AT&T 2026 CAMPAIGN
Connecting Changes Everything
Timeline
January 2026-December 2026
Role
Design
Team
Supervisors
Strategy
Media
3
9
7
Creative
Design
8
7
Overview
Growing up in the digital age, Gen Z switches seamlessly from the physical to the digital world. Our research reveals three ways that Gen Z creates connections:
World Exploration
Gen Z’s sense of the world around them
Social Connection
Gen Z’s sense of people and community
Life Construction
Gen Z’s sense of self and how they build up their life
To bridge the gap between how Gen Z connects and AT&T, this campaign must demonstrate AT&T’s reliability, authenticity, and value. This positions the brand as not just a service provider, but a partner in life that creates…
Possibilities that Grow With You
AT&T’s network is there to to empower possibilities every step of the way so you...
Never Miss a Moment.
Objectives
1
Increase Brand Consideration
2
Increase Brand Favorability
Research
The problem
How can we make Gen Z crave AT&T?
Gen Z recognizes AT&T’s name and logo, but not much more. Because this generation sees reliable internet and mobility as a necessity, they overlook the brands providing it. In other words, the market has not realized how AT&T and the internet have shaped how they connect.
Approaches
-> Market and Consumer Research
-> Focus Group
-> Survey
-> Sentiment Analysis
What does Gen Z think of
Market Research
Understanding the telecom industry
The Market
As the market leader in fiber internet and close second in mobility, AT&T’s current task is to highlight their capabilities in their branding. Internet and mobility offerings are relatively comparable, but AT&T can learn from how their competitors resonate with Gen Z.
The Consumer
Internet & Mobility
Gen Z doesn’t just use technology—they expect it to be seamless, intuitive, and a tool for self-expression.
55%
feel uneasy after 4 hrs of no Internet
13
devices owned on avg per household
Motivation
Authenticity
Inclusitivity
Positive Impact
About
Having grown up in a digital world, Gen Z see no boundary between online and offline experiences.
Age 12-27
25% of the population
Purchasing & Brand Love
5G is a must: faster speeds, low latency, and uninterrupted connectivity are non-negotiable.
55%
would pay more for trusted brands
90%
want honesty and brand consistency
Pain Points
Confusing phone plans
Slow internet and dropped calls
Companies that feel out of touch
Focus Groups
Connecting with authentic voices
54
Participants
18
Activities
Connecting changes everything, including our campaign. Through these everyday stories, we found that Gen Z is...
…chronically online
but can’t explain what being online means
Gen Z is always connected—using mobile internet wherever they go—yet many do not truly understand the technology behind their constant connectivity. They navigate apps and platforms with ease, but the intricacies of Wi-Fi plans and mobile data seem intimidating.
I don't want to devote much time of my day thinking about my phone plan.
Sophia, 22
86%
were unsure how their Internet works.
…on the Adulthood Free Trial ™
and still hooked onto the family phone plan
For Gen Z, staying on their parents' phone plans just makes sense— the idea of managing their own plan or taking on more independence in this area simply is not a priority.
Paying for my own phone plan matters for my sense of independence.
72%
of participants didn't agree with the statement
…looking for a reliable shoulder to lean on
Gen Z has to deal with the instability of growing up in an uncertain and rapidly changing world. They need dependable service where connectivity is not a worry, but a guarantee.
RANK THE FOLLOWING
Reliability
Authenticity
Honesty
Social Connection
Independence
57%
of groups ranked Reliability first
Survey
Polling the nation
450
Respondents
12-27
Ages
The AT&T Impression
While current AT&T users feel primarily positive about AT&T, users of other ISPs feel more neutrally.
TAKEAWAY
This leaves an opening for our campaign to drive brand love for users who are currently with other providers.
Choosing a plan
The biggest problem consumers face when selecting a mobility or internet plan are confusing offerings.
Older respondents feel more confident when selecting a plan. However, most respondents are not fully confident in their abilities to understand and select the best plan for their needs.
TAKEAWAY
AT&T should use clear and simple messaging to build consumer-centric campaigns.
Gen Z and fiber
Most survey respondents have not heard of fiber internet, regardless of their age. Older respondents tend to be more familiar with fiber and what it means, but this number remains small.
