Did you know that over 60% of South Africa's population is under the age of 24?
The Youth are a force to be reckoned with.
It's a force we believe in, and are proud to support.
It's a force that's just also totally freaking rad.
Instant Grass is a company of cultural observers. We make it our business to know what's happening in the youth market as it happens, while working with ambitious young people to realise their dreams by connecting them with the right people.
How we Work:
We employ the hippest, most connected and smartest young minds we can find. We then arm them with digital cameras, call them 'Grassers", and send them off to live and document their lives. They send in electronic reports on a daily basis, which keeps us in touch with what is happening. Over time, we come to form a very close relationship with our grassers, and the more they work with us the more they trust us with the kind of information clients will never hear in a focus group.
Wait a minute. Focus Group? That means advertising, right? That means selling people as media space through subversive word-of-mouth marketing, right?
Wrong. We do get accused of this. But, if you think about it, exposing marketers and brands directly to their target audience means a) they produce things that can be genuinely meaningful in your life because they understand your needs and b) you have the power to tell these companies what they should be doing in order to make your life better and c) hopefully there won't be as many terrible ads on tv because brands have a better idea of what appeals to you, as an individual with an opinion.
Plus, you get free tickets to rad events, money, free stuff to test, invaluable marketing experience, free stuff, access to the grass network and lots of free stuff.
When it comes to Youth Culture, the youth know best.
Our Grassers range from Club DJs to bar staff to professional skateboarders to hip hop cats to fashion and advertising students, and they are all recruited for their avid consumption of media and participation in popular culture, and their ability to listen and observe what is going on around them.
Lots of words, but basically our grassers are cool people who're down with their stuff. Yo.
A Grasser is:* highly networked within his or her social groups
* a highly inquisitive collector of information
* someone with a compulsive to know what's going on
* informed and opinionated on a variety of tribes and trends
Our grassers are based in all the main metropolitan regions of South Africa, East Africa, West Africa, Russia and soon India.
Our awesome clients include MTV / Levi Strauss / Microsoft XBOX / Adidas / Red Bull / Coca Cola / SABMiller / MTN / Vodacom / Diageo / Media24 / SABC / YFM / Oakley / Occhiali / Southern Sun Hotels
