Colgate decided to brush up on how to reach out to Gen Z by choosing influencer gifting platform, Gifta, in last month’s MAD//Fest Brand Challenge.

The Challenge 

At last month’s MAD//Fest Colgate’s Digital Engagement Lead, Lauren Payne told the cohort of innovative start-ups and scale-ups that they see vastly different behaviour from Gen Z, who make up 20% of the population, than from the rest of their customers.  

Therefore the challenge was set. How can Colgate get cut through with their messages to ensure they show their products are great, whilst at the same time creating great content that is relevant?

Gifta’s Solution

Tom Higins, CEO and co-founder of Gifta, argued that Gen Z have an appetite to hear from “real people, real collaborators. They’re tired of gimmicks.” In short, Gen Z has lost trust in traditional advertising methods and larger influencer collaborations. 

Therefore, Gifta’s solution would use their simple gifting model, resulting in the power of micro/nano influencers “to cut through to audiences in a completely new way.” He added,”If you love it, you share it. If you don’t love it, you tell us why you don’t like it.” This ability to feedback is key in building trust with consumers. 

Watch Gifta’s full pitch to find out more about:

  • How they can build an unbelievable amount of User Generated Content (UCG) that brands can use at scale moving forward. 
  • How they are able to personalise each box they send
  • How they can track and report content shared across Instagram and TikTok

Colgate’s Payne said that Gifta’s pitch was perfect as it would enable them to accelerate what they are doing on social at the moment, but at a much bigger scale and a faster pace.

Watch the winning pitch here. 

You can watch all the MAD//Fest London action on our YouTube channel.