Of course. It's a classic challenge: connecting a global luxury brand with a deeply local and discerning audience. A well-structured research plan is the key to ensuring your campaign resonates authentically rather than feeling intrusive.

Based on your situation, your role is that of a strategic planner who needs to deliver a clear, evidence-based roadmap to a client. The client, a heritage luxury brand, needs confidence that their investment will build genuine cultural capital, not just fleeting social media buzz.

The final output of this research should be a concrete and actionable Campaign Strategy Playbook. This playbook will provide the "how-to" for launching a successful, culturally-integrated campaign in Berlin. It should include:

1. Recommended Core Campaign Theme: One clear, compelling concept with a tagline that connects the brand's heritage to Berlin's Gen Z culture.
2. Detailed Offline Event Blueprint: Recommendations for 1-2 specific event formats, including key experiential elements, and a list of potential local collaboration partners (e.g., artists, musicians, venues).
3. Actionable Social Media Plan: A content strategy for TikTok and Instagram with defined content pillars, examples of post formats, and a profile of the ideal Berlin-based micro-influencer to partner with.
4. Key Performance Indicators (KPIs): A list of 3-5 key metrics to measure campaign success, covering both online engagement and offline impact.

To build this playbook, I recommend a research approach grounded in the Jobs-to-be-Done (JTBD) framework.

Recommended Framework: Jobs-to-be-Done (JTBD)

Framework Teaching: The Jobs-to-be-Done framework is a way of understanding consumer motivation. The core idea is that people don't just buy products or attend events; they "hire" them to make progress in their lives. This progress is the "job" they need to get done. These jobs are never simply functional (e.g., "buy a coat"); they are deeply intertwined with emotional and social needs (e.g., "feel confident and artistic," "be recognized as part of a specific subculture").

Applicability Explanation: For your project, JTBD is the ideal framework. You're not just trying to find out if Gen Z likes immersive events; you need to understand why they would choose to participate. What "job" are they hiring a luxury brand event for?

• Is it to meet like-minded people (a social job)?
• Is it to express their unique identity (an emotional job)?
• Is it to gain creative skills (a functional job)?

By uncovering the underlying "job," you can design a campaign that offers the right solution, ensuring it feels meaningful and authentic to the Berlin Gen Z audience. This moves you from generic "experiential marketing" to a targeted, high-impact cultural event.

Here is the proposed business research plan, divided into information collection and analysis.

Part 1: Information Collection

This phase is about gathering the raw material—the cultural context and the deep human motivations—that will fuel your analysis.

A. Web Search

Your web search will build a foundational understanding of the Berlin Gen Z cultural landscape. This context is vital for asking the right questions during interviews and for grounding your final recommendations in reality.

• Search Queries & Purpose:
  • "Berlin Gen Z fashion subcultures 2025" & "what are people wearing in Berlin 2025": To understand the current aesthetic tribes and visual language of your target audience. This will inform the creative direction.
  • "Berlin underground artists and designers" & "Berlin Fashion Week emerging designers": To identify potential local collaborators who can bring authenticity and cultural credibility to the campaign.
  • "Popular Gen Z hangouts and venues in Berlin": To discover where your audience spends their time, providing a list of potential locations for offline events that feel natural and integrated into their lives.
  • "TikTok fashion trends in Berlin": To analyze the content formats, sounds, and challenges that are currently capturing the attention of Berlin's Gen Z on their preferred platform. This is crucial for your social media strategy.
  • "Case studies luxury brand experiential marketing Gen Z": To learn from the successes and failures of other brands who have attempted similar activations, providing valuable benchmarks.

B. User Interviews

This is the most critical part of the information collection phase. Your goal is to go beyond surface-level preferences and uncover the real "jobs" your audience is trying to get done.

• Interview Subjects:

  • Recruit 15-20 individuals in Berlin, aged 22-30.
  • Ensure a mix of profiles:
    • The Style-Conscious Creator: Individuals who are deeply engaged in fashion or adjacent creative fields (e.g., artists, designers, musicians). They are likely early adopters.
    • The Cultural Participant: People who regularly attend cultural events, gallery openings, and concerts but may be less fashion-forward. Their motivation is often community and experience.
    • The Aspirational Loyalist: Consumers who admire and follow the luxury brand but may have made limited purchases. They can provide insight into brand perception and barriers to entry.

• Interview Purpose: To understand the motivations, struggles, and desired outcomes related to their engagement with fashion, luxury, and cultural events.

