it's in our
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Objective

Trying to figure out how to target Gen Z? We are Gen Z! Our goal at FifthColor was to reimagine the 574 Core campaign in under one week, creating engaging content backed by data that targets Gen Z with the message hierarchy of Lifestyle > Sustainability > Brand.

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data
analysis
strategy
video
design

what:

The New Balance 574 is an enduring sneaker. Our goal was to reimagine the 574 Core campaign, creating engaging content backed by data.

who:

The campaign targets Gen Z aged 14-24 years old because of their tech-savvy, game-changing style, and affliction for the 1980s style that is coming back. Gen Z cares about sustainability, as 75% prefer to purchase sustainably rather than buying brand names.

why:

Our campaign follows a specific message hierarchy of lifestyle > sustainability > brand because Gen Z wants brands to be authentic and not self-serving.

where:

Based on our data, we found the best platform for this campaign was TikTok and Instagram since Gen Z accounts for over 60% of TikTok users and is 27.4 times more likely to click through online video ads than standard banners.

FifthColor is a data-driven, creative marketing agency. We have all the experts under one roof in strategy, design, marketing, website development, and asset production giving us an unmatched advantage to provide faster turnarounds.

Campaign moodboard
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Love is in our Core

Static and Video ad: Love

Gen Z is extremely self-aware and takes this approach to dating, finding someone that makes sense for them versus someone they only find attractive. Although this approach isn’t unique to just Gen Z, this is the first generation to experience the explosion of dating apps and other resources to knowledgeably find a partner. This video highlights love and the 547 Core in an organic way, showing the happy feelings that Gen Z strives for in a relationship after achieving stability for themselves.

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Friendship is in our Core

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Friendship
is in
our Core

Static and Video ad: Friendship

Generation Z, or the “fur-baby boomers”? According to a May 2022 survey, seven in 10 Gen Z young adults would rather adopt a pet than have their own kid. Taking care of a puppy is no walk in the park, but they make the best friends; just ask Jared, our Director of Development, and Doug (his dog). This video showcases the comfort and convenience of the 574 Core while spending time with the four-legged friend that’s always there for you.

Strength is in our Core

Static and Video ad: Strength

In 1988, the 574 was initially designed as a technical running shoe that offered improved comfort and style. The 574 has endured many different trends and has adapted as style has changed throughout the years. This video pays homage to the 574’s original point of differentiation while integrating the idea with a more modern message and song.

Strength is in our Core

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Static and Video ad: Strength

In 1988, the 574 was initially designed as a technical running shoe that offered improved comfort and style. The 574 has endured many different trends and has adapted as style has changed throughout the years. This video pays homage to the 574’s original point of differentiation, while integrating the idea with a more modern message and song.

Sustainability
is in our Core

Static and Video ad: Sustainability

Around 53% of Gen Z and Millennials are well-aware of the importance of sustainability when making a purchase decision. They want to drive positive social and environmental outcomes, and they know their decisions can make a difference. Global events have a way of shaping our spending habits. The COVID-19 Pandemic is to Gen Z what the 2008 recession is to Millennials. Gen Z learned to do less, spend less, and waste less during this time. This video highlights the “little” things that make Gen Z the game changers and sustainability drivers, including wearing the 547 Core that aligns with their beliefs.

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Sustainability is in our Core

Static & video ad: Sustainability

Around 53% of Gen Z and Millennials are well-aware of the importance of sustainability when making a purchase decision. They want to drive positive social and environmental outcomes, and they know their decisions can make a difference. Global events have a way of shaping our spending habits. The COVID-19 Pandemic is to Gen Z what the 2008 recession is to Millennials. Gen Z learned to do less, spend less, and waste less during this time. This video highlights the “little” things that make Gen Z the game changers and sustainability drivers, including wearing the 547 Core that aligns with their beliefs.

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Static & Video ad: Living

One of the biggest challenges Gen Z faces is a common feeling of isolation, depression, and mental health struggles. Labeled “the loneliest generation,” Gen Z spends a lot of their time online learning of turbulent world news or comparing themselves to influencers on social media. This video highlights the importance of unplugging and taking time to destress while enjoying the day in the 574 Core lifestyle sneaker.

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Living
is in our
Core

Living is in our Core

Static & video ad: Living

One of the biggest challenges Gen Z faces is a common feeling of isolation, depression, and mental health struggles. Labeled “the loneliest generation,” Gen Z spends a lot of their time online learning of turbulent world news or comparing themselves to influencers on social media. This video highlights the importance of unplugging and taking time to destress while enjoying the day in the 574 Core lifestyle sneaker.

