TABLE OF CONTENTS
CAMPAIGN OVERVIEW
RESEARCH SUMMARY
TARGET PROFILE
BRAND STRATEGY
THE BIG IDEA
CONTENT PILLARS
CENTRAL THREADS
THE EXECUTION
BUDGET
TIMELINE
EVALUATION + IMPRESSIONS
MEET THE TEAM
APPENDIX
THE ASK
In August 2023, Wilson approached MOJO Ad with the task of introducing Wilson Sportswear to YAYA consumers through social platforms, influencers, organic content, ads, etc., with the goal of making the Wilson brand a badge that YAYAs would want to wear proudly and be a part of.
CAMPAIGN
WHAT
IS
MOJO
MOJO Ad is the premier, student-staffed, full-service advertising agency at the Missouri School of Journalism. We are specialists in all things young, specifically the 18- to 24-year-old demographic, which we call the youth and young adult, or YAYA, market. We use our unique perspective to create fully integrated campaigns for national clients. This market is complex, ever-changing and elusive, but we experience life alongside the YAYA demographic every day. We live with them; we study them; we are them.
AD ? WHAT IS A YAYA ?
OVERVIEW
The YAYA market consists of people aged 18 to 24. Our research told us that YAYAs are a diverse, resilient set of individuals who think often about their future and take steps to invest in it. They are digital natives with a command of new technology and a taste for innovation. YAYAs prioritize mental health, but are also one of the loneliest age groups, leading them to value community. In this way, they are at once dependent on their online presence and in-person experiences. They are passionate, hard-working and goaloriented in their day-to-day lives.
In August 2023, Wilson Sporting Goods approached MOJO Ad with the task of understanding the relationship between social media channels, such as TikTok and Instagram, and the creative, influencers and aspects of the Wilson brand with those aged 18 to 24 (the YAYA demographic). To gain more insight into our consumers, our competition and the athletic apparel industry, the MOJO Ad team conducted extensive secondary research, along with primary quantitative and qualitative research.
results to the national population as a whole. Qualitative research was gathered from 13 in-depth interview participants and three focus groups, totaling 29 participants overall. Participants were asked about their values and lifestyle to examine their behaviors, relationships and feelings toward athletic apparel.
We created a 44-question, 12-minute survey using Qualtrics. Over the course of a month, it received 554 responses from YAYAs from 43 different states. In terms of representation, our respondents were 60% women and 40% men. Eighty-three percent of respondents were white. This is reflective of the makeup of the host institution, the University of Missouri, which is about 76% white and 24% non-white, and the state of Missouri, which is about 80% white and 20% non-white. While these demographics reflect this area, it is important to consider that the U.S. Census ratio is 60% white and 40% non-white nationally, which could be a limitation in generalizing our survey
sports plays a big role in their lives. When making a decision to purchase athletic apparel, YAYA consumers mainly consider quality, comfort and price. They displayed a preference for high-quality athletic apparel, even if it meant paying a higher price.
Our research told us that YAYAs are a diverse, resilient set of individuals who think often about their future and take steps to invest in it. They are digital natives with a command of new technology and a taste for innovation. YAYAs prioritize mental health, but are also one of the loneliest age groups, leading them to value community. In this way, they are at once dependent on their online presence and in-person experiences. They are passionate, hard-working and goal-oriented in their day-to-day lives. According to our national survey, the majority of YAYAs have a connection to sports, but do not consider themselves to be athletes. Despite this, they value an active lifestyle and participate in various exercise activities, such as running and walking. Even though they are not actively playing sports, YAYAs agreed that watching
YAYAs see Wilson as a familiar, classic brand. Many revealed that they have used a Wilson product in the past, but were not familiar with Wilson athletic apparel. Additionally, the majority of YAYAs had never seen Wilson on any form of social media. After seeing various pieces in Wilson’s athletic apparel line, YAYAs had favorable opinions of the product and indicated that they would like to purchase from Wilson in the future.
RESEARCH SUMMARY
Among other crucial takeaways, we learned that athletic apparel plays a huge role in the lives of YAYAs, and thus, they have serious expectations and requirements for the clothing they purchase. They value quality and functionality above all else, and are willing to pay more for clothing that meets those expectations. Influencers are hugely influential in their purchase journey, but who they choose to believe or avoid is well thought out. The steps to purchasing athletic apparel needs to be streamlined, creating a seamless transition from influencer and brand social media pages to the Wilson website. Perhaps most importantly, we found that Wilson’s values and brand pillars are enticing to the YAYA demographic, and they said they were more willing to purchase after learning more. While illuminating an exciting inroad into this segment, it showcased an awareness gap we seek to shrink through our campaigns.
