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Transforming Gen Z's Passion for "Likes" & "Favorites" into Business: MERY
With the remarkable development of social media, influencer marketing and live commerce have gained global attention. In this context, the women's media platform MERY has initiated a project called "Life Creators," focusing on Generation Z. The "MERY Life Creators" are people who prioritize and live authentically with their own "likes" and "favorites," composed of both internal and external members of MERY. Currently, they are working on a project to share their "likes" through MERY's official Instagram account.
In this interview, we spoke with Hiroyuki Saita and Ayaka Okumatsu from MERY about the Life Creators project and the concept of "self-identity" important to Generation Z.
PROFILE
Hiroyuki Saita
Chief Brand Officer of MERY Co., Ltd.
Director of MERY Gen Z Kenkyujo
Graduated from Osaka University, Faculty of Letters, and the Osaka University Graduate School of Clinical Philosophy. Holds a Master of Letters. Joined Hakuhodo Inc. in 2007.
In addition to branding operations at MERY, he provides corporate marketing planning and creative solutions.
PROFILE
Ayaka Okumatsu
Chief Director of MERY Editorial Department at MERY Co., Ltd.
Joined MERY Editorial Department after working as an account planner for a digital advertising agency and as an editor for a beauty media. Mainly responsible for various social media platforms at MERY. Has launched projects to co-create content with external influencers in addition to in-house content.
MERY Gen Z Kenkyujo
Through interactions with the real Gen Z members of the paid community "MERY＆" and its articles on social media, "MERY" extracts insights and shares its research with client companies and the media to help solve corporate marketing issues.
Generation Z Valuing Self-Identity
First, could you tell us about the business initiatives of MERY?
SaitaAt MERY, our main business areas include media-centric advertising, brand production to solve client issues, e-commerce for individual consumers, growth hacking for corporations, and community products. The Life Creators initiative is one of the solutions under our brand production business.
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