Water World Ocean Park X SSWAGGER: Gen Z dance splash creates viral buzz in Gen Z community

This summer, Water World Ocean Park connecting with the younger generation requires more than traditional marketing strategies.  

Water World Ocean Park, Hong Kong's premier aquatic destination, recognised this and partnered with SSWAGGER, a generation Z co-owned social media platform with a massive Gen Z following and strong university community network, to launch a groundbreaking campaign that burst with the viral fun of K-Pop dance and inspired Gen Z to dive into the fun. 

Water World Ocean Park (WWOP), The all-weather seaside water park has a history of inviting local influencers for social media promotion. The water park's theme for the summer of 2024 is Summer Frenzy Party Time and has prepared a series of exciting Sun Battle activities for young people to enjoy with family and friends! This year’s collaboration with SSWAGGER, hoping to invite Generation Z, however, took the campaign to new heights. 

With a massive following of over 101k Gen Z and university students, SSWAGGER is deeply connected to local universities through its University Network.  

The platform curates engaging content that resonates with the Gen Z audience - especially the #GenZTheWave series, which features young movers and shakers in the city and perfectly matches WWOP's goal of inspiring and connecting with the younger generation.  

Titled “SSW x WWOP Dance Challenge 2024”, the collaboration brought some of the most sought-after Gen Z influencers to perform Gen Z-choreographed K-pop dance moves at various locations within the water park to create 20 energetic, adrenaline-boosting Instagram posts and two Instagram Reel videos, generating significant buzz and excitement.   

The social media impact was complemented by individual Instagram posts by key influences across the spectrum to shape the WWOP’s position as a must-visit destination for young, fun lovers and families. 

Franklin Law, marketing director, Ocean Park Corporation, expressed enthusiasm for the collaboration, stating, " We were thrilled to partner with SSWAGGER to create a campaign that resonates with our young audience. By leveraging its social media expertise, we effectively connected with Gen Z, showcasing Water World's attractions and vibe as the perfect destination for everyone to enjoy water fun." 

With the content resonating strongly with the target audience, the campaign was a resounding success. The uplifting and engaging content amplified WWOP’s Summer 2024 opening, making it a huge talk of the town, making it a desirable destination for Gen Z and young families.  

Through the impactful presence of K-Pop artists, university students, teenagers, children and family influencers, it also crafted a profoundly impressive image of WWOP as a young, family-friendly destination. The campaign also built a strong brand awareness by leveraging the algorithm advantages and media coverage, which ultimately converted into quantifiable returns: public visits.  

SSWAGGER provides a platform to connect with Generation Z, allowing them to express their lifestyle attitudes. In the future, more creative programmes will be launched to attract Generation Z and university students, offering brands a channel to engage with this generation.   

SSWAGGER hero content #GenZTheWave series is a powerful tool for engaging with this demographic. The Dance Challenge offered a platform for Gen Z dance talents to shine; it also gave WWOP a valuable opportunity to connect with Gen Z.  

The SSWAGGER x Water World Ocean Park campaign demonstrates the power of social media marketing. By understanding the target audience and leveraging the right platforms and influencers, brands can create campaigns that drive engagement and build lasting relationships. Beyond the immediate benefits, the campaign fostered a sense of community and belonging among young people. 

This article is sponsored by New Media Group.