---
title: "How to Integrate with Gen Z? Walking Side by Side with Young People in the Name of Music"
description: "From luxury camping to road trips, from hip-hop culture to national trend, young people today have richer material and spiritual lives and higher pursuits. Music, as a powerful emotional carrier, is a soul language for brands to communicate deeply with consumers. Recently, Master Kong Braised Beef Noodles, based on deep insight into young people's mentality, joined hands with spokesperson Zhang Yixing to launch a music-themed campaign '#Move It, This Is the Taste' to inspire young people to move forward."
author: "皮皮"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-11-01"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/hF2aiV0KY-ifU_YO9Wx5JA"
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# How to Integrate with Gen Z? Walking Side by Side with Young People in the Name of Music

> From luxury camping to road trips, from hip-hop culture to national trend, young people today have richer material and spiritual lives and higher pursuits. Music, as a powerful emotional carrier, is a soul language for brands to communicate deeply with consumers. Recently, Master Kong Braised Beef Noodles, based on deep insight into young people's mentality, joined hands with spokesperson Zhang Yixing to launch a music-themed campaign '#Move It, This Is the Taste' to inspire young people to move forward.

From luxury camping to road trips, from hip-hop culture to national trend, tasting tea and reading, tipsy e-sports... Born in a prosperous era, contemporary young people have richer material and spiritual lives, and have higher pursuits for spiritual culture.
Among the broad interests of the younger generation, music is not just a pastime but tends to be spiritual comfort, known as the "oxygen tube" for young people. At the same time, music's strong infectiousness and young people's enthusiastic love make it a soul language for brands to cross barriers and achieve deep communication with consumers.
Recently, popular artist Zhang Yixing, just after his birthday, did not stop his musical steps and brought everyone a new song full of vitality and strength, "Move It", encouraging every young person who works hard and leading them to move forward in the direction of their hearts!
Subsequently, Pipi discovered that this "Move It", which has won over countless young people, is actually a vivid and sincere communication with young people by Master Kong Braised Beef Noodles, based on deep insight into young people's mentality, starting from spiritual needs, joining hands with spokesperson Zhang Yixing, using music as a carrier, with the theme **#Move It, This Is the Taste#**!
**01** **Riding the Trend of the Times, Holding a High Spirit** **Inspiring Young People with the Power of Music** The new generation of main consumers today is extremely energetic young people. Due to higher education levels and greatly enriched material life, they think more actively and act more decisively. Master Kong Braised Beef Noodles caters to the positive and upward attitude of contemporary young people, joining hands with positive energy artist Zhang Yixing, injecting the brand spirit of vitality and courage into the soul of music, **inspiring young people to move and find their own youthful taste.** **1. Joining Hands with Popular Artists to Answer Social Propositions** With the rapid economic development and the full arrival of the traffic era, cooperating with a star artist with both reputation and strength, and strong public opinion influence and commercial value, is a choice that gets twice the result with half the effort for brands. Besides traffic potential and star halo, Zhang Yixing also has the positive spiritual power as a positive energy idol, which is very consistent with the uplifting brand spirit that Master Kong Braised Beef Noodles has always had. The two, through compatible collision and resonant content creation, showcased and output musical dreams at the same frequency as young people, gaining recognition from a large number of audiences. In today's era of material abundance and spiritual richness, there is still a need for a new generation of young people who strive for dreams, for self-achievement, for giving back to society, and for serving the motherland. Life lies in diligence; without seeking, what gain? A journey of ten thousand miles, must strive for every moment. This is an inevitable proposition under the trend of the times, and it is also the answer given by Master Kong Braised Beef Noodles. **2. Leveraging the Music Carrier to Release Sunny Temperament** In the era of social networks, music, as an important emotional carrier, plays a very important role in public life. At the same time, using music's inclusiveness, universality, and infectiousness to enhance communication and exchange with consumers, meet audience needs, thereby deepening brand awareness in users' minds and driving sales conversion, has gradually been favored by major brands. Master Kong Braised Beef Noodles and Zhang Yixing use music as a communication medium, opening young people's hearts with a fitting attitude, making the youthful vitality in the brand's "classic taste" perceptible and knowable, and outputting the brand's sunny temperament in a more personified way. **3. Responding to the Emotions of the Times, Conveying Positive Values** In a highly competitive environment, brands pushed forward by both users and the market face huge competition. In the long run, brands with social value will prosper. In this context, accumulating humanistic spirit, endowing brands with emotional value, and activating the internal drive of marketing is undoubtedly a wise move. Master Kong Braised Beef Noodles has always catered to the development needs of the times, bravely assumed social responsibility, and guarded the "Chinese Dream". This time, it seized the emotions of the times with creative content output, conveyed the brand's positive values, thereby creating buzz for the brand and seizing the high ground of traffic. Leveraging idol power, music carrier, and the emotions of the times, Master Kong Braised Beef Noodles successfully elevated its brand proposition, injected more youthful elements into the brand, successfully left a vibrant, bold, and charming youthful brand image in consumers' minds, efficiently enhanced audience favorability towards the brand, and brought new thinking for the industry on communicating with young people.
**02** **An Interesting and Substantive Sincere Communication** **Deeply Linking with Young People** With excellent marketing content, efficient communication strategies are also needed to reach broader and more precise circles. Besides emotional resonance and value resonance, Master Kong Braised Beef Noodles also achieved soul communion with young people through many interesting gameplay methods.
