Case Study: Golden Games

A cultural celebration served with authenticity, entertainment, and inspiration.

Introduction

Gold House, an organization championing the Asian Pacific diaspora, celebrates cultural impact through the A100 List. In 2023, the A100 gained unprecedented attention, thanks to innovative strategies and partnerships. However, despite its success, Gold House identified several challenges in expanding the A100's reach, particularly among Gen Z. Golden Games is a digital strategy devised to overcome the challenges in expanding the A100's reach, particularly among Gen Z.

Role

Brand Strategist

Tools

Figma, Canva

Duration

March 2024

Team

2 Brand Strategists

Problem Statement
Relevance to Gen Z: The A100's format and promotional tactics didn't align with Gen Z's preferences and interests. With Gen Z prioritizing diversity, individual identity, and global awareness, Gold House recognized the need to tailor its approach to resonate with this audience.
Sponsorship Revenue: While the A100 attracted notable sponsors, there was potential to increase sponsorship revenue by integrating brands that resonate with Gen Z. Gold House aimed to develop creative activations that would appeal to both Gen Z audiences and potential sponsors.
Limited Gen Z Engagement: While the A100 attracted attention from diverse audiences, including industry leaders and celebrities, Gen Z remained largely untapped. Traditional marketing channels, effective with older demographics, failed to resonate with this digitally native generation.
Digital Strategy Gap: Gold House lacked a comprehensive digital strategy to engage Gen Z effectively. Without a tailored approach leveraging popular digital platforms, the organization risked missing out on a significant demographic and failing to achieve its campaign objectives.

Trends in Gen Z

As the architect of the digital strategy, I recognized the untapped potential of Gen Z engagement for the A100. Drawing upon my understanding of Gen Z's media consumption habits and cultural preferences, I conceptualized "Golden Games" as a transformative approach to bridge the gap between the A100 and this influential demographic. First I began with analyzing the trends amongst the target audience, Gen Z. 

UGC and Social Media Influence
Drawing upon my understanding of Gen Z's preference for authentic content and social media engagement, I integrated User Generated Content, UGC, into the campaign strategy. By empowering viewers to share their experiences and perspectives, we tapped into the power of social media to amplify the A100's message and impact.
Streaming Platforms Dominance
Leveraging my insights into Gen Z's media consumption habits, I emphasized the significance of streaming platforms like Netflix in reaching this demographic. "Golden Games" capitalized on this trend by offering culturally relevant content on a platform widely favored by Gen Z.
Cultural Representation and Identity
Recognizing Gen Z's commitment to diversity and inclusivity, I ensured that "Golden Games" celebrated cultural representation and identity authentically. By featuring A100 honorees cooking culturally significant dishes and sharing personal stories, the series resonated with Gen Z's values and aspirations.
Solution

"Golden Games" serves as a platform for A100 honorees to share their cultural heritage and personal narratives through the art of cooking, fostering deeper connections with their audiences. Additionally, the engaging and culturally rich content generated by "Golden Games" not only resonates with viewers on Netflix but also drives discussions and inspires content creation across various social media platforms, extending the reach and impact of the A100 community.

Solutions Breakdown

Netflix Series
"Golden Games" will debut on Netflix and provide Gen Z with entertaining and culturally enriching content. This series showcased A100 honorees cooking their favorite dishes, accompanied by personal anecdotes, fostering a sense of connection and authenticity.
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Social Media Integration: Short-form content snippets and highlights from "Golden Games" episodes will be strategically shared across Gold House's owned social media platforms. This encourages engagement and facilitates conversations among Gen Z viewers, amplifying the series' reach and impact.
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Website Integration: Additionally, a dedicated voting page on the A100 website allowed viewers to participate in interactive voting, further engaging them with the series and the A100 community.
User Generated Content
Leveraging the power of UGC, Gold House encouraged viewers to share their favorite moments from "Golden Games" using the hashtag #goldengames. This not only extended the series' reach but also facilitated peer-to-peer recommendations and discussions, fostering a sense of community around the A100.
Brand Partnerships
To enhance sponsorship revenue and align with Gen Z interests, Gold House partnered with Asian American food brands for integrated product placements within the series. These partnerships not only provided additional revenue streams but also added authenticity and relevance to the campaign.

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