No more FOMO
Every year, JMU's chapter of the American Advertising Federation (AAF) competes in the National Student Advertising Competition (NSAC) against other universities in our district (VA/NC/SC). The corporate client provides case files, brand guidelines, and campaign objectives, and it's up to us to craft a mind-blowing campaign.
The ask: Build brand love and increase the brand's relevancy amongst Gen-Z.
The execution: An omnichannel marketing campaign zeroed in on the simplicity of choosing to wash cold, with the slogan "Dial it Down" and offering the concept of laundry as a "timeout" from daily life.
The awesome result: Placed 5th in our district.
My role: Vice president
_edited.png)
Research & Insights
We were tasked with leveraging AT&T's existing branding, "Connecting Changes Everything," to build brand love and increase the brand's relevancy amongst Gen-Z.
Primary research revealed that our target audience strongly or somewhat agreed with the following:
​
90.9% of respondents said they care about being sustainable and helping the environment
84.14% of respondents prefer brands that make an effort to promote good/act sustainably
76.7% of respondents said they purchase laundry products based on what they grew up using
72.25% of respondents said they are open to changing the way they do laundry.
Target audience
Visionary
Values
Latest trends and experiences.
​
FOMO drives them by
Impulse purchases, hopping on trends to stay relevant.
​
What they want
Access to latest trends, Tik-Tok content, influencers, limited-time offers.
Smart Spender
Values
Authenticity + real, humorous content from brands.
​
FOMO drives them by
Overstimulated by "fakeness" on social media, missing out on viral jokes.
​
What they want
Content that doesn't feel like a sales pitch.
Eco realist
Values
Saving money while enjoying life.
​
FOMO drives them by
Fear of overspending but may give in.
​
What they want
Budget-friendly initiatives, incentives, discounts.
Screenager
Values
Sustainability, action, transparency.
​
FOMO drives them by
Others being sustainable, but can't find brands & habits that resonate with them.
​
What they want
Brands that take sustainable actions and are transparent.
12-27 year-olds, a.k.a the wonderful Gen Z.
FOMO
noun; fear of missing out.
Strategy & ads
Changing Perceptions
Jan 2026 - April 2026
​
I. Social media campaign
II. Subway/Metro station takeover
III. No More FOMO commercial
​
1
Increase Unaided Consideration
May 2026 - Aug 2026
​
I. Influencer PR boxes
II. Airbnb spring break giveaway
III. Crumbl cookie text
IV. Spotify Wrapped bundles
V. Love Island x AT&T collab
VI. NYT Connections
Build Brand Love
Sept 2026 - Dec 2026
​
I. No More Concert FOMO
II. Wish You Were Here Booths
III. Corporate Social Responsibility
We organized the "No More FOMO" campaign into 3 phases:
​​​​​​
​
2
3
Out of home
Digital
Instagram stories
Instagram posts
Twitter/X
.png)
Experiential
Crumbl text campaign
Wish You Were Here booth
No more concert FOMO
:30 TV spot
Influencer PR box
Includes: Flip phone, curated playlist + QR code, mini ring light, and a phone case.
Final plansbook
hey! click me
Joy Mulzoff​, Sarah Drewry, Mia Rossi, Leah Glass, Jared Battaglia, Lily Torello, Riley Stile, James RJ Chaustre, Charlotte Hassebrock, Nishka Jarral, Anna Hansohn, Allie Corno, Abby Chamot, Teagan Winn, Loralai Bennett, Hayden Crossman, Emma Precopio.