From Likes to Loyalty: Understanding Gen Z's Impact on Marketing

How are brands using Gen Z for their marketing campaigns? How do we understand Gen Z as an audience? How are brand adapting strategies to work for Gen Z in terms of platforms and lifestyle trends?

The Future Council are hosting a panel discussion on the topic of the impact of Gen Z on marketing and how brandshave built a strategy to speak directly to this new kind of customer.

Each of the fivespeakers will give a presentation on the topic followed by a Q&A session.

Conor Cochrane is one of the founders of Kash Beauty along with digital marketing companies Social Media Elite, Viral Media, and Icon Management. Overall he has amassed 15 years of experience in marketing and is considered a specialist in digital marketing. The companies have won many prestigious marketing awards in recent years and are only going from strength to strength.

Keilidh Cashell is one of Ireland’s leading social media creators - having amassed nearly 3 million followers on TikTok and 500,000 on Instagram due to her incredible makeup skills. She has carved out a niche for herself in the beauty industry with her crazy transformations into anything from the Grinch to her dog, George. Keilidh has been awarded many accolades throughout her career, such as Best Beauty Influencer at the IMAGE Magazine Business of Beauty Awards. Since the beginning of her career, she has attended the BRIT Awards, featured on the cover of Stellar Magazine, appeared as a guest judge on Glow Up Ireland and now appears regularly on RTE’s The Today Show to keep everyone up-to-date with the recent makeup trends also . Her wealth of knowledge in the industry allowed her to launch her own beauty brand, KASH Beauty, that recently became the first Irish makeup brand to have its own concession in Brown Thomas stores and is sold to 100 countries online.

Michelle Pons is a Social Strategist who began her career in Barcelona, working for brands like Benetton Perfumes, Ferrero, Inditex, Decathlon and Estrella Damm. She then moved to Ireland to complete her MSc in Marketing at Trinity College and joined Droga5 where she has been ideating and executing social strategies for Morgan Stanley, Uniqlo, Aer Lingus, Hunky Dory's and Dairygold.

Mark Kilbride as been working in consumer and brand comms for over 16 years and co-leads the extremely talented team of young creative and comms professionals at Sweartaker, the creative marketing agency. An expert in clever creative, integrated brand strategy, Mark relishes in devising boundary pushing campaigns that have lasting, positive impact for his clients which yield meaningful results. Something he believes Sweartaker is all about, and much more besides. Mark has worked with some of the world’s biggest and beloved brands, as well as some of the most entrepreneurial and inspiring minds in Ireland and beyond. He has worked on some of Ireland’s most successful comms and ATL campaigns for brands such as HEINEKEN Ireland, Life Style Sports, Guinness, TK Maxx, Orchard Thieves, Carlsberg, Budweiser, Bord Bia, Bloom, Irish Life, PlayStation, Santa Rita, DocMorris, BIMM Institute Dublin, IADT, and many, many more.

Ananya Varma started her career producing branded content at the BBC StoryWorks in India. She then moved to Ireland to pursue her Masters in Marketing from Trinity College Dublin where she wrote her dissertation on Influencer Marketing. Since completing her masters, she has been working in the production team at Droga5 Dublin.



TIME: 6.00PM




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