AT&T focuses on teens with ‘Later Haters’ push for digital positivity
Millennials are so last season for AT&T. The telecommunications company has moved on to Generation Z, which Beth Shiroishi, vp of global corporate social responsibility strategy, calls the “next buying power generation.”
AT&T is working with entertainment company and creative agency Fullscreen on its “Later Haters” campaign that encourages teens to use positive messages to stand up against online hate. The campaign, which began in 2016 and continues to evolve, illustrates AT&T’s overall Gen Z strategy that revolves around three main points: leading a conversation about cyberbullying, using influencers who are activists and placing its messages on up-and-coming platforms such as Wattpad. The campaign has generated more than 175 million impressions and nearly 8,000 more social followers, according to AT&T.
Teens are embracing activism and cause marketing. With “Later Haters,” AT&T wanted to dominate the conversation about cyberbullying and has learned to stay away from blanket, black-and-white statements, according to Shiroishi.
“Much of the public discourse right now would lead you to believe that we are in this bilateral world where everything is one thing or another, but this generation is so much better able to understand nuances than older generations,” she said. “Gen Z knows there’s some good and bad in everybody.” For that reason, AT&T makes sure to not leave bullies out of the messaging.
Every part of the “Later Haters” campaign has either had a big-name celebrity or a flock of micro-influencers attached to it — all of whom are connected to the cause of eliminating online bullying and have had their own struggles with it.
AT&T’s influencer push started in August 2017, when it partnered with Olympic gymnast Gabby Douglas to encourage sending kind messages online with the hashtag #EveryDayVacay. Then, from August to November, AT&T produced its own show about high school bullying, “Guilty Party,” which appeared on social platforms and AT&T’s streaming service DirecTV Now. The show starred a lineup of influencers, including Tiffany Alvord, Kian Lawley and Teala Dunn, with a combined following of 38 million.
At the same time, AT&T worked with the Dobre Brothers, twins with a combined following of nearly 10 million, for We Day, a touring event that inspires youth to make a difference in their communities, as well as with YouTube stars Rebecca Black, Miles McKenna and Shannon Beveridge for the “Love is Love” cross-country tour put on by Fullscreen Live from October to November.
Twenty-eight micro-influencers also participated in the campaign, sharing AT&T “Later Haters” content across platforms such as Facebook, Instagram, Snapchat and even Twitter, though Shiroishi said Twitter is not the prime destination for Gen Z.
AT&T is venturing onto new platforms to reach Gen Zers outside of Instagram and Snapchat. Wattpad, a site where people can share their own fan fiction, is a promising new destination for AT&T, said Shiroishi.
AT&T ran a contest on Wattpad — which has 65 million users and raised $51 million in funding from investors including Tencent, according to the company — from October to November 2017 as part of the “Later Haters” campaign, asking people to write 500-word essays on the topic: “What would you like to say to your haters?” Shiroishi said the company received more than 900 essays and 14,464,736 impressions over a six-week period.
“For Gen-Z, [Wattpad] really lets them bring their voice to the table,” said Shiroishi. “Plus, it provides a deeper connection than a quick post to Instagram or Facebook.”
‘There’s always money for avocados, but none for Black History Month:’ Confessions of a Black ad tech senior marketer
If achieving diversity and inclusion in the ad industry is a mountain then its one with the steepest of peaks according to the latest Digiday confessions.
‘It took the heat out of people’s situations’: Agencies provide mental health support for employees’ kids
Parents have been anxious about the effect of the pandemic on their kids' mental health and agencies have had to step up their support.
As consumers migrate to e-commerce, marketers are increasing email marketing efforts
Brand marketers say email marketing has steadily been increasing as more and more consumers look to shop online.
SponsoredPeople-based identifiers are driving personalized customer experiences
Marketing teams are now well into 2021, and third-party cookies along with mobile ad IDs are officially on notice, which has implications for all marketers. Soon, cookie- and device-based targeting, frequency capping, measurement and attribution will break. Evolving privacy regulations and policy changes from browsers and device makers have sparked many proposed solutions to replace […]
Cheat sheet: Twitter experiments with shoppable cards
Twitter is taking another stab at shoppable content, with a new card feature aimed to convince users to follow through with purchases.
‘How to telegraph energy’: The coronavirus pandemic has agencies mulling the future of the pitch
Agency execs say elements of the pitch process may have changed forever — the amount of time and financial investment devoted to chasing new business, for example.