Long-form copy & integrated marketing campaign

2019 state of the yaya: decoded

MOJO Ad is a full-service advertising agency that helps brands tap into younger markets, specifically 18- to 24-year-olds — also known as the Youth and Young Adult market. My team was tasked with the 2019 State of the YAYA: an in-depth annual report and live webcast that explains the behaviors and attitudes of this complicated demographic, based on a national survey. We reached out to marketing teams and agencies who are leaders in the industry but might still need help being relevant to this constantly evolving cohort. To inspire them to download our report and tune in to the webcast, we portrayed the report as an urgent software update with the power to crack the complex and elusive YAYA Code that can realign their future strategies. I was the lead copywriter on the report and webcast script, which was presented in person to Fleishman Hillard, Weber Shandwick, Jack Morton, Chevrolet and Southwest Airlines.

Winner of Gold Student Addy 2019 Award and Judges Citation for Book Design*

Art director: Zach Seusy

Graphic Designer: Drew Hemeyer

Content Manager: Taylor Price

Video Producer: Connor Hills

Account Executive: Megan Bartolac

In-depth report

Inspired by computer and digital technology, we wanted to teach those missing the mark on this market that there is a message in the YAYA machinery worth decoding. There’s a total of eight sections in the report, each unraveling the truth about their sense of safety, tech-induced stress and really anything else they’re plugged into.

The State of the YAYA is an annual, in-depth report compiled and written by MOJO Ad staff. The report is based on our national quantitative study. Each year, we help marketers understand and connect with YAYA consumers and their world.

Webcast

On February 26, 2019, the report was unveiled and the webcast aired via YouTube Live. This time there were no glitches.

Integrated campaign

Once that was done, each component of our marketing strategy was then fine-tuned and wired to fit our audience.

Hype videos

To generate excitement and interest for the in-depth report and live webcast, we posted three different first-person videos featuring a glitchy YAYA individual whose face and voice are unintelligible.

Infographics

Using interactive polls on our social channels, we encouraged our target to troubleshoot their knowledge about the YAYA market. Each of our polls was followed up the next day with an animated infographic that revealed the correct answer. This tactic was embedded into our campaign in order to reframe our perceptions while promoting SOY.

Trade Publication/Newsletter

We tracked down Elevated Chicago, a collection of Chicago agencies, and persuaded them to promote and disperse awareness of the upcoming webcast to all of its subscribers.

Save the Date (Direct Mail & Email)

In our final level of activation, we launched emails and postcards to build anticipation and get marketers to secure their spot for the upcoming webcast.