DMA HK: OneDegree’s Courtney Lau on how to attract the advanced digital native Gen Z

In today’s rapidly changing digital landscape, Gen Z consumers expect more than static content; they seek immersive, interactive experiences tailored to their passions and behaviours.

According to OMD Hong Kong’s “Youngster report”, Gen Z sees social media as an essential part of their lives,  frequently using it for searching, connecting, and discovering new content. 

Moreover, Gen Z mainly watches video content on smartphones and smart TVs, with 52% of their viewing time dedicated to smartphones. They are especially attracted to platforms such as Instagram, Facebook, X, and YouTube.

In a conversation with MARKETING-INTERACTIVE, Courtney Lau, head of growth, OneDegree, said as a virtual insurer, the company strategically engages with the Gen Z demographic by leveraging trending topics to spark discussions and promote special offers across various social media platforms. “By aligning our promotions with current interests, we capture their attention and cater to their specific needs effectively.”

The impact of gamification on user experience

Apart from social media, gamification is crucial for enhancing user experience and shaping marketing campaign strategies. A study on in-app advertising trends by PubMatic reveals that 67% of global internet users are currently mobile gamers.

Meanwhile, the top five gaming genres have similar market shares, with puzzle games at 25%, adventure and match games at 23%, and arcade and racing games at 20% and 19%, respectively.

As an interactive approach, gamification enhances user experience by making it more enjoyable and immersive, which encourages users to spend more time engaging with a product or service, said Lau.

Moreover, games and gamified experiences are inherently social, often encouraging users to share their achievements and progress with others, according to Lau.

“This social aspect can amplify the reach of marketing campaigns as users share their experiences with friends and followers, leading to increased brand visibility and engagement,” she said. 

Connecting with Gen Z through offline events

On the other hand, Lau noted there's a growing trend among advanced or digital native generations who actively seek offline community experiences that resonate with their values and fulfill their purchasing needs.

Taking OneDegree as an example, Lau said in addition to its online initiatives, the brand actively engages in offline events such as adoption days and support initiatives, including the Pet Expos (寵物節) in January, Cat Shows (貓迷博覽會) in July, and the LGBTQIA+ carnival Pink Dot Hong Kong this September. These activities not only support noble causes but also provide Gen Z participants with insights into OneDegree’s corporate values, fostering a deeper connection with the brand.

A significant number of Gen Z and Millennials visit our booth at offline Pet Expos and Cat Shows, attracted by the opportunity to find the best deals on pet amenities such as food, toys, and even pet insurance,” Lau said. 

Explore the latest digital marketing trends to empower your brand for sustainable growth. Join 200+ industry players and marketers at Digital Marketing Asia 2024 Hong Kong on 22-23 October and discover the key to sustainable growth in the new digital era, network with industry leaders and find out more about real-life marketing wins and thought-provoking ideas.

Related articles:

DMA HK: StanChart HK on how marketers can amplify the marketing funnel with AI
DMA HK: GEOX's Elaine Tai on how to ensure regional alignments in the tech era
DMA HK: LPS’ Dickson Ma on how the CMO role is evolving in tech era