Face, the youth marketing agency, has launched the UK’s first research and seeding community aimed at 30,000 young opinion formers. The Headbox network aims to allow brands to connect with the youth market.
The agency claims that it is “in effect, inviting young people to become an extension of the company’s marketing department”. Headbox members will be asked for their input on advertising campaigns, design, new product development and seeding activity, and will be rewarded with cash or vouchers for products.
Unilever and Carphone Warehouse are among the companies that have already signed up to the initiative. Andrew Needham, co-founder of Face says: “It is by listening to young people; collaborating and co-creating with them that brands can create a much greater following from this audience and accelerate word of mouth.”