Comms… But Make It Fun! With 30 Under 30 Winner Camille Gray

Millennials and Gen Zs today are redefining communication. Initiative’s Camille Gray shares her take with us on visual humour, brand alignment and everything in between.

When it comes to communication, the ‘Snapchat Generation’ is driving the shift from “functional” to “creative”.

In our Connect With the Snapchat Generation series, we’re looking into how these values play out within society to evolve many aspects of how Gen Zs and Millennials in Australia and around the globe live… and how they communicate. 

And who better than our 2022 B&T 30 Under 30 winners – bright young people who are leading the charge, and literally the voice of these generations, to help unpack the insights from the report. 

Camille Gray is strategy director at one of the fastest growing media agencies in the world, Initiative, where she leads the strategy for Afterpay, and she just won the 2022 B&T Women in Media Award for Strategy!

Gray says, “What I’ve loved about the rise of Snap and newcomers like BeReal is that the best content is always the most raw and unfiltered because it feels the most unseen (despite ironically often being seen by many).”

We caught up with her to find out how she is embracing tech to communicate in the social media era. 

B&T: Firstly, thank you so much for supplying your personalised gif for the latest edition of Connect With the Snapchat Generation. It was a tough choice between the unicorn and the “purr” one. Would you use them?

CG: Haha – they don’t come out as well on email (but) but they were two that Snap served me. The Purr one perhaps due to international cat day?

Absolutely, I’d use them  – I am particularly obsessed with the back and forth bitmoji interactions between me and my mum, mainly because she seems very into utilising the full function of the bitmoji ecosystem and it’s always very unexpected.

B&T: You did mention in the series that when you use an avatar or Bitmoji you “try and go for the more outlandish combinations”. Why’s that?

I was a hardcore Sims addict when I was younger, and have no issue spending a few good hours playing around with combinations.  

Emoji reactions are a fine art. The more unhinged the better. I really do get joy out of someone resurfacing an under-utilised emoji (e.g. the mousetrap or the French horn or that guy disappearing into the shower mist).

B&T: Do you reckon that ties into Snapchat’s findings; that young people are “leaning into visual communication to connect and interact creatively”?

Sharing a single image or meme or moment in your day is a great way to check in with friends without the immense pressure of a “hey how’s your day” message.

B&T: Relatable. So, what’s your go-to messaging MO?

Humour based for sure. A stupid meme, really sweaty selfie, or a screenshot from some absurd influencer I follow.

B&T: That’s another thing – camera-first content is a big thing now. Do you love to see it?

The recent rise of people creating video montages of snippets of their day “when life doesn’t feel real” is really fascinating – an image of a crumpled cookie monster toy abandoned in a drain is suddenly Gen Z poetry. 

I’ve also loved how filters are essentially a form of moving meme. For example, the latest Horace dancing filter which has been a blessing and a curse for Drake. Again, all of these sharing moments seem to revolve around the absurd – which is perhaps just a reflection of how we’re feeling about the time and image sharing is one way we can try and express that. 

B&T: Quite possibly! Damien Radcliff (Professor of Journalism & MENA Studies) said: “AR and filters are fun, they’re quick and easy to use, change regularly and brands are using them too – a great way to rubber stamp a brand that you might like.” 

You’re a strategist. What do you think of brands adopting these kinds of visual camera comms?

Most of our experiences to date have been using AR via filters that augment or alter our appearance in some way, so when using it for an ad there needs to be a clear utility as to why it is altering our appearance. 

B&T: And with that “why” comes the fact that Snapchatters today want to see brands that align with their values, and build connections. What values are most important to you?

Wow – big question. Immediately I think of compassion as a core value as it fundamentally reframes how you approach an issue or person or state of the environment.

B&T: How do you reward your favourite brands on socials – the ones that got it right?

I’m a big promoter within my friendship groups – I love to introduce a new brand which is more often than not very much influenced by how they have marketed themselves or what their origin story is. Anything that goes against the grain will receive my loyalty. 

B&T: So brands can have an authentically positive place on social media?

What I think has been an (often forgotten) but super positive by-product of social media is the long tail of niche interest groups which applies to niche brands too.

I’m constantly saving and curating lists of things I see in my feed (and) I absolutely love following experimental creators across social apps (such as Sara Camposarcone – ‘kidcore’ stylist) – and think that I perhaps live through them. 

You can hear more from Gray and the other 30 Under 30s in our Connect With The Snapchat Generation Series. 

Be sure to keep an eye on it over the coming weeks as we continue to uncover the trends that Gen Zs and Millennial are leading, and the powerful impact they’re having on the way we live.