NSAC CAMPAIGN ‘25
National Finals ‘25: 2nd Place in the Nation & SalesFuel's Best Research Award
Districts '25: First Place, Best Plans Book & Best Presentation
THE ASK
Increase brand consideration and favorability with Gen Z.
OBJECTIVES
Attain 80% favorable agreement with the statement “AT&T is a trusted ally during times of change” from the campaign launch through 2026.
Reposition AT&T from just a recognized brand to one Gen Z can rely on by demonstrating its value during their life transitions, aiming to increase brand favorability by 10% by December 2026.
Highlight AT&T’s role in Gen Z’s journey through authentic stories of connection, growth, and milestones to enhance emotional loyalty, foster belonging, and achieve a 5% lift in Net Promoter Score (NPS) among Gen Z.
CREDITS
UMN NSAC Team: Abby Meitrodt, Abigail Stephan, Brian Edwards, Alex Chrislu, Bryn Donovan, Cole Blackett, Kate Henning, Janet Xiong, Lauren Murphy, Jake Rhode, Jessica Chung, Julia Miller, Lilly Whiteside, Margaret Poulos, Maja Maunsbach, Maddy Miller, Martina Kochnitcharska, Rhana Elhassan, Sadie Quimby, Sofia Frank, Shae Horning, Truong Vu & Rich McCracken