Case studies
Brief
Background: Matas, a leading Nordic beauty & health retailer, has partnered with ZO Communication to incorporate Generation Z’s perspectives, ideas, and preferences into their strategy.
Goal: The aim is to create a more relevant and engaging beauty universe that appeals to the next generation of consumers.
What we did
Strategic Initiatives
Ongoing Feedback:
-
Collects continuous feedback on campaigns, products, and social media.
-
Purpose: Adapt initiatives based on feedback to stay relevant.
Trend Exploration:
-
Uses social listening and panel dialogue to spot and predict trends & new brands.
-
Purpose: Stay ahead of trends and match Gen Z preferences.
Brainstorming Sessions:
-
Gen Z panel suggests improvements and innovations.
-
Purpose: Gain fresh ideas from the target audience.
Targeted Consultation:
-
Seeks specific feedback on campaigns and products.
-
Purpose: Improve specific projects based on targeted insights.
Matas and ZO Communication collaborate to effectively engage Generation Z and shape the future of beauty retailing in Scandinavia.
MATAS: A leading Nordic Beauty & Health Retailer
Keeping up with Gen Z & new trends
Brief
Magasin collaborated with ZO Communication to better align with Gen Z's preferences and secure its future market position.
What we did
Challenges:
-
Generation Gap: Lack of understanding of Gen Z's values and behaviors.
-
Relevance: Risk of missing out on this key demographic.
Objectives:
-
Deepen insights into Gen Z’s mindset.
-
Develop a strategy to attract Gen Z while retaining current customers.
Key Focus Areas:
-
Gen Z Values & Psychology: Explored their evolving preferences.
-
Shopping Behavior: Analyzed habits and future trends.
-
Competitor Analysis: Assessed successful engagement tactics.
-
Communication Trends: Identified effective platforms and messaging.
Outcome:
ZO Communication provided actionable strategies, helping Magasin build genuine connections with Gen Z for lasting engagement.
Magasin
adapting to Gen Z
Brief
Matas, a big name in beauty and wellness, wanted to connect better with Gen Z online. So, they teamed up with ZO Communication to craft a killer content strategy. Here's how we did it:
What we did
Objective:
To make Matas a cool and credible brand for Gen Z online. Strategy: They kicked off with a creative workshop led by ZO Communication
brainstorming ideas based on what Gen Z likes.
Following the workshop, we crafted a content strategy for Matas:
Matas' Content Strategy:
Real Talk: Providing personalized beauty advice and product recommendations to resonate with Gen Z.
Expert Insights: Sharing expert tips to educate the audience on beauty and wellness topics.
Community Building: Establishing an online community where Gen Z can discuss beauty trends and exchange tips.
Trendy Content: Keeping the content fresh and trendy to captivate Gen Z's attention.
Results: With this strategy, Matas resonates better with Gen Z online, thanks to engaging content that spoke our language.
Boosting Matas Digital Experience
Brief
ZO Communication developed an in-depth social media strategy for Matas as part of their 'Win the Nordics' initiative, delivering a comprehensive 100+ page report covering the social media landscape, competitor positioning, audience insights, and actionable recommendations.
What we did
Objective:
Key Insights:
-
Current Landscape: Identified untapped potential for Matas on Instagram, TikTok, Snapchat and Pinterst.
-
Competitor Analysis: Benchmarked against LYKO, Kicks and Sephora etc., highlighting the need for more engaging content formats.
-
Gen Z Focus: Extensive research on Gen Z’s online behaviors, providing strategies for authentic engagement on social media.
Strategic Areas:
-
Social Buzz: Viral TikTok challenges and Instagram Reels.
-
Influencer Marketing: Partnerships with micro- and nano-influencers.
-
Community Building: UGC campaigns and interactive content.
Outcome: The strategy positioned Matas for growth in the Nordics, emphasizing engagement, visibility, and stronger customer relationships, showcasing ZO Communication's capability in large-scale, data-driven marketing strategies.
Winning the Nordics: Matas' Social Media Strategy for Gen Z Growth
Brief
Matas wanted to connect with Gen Z by merging digital and physical experiences, . To achieve this, Matas partnered with ZO Communication to gain insights and feedback on their store strategies tailored specifically for this demographic
Objectives:
Optimize Omnichannel Presence: Bridge digital and physical experiences to meet Gen Z's expectations.
Engage Gen Z: Develop innovative in-store concepts that resonate with Gen Z.
Promote Trend Relevance: Ensure Matas stays current with social media trends and viral products.
This concept materialized as the Beauty Treat universe and want to revolutionize the traditional shopping experience with a Gen Z-centric approach:
ZO Communication gave feedback & insight into:
A 'Hot on Social' section showcasing trending products from platforms like TikTok.
The Beauty Treats Universe, offering budget-friendly beauty products. •Interactive areas like the Mask Bar and Lash Studio for experimentation.
Trending Online Matas's website ZO Communication helps Matas identify and select the most popular and relevant brands for their "Trending Online" section. We provide analyses on which brands that are trending on TikTok, enabling Matas to showcase the latest trends and products that capture their customers' attention.
The result? A retail environment that resonates with Gen Z, enhancing engagement and loyalty.
Boosting Matas Omnichannel - Experiences for Gen Z
Brief
ZO Communication worked with Matas to gather insights from a panel of Gen Z consumers, aged 16 to 25, regarding the Købmagergade store. The goal was to better align the store’s environment and offerings with Gen Z’s preferences.
Objectives:
Challenges: The panel revealed that the store’s dark exterior and apothecary-like signage were uninviting and created confusion about its purpose. To attract younger customers, Matas needed to modernize both its store design and overall shopping experience.
Approach: ZO Communication selected a group of Gen Z trendsetters to evaluate various aspects of the store through creative brainstorming sessions. These discussions focused on improving product visibility, store atmosphere, and customer engagement. By benchmarking Matas against competitors, ZO Communication identified strategies for better engaging Gen Z
consumers.
Outcome: The panel's feedback led to clear recommendations, including brightening the storefront to create a more welcoming entrance, reorganizing product displays to showcase trendy brands, and adding interactive features to make the store more engaging. These insights helped Matas enhance its appeal to Gen Z and improve the overall shopping experience.
Elevating Matas Købmagergade – A Gen Z driven transformation
Brief
ChemLinked invited Sophia Marc Nimb Lassen the Gen Z trend expert to deliver a webinar offering an authentic look into the defining traits of Gen Z and their impacts on the cosmetic and food sectors, from their redefined beauty and wellness standards to the innovative culinary trends they champion. An analysis of the unique characteristics and behaviors of Gen Z in China will also be included. By doing so, the webinar hopes to offer cosmetic and food enterprises the foresight needed to stay ahead in the increasingly competitive market.