DELIBERATE ACTIVES THE TARGET PROFILE
Deliberate Actives are current college students and post-graduates who value long-term quality and active living, a mindset shaped by facing economic uncertainty and a global health crisis. They appreciate long-lasting, high-value products from brands that resonate with authenticity, untouched by transient influencer marketing trends. Transitioning from active sports engagement of their younger days, they maintain an active lifestyle amid the hustle of adult responsibilities. Their affinity for athletic apparel stems from its dual role in facilitating daily exercise while providing comfort for relaxation. They reminisce about the quality products from Wilson that once assisted them in their active youth, and now seek the same standard in athletic apparel, bridging past cherished experiences with a hopeful outlook toward the future.
“It often feels like I’m juggling a million things between school, work, friends and daily demands. Through it all, I’ve come to understand the power of intention. From the moment I wake up to the moment I lay down at night, almost every decision I make is deliberate. It’s my way of maintaining some control over the day, and it brings me some comfort. I need clothes that last me through all my endeavors and support my day-to-day goals; when I buy something new, I do it for a reason.”
THREAD OF LIFE
YAYA consumers seek beyond fleeting trends when expanding wardrobes. They yearn for timeless, enduring and sophisticated items. They’re not merely purchasing clothes; they’re investing in their present and future selves.
THE BRAND STRATEGY THE INSIGHT
With a rich heritage in crafting classic sporting equipment, Wilson extends this transcendent design process to create athletic apparel that withstands the test of time, be it a year or a decade from now. This campaign will resonate with Deliberate Actives by portraying Wilson as the quintessential brand for durable, high-quality athletic apparel that enhances life’s every dimension with confidence.
The strategy, which aligns with the ‘Thread of Life’ ethos, mirrors Deliberate Actives’ intentional approach to meaningful choices, embodying a shared reverence for endurance and timelessness. It echoes YAYA consumers’ philosophy of making worthwhile investments today that continue to hold value and relevance through the tapestry of life’s evolving narrative.
THE BIG IDEA
This campaign aspires to establish Wilson as a lifestyle brand, portraying it as a hallmark of exclusivity and exceptional quality beyond mere products. It accentuates Wilson’s reputable and empowering brand persona, encouraging Deliberate Actives to adopt the highachieving Wilson lifestyle through their apparel choices.
The campaign resonates with Deliberate Actives’ tenacity, achievements and intentional living approach. It appeals to their penchant for premium, versatile clothing that integrates effortlessly into their active lifestyle, underscoring authenticity and enduring quality—factors pivotal in their purchasing decisions.
WILSON LIFE
Wilson Life is a pledge to dedication, progress, aspiration and achievement throughout all pursuits. This pledge honors the past efforts that brought us to the present, and how our enduring attributes mold our future. We embody purpose, with every endeavor aimed at personal excellence. When challenges arise, our purpose propels us through strenuous and testing moments with confidence—in our skills, knowledge, ambition and whole self.
Excellence manifests differently for all; their triumphs and driving forces exemplify Wilson Life. This can include things like honing your culinary skills, organizing your finances or dedicating your mind and body to wellness. Individual aspirations are pursued by engaging with communities larger than ourselves and striving for personal excellence in every action.
CONTENT PILLARS
ESTABLISHING EXCELLENCE
Wilson apparel transcends clothing; it’s a testament to dedication, perseverance and an earnest desire to succeed. It embodies pride in daily endeavors on the path to realizing goals. Success isn’t serendipitous; it demands confidence and unwavering diligence. This content pillar illuminates Wilson Life’s core values, inspiring narratives, embracing the Wilson Life and motivation to achieve one’s goals.
CRAFTED FOR QUALITY
COLLEGIATE CONNECTIONS
College is a transformative four-year journey filled with academics, late-night study sessions and graduation. Beyond coursework, leadership roles, clubs and internships are instrumental for a seamless transition into the professional sphere. The Wilson Life college ambassador program offers practical experience, valuable connections and comprehensive training through events and content initiatives. It sets students on the path to success.