**1. Long-term Promotion + Two-way Communication, Immersively Mobilizing Fan Potential** From Zhang Yixing posting his first new single "Move It" on his personal Weibo account after his birthday, to Master Kong Braised Beef Noodles using "Move It" as the brand single and releasing a new Brand Video "Move It, This Is the Taste", to posting behind-the-scenes footage of the ad shoot on various platforms and actively interacting with fans, Master Kong Braised Beef Noodles, together with Zhang Yixing, conducted a long-term promotion and two-way communication with the audience, **carrying out a grand and enthusiastic interaction, immersively mobilizing fan potential, and igniting brand buzz.** **2. Authoritative Media + Hardcore Exposure, Strongly Setting the Tone and Seizing the Ecological Niche** In addition to leveraging the artist's influence to attract fan attention, Master Kong Braised Beef Noodles also boosted the overall momentum of the campaign through multi-dimensional online and offline layouts. Online, the brand aligned with the 20th National Congress, combined with new media communication, triggered social empathy, **established a positive brand image with authoritative media endorsement**, and actively converted fan interactions on social platforms, using attention, reposts, sharing with hashtags, and joining brand fan groups as task mechanisms to encourage fans to actively spread the "Move It, This Is the Taste" ad and follow the brand's official Weibo. It also creatively set up **brand moments**, bringing the most novel experience to the public in a more vivid presentation, effectively increasing consumers' enthusiasm for active participation. Offline, Master Kong Braised Beef Noodles used outdoor light boxes for broad coverage in key markets, continuing online heat, attracting fans to check in offline, and pre-burying follow-up actions to mobilize widespread attention. The subsequent subway media, with stunning visual effects, met public expectations, **helping the communication effect land and hardcore seizing the communication ecological niche.** **3. KOL Drainage + Fun Secondary Creation, Dual Empowerment of Traffic and Sales** In the entire communication chain, from the release of the single when music KOLs followed the artist's fancy calls to boost the single's popularity; to after the ad release when music review KOLs/allies continued to interpret the single, and information/entertainment KOLs further interpreted and spread the ad and single from a spiritual level, **elevating the brand spirit, expanding the audience, and forming cross-circle communication.** Later, various platforms simultaneously released artist ID video secondary creation recruitment, Douyin topic pages called on users to play with the brand single, stimulating national co-creation, triggering audience self-propagation, accumulating private domain traffic, and creating fissionable communication effects; and simultaneously linked offline with college students, completing the "Move It" dance challenge on Douyin relay, further expanding platform buzz, calling on consumers to dance offline for discounts, directing traffic to offline sales, **connecting online and offline, achieving efficient conversion of traffic and sales, and achieving unity of brand and effect.** Through fine online and offline layout, precise control of marketing rhythm, innovative gameplay to carry activity traffic, user co-creation to continue activity heat, Master Kong Braised Beef Noodles achieved a logical closed loop under the recognition of different circle consumer groups, **turning consumers' memory of music into brand recognition points**, completing the deep construction of brand influence, thereby seizing user mindshare and helping the brand occupy the market and win the first opportunity.
**03** **Locking the Red DNA** **Playing with Brand Youthfulness** With the continuous rise of Gen Z, the entire society's consumption concepts and market demands are undergoing new changes, and value consumption is gradually occupying the mainstream of the market. **Only by opening up thinking, building new gameplay that conforms to young people's values, and seizing the future main consumer users can brands win the new round of consumption upgrade.** But the essence of youthful marketing is not just changing the image to "please" young people, but rather insight into trend trends, more accurately grasping the interests and hobbies of the target group, building a more suitable and efficient communication context, outputting value orientations that fit the young group, using brand charm to establish trust relationships with consumers, conveying brand values, and thereby achieving audience mind recognition. Based on insight into the current life state of young people, Master Kong Braised Beef Noodles uses music as a carrier to convey warm care, guiding young people to move, live brilliantly, and pursue their own youthful taste. As a companion, it resonates with consumers at the same frequency, creating unique shared memories, and with a positive attitude, conveying the spiritual power that inspires young people to move forward towards their dreams. On the one hand, Master Kong Braised Beef Noodles achieved a new breakthrough in brand marketing power through excellent music marketing, **helping brand influence spread across circles and further consolidating brand status;** on the other hand, by conveying positive energy content and resonating with users, it created new brand highlights, while strengthening its differentiation barrier with unique brand value connotation, **enhancing brand affinity and user loyalty, achieving a win-win for brand traffic and reputation.** Master Kong Braised Beef Noodles, with this music marketing as a leverage point, caters to the current trend of the times, **using the power of music to meet young people's spiritual needs, using quality products to meet consumers' life needs, using hardcore strength to boost brand influence, and using creative content to contribute unique strength to market development.** In the future, we look forward to Master Kong Braised Beef Noodles continuously forging ahead, **carrying the common taste memory of the Chinese people, engraving the red DNA into the brand gene, and continuously empowering brand youthfulness with long-term vitality**, remaining timeless in the torrent of the times, bringing more warm protection to consumers and making more innovative demonstrations for the industry.


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