Case Study: Global Millennial Survey
Telefónica is one of the world’s leading integrated telecommunications operators, with more than 317.3 million customers in 24 countries as of June 2013. While its operating brands, such as Vivo, O2 and Movistar, have strong, local brand awareness, Telefónica wanted to create a coordinated and integrated strategy to showcase its leadership in the Information, Communications and Technology field with unrivaled insights into today’s digital natives, the so-called "Millennial generation". Additionally, a global thought leadership campaign would position the company for the mid- and long-term.
Burson-Marsteller developed a strategy designed to: raise awareness of the company, align messages across all markets, and share some of its insights related to today’s young adults.
Therefore, Burson-Marsteller in partnership with Palisades Media Ventures, Proof Integrated Communications and Penn Schoen Berland developed and launched the largest and most comprehensive survey to-date of Millennial adults aged 18 – 30. The survey provided a global platform for Telefónica to place a new emphasis on the future and a demonstration of commitment to the customer segment most critical to technology and business growth of the future: young adults.
The survey of more than 12,000 respondents in 27 countries aimed to understand this generation’s current views on society, the value they place of technology and their views on the future of their personal and professional lives.
The team created and launched a high-profile, multi-channel communications campaign across media, events, third-party partnerships and influencers. The conversation began with a teaser campaign at the World Economic Forum in Davos (January 2013) and Mobile World Congress in Barcelona (February 2013).
The global launch events took place in London at the Royal Opera House on June 4, 2013, followed by Sao Paulo on June 6 at the World Trade Centre Sheraton Hotel. Other events around the research findings were held in Beijing, Berlin, New York, Prague, Santiago and Silicon Valley. The team brokered a relationship with the Financial Times which co-hosted two launch events and published two special supplements on Millennials (citing Telefónica’s survey findings) to coincide with the day of each event. Participants and delegates tweeted from the event while global audiences were able to tune in via a live stream on both the Financial Times website and a newly launched microsite that housed the Millennial survey research findings.
The Financial Times special supplements achieved a circulation of 700,000 while the events convened 247 participants in London and 255 participants in Sao Paulo. Digital and online conversations at the events resulted in more than 4,000 mentions and retweets using the Twitter hashtag #TEFMillennials, which were captured in real-time on the Millennial website. There were 1,569 unique views of the London Financial Times live stream and 2,280 unique views of the live stream in Sao Paulo.
Worldwide media coverage appeared across print, online and broadcast outlets in a total of 12 markets and in more than 170 outlets, including widespread pick up of online stories. High-level briefings on the research findings and discussions around partnerships on the way forward focused on the Millennial generation were secured with the UN Development Programme, Americas Society/Council of Americas, the Clinton Global Initiative, and the White House, among others.