PROJECT 01
Gen Z Lifestyle Creator Campaign — US Market
Tiktok + Instagram
PROJECT STORY
Product
Smart Lighting
YEAR
2025
DURATION
2 months
CATEGORY
Smart Home/Lifestyle
BRIEF
A smart home & lifestyle brand needed to enter the dorm setup & room transformation in a way that felt native to Gen Z — not a product placement, but a real part of dorm life, room setup, music and campus identity.
Challenge: Deliver 20 creator volume within a tight seasonal window (10 weeks) while keeping content visually relevant, youthful and authentic to Gen Z culture. The product needed to feel like part of the creator's space — not an ad sitting in it.
APPROACH
ACC identified that the strongest opportunity was not simply "student creators." The product needed creators whose everyday content already carried the right signals: dorm life, room decor, music, study spaces, comedy, campus energy or aesthetic lifestyle content.
SOLUTION
A TikTok + Instagram creator system built around five content roles — student lifestyle, music and performance, room setup and transformation, comedy and POV, and aesthetic creators. TikTok was used as the engine for content volume and Gen Z reach. Instagram built visual desirability and brand identity. Creator selection was weighted by cultural fit, audience receptiveness, and natural product-scene alignment — not follower count.
OUTCOME
25 creator posts delivered in 2 months, exceeding the original 20-post target. 5% average engagement rate. 1M+ combined creator follower reach. Full creator approval completed in approximately 5 weeks.
25 posts
Delivered vs. 20-post original target
5%
Average engagement rate
29 days
Combined creator follower reach
8 Weeks
Kickoff to full campaign executed
3
Used content structure as a performance lever.
The campaign's standout creator led with a single pain point, demonstrated with quantified specifics, and closed with a clear engagement prompt — driving a 5.87% like rate and above-average views. That structure is now a reusable template in ACC's campaign SOP.
2
Used TikTok and Instagram for different jobs.
TikTok drove content volume, cost efficiency, and casual Gen Z energy. Instagram Reels built stronger visual identity and brand desirability. Platform roles were defined before sourcing began — every creator was briefed for their specific platform context, not a single generic script.
1
Selected creators for cultural fit
"Gen Z" is not a creator type — it is an audience. ACC filtered by content signal: creators whose existing videos already featured dorm setups, music reactions, room transformations, and campus lifestyle naturally. The right environment made the product feel essential without heavy brand explanation.
Adapted in real time as scope evolved.
How We Did It