• Core Interview Questions (JTBD-Inspired):

  1. "Tell me about the last time you went to an event (concert, party, gallery opening) that you found truly memorable. Walk me through the story from how you first heard about it to what you did after."
     • Analysis Purpose: This narrative question uncovers what "immersive" and "memorable" actually mean to them. Listen for details about the atmosphere, the people, the interactions, and the feelings.
  2. "When you think about a luxury brand trying to connect with Berlin's culture, what's the difference between doing it right and getting it wrong? Can you give me an example?"
     • Analysis Purpose: This helps you identify the "pains" and "struggles." It will reveal their criteria for authenticity and their cynicism towards clumsy corporate attempts at being "cool."
  3. "Imagine a brand gave you a budget and creative control to design an experience for your friends in Berlin. What would you do? What would be the goal of the event?"
     • Analysis Purpose: This question directly probes the idea of "co-creation." It reveals what role they want to play—are they passive attendees, active participants, or creators themselves?
  4. "Walk me through your social media feed. Show me a few creators or brands that you feel represent Berlin's culture authentically. What is it about their content that works?"
     • Analysis Purpose: This provides concrete examples of content styles, tones, and aesthetics that resonate. It's direct input for your TikTok and Instagram strategy.
  5. "For you, what is the role of a heritage luxury brand today? What 'job' does it do for you that a fast-fashion or a local indie brand can't?"
     • Analysis Purpose: This is the core JTBD question. It forces them to articulate the unique value proposition of a heritage brand, which is the foundation of your campaign's core message.

Part 2: Information Analysis

In this phase, you will use the JTBD framework to transform the raw data you've collected into the final, actionable Campaign Strategy Playbook.

1. Map the Jobs-to-be-Done:

   • How-to: Systematically go through your interview notes and cluster recurring themes into specific "Job Statements." A job statement follows the format: "When [situation], I want to [motivation], so I can [desired outcome]."
   • Example Job Statement: "When I go to a brand event, I want to connect with other creatives in an inspiring environment, so I can feel like I'm part of an exclusive cultural scene."

2. Develop Campaign Themes from the Core "Job":

   • How-to: Identify the most powerful emotional or social "job" from your map. Brainstorm 2-3 campaign themes that directly promise to fulfill this job. A good theme should link the brand's heritage (e.g., "timeless craftsmanship") with the consumer's job (e.g., "expressing a unique identity").
   • To achieve the final output: Select the strongest theme. This becomes your Recommended Core Campaign Theme. For instance, if the core job is about self-expression and subverting tradition, a theme might be "Heritage, Remixed."

3. Design the Offline Event Blueprint:

   • How-to: With your core "job" and theme in mind, evaluate different event formats. Ask: "Which format would be the best stage for our audience to get their 'job' done?"
   • If the job is "Help me gain new skills and express my creativity," a hands-on workshop with a local Berlin designer is better than a passive cocktail party.
   • Use your web search results to identify potential artists and venues that align with the theme.
   • To achieve the final output: Detail the format, key interactive elements, and a shortlist of partners to create your Detailed Offline Event Blueprint.

4. Construct the Social Media Plan:

   • How-to: Your social media content should not just announce the campaign; it should tell the story of the "job" being done.
   • Content Pillars: Define 3-4 pillars based on the JTBD insights. Examples: "Creator Spotlights" (showcasing local talent), "The Process" (behind-the-scenes of the event creation), "Style Stories" (user-generated content from the event).
   • Influencer Profile: Use your interview and web search findings to create a specific persona for the ideal micro-influencer. It's not about follower count, but about their authentic alignment with the core "job."
   • To achieve the final output: This detailed plan for content, influencers, and amplification becomes your Actionable Social Media Plan.

5. Define Success with KPIs:

   • How-to: Your KPIs should measure whether the "job" was accomplished. Move beyond vanity metrics.
   • Instead of just "event attendance," a better KPI would be the "User-Generated Content Rate" (number of attendees who posted about the event), as it measures their desire to be socially associated with the experience.
   • Instead of just "likes," a better KPI would be "Sentiment Analysis" on comments, measuring if the language used aligns with the intended emotional outcome.
   • To achieve the final output: Select 3-5 of these job-centric metrics to form your list of Key Performance Indicators.

By following this structured process, your final proposal will be a powerful, evidence-based strategy that gives your client the confidence to invest in a campaign that will genuinely create cultural co-creation in Berlin.

Summary of Interview Insights on Connecting a Heritage Luxury Brand with Berlin Gen Z

This series of interviews with five Gen Z individuals deeply embedded in Berlin’s creative and cultural scene—including freelance creatives, fashion editors, social media coordinators, newcomers to luxury, and marketing professionals—revealed consistent themes and strategic recommendations on how heritage luxury brands can authentically engage Berlin’s Gen Z.

