Authenticity in marketing is one of the most important things to focus on when building a brand.  

It involves focusing on a brand’s story and connecting personally with its audience. Without an authentic marketing strategy, a brand is doomed!

If you're looking for a great example of authenticity in marketing, then look no further than KATSEYE’s story!

KATSEYE hasn't been under the spotlight for very long, yet they are killing it in their marketing game and fan engagement. 

A force to be reckoned with, KATSEYE is paving the way for other celebrities and brands to be authentic with their fans and audiences.

Who is KATSEYE?

Now, you might be wondering, what is a KATSEYE? 

Maybe you’ve listened to their catchy song “Touch” or have danced along to “Gnarly.” Perhaps you’ve seen one of their many iconic videos while scrolling on TikTok.

KATSEYE is Gen Z and Gen Alpha's “it girl” girl group! 

KATSEYE is a global girl group made up of members Daniela, Lara, Megan, Sophia, Manon, and Yoonchae. KATSEYE debuted in 2024 with the singles "Debut" and "Touch," as well as their EP "SIS (Soft Is Strong)".

Their most recent EP, “BEAUTIFUL CHAOS,” features their hit new singles “Gnarly” and “Gabriela.”

KATSEYE is slowly but surely taking over the world one song at a time!

Authenticity in Marketing Example #1: Reality Show and Netflix Documentary

KATSEYE was born in the coolest way! The concept was first introduced via YouTube, Weverse, and ABEMA as a reality show. It was a competition between 20 girls to form a 6-member girl group under HYBE and Geffen Records. 

The reality show "The Debut: Dream Academy" featured the girls' auditions in weekly performances. 

The final group and its name were revealed during a live finale show.

In 2024, Netflix released a documentary that showed the girls' journey from the very beginning. Episodes showed the girls' daily training and what it takes to be a pop star. They were judged on their singing ability, dance skills, visual performance, star quality, and attitude.

The documentary showed the background and experiences of the girls participating in the program. The documentary also showed the friendships formed, the tears shed, and the challenges the girls faced. 

By showing the girls’ journey, the documentary revealed that the girls are more than just talented singers and dancers. Just like their fans, the girls are also real humans with feelings.  

By watching their journey, fans see the girls grow and transform into KATSEYE. This helps fans better relate to each girl and understand their background. 

A documented journey is something that most brands don't have. KATSEYE proves how important it is for celebrities and brands alike to share their story! It's a great way to establish connections with fans and consumers.

Authenticity in Marketing Example #2: Direct Fan Interaction

It is so important for brands and celebrities to have a strong social media presence. Well, no one else is doing social media like KATSEYE!

KATSEYE is #goals with their strong, authentic social media presence. Not only is each girl active on her separate Weverse account, but the KATSEYE TikTok account is frequently updated with clips of the girls.

Each member of KATSEYE has an account on Weverse, allowing them to engage directly with their fans. The girls host live videos and message their fans. 

Thanks to Weverse, fans can see the girls' humorous and fun personalities firsthand. The girls showcase their authentic personalities and do not shy away from revealing who they are to their fans.

In two separate Weverse lives, Megan revealed to her fans that she is diagnosed with diabetes and is dyslexic. Although diabetes and dyslexia are no joke, Megan let her personality shine by talking about them in a not-so-serious manner. 

From singing live to dancing together, the KATSEYE TikTok account is more than just a platform for the group to promote new songs. It's a way for the girls to showcase more of their personalities, talented voices, and dancing abilities.

In a recent TikTok video, Daniela, Lara, Yoonchae, and Sophia sang a live cover of Selena's song "Dreaming of You." It’s no secret how talented each girl is! Fans were still in awe of each girl's live singing voice. 

This makes fans even more excited to attend their concerts and see them in person.

Who doesn’t want to check out their music after seeing them dance and sing live on TikTok? 

Authenticity in Marketing Example #3: Diverse Background

A powerful way KATSEYE shows authenticity in marketing is by embracing each member's culture. 

Lara, who is Indian-American and KATSEYE's vocal powerhouse, is known for incorporating a bindi into her fashion looks. In an interview with Teen Vogue, she revealed that she wants to normalize South Asian girls wearing a bindi.

KATSEYE's recent single, "Gabriela," featured a telenovela-style music video. The music video honors Daniela's Venezuelan and Cuban roots, as telenovelas are popular in Hispanic homes. In “Gabriela,” Daniela also sang in Spanish!

KATSEYE celebrates each girl’s background instead of hiding it. KATSEYE highlights what makes each member unique and shows their origins. As a result, fans from all over the world are likely to relate to them in some way or another.

Embracing diversity is a significant pillar of authenticity in marketing. KATSEYE connects with a large audience, especially Gen Z. Diversity is an important value of Gen Z.

Authenticity in Marketing Example #4: Gen Z Partnerships

Lastly, KATSEYE shows true authenticity in marketing by partnering with brands that reflect KATSEYE’s fun, bold Gen Z values.

Back in May, KATSEYE partnered with Glossier for the launch of their Lip Glaze, a new lip oil. The partnership with Glossier let the girls show off their makeup routines. They also represented a lip oil that complemented each of their styles and makeup looks.

KATSEYE recently teamed up with Urban Outfitters. They launched an exclusive vinyl of their new EP, "Beautiful Chaos." They also offered dorm essentials curated by KATSEYE. This partnership highlights KATSEYE's trendy and "gnarly" style.

None of these partnerships came as a surprise to fans. Both Glossier and Urban Outfitters target the Gen Z demographic, to which KATSEYE belongs.

These authentic partnerships build upon a strong sense of trust between KATSEYE and its fans. It would be challenging to trust KATSEYE if they partnered with a random brand that has no connection to Gen Z.  

A strong sense of trust shows exactly why KATSEYE is excelling in marketing!

What Does This Mean for Other Celebrities and Brands?

Most Gen Zers want authenticity. Celebrities and brands should turn to KATSEYE for the best way to add it to their marketing. 

If there's one thing to be learned from KATSEYE, it's the power of each member's individuality and how fans have embraced it. Now more than ever, celebrities and brands must celebrate their unique backgrounds and identities. 

Fans want to engage directly with their favorite celebrities. A celebrity who notices their fans is bound to stand out in the best way!   

Instead of giving the perfect interview responses, fans want to see celebrities be messy and show their true colors. Gone are the picture-perfect interviews and videos, and in are the days with genuine smiles and on-the-spot reactions.

Partnerships should reflect the actual values of all parties involved. Fans should never be left wondering how a certain collaboration came to be.

Though they are only getting started, KATSEYE is quickly conquering the world. 

From a documentary about their journey to partnering with Gen Z-esque brands, KATSEYE is building trust like no one else. 

Fans everywhere see their fun personalities and their amazing, show-stopping talent. All thanks to social media! KATSEYE does not shy away from embracing each girl’s background and individuality.

So, what should marketers learn from KATSEYE? Authenticity in marketing is essential for connecting with fans, consumers, and audiences.    

✍️ Written by Brianna Astorga