As Gen Z became the latest economic force to be reckoned with, it is vital for Telekom to stay relevant and viable among this target audience. Not only do the digital natives represent the largest consumer base, but they have also ushered in the generational shifts that are transforming consumer behaviors, creating strong impacts across all demographics.

While it is easy to find Gen Z in media due to their universal usage of digital platforms, they are also increasingly difficult to convince.

Our media objectives therefore are not only linked to ensuring a strong penetration in this target group, but also driving further engagements with the Telekom brand via quality content tailored for this audience.

Conceived specifically for Gen Z to accelerate the social activism that is an integral part of their online identity, #WhatWeValue came to fruition as a direct result of a strong, well-thought-out media strategy.

Designed with Gen Z to accelerate the causes that are their main concerns, the free-to-access What We Value platform empowers those who already volunteer by helping them advance their projects.

Socially committed Gen Z communities can connect, learn from experienced action leaders, amplify their own volunteering projects, and discover new opportunities. Meanwhile, those projects would serve as prompts to encourage Gen Z at large to improve the world by engaging in inspiring projects.

Launched in two phases, across Telekom’s 9 markets (AT, CZ, HR, HU, ME, MK, PL, RO, SK) , #WhatWeValue campaign featured a range of Gen-Z-focused channels including Instagram, YouTube, Snapchat, Twitter, TikTok, Spotify, Twitch, Vice, and Discord.

Phase 1 – Call for projects:

We collaborated with Vice and created branded content which announced the project and explained the campaign mechanism. Targeting socially committed Gen Z communities, the communication for Phase 1 sought to create platform awareness and encourage project uploads.

Phase 2 – Campaign launch:

Distinguished between awareness and engagement measures, the campaign was launched in two layers to amass impressions and inspire Gen Z at large to access the platform and interact with existing projects.

For awareness, a clear focus was put on generating video completions.

For engagement, optimization switched from video views to link clicks.

#WhatWeValue performed exceptionally well to our media objectives:

• Brand fit shift: 15%+ (150%+ against target)

Kantar results proved that the success went far beyond industry standards:

• Ad awareness: 30%+ (vs. 5,5% benchmark*)

• Brand favourability: 29% (vs. 1,8% BM)

• Brand consideration: 23% (vs. 1,2% BM)

• Message association: 15% (vs. 2,0% BM)

Meanwhile, What We Value platform inspired high engagement among Gen Z:

• Total visits: 1,9M

• Unique visitors: 1,6M

• Bounce rate: 19,08%

• Projects submitted: 165; Project accepted and published: 108

• Project supported (Boost / Share / Like action): 174K

In terms of media effects, contextual link to Gen Z’s needs and actions yielded great success:

• 950M impressions

• 109,7M completed video views, 13,2% VTR

• 94%+ target group penetration (vs 50% BM)

• Avg. 8,2 contacts

• 82+ pieces of editorial coverage

• Social Listening: 92,1% positive or neutral mentions