Social · Self-initiated concept · 2025
Social campaign concept for Gen Z audiences
A spec social-media campaign concept designed to grow engagement among Gen Z audiences — focused on platform-native formats, not adapted ads.
The problem
Most brand social aimed at Gen Z is still re-edited TVC content with a sticker on top. I wanted to draft a campaign that would actually work on platform — built native, not ported. Self-initiated to test my own thinking about audience and platform fit.
The approach
Started from how Gen Z actually uses social (long scrolls, fast skips, comments as the real metric), then concepted formats designed to earn time rather than buy it. Considered platform, audience, and message together — not as separate decisions. Drafted a content calendar and recurring formats a small brand could realistically ship.
The outcome
A portfolio piece I use to talk about platform-native thinking and Gen Z audience design. Honest about being a concept; intended as a writing + strategy sample more than a live deliverable.
Next project
PR plan for a client-style brief