Gen Z audiences respond better to creative that doesn’t overtly feel like an ad, according to the marketing team at DiGiorno pizza. So for its latest campaign on TikTok, it’s paying influencers to create original soundtracks about the product. Because for younger audiences, a brand promoting itself is not nearly as effective as consumers talking about it—or in this case, singing about it. An article in AdExchanger explores how DiGiorno experienced a 3.6 percent increase in brand awareness, 6.8 percent uptick in brand favorability and 3.1 percent boost in sales using this strategy.
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