OUR PLAN B

In the event that Faux Pas Label fails to meet campaign objectives through Instagram and TikTok, our Plan B is to promote through other well-established social media platforms such as Facebook and YouTube. Although stated in our strategy as the inferior social media platform for Generation Z consumers, Facebook is the highest grossing social media platform in the world, currently having over 2.6 billion users (Statista, 2020). Facebook may not be as common with Generation Z consumers as it used to be in its earlier days, however, it is still in day-to-day life for Generation Z consumers, with 34% using Facebook daily (IBM, 2019). Facebook is a viable back-up option in case Instagram fails to assist us in meeting our objectives. More so than Facebook, YouTube is extremely popular amongst Generation Z consumers, particularly females, where 62% browse YouTube daily (IBM, 2019). A study from Think with Google (2020), found that YouTube is the number 1 social media platform for Generation Z when they want to relax. YouTube being a way for Generation Z consumers to relax can be both a positive and negative for advertising campaigns. For a positive, when Generation Z consumers relax and ‘let their guard down’, they will be more susceptible to advertising and subconscious recognition and recall of the brand. A negative, is that when relaxing people tend to switch off their minds after a day of continuous thinking and problem-solving, this creates a problem for marketers who are trying to grab the attention of potential consumers. Adding to this, Generation Z consumers can lack patience and are used to quick access. A study by Magna (2018) found that 65% of Generation Z YouTube users skip advertisements that are placed before the video that they intend to watch. In the event that Faux Pas Label fails to meet campaign objectives through Instagram and TikTok, YouTube and Facebook are viable back-up options in terms of meeting our objectives.