© Listen2Youth, Inc. Using Teens to Launch an Engagement Marketing Campaign A Case Study Presented by Jennifer Carole

Our client wanted to do something meaningful Business Objective: Use engagement marketing to identify new leads  Create a website based on a blend of user generated and original content  Expand to include social media  Leverage traffic to increase brand awareness  Support corporate initiative: Benefit a Cause

Why would a consumer care? Hedonism – what’s in it for me? (I can build my personal brand)

Why would a consumer care? Altruism – what’s in it for them? (I support this Cause)

Why would a consumer care? Curiosity – what is it? (I like new stuff)

Business Challenges  Site testing  User generated content to prime the pump  Take it viral – around the world Our client needed a way to get things started that would help them launch successfully.

The Listen2Youth panel comes to the rescue… Panel’s Purpose  To understand the teenage and young adult user experience across all technologies and devices as they connect with the brands and people they care about. Panel Profile  70+ Members  20 Countries  82 Service Providers  250+ Devices This is a long-term commitment  We have followed some of our members for more than three years. 7 | © Listen2Youth, Inc.

What the teens are good at…  Being honest The tell us exactly what they think  Working with something that doesn’t initially make sense They are techno-explorers  Identifying opportunities They see natural relationships among things and point out possible synergies and improvements  Participating They will jump-in, feet first and sign-up, share, etc.  Doing what we ask They are still highly motivated by money

How we used the panel… Tested the site  We asked the panel members to put the site through testing:  They had to use it  We had them get five friends to use it  They had to interview their friends to collect data  We aggregated the data, prioritized it and fed it to the design team

How we used the panel… Created user generated content  We had the kids populate three pieces of original content  We had them ask five friends contribute three pieces of original content  Each panel member had to comment on three piece of contributed content (to stimulate ratings and comments)

How we used the panel… Jump-started viral activity  Asked panel members and their friends to join the Facebook group  Had panel members subscribe to the YouTube channel  Encouraged panel members to tweet about their user generated content (share their content with others to drive traffic back to the site)  Had panel members subscribe to the blog page to increase our numbers

The process delivered unexpected benefits Brand testing  Nearly all the panel members were able to identify the brand behind the website  Most of the teens were unaware of the brand  About half wanted to know if the brand had something to offer them as consumers Messaging testing  A small group was able to identify offers layered into the site design  Most panelists saw value in the website that we had not captured in initial messaging

The process delivered unexpected benefits Cause marketing  90% of the teens supported this kind of effort  Nearly all the teens support the Cause we partnered with  More than half wanted more information about the Cause Content for initial PR  We got new content from their feedback that allowed us to adjust messaging to incorporate the user experience  We used the data from Cause marketing as “factoids” during press interviews  We had a nice pool of quotes that we used for press discussions

Our advice to jump start your engagement marketing…  Don’t be afraid to use a panel to help you test (teen, proprietary, etc.)  Expand testing – be sure to include content creation  Soft launch before public launch – at least two weeks  Choose a few social media tools – a blog is very important  Think PR all the time – ask the panel to answer some key questions as part of the exercise Look for unexpected benefits

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