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 its marketing, it 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, has developed a distinct lingo that has 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 to connect 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.
Just take a look at this...
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, 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 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 has been used by marginalized groups to distinguish themselves from the mainstream, and it has also been a way for younger generations to push back against established norms.
Harnessing Social Media for Engagement
Marketing expert Seth Godin emphasizes that understanding the target audience is crucial for effective outreach. By utilizing platforms like TikTok and Instagram, the RSPCAWA can engage with younger demographics through appealing content formats.
Godin suggests that storytelling and authenticity resonate strongly with Gen Z, who value transparency and connection. Hence, leveraging real stories of pet rescues and their journeys can create a more relatable narrative, fostering community engagement and support.
Dr. Angela Duckworth, a leading researcher on grit and perseverance, highlights the importance of passion in achieving long-term goals. In the context of animal shelters, cultivating a passionate community around pet adoption and welfare can lead to sustained interest and involvement.
She suggests implementing programs that encourage volunteer work, fostering a sense of ownership and commitment among participants. By developing initiatives that allow community members to take part in hands-on activities, shelters can enhance their outreach efforts and create a loyal, engaged supporter base.
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 it expects to care for.
Analysis & Alternative Approaches
The success of RSPCAWA's marketing efforts demonstrates how innovative approaches can bridge generational gaps. By incorporating insights from experts like Seth Godin on storytelling and Dr. Angela Duckworth on community engagement, shelters can effectively connect with younger audiences.
Moving forward, implementing consistent communication strategies and fostering a sense of community will be key. By encouraging participation and showcasing the impact of their work, shelters can continue to inspire action and drive support for animal welfare initiatives.
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