5 things we understand about connecting to this audience and how we've successfully connected with them for other brands.

2. 5
T HINGS WE UNDERSTAND ABOUT
GE N Z AND YOUNG M ILLE NIALS
AND HOW WE ’VE S UCCES SFULLY
CONNECT ED WIT H T HE M WIT H
T HE M FOR OT HE R BRANDS

3. GRAB THEIR
ATTENTION
You only have 8 seconds to engage them;
Your content needs to stand out and be
snackable.
1.

4. CORNETTO
#MakeAMove

5. CORNETTO
Cementing Cornetto’s
association with teen love,
we teamed up with Little
Mix to create bite-size, fun
and engaging content to
encourage teens to
#MakeAMove on their
crush, whilst at the same
time building excitement
around the launch of the
new ‘Choc n Caramel
Crunch’ flavour.

6. We also created a range of
exclusive Little Mix content
to push out across our
Twitter and Facebook
channels and Little Mix’s
own channels, which was
broken down into short
videos of gigs, backstage
content and social films.
Results:
Little Mix’s Facebook page
total campaign performance:
4.5m impressions,
420K engagements and
9.5% average
engagement rate
CORNETTO

7. With Snapchat aligning so well with our teenage
audience, four Snapchat ads featuring Little Mix
acting out a few flirty scenarios were also created.
Results:
Our Little Mix tweets
achieved 800K impressions,
140K engagements and
17.4% average engagement rate
CORNETTO

8. BE AUTHENTIC
They want content to be believable; So use real
people in scenarios they can relate to.
2.

9. ‘Week of Why Not’
IMPULSE

10. IMPULSE
We challenged the popular
YouTube fashion blogger,
Leanne Lim-Walker, to a
‘Week of Why Not’ to bring
to life Impulse’s ‘Live Life On
Impulse’ proposition.
We filmed her taking on a
series of spontaneous, new
experiences over the course
of 7 days and edited the
highlights into a TV and online
film. To give the content a very
intimate and authentic feel,
we filmed it in the style of
candid blogger videos that
the teenage audience love.

11. IMPULSE
STYLE ADVISOR

12. To stay culturally relevant
to the modern teenage girl
and re-establish Impulse’s
cool credentials, our recent
campaigns have used key
influencers to create
interesting and engaging
content aligned to new
audience passion points such
as fashion, music and fitness.
IMPULSE

13. For our Style Advisor campaign,
we partnered with key
influencers who have
genuine authority in fashion and
are followed by thousands of
teenage girls to create fashion
‘laydowns’ inspired by
Impulse fragrances.
This enabled the brand to give
teens advice from people they
were genuinely interested in, use
the reach of influencers to tap
into a new audience and,
ultimately, build the foundation
for associating itself
with fashion.
IMPULSE

14. LYNX
MEN IN PROGRESS

15. Men In Progress explored the
idea of modern masculinity
through a series of nine short
films seeded on social media.
Featuring real guys talking
about a range of topics, from
the last time they cried to how
they feel about their body, each
one offered a new take on what
it is to be a man today. Every
film, whether heart-warming or
heart-breaking, was rooted in a
raw authenticity unlike
anything the brand had
produced before.
LYNX
Results:
46% of men said the series
made the brand feel more
relevant to them
1.3m organic reach
1.3m paid views
109m impressions

16. GIVE THEM
SOMETHING
They want a fair value exchange;
Provide them with something useful,
inspiring or entertaining
3.THEY WANT

17. MAKE-UP
SIMPLE
TUTORIALS

18. Simple products were used
before and after creating the
make-up looks to showcase
the cleansing benefits of the
make-up removers. Using the
influencers to drive broad
audience appeal and cut
through, the videos were
seeded across both
influencer-owned channels
and Simple’s social
channels, promoted
with paid media.
SIMPLE
Halloween
results:
31.6m total influencer reach,
2 million video views and
30.7% VTR from top
performing post

19. INVOLVE THEM
4.
They want to participate; Provide them with
engaging brand experiences.

20. SONY
‘Wow of Now’

21. To celebrate the video camera
capabilities of Xperia, we
staged an online talent show
to find and celebrate real
people who are uniquely
skilled at doing something
ridiculously fast. We then
asked them to record their
talent on their Xperia phone
and encouraged both new and
existing audiences to vote on
their favourite.
SONY

22. SONY
All influencer, co-creator
and approved UGC content
was uploaded to a
campaign hub.
Results:
Influencer reach of
21 million and over
2 million video views.

23. SHOW YOU STAND
They want to do good and are more socially conscious than
any previous generation.
5.
FOR SOMETHING

24. LYNX
#BIGGER ISSUES

25. After years of being at the centre
of lad culture, Lynx wanted to
start demonstrating more
maturity and understanding of
modern guys. So we identified
the opportunity for a brave
collaboration with CALM – a
charity dedicated to preventing
suicide – the single biggest killer
of young guys in the UK.
The result was our Cannes Lions-
winning #BiggerIssues campaign
which succeeded in getting this
highly taboo issue on the radar
of young people and crucially
getting them to spread the word
by signing up to send a single,
synchronised ‘Thunderclap’
message from their social
accounts. So on International
Men’s Day there was nothing
bigger than suicide as we got
#BiggerIssues trending across
the UK.
LYNX

26. LYNX

27. S O WHAT DOE S
M US T WE
HOLD FOR
T HIS AUDIENCE AND HOW
ADAPT ?
T HE FUT URE
E NGAGING WITH

28. Diversify price
They are super money conscious, conservative
and genuinely worried about the rising cost of,
well, everything.
Argue the rational
They like to make decisions based on fact. If your
product is something these teens should have,
prove it, tell them or show them why.
Show how your product improves them
They are consistently wanting to better themselves.
Position your product in a way that shows them how
it will enhance their lives.
Embrace cultural pluralism
They belong to a series of different micro cultures.
Be prepared to go niche to get the greatest connections.

29. A LITTLE BIT
MORE ABOUT US

30. We’re TMW Unlimited, a leading
customer engagement agency
based in Soho.
We help brands remain culturally
relevant to Gen Z and young
millenials by creating authentic
and engaging content and
experiences that leverage insight,
influencers and technology.

31. 260
Number of employees
30
Years in business
45
Awards won in 2016
19
Years working with our
longest standing client
LEADING CUSTOMER ENGAGEMENT AGENCY

32. WHAT WE DO
C O R E A G E N C Y S E R V I C E S
Emerging
tech &
creative
innovation
Paid media
&
distribution
Customer
experience
management
Social &
influencer
marketing
Technology
& production
Strategy, creative and data sit at the
heart of all we do
Data
& insight
Strategy
& planning
Creative
& content
S P E C I A L I S T T E A M S
Brand
experience

33. WHO WE DO IT FOR

34. Chris Pearce
CEO
e: cpearce@tmwunlimited.com
t: 020 7349 5642
m: 07885 998851
If you would like to
find out more about
the agency over a
coffee, please do get
in touch: