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As a Y Combinator backed startup, Discz was well known by investors and VCs. However, Gen Z had no idea they existed. The company asked for my team's help in engaging and connecting with this demographic.
We built a marketing plan that analyzed the industry and competitors, audited their existing practices and suggested marketing strategies to help them #slay.
From our research and discussions with management, we learned that Discz competes in heavily saturated markets - entertainment and social media.
In our analysis we broke down their competitors' key products and strengths, and recommended ways for the company to win over users to become their preferred music discovery platform.
To properly understand our target demographic, we created personas of the company's ideal users - music enthusiasts and emerging artists. These personas helped hone our recommendations for a more targeted and personalized approach.
After providing a high level overview of the industry and target demographic, my team and I focused on the company's existing initiatives. We dove into their social media and website, going so far as to inspect their code and search engine presence.
Using the content audit as a guide, I mocked up potential website pages that improved their SEO and content strategy. My recommendations broke down the components of each redesign and explained why I believed it would be effective.
In addition to digital marketing recommendations, I provided recommendations for social media marketing strategies. The team was inspired by Duolingo - especially the Social First marketing strategy developed by Zaria Parvez. In short, the strategy focuses on building relationships with audiences, especially as studies have shown that Gen Z prioritizes trust and authentic connections with the brands they use.
When Discz approached us for help, I initially thought "I'm Gen Z ... it can't be that hard to connect with my people". It wasn't hard at all but it did require more analysis than I expected. Our initial impressions of Discz were based on intuition and a general understanding of popular trends. It wasn't until we conducted research and rationalized our decisions that we truly understood why some strategies resonated with Gen Z while others fell flat.
A caveat of this project is that we only consulted with the company and did not evaluate the impact of our suggestions. However, it served as my first experience conducting technical marketing and working with a D2C / YC company! #slay
