Influencers’ role in helping brands enter Gen Z internet subcultures was also a frequent topic of discussion. For its recent anime-focused “WcDonald’s” campaign, McDonald’s teamed up with creators in the anime and gaming niches—including several Twitch streamers, who helped promote a brand activation in the game Fortnite, said Kaylah Burton, social strategy director at Wieden+Kennedy. “These creators allow us to reach corners of the internet that we would not otherwise reach, and it allows us to further meet fans exactly right they are,” she said.
Read more about the “WcDonald’s” campaign
Some marketers are also leaning into the fact that many Gen Zers are viewing entertainment content such as sports through the lens of their favorite creators. The New York Liberty women’s basketball team, for example, created a row near the court for influencers to film video content and interview players, said Shana Renee Stephenson, the team’s chief brand officer.
“Really adapting with the time has really just made us think about other ways that we can bring Gen Z closer to our game,” she said.
Also read: Inside women’s sports marketing
Whalar Talent president Victoria Bachan highlighted the importance of working with a diverse range of creators—a process that “starts with each individual marketer,” she said.
“You can train your algorithm to show you these sorts of things,” Bachan said. “You can train your algorithm if you see an amazing Black or brown creator, click on their profile, spend time on it, engage with it, you will see more. It will show up. They are there, they are hungry to work, they have incredible POV and perspective. And if you're not sure where to go—little plug—you can reach out to management companies or agencies and specifically ask for their Black or brown rosters.”