Gen Z marketing campaigns: 20 brand examples marketers should study
A breakdown of global and Asian Gen Z marketing campaigns across TikTok, K-pop, and culture-led strategies
Gen Z marketing campaigns are no longer defined by channel alone. They are shaped by culture, community behavior, and how content travels across platforms like TikTok, Instagram, and regional ecosystems in Asia.
From K-pop collaborations in South Korea to TikTok-led virality in the US and Southeast Asia, brands are adapting their strategies to match how Gen Z discovers, shares, and trusts content.
This article explores a curated list of Gen Z marketing campaigns across global and regional markets, with a breakdown of what each campaign did and what makes it resonate with Gen Z audiences.
Short on time?
Here’s a table of contents for quick access:
- K-pop and pop culture collaborations
- TikTok and social-first campaigns
- Purpose-driven and identity-led campaigns
- Anti-marketing and unconventional branding
- Platform and product repositioning for Gen Z
- What marketers should take from these campaigns
Patrecia Meliana
K-pop and pop culture collaborations
1. Ray-Ban – K-pop-infused campaign
Ray-Ban incorporated K-pop styling, visuals, and talent to position its eyewear within youth fashion culture. The campaign leaned on music, choreography, and idol aesthetics rather than traditional product shots.
What makes it Gen Z: It taps into fandom culture, where audiences actively follow, share, and replicate content tied to idols.
Patrecia Meliana
2. Colgate x IU – K-pop campaign
Colgate partnered with IU to make oral care feel aspirational and lifestyle-driven, using storytelling and visuals common in K-pop branding.
What makes it Gen Z: It transforms a low-interest category into culturally relevant content through celebrity credibility.
Patrecia Meliana
3. Indomie x NewJeans collaboration
Indomie collaborated with NewJeans, a group with strong Gen Z appeal, to modernize its brand perception across Southeast Asia.
What makes it Gen Z: It bridges local brand familiarity with global youth culture, making it highly shareable across markets.
Patrecia Meliana
4. GAP x KATSEYE collaboration
GAP partnered with emerging group KATSEYE to reconnect with younger audiences through fashion and music.
What makes it Gen Z: It prioritizes rising talent and community discovery over legacy celebrity endorsements.
Patrecia Meliana
Patrecia Meliana
TikTok and social-first campaigns
5. e.l.f. Cosmetics – #EyesLipsFace TikTok campaign
e.l.f. launched a TikTok challenge with a custom sound, encouraging users to create their own content. It quickly became one of the platform’s most viral brand campaigns.
What makes it Gen Z: The campaign is built for participation, not consumption, aligning with TikTok’s creator-first behavior.
@elfyeah How do you express your e.l.f. 💃🕺#expressyourelf #eyeslipsface #elfcosmeticsuk 🇬🇧
♬ original sound - e.l.f. Cosmetics
6. Stanley – viral TikTok tumbler campaign
Stanley’s tumbler gained traction through organic creator videos, including storytelling around durability and lifestyle use.
What makes it Gen Z: The campaign evolved from community-driven content rather than brand-controlled messaging.
@stanley1913 #stitch with @Danielle Stanley has your back ❤️
♬ original sound - Stanley 1913
7. Spotify – “Only You” campaign
Spotify used listener data to generate personalized insights that users could share on social media.
What makes it Gen Z: It turns personal identity into content, making users the main character of the campaign.
8. Netflix – “Wednesday” TikTok dance campaign
Netflix turned a scene from Wednesday into a viral TikTok trend, with Jenna Ortega’s dance being recreated by creators, influencers, and brands worldwide. The campaign was not pushed as a traditional ad but amplified through user-generated content and trending sounds.
What makes it Gen Z: It transforms entertainment into participatory culture, where audiences actively recreate and spread content instead of just watching it.
