7 Australian Youth Marketing Campaigns to Inspire Us All
Voxburner Content Team
We make it our mission here at Voxburner to showcase the best youth marketing campaigns from around the world, and today our focus turns to Australia – home to some of the world’s coolest brands and most creative marketing ideas.
Investing in a big celebrity endorsement can be risky, but it definitely paid off for Uber Eats. They brought together a beloved Aussie sitcom with one of the world’s biggest stars in a series of Kath and Kim-themed ads, with Kim Kardashian taking over the role of Kim. The surprising combination and hilarious script made for a ‘must see’ viral moment when the ads were released last year.
Sometimes the best publicity comes by accident, but it’s how you capitalise on these unexpected moments that counts. A clip from ABC online TV series Content went viral last year when viewers mistook it for footage of a real person flipping their car, instead of a fictional scene. The #flipgirl video quickly gained millions of views on Twitter, and the show won new fans and international press coverage as a result.
Recognising how important protecting the planet is to their young target market, online fashion brand The Iconic is currently working with The Salvation Army and Australia Post to make it easy for customers to recycle unwanted clothes. The Giving Made Easy project consists of an online portal where customers can download a postage label to send packages to Salvation Army stores for free.
It’s almost 15 years old now, but Carlton Draught’s 2005 ‘Big Ad’ is still remembered as one of Australia’s most memorable and impressive TV commercials. It pokes fun at overblown beer ads, while showing off the country’s amazing landscapes. At a cost of $1.5 million AUD, it was an extremely expensive campaign, but the filmic result was attention-grabbing and undoubtedly worth the investment.
Young people regularly tell us that when it comes to being purpose-driven, they expect brands to put their money where their mouth is. While Gen Z might not be the typical target market for mattresses, we think they’d love this ad by Koala, sacrificing their valuable billboard advertising space to promote donations to bushfire relief efforts. This will do more for their brand reputation than any photo of a mattress could.
Big name beauty brand Clinique jumped on the podcast trend in 2018 by partnering with influencer Mia Freedman on a series of co-created episodes within her podcast series, No Filter. The episodes, which were played over 300,000 times, enabled Clinique to position themselves as experts in skincare and answer common questions, based on research about consumers’ skincare worries.
When Lenovo launched their now-iconic Yoga Book in 2013, they embarked on a marketing campaign that took the product name literally, and brought free yoga events to Sydney and Melbourne. Participants took on the Lenovo Yoga Challenge to try to win a Yoga Book, and there was even an accompanying app, which taught users yoga poses inspired by the impressive flexibility of the Yoga Book.
If your goal is to engage Gen Z consumers in Australia and beyond, join Lenovo, The Iconic, Clinique and many other leading youth brands in launching a student loyalty program with Student Beans. Click here for more details.