This is about more than Gen Z.
It’s about the way they’ve reshaped marketing for everyone.
This week, Paul chats with Lara Stallbaum (CEO & Founder @ Twirl) and Rosie Donoghue (Digital Marketing Manager @ Umberto Giannini) LIVE from London’s Brand Advocacy Summit to unpack:
✨ How to speak Gen Z’s language without losing your brand.
✨ Why performance marketing isn’t enough anymore.
✨ The surprising way Gen Z are reshaping product and brand loyalty.
And of course, the big one…
How to build Advocacy with Gen Z consumers who’ll actually stick around.
You’ll learn:
What Umberto Giannini Found – Taking their products straight to students’ Freshers roadshows became unexpected research labs & Advocacy engines.
Why Raw, Real Content (yes, even with pimple patches) Wins – Because when the vibe is honest, the message lands.
Why Your Top Fans Might Already Be Creators – They’re on your CRM, they’re opening your emails, and they’re ready to create. You just haven’t activated them yet.
When It’s Time To Rethink Brand Guidelines – Control doesn’t have to mean creative restriction, if you curate and brief smarter.
Gen Z don’t just want something different. They want something real.
This episode’s in kind partnership with Twirl; delivering scroll-stopping UGC for ads, sites, and socials, powered by a top-tier network of creators who know how to make brands shine.
Learn more about them about: https://www.usetwirl.com/
Download their ‘Gen Z UGC Playbook’ here: https://www.usetwirl.com/guides/the-gen-z-ugc-playbook
Chapters
00:00 - Why Gen Z Marketing Is Everyone’s Marketing Now
04:00 - From Freshers Pop-ups to UGC Conversions
07:20 - Brand Loyalty vs. Product Loyalty
09:00 - How Connection Turns Customers Into Advocates
15:10 - Brand Guidelines vs. Raw Authenticity
20:00 - Building A Full Funnel UGC Strategy
26:30 - Why Your Customers Might Already Be Your Best Creators
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