Gen Z Revamps Animal Shelter’s Marketing, and the Internet Can't Get Enough
When a Western Australian animal shelter decided it was time to inject some fresh energy into their marketing, they took an unexpected approach by handing the reins to a Gen Z colleague. The result was nothing short of a viral sensation, sparking conversations and laughter across the internet.
The RSPCA Western Australia (RSPCAWA) made a bold move by tapping into the unique language and humor that defines Gen Z—a generation known for its creativity, digital fluency, and love for meme culture.
Gen Z, those born between the late 1990s and early 2010s, have developed a distinct lingo that’s evolved rapidly in the age of social media. Phrases like "slay," "no cap," and "bussin" have become part of their everyday vocabulary, often leaving older generations scratching their heads.
But it’s this very lingo that made the RSPCAWA's marketing video so relatable and engaging for younger audiences. The video’s playful use of Gen Z slang, delivered with perfect deadpan humor by a staff member from an older generation, created a delightful contrast that viewers couldn’t get enough of.
By blending the perspectives of different generations, RSPCAWA didn’t just create a funny and memorable video—they demonstrated the power of embracing new ideas and communication styles in connecting with a broader audience. This campaign highlights how understanding and utilizing Gen Z’s unique way of communicating can bridge generational gaps and bring attention to important causes in fresh, innovative ways.
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RSPCAWA's Marketing Video Goes Viral, Thanks to Gen Z Slang
Slang often divides generations, with older folks struggling to keep up with the latest lingo. However, the RSPCAWA saw an opportunity to bridge that gap.
They tasked a Gen Z team member with crafting the script for a new marketing video, which the organization then posted on TikTok. The video, featuring an older staff member delivering the Gen Z-laced photos, video, and dialogue, quickly went viral, proving that sometimes, mixing old and new can create something magical.
Phrases like "Very considerate," "Very mindful," and "Can we get some praise in the comments?" are sprinkled throughout, delivered with a perfect deadpan by the video’s older star.
The Power of Gen Z Slang in Marketing
Slang has always been a powerful tool for creating a sense of identity and belonging within a generation. Historically, it’s been used by marginalized groups to distinguish themselves from the mainstream, and it’s also been a way for younger generations to push back against established norms.
In the digital age, Gen Z slang has been shaped by the internet, social media trends, and meme culture, evolving rapidly as new terms and phrases gain popularity almost overnight.
The RSPCAWA's decision to tap into this linguistic evolution was both savvy and strategic.
By using language that resonates with younger audiences, they were able to capture the attention of a demographic that might not otherwise engage with their content.
This is especially important in today’s fast-paced digital landscape, where content needs to be both entertaining and relevant to stand out.
While the viral video didn’t immediately lead to a spike in animal adoptions, it did significantly raise the shelter’s profile. The increased visibility has already sparked more mentions of the RSPCAWA across Western Australia and even as far away as England.
As the shelter gears up for kitten season, this newfound attention could play a crucial role in finding forever homes for the influx of animals they expect to care for.
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