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.