TAKEAWAY
AT&T’s expertise in fiber internet is an opportunity to build awareness and capture new interest.
Sentiment Analysis
Crunching AT&T's numbers
1300+
Data points
5
yrs of campaigns
We analyzed 5 years of campaign data and 1300+ data points across TikTok, Instagram, YouTube, and more to learn what Gen Z users truly prefer.
Close to Home
An emotional campaign about the consequences of texting and driving.
390+
data points
1M
impressions
True Stories
Gen Z responds better to campaigns that highlight real-life experiences.
AT&T Helmet
A sports-related campaign about AT&T’s technology used in deaf football helmets.
84%
of sample favored it
Sports Marketing
Sports leverage fans’ emotions, creating deeper connections and fostering brand loyalty.
Dream in Black
A campaign highlighting the accomplishments of Black individuals.
81%
of sample favored it
450+
data points
Inclusitivity
Aligning with audience values and showcasing inclusivity creates authentic messaging.
Lily's Backstory
A campaign providing a behind-the-scenes look at Lily, AT&T’s mascot
13%
of sample favored it
Ingenuity
Focusing on AT&T’s corporate image led to an overly polished campaign that failed to connect.
User Story
Connecting Gen Z's stages
It starts with expanding their perspectives in world exploration...
World Exploration
Activism
Authenticity
Gen Z is highly conscious of global issues and values real impact in the brands they follow.
70%
of Gen Z are involved in a social or political cause.
Our campaign
Our campaign highlights AT&T’s global initiatives with a focus on genuine storytelling.
Executions
Throughout the Years
...then evolves into forming relationships in social connection...
Social Connection
Technology
Integrated
Seamless integration between their digital and real lives is essential for Gen Z to build their communities.
59%
of the focus group prioritize
fast internet for digital interactions.
Our campaign
Our campaign positions AT&T as a social builder that connects and supports enduring relationships.
Executions
World Cup Field of Vision
Lost Penpals
Stranger Things
...and culminates in building their future in Life construction
Life Construction
Nurturing
Empowering
As Gen Z develop their identity, AT&T’s speed and reliability sets the foundation for their future.
86%
of Gen Z prioritize jobs that align with
their values and a greater purpose.
Our campaign
Our campaign shows Gen Z that AT&T supports their evolving goals in work, school, and life.
Executions
Work Anywhere
PlanYourWay
Strategy
SINGle Minded Proposition
Spacer
Possibilities
'Possibilities' evokes the understanding that every connection brings with it a promise of freedom. “Possibilities” makes clear that with AT&T, you are boundless in your potential.
that
'Grow' demonstrates that as you evolve, AT&T adapts to your needs organically and seamlessly.
Grow
Spacer
Spacer
With You
'Grow With You' means that no matter your purpose or age, AT&T is on your side, every step of the way.
Mobile and internet services have established themselves as not just essential but coveted facets of everyday life. AT&T understands Gen Z’s needs at every stage of life— a reliable, authentic, and valued partner through each journey and connection they encounter. Whether it be buffer-free calls with long-distance family or lightning-fast speeds to win an online competition, AT&T knows that connection must be flexible and limitless.
Funnel Strategy
Connecting with Gen Z through multiple points
Our campaign employs a multi-touchpoint strategy that meets Gen Z in all the ways they connect with the world. We will increase AT&T’s brand favorability and consideration among this audience with executions filled with authenticity, reliability, and value.
Our audience is mainly unaware of AT&T’s capabilities so executions will emphasize AT&T’s distinct values to Gen Z.
After distinguishing AT&T, our next executions, imbued with relatability and humor, will foster positive emotional associations to AT&T.
As Gen Z becomes independent, our final push highlights AT&T’s value in every step of their lives, generating genuine brand consideration.
Creative Strategy
Never miss a moment
With AT&T, Connecting Changes Everything, from the way we construct our lives to how we connect with others and explore the world. Our campaign strategy meets Gen Z where they are, opening doors to new possibilities in every sector of their lives. We embrace AT&T as not just a service provider, but a shoulder to lean on, ensuring Gen Z that with a powerful connection, they will never miss a moment.
OOH, Guerilla,& Experiential
23.8%
Immersing our audiences in exciting experiences, promoting UGC, driving word-of-mouth marketing, and creating lasting memories.
