Opening message from our event hosts YMA.

Where it came from. What it looks like. What it means.

What young Aussies think and feel about their post lockdown lives and what that means for those trying to connect with them.

Speaker: Matt Rowley, CEO, Pedestrain Group

Over the past 3 years, partnerships in the marketing space have evolved into an important part of every business talking to Gen Z. In this session, we will take a look at how data & insights have changed partnerships at UNiDAYS, what makes them successful & what doesn’t.

Speaker: Klhoe Crouch, Partnership Development Manager, UNiDAYS

Gen Z’s media consumption habits have had a drastic shift away from traditional to online, are you keeping up? Guide your digital marketing strategy with essential insights from Year13’s Gen Z research to ensure you successfully communicate your message with the youth market.

Speaker: Will Stubley, Co-CEO/Co-Founder, Year 13

The digital world and social media have shaped how Gen Z communicate, along with their attitudes and expectations. Research shows they value authenticity and expect this from brands, plus are more likely to buy from brands that contribute to social causes. So what does it all mean for marketers and how do they ensure they not only reach the right audience for their products but also that their messaging remains authentic in order to resonate with a discerning Gen Z audience. Our expert panel will look at the latest trends in social media marketing and how digital creators and influencer marketing are connecting brands with today’s youth market.

Host: Detch Singh, CEO Hypetap, Deputy Chair AiMCO
Panellists: Katie Palmer, Managing Director, Social Soup + Hannah McElhinney, Chief Creative Officer, Snack Drawer

The power is going back to the people,  and we need them more than ever… Gen Z is your biggest asset, aaaaand it’s time to embrace it!

In 2022 it's less about using middleman production houses and more about empowering an army of creators with an iPhone to lead the way for your brand. Join Creative Converters to expand the way you think about your content strategy!

Speakers: Noah Dorsey, Founder & CEO + Hugh O'Donnell, Director of Growth, Creative Converters

- Exploration into how to talk to an inherently creative audience
- Who they are; where they are (90% of Australian Gen Z are on Snap)
- What they care about and how to unlock successful GenZ campaigns (including showcase of the Snap x Great Barrier Reef Campaign)

Speaker: Haran Ramachandran: Manager, Creative Strategy, Snapchat

2020/21 were massive transformational years not just for Uber Eats but the world. Consumers now expect to be able to get anything at any time and we want to make sure we’re there when they’re craving a Cheeseburger but also when they need a beer after a long hard day or band-aids because they’ve tripped over themselves fantasising about Cheeseburgers.

Speaker: Bec Kemp, APAC Head of Partnership Marketing, Uber Eats

We often talk about Gen Z like it’s just one big amorphous entity, but is there a danger in lumping this audience into a wide 18-30 cohort? This session will look at the myths we ascribe to Gen Z from social media usage (no, everyone is not just on TikTok!) to conscious consumption, spending power and the things influencing their purchase decisions. Is it time we started thinking about Gen Z in a different way? This talk will draw on research from Barometer, the insights and research engine powering Melbourne cultural marketing agency Bolster Group.

Speakers: Oliver Hall, Strategy & Solutions Manager, Bolster Group

YMA Founder Dave Willey will walk you through the steps they take to plan, execute, and deliver a successful youth marketing campaign in 2022. Drawing on his vast experience of working with some of the biggest brands in the world, Dave will share his tips and tricks to ensure your next campaign is a huge success. 

Speaker: David Willey, Founder, Youth Marketing Australia

Host: Adrian Fagerlund, Co-Founder, Linkby
Panellists: Molly Wescott, Partnerships & Social Manager, Eva + Ollie Watts Co-Founder of Hey Bud Skincare 

Join the YouthInsight research team from Student Edge as they guide you through what you need to know about Gen Z in 2022. We’ll talk about their experiences of being young, what’s important to them and what they expect from brands. We’ll provide practical tips to improve your Gen Z marketing strategy.

Speaker: Toni Cundy, Head of Research, Student Edge

We'll hear from four savvy Gen Z students giving us their take on some of the day's topics and research. 

Brands are seeing phenomenal organic growth on TikTok - but how do you cut through as a marketer and reach your target audience authentically? In this talk we will cover:

- How to build your brand on TikTok
- Building trust with Gen Z audiences
- How to think like a creator
- Engaging with the TikTok community
- Working with creators to amplify your brand's message
- The 6 ingredients to a successful TikTok video

Speakers: Thomas Grainger, Community Marketing Manager + Pavel Grozdov Community Manager, TikTok Australia and New Zealand

A workshop discussing the topics of Day One in social media marketing and how digital creators and influencer marketing are connecting brands with today’s youth market.

Speaker: Katie Palmer, Managing Director, Social Soup

In this workshop, Pedestrian Group takes you behind-the-scenes on how we catch, capitalise on and understand trends. Participants will learn how the last decade has changed the lifecycle of trends, and how to create branded content that keeps up with the 24/7 pop culture cycle of the internet.

Speaker: Whitney Meldrum-Hanna, Head of Strategy & Response, Pedestrian Group

Incorporating gamification in your content strategy is a proven way to keep Gen Z engaged with your brand. It has the power to help you hit your engagement, awareness and conversion objectives at the same time!

But Gamification doesn't need to be AR, VR, NFT's or expensive custom built campaigns. See examples of how brands have started simple with simple gamified content and grown their audience.

Key takeaways:

- A primer on a cookie-less future
- Trends + info on how gamification has subtly infiltrated every aspect of our lives
- Meta sees negative growth for the first time in history, Apple's cookie-pocalyse is here. What comes next?... Zero party data
- How do you capture ZPD effectively when your audience can see right through your tactics?
- Examples and case studies across multiple industries including FMCG, Professional Sport, Universities and more

Speakers: Adam Mussa, Founder + Adam Jackson, GM Commercial, Campaignware

David Willey, YMA founder, will host a live strategy session where you can learn from their campaign successes (and failures) for your next youth campaign. He'll talk you through some of the steps he presented on Day One to help your next campaign achieve cut-through, taking live examples from the room. These ideas will then be workshopped live.

Speaker: David Willey, Founder, YMA

Refreshment Break

TikTok: Best Tips and Practices for Community Engagement

Whether you're an online community manager or a marketing professional, you will discover everything you need to know about the app, our top tips for creating viral videos, creative processes and how the algorithm works during this hands-on workshop.

Speakers: Thomas Grainger, Community Marketing Manager + Pavel Grozdov Community Manager, TikTok Australia and New Zealand

Event Close