Wilson clothing stands the test of time because of its enduring classic designs, unwavering commitment to premium materials, meticulous design process and invaluable input from our esteemed Wilson Advisory Staff. Our content unveils the esteemed advisory staff, the exceptional apparel quality, our life-long guarantee to withstand life’s rigorous challenges and an exclusive glimpse behind the design process.
CURATED STYLE
It combines style, functionality and versatility, setting a new benchmark for high-quality clothing. Its timeless designs exude confidence and purpose. Whether running errands or a marathon, Wilson’s styles add a dash of elegance to your stride. Our content will gracefully showcase stylish apparel selections, evoke the unique sentiments accompanying Wilson apparel and demonstrate its versatility across diverse functions and occasions.
THE PURSUIT OF EXCELLENCE THE PURSUERS THE ONGOING PURSUIT CENTRAL THREADS
To organize our content, our campaign is structured around three threads: “The Pursuit of Excellence,” “The Pursuers” and “The Ongoing Pursuit.”
The first thread is The Pursuit of Excellence, which serves as the foundation for our brand’s evolution and expansion. The Pursuers honors our ambassadors and influencers—the vibrant faces and dynamic spirits who embody our values. The Ongoing Pursuit captures our campaign’s enduring journey, broadening its reach and setting course for future engagement with an event.
These threads, intertwined with our content pillars, weave a coherent, evolving narrative, resonating with our audience and propelling our campaign toward a purposeful horizon. THE THREADS | 09
THE PURSUIT OF EXCELLENCE THREAD ONE:
WILSON LIFE
BRAND
IDENTITY
The Wilson crest showcases our longstanding heritage of pursuing excellence. Proudly featured in red is the Wilson W, representing a badge of excellence in quality. The chevron background design presents ascending angles, representing the steps we take toward achievement—in the past, present and future. Across the crest, a banner is wrapped, displaying our motto, “pursue excellence” in Latin, to emphasize the bold lifestyle and mindset we follow. Finally, the white oak leaf emblem represents ongoing growth towards strength and virtue, and also connects to Wilson’s roots, as the white oak is the state tree of Illinois.
INSTAGRAM STRATEGY
Our goal on Instagram is to establish a unique Wilson Life identity, mirroring a lifestyle brand that echoes style, motivation and resonance with YAYAs. Our first post, an Instagram reel, will set the tone and aesthetic for this new profile. To encourage engagement, we'll launch promotions, prioritize authentic organic posts and cross-promote between this new profile and existing Wilson accounts. In addition, we will use targeted ads to increase visibility and sales.
THE SUPPORTING FACTS
Instagram shares the top spot with TikTok as the most popular social media platform for style inspiration, with 20% of respondents using Instagram to shop for athletic apparel.4
70% of Gen Z adults use Instagram daily.9
Instagram is the second most popular channel among Gen Z adults, excelling in terms of entertainment and interactivity.9
12 | THE PURSUIT OF EXCELLENCE
Scan this QR code to discover a carefully crafted Instagram profile, showcasing our curated posts along with their captions.
Shot Type: Mid
WILSON LIFE LAUNCH REEL
Audio: Background music
0:00-0:03: Camera follows a girl wearing a Wilson sweater and looking around as she walks on a college campus. There are other people around, but this girl is the main focus.
Shot Type: Mid
Audio: Background music
0:05: Side view of the same girl as she continues walking. She has her head high and a slight, confident smile. Her pace is quick yet controlled. She gives a wave to people in the distance.
Shot Type: Tight
Shot Type: Wide
Audio: Background music
0:07: Slow zoom in on a group of four people who are wearing Wilson apparel. They are located in a grassy area tucked away on campus. Two guys are tossing a Wilson football, and two girls are sitting on the ground chatting.
Audio: Background music
Shot Type: Wide
Audio: Background music
0:10: Camera follows from behind as the girl enters the area where the four people are hanging out. Her pace is still quick yet controlled.
0:14: Tight shot of the girl looking around at her surroundings. She has a more determined facial expression now, and the energy feels heavier and more secretive.
Shot Type: Tight
Audio: Background music
0:16: We now see two hands from the group of three girls coming together and performing a handshake. This handshake is simple yet has a secretive feel to it.