Community Impact
12.4%
Nurturing emotional connections and brand value through purpose-driven initiatives that make a difference.
Digital/Social Media & Influencers
28.2%
Generating media buzz through organic and paid social campaigns, interacting with our audience through the content they resonate with.
Retail
6.5%
Enhancing our multi-channel presence with tangible products that will allow our audience to directly see, touch, & experience AT&T themselves.
TV/Video
13.5%
Sharing dynamic, compelling content on one of Gen Z’s everyday platforms to spread AT&T’s brand story and values.
Partnerships & Sponsors
15.5%
Aligning AT&T with cultural moments and brands our audience loves and ensuring AT&T’s name is at the front and center of the conversation.
timeline
2026 at a glance
Measurement & Optimization
2026 at a glance
VEHICLE
MEASUREMENT
OPTIMIZATION
Social Media
TikTok SEO: Leveraging keywords focusing on social media campaigns to increase visibility (of brand mentions, UGC content, and searches) among our target audience
Instagram insights: Monitoring post and reel impressions, ads and profile, engagement rate, content reach, audience demographics, etc.
A/B Testing (Ideal User Profiling): Tailor different social media posts based on demographics, pain points, needs, user journeys, behavioral data
Call to action: Test different variations across social media posts to encourage specific action from user/audience
Streaming, Youtube, & TV Broadcasting
Viewership demographics: Measuring the viewership demographics of ads run on TV broadcasting
Completion rate: Percentage of viewers who complete the ad on Hulu, Netflix, and Prime streaming services
Click through rate: How often viewers click to an external link from ads on Hulu, Prime, and Netflix leading to more information about AT&T
A/B Testing (Commercial Variations): Identify the most effective messaging of the commercial for target audience
Ad Exposure/Recall: Measure how well viewers remember the ad shown through focus groups
Brand Search: Monitor any UCG content and mentions created on social media about the commercial
Experiential
Social media engagement: Amounts of likes, comments, shares, and number of times AT&T is mentioned on social platforms relative to competitors across platforms
CSAT: Measuring customer satisfaction through exit surveys given after guerilla and in-store experiential events
A/B Testing (Visual Display): Test variations of signs, colors, images, and layouts to identify which combinations capture more attention and drive higher engagement
Event Timing: Analyze when participants are most likely to engage and adjust the event timing accordingly for higher engagement
Retail
Sell-through: Percentage of inventory of amount of stock
Traffic: Comparing numbers of pre/post-campaign visits to website and in-store locations or retail events
Net promoter score: How likely customer is to recommend retailer to others, rating experience and products
A/B Testing (Product Variations): Identify the most effective design choices for target audience on website
Audience segmentation: Tailor product and messaging to target specific subgroups of audience
Digital OOH
(DOOH)
Impressions & Reach: Tracking estimated views in high-traffic areas with attention to repeat vs unique traffic
Engagement Metrics: Looking at QR code scans, app downloads, or social mentions tied to DOOH placements
Dynamic Content Scheduling: Adjust ad creatives based on real-time data (weather, events, trends, performance) across locations
Geo-Targeted Messaging: Personalize DOOH creatives based on local insights and demographic data
Partnerships
Brand Favorability Lift: Measuring brand perception shifts through surveys before and after major activations
Community Engagement Metrics: Tracking depth of engagement (ex: comment quality, shares with personal anecdotes, brand advocacy)
UGC brand mentions: Analyzing the number of times AT&T is mentioned through user content
A/B Testing (Influencer Tone): Compare scripted vs. unscripted content to determine how to build stronger emotional connections
Post-Campaign Retargeting: Retarget engaged users with personalized follow-ups (exclusive deals, early access offers)
Industry Benchmark: Measure engagement metrics relative to similar partnerships
Influencers
Emotional Resonance Tracking: Using sentiment analysis to assess reactions to influencer content and partnerships
Social Interactions: Tracking social metrics including reposts, watch time, and reach of influencer content through in-app analytics
A/B Testing: Evaluate mediums of content that generate the most positive user sentiment in comments
Ad Spend efficiency: Assess ROI and compare sponsorship cost to revenue generated to gauge effectiveness of influencer’s platform
