Brands Trying for 'Most Likely to Succeed with Generation Z Crown' [Ví dụ]

It's graduation season again. While there will be more celebrations happening in real life this year, we take a look at some of the new and successful ways brands are celebrating with their online audiences.

Jostens keeps year-end ceremonies alive

In the second year, Jostens is inviting audiences to perform the traditional yearbook signing ceremony online through its Digital Yearbook Signing Pages.

[embed]https://www.youtube.com/watch?v=Bx7eKGi4FGo[/embed]

Students who sign up for a free account can create a yearbook online and personalize it with their favorite name, school, and color. They can then send a link inviting their friends to view and sign the page. Signers can choose their own fonts and add stickers to their virtual messages.

Jostens says more than 1 million people signed their digital yearbook in 2020.

WHY IS THE PROBLEM: Jostens has put this back in a smart way COVID-19 pivot for 2021. It's a great content marketing tool to meet the needs of audiences who might not be able to meet in person, let alone use a pen. It was also a good business move for the company, selling class rings, yearbooks and other school memorabilia. It increases brand awareness among the right audiences while building its database by collect email and other contact information during the registration process required to create pages.

Graduation ceremonies may take place this year, but @Jostens keeps its digital Signing Pages running. @CMIContent said smart move #content, because not everyone can meet in person (or share pen). #WeeklyWrap Click to Tweet

# LulusUnrobed celebrates graduation style

This week, the clothing brand Lulus has launched #LulusUnrobed with Her Campus' global network of female students. Follow

PR week .

@ lulus It's time to celebrate, graduation! ‍🎓 enter # lulusunrobed to scan for a chance to win $1000 for Lulus Link # lovelulus in the bio for the winning steps! ♬ Caps Off by Lulus – Lulus

The sweepstakes featured an original song – Caps Off – which could be used as the background music for their graduation fashion video. To participate, graduates must follow Lulus and Her Campus accounts and use the hashtags # #lulusunrobed and #sweepstakes on Instagram and Posts on TikTok .

Lulus and Her Campus will choose the best dressed participant who will win $1,000 Shopping in Comfort at Lulus. Three runner-ups earn $500 Lulus Gift Cards.

WHY IS THE PROBLEM: The hashtag risqué has the potential to appeal to teens and reveal in-videos (though we're a bit nervous where audiences will take it). And the content is a refreshing way to reach graduates who have had a less memorable year. Creating a custom song for the campaign is a good move (and prevents anything copyright issue too.)

. @lulusdotcom and @HerCampus kick off the #SocialMedia campaign with the hashtag risqué (and even a custom song) that will engage fashion and social savvy students, @CMIContent said. #WeeklyWrap Click to Tweet

RELATED CONTENT TO BE HAND-VIEWED: How do you like to market your content – Courteous, Fruity or Extraordinary?

Feedback until 2020

We're moving it back to 2020 to highlight a campaign too good to ignore.

Last year, Chase Bank launched the TikTok hashtag challenge # ShowMeYourWalk . Graduates (and aspiring graduates) have posted videos of seriously humorous steps to a mix of the traditional Pomp and Circumstance song, followed by Walk It Like I Modern Talk It by Migos. (We can only imagine what Edward Elgar would think.) The financial services giant's campaign attracted more than 7,000 videos and more than 600,000 views.

@ imkevinhart still nailing it. Your turn ## ShowMeYourWalk ♬ Show Me Your Walk – Presented by Chase

The TikTok initiative has powered the company's broader Show Me Your Walk campaign, which promotes live school openings for high school and college students on YouTube, Twitter, and LinkedIn.

Chase ambassadors Kevin Hart, Serena Williams and Stephen Curry hosted the first live kick-off. More than 40 well-known leaders and celebrities, including Barack Obama, Steve Harvey and Kevin Hart, participated in the second wave of groundbreaking, which focuses on graduates from universities and Black colleges in history.

In the nomination for Shorty Awards , Chase reports that more than 2.1 million people watched the combined events. It has driven more than 90% of positive sentiment and has sent #ShowMeYourWalk to three of the most trending topics on Twitter, earning 697,000 social shares and mentions in over 100 media stories. Chase also saw a significant increase in traffic to the student pages on its website.

WHY IS THE PROBLEM: Chase used TikTok as a content marketing tool for its larger content marketing initiative — the popular virtual startup. The company commended when it realized TikTok was a good promotional tactic to attract and engage a young audience for this campaign. Kudo is bigger for Chase because it realizes an advertising tactic doesn't necessarily lead to a long-term brand presence on the platform. We've said this before: Brands achieve more content success when they don't try to be everywhere to do everything.

. The @Chase #ShowMeYourWalk campaign gave the Class of 2020 a virtual, nationwide kick-off event – and the chance to have fun on #TikTok. @CMIContent says: Worth the #throwback nod. #WeeklyWrap Click to Tweet

RELATED CONTENT TO BE TREATED: TikTok's What, Why and How for B2C Brands

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Cover photo by Joseph Kalinowski / Content Marketing Institute