AT&T
American advertising federation
I collaborated with a team at Michigan State University to develop an integrated marketing campaign for AT&T focused on increasing brand affinity among Gen Z audiences. Our objective was to identify how AT&T could build stronger emotional connections with younger consumers and become a more desirable brand within the category.
Throughout the academic year, we conducted primary and secondary research to better understand Gen Z consumer behaviors, attitudes, and perceptions of wireless carriers. We then used these insights to develop a data-driven, year-long marketing strategy designed to strengthen engagement and brand preference among the target audience.
Tools used
Consumer Research
campaign planning
market segmentation
Survey analysis
competitive analysis
Gen Z respondents viewed cell carriers as highly interchangeable.
Reliability and value were more influential than flashy promotions.
Many participants lacked strong emotional connections to their carrier.
Key Insights
Position AT&T as a lifestyle brand rather than a utility.
Focus on experiences and community-building initiatives.
Use channels and messaging tailored to Gen Z behaviors.
Business recommendations
Results
Our team won first place at the National Student Advertising Competition in 2025!