For decades, marketers segmented audiences by generation—Boomers, Gen X, Millennials, Gen Z—each with its own assumed preferences, platforms and cultural references. But TikTok, Instagram and other algorithm-driven platforms don’t follow those rules. They don’t see audiences in generational buckets. They see what grabs your attention.

That’s why a nostalgic recipe can hit the feed of a college sophomore and a retiree in the same afternoon. Algorithms surface what resonates. When brands embrace this, they open the door to wider reach, richer storytelling and a more inclusive brand culture. Because great content resonates no matter who’s watching. Aim to create content rooted in universal themes like humor, nostalgia and shared human experiences.

That’s exactly what we did with Oster. They needed a localized social strategy that could flex across five countries. It had to reflect each community’s unique flavor, while staying true to the brand’s personality. We worked side by side to make that happen. By tapping into lifestyle moments, food trends and real voices, we helped them meet younger home cooks where they are and re-engage the loyal fans who’ve loved the brand for decades. The result? We drove over 159,000 organic interactions. More than impressions. Real connection.