Messaging Pillars Among Young Adults

Challenge

Understanding the most impactful articulation of messaging pillars, creating a ‘playbook’ to guide and unify initiatives that will build deeper relevance for a social media platform with Young Adults. 

A social media platform targeting young adults sought to build deeper relevance with its audience. The challenge was to understand the most impactful articulation of messaging pillars and create a ‘playbook’ to guide and unify initiatives that would enhance the platform’s appeal to young adults.

Approach

We conducted YA & Curious Initiator Discussion Groups to gain insight into the most effective messaging pillars. Additionally, we organized Trendsetter Cocktail Parties to gather exploratory insights from influential young adults in a casual setting. In-depth interviews were then conducted to share refined messages and collect detailed feedback, which we compiled into a comprehensive deck for the client.

Outcome

Our multi-faceted approach provided invaluable insights that allowed our client to refine their messaging pillars with precision. This strategic refinement resulted in a stronger connection with young adults and an enhanced ability to effectively communicate the value of their social media platform, fostering engagement and loyalty among the target audience