reaching gen z: when to stop thinking like ADVERTISERS AND Start thinking with Creators
OTTO is Germany’s biggest e-commerce platform, yet, until recently, they were still best known for their print catalogues from the 90s. So how did we update the brand to 2023 and make OTTO relevant for Gen Z on TikTok, a platform where users punish classic marketing approaches by simply swiping them away? Online creativity, especially on TikTok, is rapid, unpolished and instinctive. It’s the currency of GenZ’s individual lifestyle. We had to find a way to think less like marketers and more like creators.