How You Build Brands Gen Z Actually Care About, Straight From The Strategists
Description
This is about more than Gen Z.
It’s about the way they’ve reshaped marketing for everyone.
This week, Paul chats with Lara Stallbaum (CEO & Founder @ Twirl) and Rosie Donoghue (Digital Marketing Manager @ Umberto Giannini) LIVE from London’s Brand Advocacy Summit to unpack:
✨ How to speak Gen Z’s language without losing your brand.
✨ Why performance marketing isn’t enough anymore.
✨ The surprising way Gen Z are reshaping product and brand loyalty.
And of course, the big one…
How to build Advocacy with Gen Z consumers who’ll actually stick around.
You’ll learn:
What Umberto Giannini Found – Taking their products straight to students’ Freshers roadshows became unexpected research labs & Advocacy engines.
Why Raw, Real Content (yes, even with pimple patches) Wins – Because when the vibe is honest, the message lands.
Why Your Top Fans Might Already Be Creators – They’re on your CRM, they’re opening your emails, and they’re ready to create. You just haven’t activated them yet.
When It’s Time To Rethink Brand Guidelines – Control doesn’t have to mean creative restriction, if you curate and brief smarter.
Gen Z don’t just want something different. They want something real.
This episode’s in kind partnership with Twirl; delivering scroll-stopping UGC for ads, sites, and socials, powered by a top-tier network of creators who know how to make brands shine.
Learn more about them about: https://www.usetwirl.com/
Download their ‘Gen Z UGC Playbook’ here: https://www.usetwirl.com/guides/the-gen-z-ugc-playbook
Chapters
00:00 - Why Gen Z Marketing Is Everyone’s Marketing Now
04:00 - From Freshers Pop-ups to UGC Conversions
07:20 - Brand Loyalty vs. Product Loyalty
09:00 - How Connection Turns Customers Into Advocates
15:10 - Brand Guidelines vs. Raw Authenticity
20:00 - Building A Full Funnel UGC Strategy
26:30 - Why Your Customers Might Already Be Your Best Creators
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