Neil Pond
Updated on: October 11, 2024 5:58 am GMT
In a lighthearted twist on zoo marketing, Northumberland Zoo gained viral fame with a TikTok video that features their elderly staff humorously interpreting Gen Z slang. The clip, which has garnered more than 6 million views, showcases Linda and Brian Bradley, both in their 60s, attempting to deliver a “Gen Z style” tour of the zoo while maintaining deadpan expressions. The innovative approach not only highlights the unique charm of the zoo but also taps into a broader trend of businesses using generational language to engage younger audiences.
Viral Marketing Success
The TikTok video, posted on the zoo’s official account, has struck a chord with viewers, proving that humor can be a powerful marketing tool. In the video, Linda and Brian deliver lines filled with slang that the younger generation uses, stumbling through phrases like “slay” and “main character energy.” Their comical attempts to use this lingo have made the video both relatable and entertaining, drawing millions of laughs and shares.
Maxine Bradley, who directed her parents in the video, said that the concept was inspired by similar successful campaigns at other venues. “I saw a video for Edinburgh Zoo and thought, ‘This is awesome… can we do this?'” she explained. Despite her lack of enthusiasm for social media, she felt compelled to join the trend after recognizing its potential to engage the audience in a fun way.
A Unique Approach to Animal Tours
Northumberland Zoo, located near Morpeth, has steadily grown since it began operation in 2015. The zoo is home to various animals, including snow leopards, capybaras, and critically endangered Livingstone’s fruit bats, making it an important center for wildlife conservation. The staff’s new marketing strategy aims to showcase these animals in a way that resonates with both younger and older audiences.
The video showcases a range of animals engagingly described by the Bradleys. For instance, when presenting a raccoon, they whimsically refer to it as “very mindful, very demure,” a phrase which has gained popularity on social media. Brian goes on to state, “Northumberland Zoo hits different,” a phrase synonymous with something uniquely appealing. Their antics and expressions—paired with Gen Z slang—create a humorous narrative that captivates viewers.
Creative Challenges in Scriptwriting
Despite the entertaining outcome, the process was not without its challenges. Both Linda and Brian, being millennials, had limited familiarity with Gen Z terminology. Maxine and her colleague Lucy, who is more attuned to current trends, did their best to bridge the generational gap. While crafting the script, they consulted online sources for definitions, a process that left Linda and Brian a bit perplexed.
“It took a long time,” Maxine admitted. “My dad just wasn’t paying attention. Neither of them knew what they were saying. I still don’t, to be honest with you.” Nevertheless, the duo’s willingness to participate and embrace the script lent an authenticity that proved irresistible to viewers.
The Broader Trend of TikTok Marketing
The Northumberland Zoo video exemplifies a growing trend on platforms like TikTok, where businesses are increasingly engaging with younger audiences through humor and relatability. This marketing approach leverages Gen Z slang and cultural references to create an approachable brand image. Other organizations have followed a similar path, producing content that resonates with a younger demographic—demonstrating that humor is an effective vehicle for engagement.
Examples of similar videos have surfaced across various platforms, showcasing employees from different sectors who are guided to deliver marketing content derived from Gen Z scripts. By employing humor and playful expressions, these organizations are successfully drawing in a younger client base while simultaneously entertaining older audiences.
Further Engagement Through Innovation
In addition to their viral video success, the Northumberland Zoo is notable for its innovative initiatives, including Ralph the raccoon, who is available for birthday greetings and pep talks via the site Cameo. This unique offering highlights the zoo’s commitment to engaging with its audience beyond traditional experiences.
Furthermore, the zoo emphasizes education about animal care, notably providing valuable insights for guinea pig owners through their whimsical wild-west-themed guinea pig village. “We explain what’s an appropriate diet, what is an appropriate space. Too many people keep guinea pigs in tiny spaces, which is really sad,” Bradley shared.
Future of Northumberland Zoo’s Marketing
The Northumberland Zoo’s endeavor into viral TikTok marketing has not only increased visibility but also enriched their brand identity. The success of their recent video showcases a clever use of generational language to connect with diverse audiences while supporting their underlying mission of wildlife conservation and education. As social media continues to grow in significance for outreach, the zoo appears to be embracing innovative strategies to stay relevant and engaging.
Zoo marketing is changing, and it’s interesting to see how Northumberland Zoo and other zoos will connect with future visitors. They’ve started using language that younger people, like Gen Z, understand, and it’s working well. This shows that creativity can bring different age groups together in fun and exciting ways in their marketing efforts.
