Radical Content

Marketers are Winning Over Gen-Z with Absurdist Strategy

Episode Summary

In this conversation, Eric Gray interviews Aubrey Burrough, a senior social strategist at Dentsu Creative. Aubrey shares her experience working with brands like Nutter Butter and Sour Patch Kids, highlighting the importance of understanding the audience and creating content that is relatable and engaging. They also delve into the challenges brands face in using social media effectively and the need for brands to adapt and be willing to change. Aubrey also discusses the future of marketing to Gen Z and the upcoming generation, Gen Alpha. Aubrey encourages embracing failure and taking risks in marketing strategies and highlights the value of a comedic approach to social media.

Episode Notes


00:00 Introduction and Background 
01:43 Working with Nutter Butter and Sour Patch Kids 
04:04 Using Social Media to Build a Rabid Fan Base 
08:17 Challenges of Using Social Media for Brands 
12:19 Connecting and Engaging with the Audience 
16:19 The Creative Process and April Fool's Day Activation 
23:22 The Importance of Ingenuity in Creativity 
24:01 The Importance of Simplicity in Branding 
24:39 Being Always On as a Brand 
25:14 Seizing Opportunities in Real Time 
26:09 The Power of Social Listening 
28:08 The Impact of Agile Social Media Strategies 
29:20 The Importance of Being Plugged In 
30:15 Learning from Other Brands 
32:13 Embracing Failure and Taking Risks 
34:19 The Future of Marketing to Gen Z 
36:23 Preparing for Gen Alpha 
39:28 Saying No to Ideas and Embracing Creativity 
41:10 Bringing a Comedic Approach to Marketing 
44:03 Closing Remarks and Where to Follow Aubrey