How Atome’s all-feline band grew to become a success amongst Millennials and Gen Z


As a comparatively new entrant within the eCommerce area, Purchase Now Pay Later (BNPL) model Atome wanted to distinguish itself from rivals. Working with VaynerMedia APAC, Atome wished to create consciousness by launching Atome Week as Atome’s ownable, iconic, and high-anticipated annual purchasing occasion, throughout its core market in Singapore and creating markets in Hong Kong, Malaysia and Indonesia. The marketing campaign developed model belongings that have been effectively obtained and gained consideration throughout the promoting panorama, impressing the judges and successful the bronze award for Excellence in Model Consciousness at MARKETING INTERACTIVE’s Advertising and marketing Excellence Awards Singapore 2021.

Problem

With fast-emerging rivals vying for a slice of the BNPL pie in APAC, Atome wanted to face out when it comes to model differentiation and supply distinctive worth as extensions of BNPL, particularly contemplating how simply the BNPL enterprise mannequin and options may be replicated. 

Atome additionally needed to compete with the barrage of different mid-year mega gross sales such because the Shopee 6.18 Nice International Sale, Lazada 6.6 Nice Singapore Sale and Amazon Prime Day taking place within the eCommerce world. This meant that Atome shouldn’t be solely competing for consideration amongst BNPL gamers, but in addition with these large eCommerce manufacturers which have deep pockets to interact a various roster of world-renowned celebrities as model ambassadors. Atome wanted an answer to fight influencer fatigue and ship an Atome Week expertise that may impress and shock the Millennials and Gen Z viewers inside a small funds of US$100,000.

Answer

To handle these challenges, Atome wanted a method that may enhance its model consciousness amongst Gen Y and Gen Z consumers, enhance the variety of interactions and engagements on social channels, and drive installations of the Atome app.

Recognising that its audience, Millennials and Gen Z consumers, no matter their motivations, usually needed to postpone their ardour pursuits till they’ve saved up sufficient to get what they wished, Atome hoped to create a world the place they now not needed to compromise their pursuit of passions simply due to monetary limitations.

To compete for client consideration and alter the damaging notion of BNPL, Atome wanted shoppers to grasp that Atome Week has a lot to supply past purchasing offers. Analysis was achieved to achieve perception on Millennials and Gen Z client behaviour modifications and motivations to buy to realize their desired life-style. The workforce found that consumers have come to anticipate the same old marketing campaign components: a regular jingle accompanied by a dance, a well-known face or a star, all in direction of selling gross sales on a single day virtually each calendar month.

In response to Atome, majority of influencer campaigns have been merely glorified product placements and influencer fatigue had set in with the savviest of consumers not trusting suggestions from them. Based mostly on a survey carried out by Collective Bias, solely 3% of shoppers are discovered to be influenced by celeb endorsements of their product buy choices.

Technique

To show drained heads and to shock the already stunned, Atome wanted a considered one of a form marketing campaign that may be a disruptive head-turner within the funds and commerce panorama and generate virality, talkability and model love. Aside from a name to buy, Atome additionally wished to resonate with Gen Z and Millennials and ensure they communicate their language. 

1. Artistic concepts

Atome wished to show the eCommerce’s normal influencer advertising and marketing formulation on its head, by means of the inclusion of actual kittens, a music video, and a sale week with mixed purchasing and leisure. This was achieved by making ready for a singular shoppertainment occasion that includes world’s first feline supergroup, The Atome Kittens (impressed by famend British feminine trio Atomic Kittens from the Nineties).

To handle a spectrum of viewers with totally different life-style behaviours, the kittens’ personas have been crafted with totally different persona traits in thoughts. Their totally different personalities personify the model values of Atome: Aspirations, Entry, Recommendation. For instance, Zesty is the passionate self-improver (Aspirations), whereas Savvy likes to share hacks and tips about sensible purchasing (Recommendation). As for Sassy, she’s the trendsetter with entry to the most recent and best in trend, magnificence and life-style (Entry). As youthful shoppers turned to 90s music to seek out consolation and connection, Atome hoped that the Atome Kittens would evoke nostalgia and seize the eye of its audience. 

2. Media channels

To focus efforts on the place Atome’s audience was, “Atome Get It Week ” was primarily run as a digital- and social-first marketing campaign, with communications going out through the channels of Tiktok, Instagram and the Atome app. These are key touchpoints for brand new Millennials and Gen Z shoppers who’re in search of particular data, in addition to current clients who’re common followers of Atome, trying to maintain updated on on-line purchasing offers. In addition they enable for flexibility in asset kind, granting the workforce the power to churn out creatives throughout statics, Gifs and movies for Atome Kittens.

Execution

To excite clients and get their consideration with one thing totally different, construct model affinity, talkability and footfall with a daring never-seen-before purchasing marketing campaign from Atome, the workforce let the cats out of the bag actually – with the Atome Kittens Music Video and soundtrack. The soundtrack was positioned on Instagram, YouTube, Spotify, TikTok, advertorials and radio spots, weaving in Atome and that includes retailers’ merchandise cleverly. 

The Atome Kittens made their debut with a brand new single titled “Let’s Get It, Get It” that drummed up hype for Atome Get It Week which ran from 11 to twenty June in Malaysia, Indonesia and Hong Kong. The marketing campaign in Singapore was launched on 25 June. 

Atome wished its audience to be intrigued by its sudden influencers and share the catchy music video and GIFs with their associates. Apart from the music video, the feline supergroup Atome Kittens made much more devoted appearances on two key channels: TikTok and Instagram. Atome created a particular TikTok #AtomeKittens problem encouraging shoppers to bounce alongside to the tune with their pets and launched a #GetItToWin AR Filter sport on Instagram, that includes Zesty with thrilling prizes up for grabs. 

The Atome Kittens additionally hosted their very own dwell social media speak present with every day offers in addition to fronting Atome’s personal line of stickers, filters and collector’s objects. Titled “The Not So Late Night time Present with Atome Kittens”, the dwell speak present featured Sassy and TikTokers in every market, making banter, demonstrating make-up tutorials and revealing trend hauls. On Instagram, a Q&A – “Guess the Purrize” and a ballot quiz “The Class is…” was additionally created to encourage customers to have some enjoyable with pets and win vouchers to buy with Atome on the similar time.

By means of these creatives, the audience grew to become energetic contributors of Atome’s Get It Week marketing campaign, subtly constructing model affinity with Atome. Memes that includes the Atome Kittens have been additionally created to talk to Atome’s younger audience tactically and successfully in a way they’d interact with most.

Outcomes

Atome’s “Get It Week” marketing campaign was a hit, gaining a 46% enhance in model consciousness in Singapore. Atome’s regional variety of interactions and engagements on social channels elevated by 200.6 % and achieved a 124.4% enhance in regional app installations. The marketing campaign additionally delivered authentic model belongings for Atome which are absolutely ownable, with the potential to scale for future campaigns. That is massively beneficial and goes past creating buzz and turning heads solely within the quick time period. 



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