Sources and trains young ambassadors to
empower brands wanting to access youth culture
Y2M
- Youth to Marketing LLC is introducing
‘youthsourcing’ to the UAE, creating a platform that connects brands with the UAE’s
youth through insightful and engaging experiences. The youthsourcing model
recruits and trains a team of young ambassadors in the 16-25 age range to work
closely with brands and facilitate the development of engagement strategies and
youth campaigns.
“Market
research and anecdotal evidence has consistently shown that brands are
consistently on the lookout for opportunities to engage with a young audience.
y2m is facilitating this process of two-way engagement. Our youthsourcing model
trains young people to work with brands, educating them in a range of
disciplines such as marketing research, concept development, project
management, brand building and social media management. These young trainees
are then ideally positioned to become consultants and ambassadors for brands,”
said Tareq AbuIssa, Founder & Managing Director of y2m.
According to Arab News (July
17, 2012), more
than half of the GCC population is under the age of 25. An AMRB report released in 2011
indicated that Emirati youth is the highest per capita spender regionally, and
second biggest globally, averaging four times the average spend of its global
counterparts.
“Young
people have evolved into a sophisticated audience regionally and globally. They
are no longer susceptible to direct brand messaging and seek brands with
cultures that deliver exciting experiences, both online and offline.
Conventional marketing strategies will now require replacement with
engagement-based experiential campaigns,” AbuIssa noted.
y2m’s
youthsourcing model sees the organization recruit young ambassadors from across
the UAE to work closely with brands in the development of their strategies and
campaigns to connect with the youth community – from research, insight
generation and ideation to execution, on-ground activations, online engagement
and social marketing.
y2m is creating
a network of ambassadors in collaboration with leading UAE universities. The
company is also gearing up to conduct a comprehensive nationwide research into
UAE youth’s purchasing habits, lifestyle and loyalties to generate information
that will empower brands looking to gain access to youth culture.
Boiler Plate
Y2m is
a youth engagement agency that was created to target
and connect with fresh, trendy and young communities in the Middle East. y2m
understands the youth’s wants, needs, ways of communication, likes, dislikes,
habits, interests and trends. Brand’s
lack of understanding and disengagement with youth resulted in the inception of
y2m led by a team of young professionals who firmly believe that the region’s
youth is a force to reckon with. For more information, visit y2m website at www.y2m.ae
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