VERIZON WIRELESS CASE STUDY

MillennialPlus’ brand positioning strategy, brand voice and creative visuality work demonstrates the power of rigorously wrought insights on generational and life-stage values based on identity and cultural research. Our work for Verizon Wireless showcases MillennialPlus’ ability to differentiate brand communications in a highly competitive environment. The work strategically sets a path to seize share and reduce customer churn by targeting Millennials in the right tone at the right moment.

THE SETTING

For many years, Verizon Wireless has been a leader in wireless network coverage and reliability. “Can you hear me now?” spoke to call quality and cellular coverage concerns a decade ago. Today, concerns about wireless service are based on demand for data to support messaging, apps, and video streaming on devices — with data consumption split 40/60 between cellular and Wi-Fi. This behavioral shift has prompted questions regarding carrier choice and functional benefits. T-Mobile has attacked with messaging focused on pricing and pain points, and AT&T has ramped up its customer-friendly image. We needed to help Verizon speak to a generation of customers who have redefined the rules of wireless.

OUR APPROACH

A Framework For Value

  • IDIs and a focus group
  • In-store ethnography
  • Expert interviews
  • Digital ethnography
  • Secondary research
  • Competitive analysis
  • Syndicated data
MillennialPlus Framework of Findings

THE TARGET

Identifying a Sweet Spot Among Millennials

COMPETITIVE SCAN

Strategic Assessment of Rival Carriers

THE IDEA

To Do More, Expect More

Concept Image
Concept: Stargazing
Concept: Wingman

OUTCOME

MillennialPlus addressed Verizon Wireless’ softening position among Millennials by understanding the target from multiple perspectives, developing a foundation of empowerment and reciprocity, striking a relevant tone, and gaining social momentum through ongoing engagements. The work informed Verizon’s 2015 Super Bowl campaign resulting in positive net additions in Q1 and Q2 of 2015.

MILLENNIALPLUS IS A BOUTIQUE BUSINESS CONSULTANCY

MillennialPlus advances cross-disciplinary thinking, business analysis, business strategy and rigorous cultural research to build stronger, more profitable relationships with customers. MillennialPlus helps companies identify how the modern customer experience and generational intelligence can be used to their competitive advantage.

MillennialPlus advances cross-disciplinary thinking, business analysis, business strategy and cultural research to build stronger, more profitable relationships

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