1. Campaign Themes & Narrative

All interviewees emphasized authenticity and true cultural relevance over superficial styling or forced Berlin-themed overlays. Key narrative frames include:

• Heritage as a Foundation, Not a Limitation: Themes like "Crafted Legacies, Reimagined in Berlin," "Heritage, Reimagined: The Berlin Edit," or "Our Legacy, Your Canvas" reflect a bridge between brand tradition and Berlin's spirit of reinvention, creativity, and rebellion.
• Co-Creation & Shared Values: Genuine involvement of local Berlin artists, designers, and musicians in shaping the story is critical. Co-creation rather than mere endorsement ensures authenticity.
• Core Values: Authenticity, craftsmanship, individuality, quality over quantity, inclusivity, self-expression, and sustainability resonate strongly with this audience.
• Empowerment Over Selling: The brand should act as an enabler or collaborator that invites Gen Z to participate actively rather than positioning products as mere status symbols.

2. Offline Experiences

Immersive, hands-on, and culturally rooted experiences are vital to making a meaningful connection:

• Interactive Workshops & Co-Creation Labs: Upcycling, customization, skill-building sessions with local creatives in industrial or repurposed Berlin spaces (Wedding, Kreuzberg, Neukölln, RAW-Gelände, Kraftwerk Berlin) create unique, memorable engagement.
• Immersive Art and Sound Installations: Multi-sensory events blending fashion, art, and Berlin’s underground music scene (techno, avant-garde) provide experiential depth and shareability.
• Venues: Avoid sterile luxury boutiques; instead, prioritize raw, industrial, and historically rich locations that align with Berlin’s authentic subcultural vibe.
• Shareability: Experiences should produce visually and emotionally compelling content easily shared on social media, strengthening community and cultural credibility.

3. Social Media Strategy

A differentiated, platform-savvy approach is necessary:

• TikTok: Raw, unpolished, personality-driven content focusing on process, education ("Deconstructing Heritage"), challenges, behind-the-scenes moments, and storytelling adapted to platform norms. TikTok is seen as a place for discovery and entertainment rather than polished advertising.
• Instagram: More curated, aspirational, and editorial content with deep storytelling, event recaps, community features, and visual aesthetics that build a lifestyle narrative.
• Influencers: Priority on local micro- and nano-influencers deeply embedded in Berlin's subcultures (artists, DJs, vintage dealers, sustainable fashion advocates) rather than mega-influencers. Authenticity and alignment with brand values outweigh follower count.
• Community-Driven Content: Utilize user-generated content through challenges, Q&A sessions, live panels, and interactive Stories to foster a sense of belonging and ongoing engagement.

4. Cultural Co-Creation & Community Engagement

• Respect & Humility: Approach Berlin’s creative culture as collaborators, not conquerors. Transparency in crediting local talent and involving them meaningfully is essential.
• Genuine Dialogue, Not Monologue: Campaigns should invite participation and feedback, making Gen Z feel they are shaping the brand’s future.
• Exclusive Access & Ownership: Concepts like limited edition co-created products or digital hubs (Discord-style groups) increase loyalty and engagement by making participants feel valued insiders.
• Sustainability & Inclusivity: These are non-negotiable pillars for credibility and relevance.

Profiles & Perspectives

• Lena Wilde (27, freelance creative): Prioritizes authenticity, co-creation with local creatives, interactive experiences, and raw social content.
• Chloe Vogue (26, fashion editor): Values empowerment, active participation, narrative depth, and local tastemakers as influencers.
• Emma (24, social media coordinator): Strong focus on sustainability, inclusivity, immersive experiences, and micro-community building.
• Melody (24, UX designer newcomer to luxury): Emphasizes co-creation, individuality, and Milan-Berlin fusion; wants shareable, authentic experiences.
• Alex (23, marketing professional): Advocates “Crafted Rebellion,” exclusivity, underground credibility through micro-influencers and experiential events.

Memorable Takeaways

• "It can’t just be about slapping a Berlin backdrop on an ad; it feels forced and unauthentic." – Lena
• "The brand should invite, not sell. Enable self-expression rather than status display." – Chloe
• "Collaborate, don’t appropriate. The narrative must make us co-creators." – Emma
• "If my design actually gets made, that’s insane—it shows genuine value." – Melody
• "Being part of ‘Crafted Rebellion’ and underground culture is instant social currency." – Alex

Conclusion

To authentically engage Berlin Gen Z, heritage luxury brands must ground their campaigns in cultural co-creation, emphasizing narrative authenticity, immersive participatory experiences in authentic urban settings, and differentiated social media strategies that leverage local micro-influencers and foster dynamic community engagement. The "secret sauce" lies at the intersection of timeless craftsmanship and Berlin’s contemporary spirit of reinvention, individuality, and creative rebellion.

