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When it comes to capturing the attention of Generation Z, brands have to go beyond traditional advertising. They need to speak their language, show up on their favorite platforms, and most importantly, invite them to be part of the story. That’s exactly what Vivo did with the launch of the V29 and its standout feature: Aura Light.
The Challenge: Connecting with Gen Z on Their Favorite Platform—TikTok
To showcase the benefits of the new V29, Vivo knew that simply displaying the product wouldn’t be enough. They needed to spark conversation and do it in an environment where Gen Z feels comfortable, creative, and heard. The answer was TikTok and more specifically, a Branded Mission campaign where the stars weren’t the ads—but the users themselves.
The Strategy: A Purposeful (and Bright) Mission
The campaign revolved around the hashtag #V295GShiningLikeAStar, inviting creators to show how they shine with the help of Aura Light. The best part? They didn’t need the phone to participate. Vivo developed a custom effect that simulated the V29’s lighting, democratizing access to the experience and removing barriers to creation.
Additionally, they partnered with local creators through TikTok Creative Exchange, ensuring that the content retained the authentic, relatable voice Gen Z values so highly.
The Results: Creativity, Connection, and Conversion
- Over 970 user-generated videos
- 20.6 million views
- +21.1% in ad recall
- +18% in purchase intent
- +17.5% in gross merchandise value compared to the previous quarter
What Brands Can Learn from This Case
Generation Z doesn’t want to be sold to—they want to be invited to co-create. They’re looking for brands that inspire them, listen to them, and give them space to express themselves. This case from Vivo proves that when you provide the right tools and motivation, engagement follows naturally.
As for platform choice, according to an eMarketer report on Gen Z buying behavior, TikTok is their go-to platform for product discovery and evaluation, with Facebook taking a backseat compared to previous generations.
