Share More U24: Connecting Young Audiences

Reaching under-24s is the holy grail of digital marketing — and the segment most likely to punish brands that get it wrong. The Share More U24 campaign took a peer-first approach, building content with young audiences rather than for them.

The Strategy

Rather than creating polished brand content and pushing it through paid channels, Share More U24 recruited young content creators to tell their own stories. The brand provided the platform and the brief; the creators provided the authenticity.

Platform-Native Distribution

Content was created specifically for the platforms where the audience already spent time. Snapchat content felt like Snapchat. Instagram content felt like Instagram. Nothing was repurposed across platforms — each piece was native to its environment.

Results

The campaign achieved engagement rates significantly above category benchmarks. More importantly, sentiment analysis showed that the audience perceived the content as authentic rather than branded — the highest compliment in youth marketing.

The approach validated a principle that’s now widely accepted but was controversial at the time: giving up creative control to your audience produces better results than maintaining brand consistency at the expense of authenticity.