How to Reach Millennials and Gen Z: Social Chain at Engage Prague 2017

Engage Prague 2017 will host some of the world's leading social media experts and visionaries, including Steve Bartlett, CEO of Social Chain - a British Internet-breaking agency that has been specialized in reaching Millennials and Generation Z with impactful campaigns for some of the world’s most well-known brands.

Social Chain was founded in 2014 by Steve Bartlett and his friend Dominic McGregor, the owner of a viral Twitter profile called "Student Problems." McGregor's Twitter page has become the cornerstone of the agency's business strategy that relies on leveraging a range of highly popular social media accounts to spark online buzz.

Today, Social Chain manages over 400 widely-followed social profiles. Among them are love_food (the biggest food-related Instagram profile with nearly 7 million Followers), drinksgrid (over 900,000 Instagram Followers) or @BeFitMotivation (nearly 2 million Twitter Followers). In total, the agency can reach more than 305 million people on social media.

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Social Chain is best known for creating outstanding multi-channel campaigns for some of the most renowned companies in the world, including BBC, McDonald's, Huawei, and many more. Through the multitude of their social channels and network of influencers, the agency is able to spark and maintain social media conversations to deliver impressive results.

One of their most successful campaigns was designed for boohooMAN, a global online menswear fashion retailer, who wanted to become the most talked-about brand on Cyber Monday. So Social Chain came up with a creative idea involving Facebook Live. Their video featured a huge balloon which would be filled with air every time users typed "PUMP" in the comment section. The person whose comment would make the balloon burst would win £500 worth of boohooMAN vouchers. You can imagine what happened next.

The video was viewed nearly 400,000 times, garnered more than 529,000 comments (posted at an average paste of 69 comments per second), and 535,000 Interactions. Overall, the video earned over 2 million impressions and became the most engaging branded video in the history of Facebook Live.


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The success of this particular post helped boohooMAN improve their Facebook performance. The retailer experienced significant Fan growth in the week following November 28th, when the video was published:

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And during the same week, boohooMAN received 636,700 Interactions, which is 42% of the total interactions the company gained in 2016 overall!

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This is just one example from a whole catalogue of Social Chain's powerful campaigns. If you want to find out more about how the agency helps companies win on social, visit their website or YouTube channel.

The Takeaway

Social Chain is one of the hottest young agencies in Europe, specializing in targeting Millennials and Generation Z. Their bold ideas, multitude of owned social profiles, and rich matrix of influencers allow the company to design and execute masterful social media campaigns like the one they created for boohooMAN.

Social Chain gained recognition all around the world. They are frequently making headlines and received prestigious industry awards, such as The Social Media Agency of The Year 2016 or Prolific North Award.

This May, Social Chain CEO Steve Barlett will take the stage at Engage Prague to share his knowledge and experience building the agency. If you want to learn from Social Chain and other top professionals in the social and digital space, get your ticket to Engage now!


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