Shot Type: Mid
Audio: Background music
0:19: The two girls from the group of three is still performing the handshake, but we are seeing it on a wider scale now. They finish the handshake and look at each other with a knowing expression.
Shot Type: Wide
Audio: Background music
Shot Type: Mid
Audio: Background music
0:22: Camera pans backwards as the group of five people wearing Wilson apparel continue to hang out and have fun with each other. The logo begins to fade in over the frame.
0:12: The girl sits down to join the two girls sitting in the grass. The three of them are laughing and looking at each other with happy expressions. You can clearly see their Wilson apparel. Art Card
TIKTOK STRATEGY
Our TikTok strategy will engage YAYAs by showcasing Wilson’s relevance through captivating ads and viral marketing. We will create a hub of product showcases, styling and lifestyle content on our Wilson Life TikTok profile. Additionally, top-performing organic videos will be repurposed into ads to capitalize on the allure of short-form content to effectively engage Deliberate Actives.
THE SUPPORTING FACTS
65% of Gen Z adults use TikTok daily.9
TikTok boasts over 1 billion active monthly users, 60% of whom belong to the Gen Z demographic.6
TikTok’s expressive Gen Z user base achieves significantly higher engagement rates in comparison to users of Instagram, Facebook and Twitter.6
WILSON LIFE TEASER
Shot Type: Mid
Audio: Music, voiceovers
0:00-0:04: Three people wearing Wilson apparel are together outside. Two of them perform the signature handshake.
Shot Type: Wide
Audio: Music, voiceovers
0:14-0:17: The three people are now underneath of a basketball hoop, laughing and smiling with each other.
Shot Type: Mid
Audio: Music, voiceovers
0:26-0:29: One of the people leans in and looks directly into the camera with a smile.
Shot Type: Wide
Audio: Music, voiceovers
0:05-0:09: The same three people walking along a stone wall outside, exiting the frame.
Shot Type: Tight
Audio: Music, voiceovers
0:18-0:21: One by one, each of the three people stand in front of a trophy case and look up into the camera.
Shot Type: Mid
Audio: Music, voiceovers
Shot Type: Tight
Audio: Music, voiceovers
0:10-0:13: One of the girls does a cartwheel and laughs.
Shot Type: Tight
Audio: Music, voiceovers
0:22-0:25: Close up shots of the Wilson apparel being worn are displayed.
0:30-0:33: Another one of the people swings from a tree and smiles. Art Card
YOUTUBE STRATEGY
Aligned with Deliberate Active’s preference for educational content, YouTube will be our canvas to narrate the Wilson apparel and Wilson Life values through engaging storytelling. We’ll employ short bumper ads and one long-form video as paid advertisements on YouTube. Furthermore, we will repurpose TikTok and Instagram reel content as YouTube Shorts, allowing us to reach a larger audience without the need to create tailored content.
THE SUPPORTING FACTS
YouTube has the highest daily usage, with 83% of Gen Z adults regularly visiting the site.9
Viewers are twice as likely to make purchases based on YouTube content, and over 70% of viewers credit YouTube for increasing their brand awareness.3
WEBSITE ADDITION
The Wilson Life brand extension is envisioned to be a seamless confluence with our apparel offerings, intertwining Wilson’s sporting goods and lifestyle products. To accomplish this, we will add a “Wilson Life” tab to our homepage, promoting the ambassador program, emphasizing the blog and UGC for immersion, and introducing the membership program. These elements are set to be the digital conduits connecting our community, amplifying brand awareness and boosting engagement.
THE SUPPORTING FACTS
80% of respondents expressed a preference for online purchases when it comes to athletic apparel.4
"I don't really buy anything directly from social media. If they have a link to the website, I'll click it and see (what they offer on the website)."5
MEMBERSHIP PROGRAM
Everyone is welcome to join our membership program, which can be accessed online or in-store via email sign-up. Members earn one point for every dollar spent, and each purchase adds to their total points, propelling
THE SUPPORTING FACTS
Gen Z values benefits such as free delivery, expedited shipping, discounts and complimentary products and is willing to go out of their way to earn them.8
Customers who participate in a membership program have a 62% greater likelihood to invest more in the brand.9 them through tiers with escalating perks such as exclusive apparel and personalization. Members will have access to their benefits via a virtual storefront. To encourage ongoing loyalty, points expire annually on Dec. 31.
