State of the YAYA / INTROSPECTION
Originally coined by MOJO Ad, “YAYA” refers to 18- to 24-year-olds, or “Youth and Young Adults.” These consumers are at a pivotal life stage in which they’re developing their identities and facing reality and are choosing whether to stick with the brands they know or try new ones. If marketers fail to reach them now, they might never catch up.
The State of the YAYA is an annual report that provides marketers with an in-depth look at the trends and activities of the 18- to 24-year-old market. Created by MOJO Ad staff, the report presents exclusive data on the YAYA demographic to help marketers connect with them on a deeper level.
My team, Encore, was tasked with uncovering YAYAs’ complex relationship with the entertainment industry. Our report highlights who they are as consumers and individuals by providing an extensive look at attitudes and behaviors toward the many sectors of entertainment, including music, streaming content, and video games.
We found that this relationship with entertainment was extremely nuanced and highly important to the inner worlds of YAYAs everywhere. Our data shows they’re using entertainment in a uniquely powerful way to process their emotions and form their identities. Thus, “INTROSPECTION” was born.
The Campaign
As Copywriter I wrote for video, social, and online executions that brought INTROSPECTION to life, along with pitching the concept internally to management. I planned and scripted the final presentation, and assisted with writing our final report.
On May 1, my team and the rest of the MOJO Ad staffers will present these findings on a live webcast. If you’re interested in attending, please reach out for a sign-up link! Below are examples of social media posts I’ve written to introduce our concept and drive sign-ups. After the presentation, full campaign materials will be uploaded here.
