As summer interns working at W2O Group, we have the privilege to work on various accounts, develop analytical skills and work with the most innovative leaders in the industry. In addition to these opportunities, we were required to team up for the intern project and develop a marketing campaign to drive awareness for a local non-profit and increase the level of donations made by millennials. Over four weeks, our team collaborated across all offices to research our client, gather analytics and present our campaign to W2O employees and leadership. Initially, the project was intimidating. By the end, we all held a deep appreciation for the extensive work put in and insights gained.
As millennials ourselves, we encountered both advantages and disadvantages as we set out to create a campaign targeting millennials. As we researched various types of millennial campaigns, we quickly realized that our generation appreciates the opportunity to self-broadcast and personalize an experience with brands and organizations. Leveraging this, we decided our campaign needed to satisfy this expectation, while still communicating the organization’s mission in an interactive and compelling way.
We strategized methods to engage and increase donations from the “digital natives”, which encouraged us to reflect on our individual digital and social habits. We considered our inherent skills and relationship with technology to decide which social media platforms would best complement and drive our campaign.
“It’s hard to pinpoint what a millennial will like or engage in down the road because our likes and dislikes change so rapidly.” – Taylor Murphy, Digital Technology Intern
Clearly, our team was composed of only a small segment of the millennial generation, limited between the ages of 20 to 22. While our age range may have seemed like a disadvantage at first, it forced us to combine hard evidence with our individual experience to further our analysis. This allowed us to set aside our biases and expand our research to identify the universal characteristics that define millennials.
After our presentation, Bob Pearson, president & chief innovation officer at W2O Group, asked us, “Would you share this?” A question that resonated with us, we realized that as millennials, we are prominent drivers in the online space that want to share ideas and be heard. Pearson provided us with a takeaway that tied our analytics findings to our campaign ideas. With four simple words, he was able to sum up what our team’s main advantage was—we know millennials because we are millennials.
Aside from learning more about our own generation, we also learned about the dynamics of working on an agency team. Here are five takeaways for future interns working on this project:
Time management is a must
Agency life is characterized by the hustle and bustle of being billable. This is something you realize on day one. When our team was introduced to the intern project in the middle of June, we already had our own client work to keep up with. The juggling of everyone’s busy calendars during this period made Outlook’s Scheduling Assistant our best friend. It was necessary to find the balance between getting work done separately and as a group—two completely different dynamics, but equally important.
Working in a team spread across the country is hard
W2O Group has offices all over the world. If a person on your team works from London, you need to take into account a five-hour time difference or risk calling him or her in the middle of the night. Although we had no one working abroad, our team still had to navigate three different time zones. This was something that was difficult at first, but we eventually used it to our advantage. When team members could not finish something in the New York office, interns in the Austin and San Francisco offices could often pick up the slack.
“The project ended up being a valuable learning experience as we had to take responsibility for our roles and figure everything out ourselves, making it an exciting process.” – Mackenzie O’Holleran, Insights & Strategy Intern
Don’t limit yourself to a title
When teams are assigned the intern project, they receive a project brief and are told to assign various “leads.” There’s an analytics lead, a media and engagement lead, a creative lead and more. Something our group learned quickly was that, overall, a collaborative approach works the best. We produced our best work when we had a cross-over of people working on parts that weren’t necessarily their responsibility. This created a true sense of integration throughout our presentation and prevented us from appearing disjointed.
Everyone’s opinion matters
Disagreements were common during the intern project, but this was not a bad thing. If there were no disagreements, chances are our team wouldn’t have been taking the time to analyze ideas in the first place. Our team’s disagreements demonstrated that everyone really cared about producing quality work rather than making rash judgements and rushing into a decision. Although disagreement was common, we strove to foster an environment where everyone’s opinion was a valued piece to the campaign puzzle.
There will always be people willing to lend a hand
Do not be afraid to ask for help. The sheer number of employees that took time out of there busy days to help us with this project truly speaks to the great people that work here. These employees truly are an untapped resource to utilize for this project, and so much more. Expanding your network at W2O Group is essential and the intern project offers participants the perfect vehicle to do this.
The intern project not only gave us real-world experience working on an account, but it also taught us about the current media world we live in and how we, as millennials, can make an impact. We learned that our age and life experience are not setbacks but advantages. As both interns and millennials, we took advantage of our social media expertise and applied it to a campaign that would target a specific audience. Overall, the intern project taught us lessons that we will take with us as we advance in both our careers and the world at large.
– Andrew Petro, Olivia Zucosky, Danielle Hay
Intern Team Includes: Michael Capone (Digital & Analytics), Olivia Zucosky (Planning Lead), Danielle Hay (PMO), Tania Soto-Lopez (Analytics), Andrew Petro (Account Lead), Daniel Ayersman (Analytics), Mackenzie O’Holleran (Analytics), Dylan Stuart (M&E) and Taylor Murphy (CCX)