuss and share their views on success, mental health, and personal growth. Engage with them through meaningful conversations and initiatives that reflect their evolving perspectives.

The campaign will be out on 19 November (Men´s day) and will be a whole month. after that will live on every Gen-z Head forever.