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  • Obsessee crafts content for app-happy teens
  • Obsessee crafts content for app-happy teens
    Thomas Hawk, Creative Commons (2014) ©
CASE STUDY

Obsessee: media for dot-com-ditching Gen Zers

The all-consuming popularity of mobile platforms like Instagram and Snapchat among teens hints that the World Wide Web may be in fast decline. In an effort to connect with these app-happy Gen Zers, media brand Obsessee is ditching the dot-com and publishing directly to social channels.

Location United States

Scope
The all-consuming popularity of apps like Instagram and Snapchat among teens indicates that the World Wide Web may be in fast decline; 91% of US teens own or have access to a smartphone, and spend an average of six hours a day on their devices. [1][2] In an effort to connect with Gen Z, media brand Obsessee is ditching the dot-com in favour of publishing directly to social channels. Can its social-only strategy and partnerships with teen content creators, internet influencers and hip youth brands demonstrate a new way to market to these digital natives?

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