The Mandai Wildlife Reserve, a tourist park in Singapore, posted a video late last year that became a viral hit: two of its millennial-age employees, wearing staff uniforms, described the park using Generation Z lingo. “Pop off, queen,” one of them dryly intones. “Slay,” says another.
“We let our Gen Z intern write the marketing script,” was the video’s headline – which quickly became a meme across social media, with dozens of brands offering their own spin.
The trend was part of a broader movement within marketing.
First companies paid social media influencers to hawk their products. Now, they’re turning inward: It’s not just social media interns popping up all over corporate social media – it’s employees with all sorts of jobs, who have been tapped by their employers, sometimes through formal programmes, to help build the brand.
On Lego’s official TikTok page, its designers explain…
