VOXI had great success with their “unlimited social media” proposition for Gen-Z customers, but needed a strategy to drive their social media engagement further. They needed to understand the different Gen Z tribes and the content they engage with.

We completed an extensive programme of desk research and semiotics to inform a survey among Gen Z, capturing their hope, fears, as well as their social media attitudes and behaviours.  We used all these findings to create distinct segments which each had their own unique personality.

We identified the bullseye target segments based on their engagement, the ability to target and attain them, in addition to their influence over other segments and alignment to VOXI brand. Our work has been central to shaping the VOXI brand strategy, latest creative and tailoring media targeting to approach each segment.