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Welcome, today we’re presenting Be The Propaganda, instagram campaign edition.

The purpose of Be the Propaganda is to get more engagement from Gen-Z.

You heard it well, the next best thing to happen to Obey, the most rebellious generation to come, in dire need to be heard. We are going to be giving them a voice, and a platform, and support…

We want Gen-Z, to look to Obey as the first destination for rebellion, freedom and creativity.

One way to achieve this is through the instagram campaign: A 3 year long plan, with 1 month tactics scattered throughout. Each tactic represents a major cause Gen-Z fights for. Each tactic bears a multi channel experience for the future Obey clothing instagram follower.

Today we are using climate change as our topic. Climate change is a topic the target group cares about very much at the moment.

1st step: the filter

We have the opportunity today to create our own instagram filter that everyone will be able to use. Something that our target group finds, put in their words

“Really cool” and “lit”.

The filter will relate to the current topic, and have 3 messages to choose from, and it also works with the rear camera.

This is a great way to put out branded stories through potential consumers, creating a word of mouth effect. We can also reshare user generated stories to our stories and engage with our audience. This part of the tactic is ongoing throughout the month.

2nd step: influencer content

Another way future followers can find out about our instagram is through the help of influencers. We want to sponsor 3 influencers per month and help them in their endeavour to fight for their cause. In return they will mention us which will link users to our profile.

Influencers will also participate in interviews on our social channel. The interviews will be about their journey and their cause, and we want them to be casual and authentic.

Interviews will be teased on our instagram page and posted on IGTV and our page once a week. The influencers we will invite and sponsor are relevant to the current topic and figures Gen-Z aspires to become or follows. For example here Greta Thunberg, Jamie Margolin and Maya Penn, all climate change activists.

3rd and last step: IG stories

Gen-Z spends a lot of their times on stories, so it is important that we create impactful content that will link back to our page. Gen-Z likes to be educated, so we will post twice a week a series of stories that will give facts about the topic. There will also be swipe up links to the website, where people can access articles about what OBEY is doing and what they as a consumer can do to help. Through stories we build trust as we show actions and not just words.

There you go. That’s a tactic. It’s a lot, but its fun.

We tested a mockup of a tactic on our target group, and they seemed to enjoy it. Felicie,17 said “she’s never seen this before, and its super cool”, Camille 18 said, “wow, I was really hooked.”, Noah 18 said “looks super interesting”.

So we have something good going.

Ready to get started?

Be the Propaganda…

Obey No One.