Senior Thesis

Yahoo Campaign - To build a $20,000 integrated marketing campaign that makes Yahoo meaningfully relevant to Gen Z (ages 13-28)

  • By creating a new habit and a new meaning for Yahoo in their lives.

Course:
ADV 425: Advertising Campaigns

Date:
Spring 2026

Success Metrics:

  • Brand: ad recall/consideration/reputation

  • Behavior: new account creations, app installs, daily active use on chosen product

  • Habit: 30-day retention, weekly returning users, time spent, repeat sessions

  • Revenue: ad engagement, subscription attach (Fantasy Plus, Mail Plus, etc.)

Landmines:

  • Do not rely on “nostalgia only” (Can be a hook, not the strategy)

  • Must clearly define which Yahoo Product (s) will be used to build regular daily usage by Gen Z.

  • Yahoo Mail (Identity + newsletters + receipts + adulting)

  • Yahoo Finance (Money fluency + side hustles + investing curiousity)

  • Yahoo Sports/Fantasy (Community + competition + live moments)

  • Yahoo News (comprehension + context + trust)

  • Task: to propose at least one retention mechanic (feature, program, or partnership) that makes Yahoo “stick”.

Next

Advertising