Background: Social media addiction is one of Gen Z’s biggest problems. There are many approaches for dealing with social media addiction. Many apps claim to fix it. They don’t. It seems counterintuitive to download another app to stop yourself from using social media apps, particularly because they are not reliable or trustworthy. One Sec doesn’t try to fix social media addiction, it helps manage it. 

 

Client ask: Increase Gen Z app downloads with a targeted social media campaign.

 

Insights: Gen Z has a short attention span and likes brands with character. Competitor’s ads are visually complicated, and have no personality.