THE PURSUERS THREAD TWO:
INFLUENCER PARTNERSHIPS
For our influencer partnerships, the focus will be on increasing the visibility of the Wilson clothing line by fostering monthly partnerships with achievement-driven influencers. These influencers were picked based on the categorization of content: professional, wellness, fashion and lifestyle. Each influencer will be endowed with a $300 stipend to explore and feature our apparel in their narrative, ensuring authentic brand portrayal. In addition, our product gifting initiative to 100 influencers during the back-to-school and holiday seasons aims to spur user-generated content (UGC), deepen influencer rapport, and keep Wilson at the forefront of potential customers’ minds during high-spending seasons.
THE SUPPORTING FACTS
89% of YAYAs are inclined to purchase athletic apparel when recommended by an influencer.4
34% of adult men and 33% of adult women are more likely to purchase clothing/ apparel thanks to influencer endorsements.7
@christinastrat
FASHION INFLUENCER
@christianvsthewurld
RENEE NOE
WELLNESS INFLUENCER
@reneeenoe
LIFESTYLE INFLUENCER
@zahra
CHRISTINA STRATTON PROFESSIONAL INFLUENCER
CHRISTIAN SALIBO
ZAHRA HASHIMEE
PR GIFTING BOX
Our partnerships will be further amplified to reach YAYA-centric influencers through two rounds of PR gifting. We will send boxes in two heavy spending periods for YAYAs — the back-to-school season and holiday seasons — with 50 influencers receiving gifts in each period. The boxes will have the above items.
This will allow us to build relationships with and generate UGC from content creators with a following of between 50,000 and 2 million. This group’s following is packed with Deliberate Actives tuning in to hear about their pursuits, growth, tips and lifestyles.
COLLEGE AMBASSADOR PROGRAM
Our college ambassador program will recruit 50 college ambassadors to increase student engagement and spotlight Wilson’s integration into the lives of Deliberate Actives. Applications will open in July 2024, and the ambassadors’ tenure will last from October to May. This is an opportunity for them to be the voice of Wilson on campuses, rewarded with a $200 clothing stipend and more through content creation and event hosting. Up to five ambassadors are chosen per campus, with requirements such as attendance at a four-year U.S. institution, a minimum 3.0 GPA and public social media accounts. Although posting is not required, social media guidelines will be provided.
THE SUPPORTING FACTS
76% of individuals express a greater inclination to trust content shared by ‘regular’ people as opposed to brands.
“What my friends, people I encounter on campus, or those passing by are wearing influences me,” aligning with the idea that authenticity matters.5
THE ONGOING PURSUIT THREAD THREE:
EVENT MARKETING
Wilson will launch a targeted event marketing campaign to differentiate itself from competitors, bolster the brand, garner UGC and connect with current and prospective customers. The envisioned event at the West Side Tennis Club in New York City is a rendezvous of motivation, exclusivity and brand celebration, with tennis legend Serena Williams as the harbinger of inspiration as the keynote speaker. The event offers enriching networking opportunities, complemented
by an array of complimentary gourmet food and beverages. Only 200 Wilson Life college ambassadors and influencers with at least 20,000 followers will be invited. The inviteonly concept is set to fuel excitement and exclusivity, ensuring a memorable and engaging brand experience. This collective endeavor transcends mere expansion of reach; it represents a pivotal stride towards amplifying the impact of the Wilson Life campaign.
THE SUPPORTING FACTS
95% of respondents believe that live events offer valuable opportunities for inperson connections in an increasingly digital world.1
62% of attendees are likely to share photos and content on social media when a designated photo activation or photo booth is available. 2
90% of consumers trust UGC over traditional advertising. 2
ONGOING PURSUIT | 23
EVENT INVITATIONS
Scan this QR code for a closer look at the event invitation and the Wilson Life club values.
HALL OF WILSON EVENT: TEASER INSTAGRAM REEL
Shot Type: Wide to Mid
Audio: Background music
0:00-0:04: From a front view, camera slowly zooms in on a large wooden door on the outside of a building/structure. There are no people in sight.
Shot Type: Wide to Mid
Audio: Background music
0:19: From a front view, the door slowly begins to open the rest of the way. Camera is zooming in as the door is opening. You still can’t see what’s inside, it’s very dark.
