Generation Z loves social media. However, a hidden issue is affecting this generation. These young people often compare themselves with good-looking, successful, having-it-all influencers on social media. By doing so it makes them feel inadequate. Creating an unrealistic image of the world, and resulting in low self esteem. Dutch data-driven digital and creative agency DotControl were briefed to find a way to boost these teens' self-confidence. In a language that they understand and respect.
DotControl created the AI powered app WordSmint - sponsored by Smint, a Dutch brand of breath mints - and turned this problem into a solution: using famous Dutch rappers and music influencers from the hip hop scene, and giving teens a positive and street cred way to express their feelings and emotions. Inspiring creativity, authenticity, and self expression. Offering them a safe place. Boosting their self confidence.
How it works? Open the app, pick a beat, and get rapping, singing, talking. The AI creates personalised feedback from Dutch rap and hip hop legends, including Ali B, Ronnie Flex and music producer Jordan Wayne. Voice technology, using algorithms, links the recorded rap to the artist that suits the style the best. Turning these influencers into coaches. Giving encouragement and tips.
No easy task to use influencers in a meaningful way. But they did just that. Impressive! Perfectly fitting the target audience!
- No. 80 Apple App Store chart
- Shortlisted for a Paris Gerety Award ‘21 (Digital Innovation)
- Shortlisted for an AMMA Award ‘21
- Average time spent in app > 7mins per day
- > 25,000 beats streamed in first three weeks