Reaching Gen Z during back to school: 3 lessons to learn from Grammarly

June 2023

Featuring

Rebecca Brooker, Art Director/Designer at Ghost Note
Shannon Everley, Head of Acquisition at Grammarly
Johannes Helms, Creative Effectiveness Lead at Google Creative Works
Victoria Vargas, Supervising Producer at Ghost Note

In its inspirational YouTube ad campaign, Grammarly, alongside Ghost Note and Google Creative Works, tapped into Gen Z humor and trends to reach its key audience. “We wanted to create a world that had its humorous moments but also spoke to things that are important for Gen Z,” said Victoria Vargas, supervising producer at Ghost Note.

Using YouTube best practices, the brand and its partners delivered a relatable back-to-school campaign, giving students a lighthearted peek into their futures.

Find more creative inspiration with marketing insights by visiting Meet the Makers on the Think with Google YouTube Channel.

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Reaching Gen Z during back to school: 3 lessons to learn from Grammarly

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