The campaign: Carnival Cruise Lines teamed up with the retiree-focused TikTok group, Retirement House, to engage a multi-generational audience in an innovative manner.
Enter the granfluencer: Instead of the stereotypical young influencers, Retirement House’s channel boasts retirees diving headfirst into Gen Z TikTok trends, offering a delightful 'fish out of water' narrative.
How it happened: The collaboration came to life with the aid of Gen Z media company IF7 and ad agency Initiative.
The result was a TikTok series in which retired NFL star Rob Gronkowski, recruited by Carnival, gets lessons in leisure from the Retirement House crew on a cruise.
Wrapping up: Gronkowski’s notoriety broadened the campaign's appeal, connecting with both sports fans and leisure seekers.
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