Crest
Social Media Project

Target Audience: Gen Z ages 18-28, all genders. Working/lower middle class. College students/young workers still developing their new identities as young adults. They want to put themselves out there professionally and personally but don't quite know how. 

Key Message: You have many worries, but your teeth won't be one of them.

Insights: With new experiences, college kids are hyper-aware of what everyone thinks. They obsess over every detail of how others perceive them and easily get insecure about whether people like them. Those still adjusting to living on their own often feel an “identity crisis” where they don’t know quite how to describe themselves to others.