Summary of Interview Insights on Localized Luxury Fashion Campaign Targeting Berlin Gen Z

A series of interviews were conducted to explore themes, event formats, and social media strategies for a heritage luxury brand seeking to engage entry-level Gen Z luxury buyers in Berlin. The respondents who fit the target demographic (22-30 years old Gen Z individuals located in Berlin) provided rich, actionable insights, while respondents outside this demographic offered valuable but less directly applicable perspectives.

Key Takeaways from Target Demographic Interviews

1. Campaign Theme Preferences:

• Finn Green (29, environmental consultant): Strongly favored the theme “Crafted Rebellion”, seeing it as an authentic expression of Berlin’s defiant creativity and continuous reinvention, grounded in heritage craftsmanship and sustainable values. He rejected “Heritage Reimagined” as too generic and “Legacy Canvas” as less dynamic.

• Ethan Trendsetter (Gen Z, tech/creative sector): Preferred “Legacy Canvas” for its empowering, participatory narrative that invites Gen Z to build their own legacy atop the brand’s history, addressing self-expression and customization. He viewed it as more engaging than “Crafted Rebellion.”

2. Offline Event Format Preferences:

• Both Finn and Ethan highly endorsed co-creation workshops involving collaboration with local Berlin artists to customize heritage pieces. This format fosters active participation, personal expression, and tangible connection to craftsmanship, aligning with their values of authenticity and community engagement.

• Other offline experiences like immersive installations or exclusive parties were deemed less compelling due to their passive nature.

• Preferred event locations were authentic, industrial, and culturally resonant Berlin spaces:

  • Finn suggested Funkhaus Berlin (Köpenick) and Malzfabrik (Schöneberg), sites with industrial aesthetics and historical significance.

  • Ethan highlighted venues such as RAW Gelände (Revaler Straße), Kraftwerk Berlin, and old factories in Wedding or Neukölln, known for blending history with artistic vibrancy.

3. Social Media Content Strategies:

• TikTok: Both favored user-generated content and customization challenges that leverage TikTok’s participatory, creative, and viral culture. Finn valued quick behind-the-scenes clips emphasizing authenticity, set to local music, while Ethan emphasized the organic, shareable nature of these challenges as essential for engagement.

• Instagram: Preferred content included local micro-influencer storytelling and in-depth, curated behind-the-scenes narratives focusing on sustainable production, craftsmanship, and artist collaborations. Authenticity and community trust were key—large celebrity sponsorships or gimmicks like AR try-ons (unless genuinely innovative) were less effective.

Values and Consumer Profiles:

• Both Finn and Ethan exemplify Berlin Gen Z luxury consumers who prioritize sustainability, authenticity, craftsmanship, community, and personal expression over conspicuous consumption.

• They seek meaningful brand engagement, rooted in local culture and ethical values, delivered through active participation rather than passive consumption.

• Their digital consumption is savvy and platform-specific, demanding genuine, creative content that resonates with their lifestyle and values.

Non-Target Demographic Insights:

• Interviews with older or international participants (e.g., “BerlinWalker,” 45-year-old freelance graphic designer; Li Wei, finance executive from Beijing) reinforced the timeless importance of quality, durability, and craftsmanship in luxury but did not provide directly actionable insights for the Berlin Gen Z campaign.

• These perspectives underscored the need to tailor messaging and activations specifically to the younger Berlin demographic, emphasizing cultural relevance, immersive participation, and digital-native content.

Conclusion

For a successful localized luxury campaign in Berlin targeting Gen Z, the brand should:

• Embrace themes like “Crafted Rebellion” or “Legacy Canvas” that emphasize heritage intertwined with active self-expression and rebellion against norms.

• Prioritize co-creation workshops with local artists in authentic, industrial Berlin venues to foster creativity and community connection.

• Leverage TikTok for user-generated customization challenges and Instagram for micro-influencer storytelling and craft-focused behind-the-scenes content, ensuring all content is authentic and participatory, avoiding superficial gimmicks.

• Ground the campaign in sustainability, authenticity, and local cultural integration to genuinely resonate with Berlin’s socially conscious, creative Gen Z luxury consumers.

This approach aligns closely with the values, preferences, and media behaviors identified by interviewees from the intended target group, maximizing relevance and engagement.