How can you effectively reach individuals from various generations and keep them coming back to your channel?
Role
I was a strategist on this project, however my account manager showed through very quickly. In every group I was assigned to, I was always the one to come up with timelines and create the group chat so everyone would be informed of what was going on. I was usually the first one to the meetings and the last to leave, filling in everyone that was unable to be there the whole time. And to make sure the client always got what they wanted, I would remind those in my group of the client’s ask and I made up any work that my team was unable to do, so that the client would not be disappointed.
Background
BYUtv came to the Adlab for help in May of 2019. They had just finished rebranding and they wanted a way to connect to more people as well as influence those that only watch twice a year to keep coming back to the channel. They especially wanted to connect to the younger audience because of BYUtv’s new content that was broadcasted specifically for teens, tweens, and children.
The ask
BYUtv wanted app downloads and more people visiting their channel by showing that they provide safe and wholesome content for the whole family.
Strategy
We decided to target both parents and tweens. To connect with parents, we showed that BYUtv was a great way to connect with their children and they wouldn’t have to worry about screening the content because only safe content is allowed on BYUtv. To connect with tweens, we wanted to connect to their humorous side. A few shows, and specifically Studio C, connects to tweens through humor that manages to be appropriate, yet funny. By showing tweens that their parents would not be worried about them watching Studio C, tweens can feel independent and not worry about repercussions from their parents.
deliverables
We provided the strategy behind their ask. We had a few client presentations and created mock-up ads for them.
1. I learned that it is good to ask clarifying questions and check back in with client. There were a few different directions my team wanted to go, and sometimes it felt like there was a standstill in deciding what should happen. After getting clarification from the client, it made for much smoother sailing.