@netflix THE DANCING SCENE FROM WEDNESDAY!! The iconic Raven's dance to the Goo Goo Muck song. #WednesdayNetflix
♬ original sound - Netflix - Netflix
Patrecia Meliana
Purpose-driven and identity-led campaigns
9. Nike – “Why Do It” campaign
Nike’s “Why Do It” campaign shifts the focus from performance to personal motivation, exploring the emotional and psychological reasons behind why people move, train, and push themselves. The campaign leans into storytelling that feels more introspective and less heroic, aligning with how younger audiences define success and progress.
What makes it Gen Z: It reframes ambition in a more personal, self-aware way, moving away from traditional “just win” narratives toward purpose, identity, and individual meaning.
Patrecia Meliana
10. Levi’s – “Buy Better, Wear Longer” campaign
Levi’s emphasized sustainability and responsible consumption through storytelling and education.
What makes it Gen Z: It reflects Gen Z’s growing focus on environmental impact and conscious buying.
11. Rare Beauty – “Stay Vulnerable” campaign
Rare Beauty built its messaging around mental health and emotional openness.
What makes it Gen Z: It prioritizes authenticity and emotional connection over aspirational perfection.
12. adidas – Superstar as a symbol of rebellion
adidas repositioned its classic sneaker as a symbol of individuality and self-expression.
What makes it Gen Z: It connects products to identity, not just utility.
Patrecia Meliana
13. Crocs – “Come As You Are” revival
Crocs leaned into its polarizing image and embraced individuality and customization. The campaign was led by brand ambassadors Drew Barrymore, John Cena, YOONA and Henry Lau.
What makes it Gen Z: It celebrates self-expression and community creativity.
Anti-marketing and unconventional branding
14. Liquid Death – anti-marketing campaigns
Liquid Death uses edgy humor, bold visuals, and unconventional messaging to market water like a lifestyle brand.
What makes it Gen Z: It rejects traditional advertising and mirrors internet humor and irony.
15. Chagee – “Bes-tea” campaign
Chagee used wordplay and relatable social content to engage younger audiences.
What makes it Gen Z: It uses simple, shareable language that fits everyday digital conversations.
Patrecia Meliana
Platform and product repositioning for Gen Z
16. Dove – “Turn Your Back” TikTok campaign
Dove launched the “Turn Your Back” campaign on TikTok to challenge harmful beauty filters. Creators were encouraged to physically turn their backs on the camera when a filter was applied, rejecting unrealistic beauty standards and calling out the impact on self-esteem.
What makes it Gen Z: It is platform-native, participatory, and values-driven. The campaign directly engages Gen Z concerns around authenticity, mental health, and digital identity while inviting creators to take a visible stance.
17. Tinder – “Crush feelings” campaign
Tinder reframed dating as emotional and intentional rather than purely casual.
What makes it Gen Z: It aligns with evolving attitudes toward relationships and self-awareness.
Patrecia Meliana
18. Huawei – “Now is yours” campaign
Huawei positioned its products around empowerment and ambition among younger consumers.
What makes it Gen Z: It ties technology to personal identity and future aspirations.
Patrecia Meliana
19. McDonald’s – Monopoly Gen Z revival campaign
McDonald’s refreshed its Monopoly campaign with digital engagement and social relevance.
What makes it Gen Z: It combines nostalgia with modern interaction formats.
Patrecia Meliana
20. Charm – Kartini Day campaign
Charm tapped into Kartini Day to connect with Indonesian Gen Z through cultural storytelling.
What makes it Gen Z: It blends local identity with social awareness, making it highly relatable in-market.
Patrecia Meliana
What marketers should take from these campaigns
Across global and Asian markets, several patterns stand out:
- Gen Z campaigns are culture-led, whether through K-pop, memes, or local traditions
- Content is designed for participation and sharing, not just impressions
- Regional nuance matters, especially in Southeast Asia where local culture drives engagement
- Brands are experimenting across formats, from TikTok challenges to anti-marketing narratives
Gen Z marketing campaigns are not defined by a single playbook. They vary across regions, platforms, and industries, but they share a common foundation in culture, identity, and community behavior.
For marketers, the opportunity lies in understanding what makes a campaign feel native to Gen Z, whether that is through K-pop collaborations, meme culture, or purpose-driven storytelling, and applying those principles in a way that fits their brand.
