Ad Campaign: Change the Conversation
'Change the Conversation' Campaign - AL.com
Roles: Copywriter, Art Direction, Graphic Design
This campaign is part of a multi-faceted project for the Young Professionals Summit (YPS), an event built for millennials and the advertisers trying to reach them. The YPS preparation started with an online survey to gather millennial perspectives to use for various purposes throughout the event.
My client tasked me with developing an engaging ad campaign to appeal to the millennial audience, generate buzz about the YP summit, and entice millennials to take the survey.
Links to other parts of the YP Summit project: Survey Infographic
The campaign leveraged targeted digital display and social ads, with the goal of increasing the number of survey respondents and, ultimately, YP Summit attendees. All respondents received a discount code for 25% off the Alabama YP Summit.
A deep dive into millennial attitudes and perspectives helped me discover key insights into the demographic that drove this concept. I learned that most millennials feel misunderstood and misrepresented by older generations, often labeled lazy, problematic, and ego-driven. From here, I brainstormed a fun, play-on-words concept that would speak directly to these widespread millennial frustrations.
A deep dive into millennial attitudes and perspectives helped me discover key insights into the demographic that drove this concept. I learned that most millennials feel misunderstood and misrepresented by older generations, often labeled lazy, problematic, and ego-driven. From here, I brainstormed a fun, play-on-words concept that would speak directly to these widespread millennial frustrations.