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Mindfulness is in our Core

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Mindfulness
is in
our Core

Static and Video ad: Mindfulness

Similar to the “Living” video, it’s crucial to remind Gen Z to unplug and find mindful activities outside of the 24/7 attention that social media demands. According to Airbnb, bookings for nature experiences is the top trending category among Gen Z, increasing booking by over 190% year over year. This call to nature is highlighted in the video, as hiking and mindfulness are part of the 574 Core’s lifestyle uses.

Core box influencer kit

Influencer marketing is a strategy that has been successfully used by thousands of businesses and has experienced continuous growth over the past decade. This influencer box is unique, taking sustainability to a whole new level by being made of 100% compostable and recyclable materials. The box comes fit with soil and New Balance-branded seed packets that influencers can place in the physical box, which can be planted in the ground.

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Core box influencer kit

Influencer marketing is a strategy that has been successfully used by thousands of businesses and has experienced continuous growth over the past decade. This influencer box is unique, taking sustainability to a whole new level by being made of 100% compostable and recyclable materials. The box comes fit with soil and New Balance-branded seed packets that influencers can place in the physical box, which can be planted in the ground.

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game-
changers

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The campaign targets Gen Zs aged 14-24 years old because of their tech-savvy, game-changing style, and affliction for the 1980s style that is coming back. Gen Zs care about sustainability, as 75% prefer to purchase sustainably rather than buying brand names.

Why Gen Z?

    Gen Z Data
  • 14-24 y.o
  • Influential
  • Style-seekers
  • Tech-savvy
  • Anti ads

They are searching for their own sense of truth and identity

They are comfortable not having only one way of being themselves.

They want brands to be authentic and not self-serving

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    Gen Z Data
  • 14-24 y.o
  • Influential
  • Style-seekers
  • Tech-savvy
  • Anti ads

Why gen-z?

They are searching for their own sense of truth and identity

They are comfortable not having only one way of being themselves.

They want brands to be authentic and not self-serving

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% that are personally taking action to help address climate change in the last year.

They care about sustainability

Coronavirus had a huge influence on their demand for sustainability.

They are most likely to make a purchase decision based on values and principals.

75% prefer to purchase sustainably rather than buying brand names.

They care about stability

Coronavirus had a huge influence on their demand for sustainability.

They are most likely to make a purchase decision based on values and principals.

75% prefer to purchase sustainably rather than buying brand names.

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% that are personally taking action to help address climate change in the last year.

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The campaign targets Gen Z aged 14-24 years old because of their tech-savvy, game-changing style, and affliction for the 1980s style that is coming back. Gen Z cares about sustainability, as 75% prefer to purchase sustainably rather than buying brand names.

lifestyle - substainability - NB brand

The campaign targets Gen Z aged 14-24 years old because of their tech-savvy, game-changing style, and affliction for the 1980s style that is coming back. Gen Z cares about sustainability, as 75% prefer to purchase sustainably rather than buying brand names.

lifestyle

sustainability

NB brand

lifestyle - sustainability - NB brand

Placement

TikTok & Reels

Gen Z accounts for over 60% of TikTok users.

Labelled the first “digital natives” by McKinsey and Co., but also known as the TikTok generation, most members of Gen Z are now in their mid-20s and are generally tech-savvy and accustomed to making informed purchasing decisions.

Users are 27.4 times more likely to click-through online video ads than standard banners.

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lifestyle
substainability
NB brand

Placement

TikTok & Reels

Gen Z accounts for over 60% of TikTok users.

Labelled the first “digital natives” by McKinsey and Co., but also known as the TikTok generation, most members of Gen Z are now in their mid-20s and are generally tech-savvy and accustomed to making informed purchasing decisions.

User are 27.4 times more likely to click-through online video ads than standard banners.

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Thanks for viewing our concepts! We'd love to hear from you, or better yet, work with you! Contact our team at info@fifthcolor.com or reach out to Justin Webb at justinwebb@fifthcolor.com

All of the experts under one roof.

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All of the experts under one roof.

Thanks for viewing our concepts! We'd love to hear from you, or better yet, work with you! Contact our team at info@fifthcolor.com or reach out to Justin Webb atjustinwebb@fifthcolor.com