Case Study #1: IMVU

The Client
IMVU is an online metaverse and social networking site. IMVU members use 3D avatars to meet new people, chat, create, and play games.

The Problem
IMVU was quite popular when we were kids - but interest has since dwindled. They had a difficult time converting and retaining new users, specifically Gen Zs.

The Insight
IMVU was limited to one niche: gamers. Let's meet Gen Zs where they're at and diversify the IMVU audience by tapping into TikTok fashion influencers!





Campaign Metrics


total video views


total likes


total engagement


total audience reach

What the fans are saying...

Case Study #1: ThinkLA

The Client
ThinkLA is a media, marketing, and advertising collective with a mission to connect and inspire the Southern California marketing community.

The Problem
ThinkLA's biggest disconnect is its approachability. It screams professional, prestigious, and only-for-the-big-dogs – which feels unapproachable to many Gen Zs who are just getting started in their careers.

The Insight
One of the biggest challenges college aged Gen Zs face is figuring out what the industry looks like, who is in it, and how far it expands. The need for ThinkLA is there: they just need to open the door to Gen Z.

Research Methodology

Research Findings

Insights & Recommendations

Case Study #1: Paul Frank

The Client
Paul Frank is an iconic, global cultural brand bringing smiles to the world through their most recognizable character, Julius the Monkey.

The Problem
Paul Frank has struggled with relevancy in recent years. Though the brand is instantly recognizable, they are perceived as "nostalgic" rather than "current" especially with Gen Z.

The Insight
With a tagline of "Don't Forget to Never Grow Up," Paul Frank has an opportunity to resonate with the next generation who desperately seek a brand to rally behind in these crazy times.



Campaign Metrics

total views
total engagements
follower growth
total impressions
total engagements
follower growth

What the fans are saying...

Case Study #2: OutLoud Sports

The Client
Formerly "Varsity Gay League," OutLoud Sports is the nation's original adult recreational sports league that serves the LGBTQIA+ community.

The Problem
As an organization built on inclusivity, the name "Varsity Gay League" only represented one community within the LGBTQIA+ community. OutLoud Sports is a growing organization with over 37,000 members nationwide and after 15 years, it was time to refresh their brand.

The Insight
We found that when it comes to Queer verbiage, there's a fine line with their name being inclusive & representative or on the other hand, intimidating. We were challenged with crafting a name and identity that represented both sports & the LGBTQIA+ community, without ostracizing those on the spectrum that are still in self-discovery. OutLoud Sports does just that: emulating the inner child, the ugly laugh, the primal scream: it’s the culmination of repressed joys and an acceptance of yourself.

Brand Guidelines Preview

Logo Design:


Gen Z at the Forefront of Digital Marketing

We aim to reach Gen Z the Gen Z way: through unfiltered digital media, engaging in emerging trends, empowering the community, and building brands to rally behind. Every stage of our approach is seen from a Gen Z lens: with each member of the Koi Pond bringing new and unique perspectives on Gen Z beyond data points on a chart.

NinetyEight is more than a marketing agency. We’re a Gen Z agency. And we want to put YOU in the driver’s seat.

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Gen Z Hot Takes

We Asked, You Answered

The Gen Z experience is nuanced and unique: from dating to careers and even unpacking our humor, we aim to uncover Gen Z truths to help brands and other generations better understand us. Thanks to your insights, we produce quarterly Hot Takes to let people into the world of Gen Z.

Dating in the 21st Century as a Gen Z

What's it really like?

Gen Z in the Workforce

Gen Z Consulting

Real people. Real stories. The real Gen Z. Gen Z is more than just the “TikTok” generation. At NinetyEight, we look beyond short-term trends and into the underlying “whys” that will ultimately drive Gen Z to your brand.

Influencer Marketing

From influencers to brand advocates, we foster relationships that go beyond a one-time transaction.  Our creative team of Gen Zs takes influencer campaigns personally: handpicking diverse creators that actually care about your brand.

Social Media

Each social media post is crafted with purpose: fueling a natural collaboration with your audience on TikTok and beyond.With NinetyEight, you can navigate the social media and digital landscape like Gen Z – effortlessly and authentically.


For every brand trying to win the hearts of Gen Z, the answer is this: we want a brand that cares and that starts with your branding.Beyond your logo, we’ll work with you to build a brand that will evolve alongside Gen Z and stand the test of time.


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