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21
June 2021
11:30 pm
Public Event

Why Marketing to Get Z is a Whole New Game

Sponsored By
General Assembly
ATTEND
Chicago

This session is part of GA's Marketing Week, a weeklong festival of free workshops, fireside chats and panel discussions focused on reimagining the world of marketing, media, technology and creative industries. Learn new skills, gain insight into other industries, and inspire others to drive change. Check out the full schedule here!

The attention span of a Gen Zer is a mere eight seconds—that’s four seconds less than their millennial counterparts. For marketers, this means that first impressions must count. You either effectively craft a creative campaign enough to grab their attention in that short space of time, or it will completely brush past them.

In order to fashion attention-grabbing content for this group, marketers need to understand their behaviour. As digital natives, technology and social media is the primary way they get to engage with brands. With so much convenience and choice, they have higher brand expectations as they can easily switch to an alternative if not instantly gratified.

With ever-changing consumption habits and preferences, Gen Z consumers still demand brands to match the pace and relevance of their interests and moods. We’ve assembled a panel of marketing experts who have successfully embraced these nuances and created outstanding campaigns that resonated with Gen Z. Join our event as we discuss the unique characteristics and behaviors of Gen Z and effective marketing strategies you can adopt to capture the hearts and wallets of these digital pioneers.

About the Speakers

Evangeline Leong

CEO & Founder,
Kobe Global Technologies Pte Ltd

With over 15 years of experience in embracing digital marketing, Evangeline is the Founder & CEO of Kobe Global Technologies Pte Ltd. Kobe is an influencer specialist based in Singapore, the 1st and only company that delivers consumer-first social media marketing campaigns. Enabled by patented AI technology to deliver influence for more than 500 brands such as McDonald's and Coca Cola, Kobe offers access to 100m eyeballs with 6,000 content creators across Southeast Asia. Beside bringing the team to achieve Gold Award for Influencer Agency of the year 2020, her leadership and foresight has also led Kobe to be the official Facebook Marketing Partner and Tiktok Partner. Evangeline is also a practising management consultant (PMC) who has taught more than 1,000 students on influencer marketing related topics in Kobe Academy.

Goh Wei Choon

Co-founder & Illustrator,
The Woke Salaryman

As the illustrator behind the Woke Salaryman, I tell stories that solves problems. At TWS, we try to make the boring and complicated topic of personal finance fun and accessible, especially to young people. We do this using relatable illustrations, simple metaphors and non-technical language. So far, we've managed to make this work as a business by marketing in a way that's straightforward, direct, informal and brief.

Cassi Yang

Agency Lead,
Hepmil Creators' Network

As the first employee of SGAG (and Hepmil Media Group), Cassi has dabbled in a variety of roles such as business development, product innovation and marketing over the past 6 years. Her background as a strategic planner and graphic designer has helped Hepmil execute successful campaigns with clients like McDonald’s, Singtel, F&N and Warner Music.

Cassi currently leads the regional business operations for Hepmil's latest subsidiary –Hepmil Creators' Network (HCN). HCN is a digital creator agency that connects comedy and entertainment creators across SEA with brands to co-create content on TikTok or reserve YouTube ad inventory.

Lee See Ting

Founder,
Kidzstarter Pte Ltd

See Ting is the founder of Kidzstarter in Singapore. Entrepreneurship through branding and self-development has always piqued her interest. She saw the potential of today’s youth as the next entrepreneurs and that led her to the birth of Kidzstarter. Kidzstarter is a learning community that works with young adults to generate future rising leaders. She believes in preparing the next generation for the real world with an adaptive, resilient and flexible mindset to gain a head start in life. She has been running multiple entrepreneurial learning programs and has helped to launch a few of her students’ businesses.

Last year, See Ting has also launched her book, Gen Z Secrets, that reveals how young people can be their own boss. Her launch was being featured in NBC, Fox News and Business Innovator magazines.

She’s a big believer that everyone has a story to tell. To connect with See Ting, you can follow her on social media channels @seetinggg and @kidzstarter.

About Our Partners

The Hive Carpenter

The Hive Carpenter is conveniently located in Clarke Quay. With a unique 6 storey atrium that carries light throughout the building interiors, this is a beautiful work place for any company looking for the convenient of the city centre location combined with the creative, dynamic atmosphere and comfort of Asia’s most beautifully designed coworking spaces.

Kobe

Kobe is an influencer specialist based in Singapore, the 1st and only company that delivers consumer-first social media marketing campaigns. Enabled by patented AI technology to deliver influence for more than 500 brands such as McDonald's and Coca Cola, Kobe offers access to 100m eyeballs with 6,000 content creators across Southeast Asia. Kobe has received global recognition as “Gold, Influencer Agency of the Year 2020” and official Facebook, Instagram and Tik Tok partners. We are the curator of good influence, not for influencers, nor for advertisers. But for the followers, target audiences and end consumers who consume content.