DDOB (Daily Dose of Beauty), a social platform for influencers bringing together over 12,000 young opinion leaders: bloggers, YouTubers and Instagrammers – representatives of Generation Z and Millennials – one of the companies in the AdNext group – has published Poland's first comprehensive e-book on teen marketing.

The publication is a practical guide in which practitioners and experts, as well as those directly concerned, advise how to communicate with this group. It is a read not only for marketers, but also for anyone following the latest trends in marketing.

The Most Active Consumers

Teen marketing is a phenomenon that attracts interest not only among people in media, advertising or marketing. It is precisely with all interested parties in mind – advertising professionals, heads of marketing departments, directors, analysts, sociologists, researchers, but also teenagers who can look at themselves from a different angle – that this e-book was created. Our e-book is an attempt to answer the question of what the future dominated by Generation Z will look like – says Bartek Sibiga, creator of DDOB – Poland's first and one of the world's first platforms bringing together bloggers from the Millennial generation and Generation Z – digital natives raised with a smartphone in hand.

The Goose That Lays the Golden Eggs

Millennials and Generation Z are a highly influential and at the same time lucrative group – on the one hand with limited financial resources, on the other with considerable influence over purchasing decisions made within the family, and highly skilled at securing funds to meet their own needs.

Millennials and Generation Z are a very important target group for brands in the beauty, fashion and new technology categories alike. Effectively reaching them and engaging them in marketing activities is a challenge for marketers and those responsible for brand promotion. This generation cannot be pigeonholed, which is why it is so difficult to reach through traditional marketing tools. It is a challenge for marketers wondering how to reach this target group and win its loyalty and engagement – says Mateusz Krogulec, Managing Director at Szeri Szeri and Co-Owner at DDOB.

Teen marketing is aimed at the school-age group between 13 and 17 years old, although observing how quickly "today's youth" grow up, it can confidently be directed at younger age groups as well (even 10, 11 or 12-year-olds). New generations have moved a significant part of their lives online, influencing the development of new sectors of the economy and forcing the development of new forms of marketing communication. In our publication we focus on the most classic group, taking into account people between 13 and 26 years old (from early school years all the way to people just after graduation) – says Mateusz Krogulec of Szeri Szeri (AdNext group).

Knowledge Backed by Experience

In the e-book we share our experience and outline the paths to reaching digital natives and the content formats that work in teen marketing. Nearly 80% of people consult advice from someone in their circle or opinions found online before making a purchase – most of them (almost 70%) value the opinions of their loved ones and influencers equally. That is why communication based on the use of opinion leaders is becoming a very important element of brands' promotional activities. It takes on even greater significance in activities directed at young consumers, to whom we have devoted our publication – says Bartek Sibiga, founder of DDOB (AdNext group).

The e-book addresses topics such as:

  • What is teen marketing and how to use it?

  • What influences the purchasing decisions of the digital natives generation?

  • Engagement and loyalty – the greatest strength of the young target group.

  • Influencer marketing for teenagers. How to choose a well-matched influencer?

  • Mobile first – the generation with a smartphone in hand.

  • Good and bad practices in teen marketing.

The publication includes statements from recognized experts in the marketing industry: Wojtek Walczak, Strategy Director & Partner at strategic agency Melting Pot.; Łukasz Głombicki, Head of Communications at LifeTube; Michał Wieczorek, Content Marketing Specialist at Sotrender; Mikołaj Winkiel, Chief Evangelist at Brand 24; Ilona Hanzel of TAKAOTO.PRO; Anna Przybys, PR Manager at OFFON Agency; and Grzegorz Berezowski, CEO of NapoleonCat.

The e-book also contains comments from teens – well-known influencers who work with various companies on a daily basis – Michał Dudziński, Adrianna Kępka (True Beauty is Internal), Paulina Gabrielyan and Weronika Szymańska (Vroobelek).

In addition, readers can familiarize themselves with case studies of interesting campaigns in which the potential of influencers was used.

The e-book's partners are: Brand 24, LifeTube, Melting Pot., NapoleonCat, OFFON Agency, Sotrender and TAKAOTO.PRO

Media patrons of the publication: AdMonkey, Marketing i Biznes, NowyMarketing, Magazyn Online Marketing, OOH Magazine, portalmedialny.pl, PRywatki and signs.pl.

The e-book can be downloaded at: https://ddob.com/ebook

DDOB.com (Daily Dose of Beauty) – a social platform for influencers bringing together over 12,000 young opinion leaders: bloggers, YouTubers and Instagrammers – representatives of Generation Z and Millennials. DDOB specializes in teen marketing. The company is appreciated for its innovative approach to communicating with young clients and effectively reaching this demanding target group through its opinion leaders. DDOB uses crowdsourcing in content creation (content marketing), prepares non-standard campaigns for brands from various industries, and reach campaigns on Instagram. Brands such as Samsung, L'Oreal, Allegro, Inglot, Show Room, Garnier, the DOZ pharmacy chain, Durex, Lazarski University, DaWanda, Nestle and Coty have already taken advantage of the platform's potential.

AdNext is a group of companies specializing in digital activities. It offers comprehensive services in media strategy, content marketing, cooperation with influencers, optimization and performance marketing. The Group includes MasterMind, SCOOP, Szeri Szeri, DDOB, Optimise and MTI. The consumer is at the center of all AdNext activities. Thanks to its individual companies, the group has knowledge about consumer behavior and preferences and has tools allowing it to quickly gather the necessary information about effective ways of reaching and engaging audiences. The group often proposes non-standard solutions, but ones that bring measurable results for clients. The startup structure of the group's companies allows for rapid adaptation to the changing requirements of the digital market. Depending on the project, the individual companies operate together or as independent entities, providing clients with end-to-end services from consulting and strategy through campaign production and media.

About the authors:

Bartek Sibiga - founder of the blogging hub Daily Dose Of Beauty, is a computer science student and a Polish skiing champion. An injury that prevented him from continuing to compete and race on the slopes forced him to bet on his own startup. The result was Poland's first and one of the world's first platforms bringing together bloggers from the millennial generation and Generation Z - digital natives raised with a smartphone in hand. DDOB's offer is directed both at readers and creators - it makes it easier to navigate the blogs of young influencers and also supports authors' promotional activities.

Mateusz Krogulec - Managing Director at Szeri Szeri - www.szeriszeri.pl and Co-Owner at DDOB www.ddob.com. In the interactive industry since 2008. From the beginning of its operations until its debut on the NewConnect market, he was PR Manager associated with Socializer SA. Currently he is responsible for Szeri Szeri – a company specializing in activities on blogs and among influencers – and DDOB.com, a platform bringing together bloggers from the Millennials generation and Generation Z.