Top Brands That Hooked Gen Z with Bold Marketing in 2024
How brands like Duolingo, Bumble, and Crocs captured Gen Z’s attention with bold, funny, and authentic marketing strategies that went viral in 2024.
Deepanjali
In 2024, brands aimed squarely at Gen Z’s dynamic preferences embraced humor, authenticity, and chaos to capture attention. This generation, aged 18-24, is rewriting the rules of consumer behavior, and brands have had to adapt to stay relevant. In fact, by 2030, Gen Z is expected to make up 36% of India’s workforce, influencing a massive $1.4 trillion in spending.
What worked this year? The answer lies in unhinged marketing, a trend that throws out traditional ad strategies in favor of chaos, memes, and bold humor. Brands like Duolingo and Crumble Pakistan became viral sensations by embracing the quirky and funny, often becoming pop culture icons themselves. Duolingo’s mascot, Duo the Owl, was a standout, popping into every major cultural moment, while Crumble’s strange memes and fun characters like Meowbaksh kept audiences laughing and engaged.
Humor was the secret ingredient for winning over Gen Z, with brands like Swiggy and Zomato doubling down on funny memes and relatable content. According to a Havas report, 27% of Gen Z said humor is a key factor in grabbing their attention. Why? Because, as Gen Z sees it, life is too short for boring brands.
For Bumble India, the dating app focused its marketing on self-discovery and dating experiences in your early 20s. Through influencer collaborations, Bumble tapped into the relatable themes of first dates and awkward moments, making its campaigns feel personal and engaging for this age group. It was a clever move, especially given that Gen Z was thought to be turning away from dating apps. By leaning into authenticity, Bumble made a strong connection.
Another standout was Crocs India. The once-ridiculed brand underwent a massive transformation, now seeing a 90% surge in sales. This shift is largely driven by Gen Z, who value unique aesthetics and self-expression. Crocs embraced this trend, with campaigns like #CrocsSquad, featuring Bollywood stars Vedang Raina and Rasha Thadani, to connect with the younger crowd. The brand also worked with popular influencers like Shantanu Maheshwari and Ruhee Dosani for its ‘Splash Your Style’ campaign, which combined comfort and creativity.
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And then there’s Duolingo, which has become a prime example of marketing for Gen Z. The brand’s unhinged approach—where humor meets pop culture—had them going viral throughout the year. A standout moment was Duolingo’s Dua Lipa concert stunt, where the brand produced over-the-top content, like cringey “miss you” videos and a dramatic Bollywood-style proposal. It was a clever way to latch onto a cultural moment and generate maximum engagement.
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So, what’s the key to capturing Gen Z’s attention? It’s about being bold, funny, and above all, authentic. Brands that embraced humor and quirkiness this year not only stood out but also built lasting connections with this powerful consumer group. In 2024, it’s clear: chaos, creativity, and authenticity are the winning strategies for Gen Z marketing.