Shot Type: Tight
Audio: Background music
0:07: From a side view of the door, a hand reaches up and knocks three times on the door. The knocks are slow and hesitant.
Shot Type: Mid
Audio: Background music
0:10: The door slowly opens and makes a creaking noise. An arm wearing a suit begins reaching out from the door. You can’t see what’s inside, it’s dark.
Shot Type: Mid
Audio: Background music
0:15: In the same shot, the hand wearing a suit and the hand that knocked before perform a simple and secretive handshake.
Shot Type: Tight; Typography
Audio: Background music
0:24: The logo for the Hall of Wilson Event fades in.
Art Card
EVENT FEATURES
During the event, guests will be able to purchase an exclusive Wilson apparel collection, tailor-made with complimentary embroidery customization. This experience seamlessly intertwines Wilson’s rich heritage with its modern apparel line, underscoring our commitment to the Deliberate Actives community and illustrating that Wilson apparel remains a key part of their lifestyle, transcending beyond their active sporting days.
26 | THE ONGOING PURSUIT
THE BUDGET
Entrusted with a $100,000 budget, we strategically allocated funds toward key initiatives: paid media, influencer partnerships and the college ambassador program, aligning with Wilson’s broader objectives. The budget is apportioned as follows: 65% for Instagram, 17% for TikTok, 8.5% for YouTube and 8.5% for influencer partnerships.
Recognizing our campaign’s evolving needs, we propose a supplementary budget to amplify our impact. This isn’t merely a financial increment but a stepping stone to enriching our experiential component, the Hall of Wilson event. This additional funding reflects our sincere effort to expand our reach and engagement, deepening our connection with our target audience, all while upholding the values of Wilson Life in every step we take.
WILSON LIFE BUDGET: $100,000
$1,000
THE TIMELINE
TIKTOK
YOUTUBE
INFLUENCER PARTNERSHIPS
COLLEGE
AMBASSADOR PROGRAM
MEMBERSHIP PROGRAM
WEBSITE REDESIGN
EXPERENTIAL MARKETING
EVALUATION + IMPRESSIONS
Reflecting on a year of diligent campaign efforts, our goal is to witness significant growth across the Wilson Life social media platforms, with a target of accruing 8,000 Instagram and 10,000 TikTok followers. The collaborative venture with college ambassadors and influencers, bolstered by well-strategized paid advertising, is poised to considerably broaden our reach. As part of our overall strategy, we hope to attract 100 influencers with at least 20,000 followers each to our notable event in New York City. This collective endeavor transcends mere expansion of reach; it represents a pivotal stride towards amplifying the impact of the Wilson Life campaign. EVALUATION + IMPRESSIONS | 29
WILSON LIFE TOTAL IMPRESSIONS: PROPOSED BUDGET
WILSON LIFE TOTAL IMPRESSIONS: WILSON BUDGET
18,000,000
74,485,000
Account Manager | Ben Henschel
Art Director | Audrey Badgerow
Copywriter | Elise Vahle
Digital Strategist | Mary Clare Lacke
Graphic Designer | Julia Foster
Media Planner | Taylor Roty
PR Account Manager - Content | Anna Poppe
PR Account Manager - Strategy | Allyson Imhoff
Qualitative Strategist | Emily Wilson
Quantitative Strategist | Emma Tacchia
Video Producer | Izzy Roberts
MEET TEAM VERVE
WORKS CITED
1. Adobe Experience Cloud Team. (2022). Event Marketing: Everything you need to know. Adobe.
https://business.adobe.com/blog/basics/event-marketing
2. Edelman, C. (2023). How to Create User Generated Content That Engages Your Audience. LinkedIn.
https://www.linkedin.com/pulse/how-create-user-generated-content-engages-your-audience-edelman
3. Grow Your Business With YouTube Ads. YouTube.
https://www.youtube.com/intl/en_us/ads
4. MOJO Ad. (2023). Quantitative Research Survey.
5. MOJO Ad. (2023). Qualitative Research Survey.
6. Muliadi, B. (2020). What The Rise of TikTok Says About Generation Z. Forbes.
https://www.forbes.com/sites/forbestechcouncil/2020/07/07/what-the-rise-of-tiktok-says-about-generation-z
7. O’Donnell, F. (2022). Social Media Influencers - US - 2022. Mintel.
https://reports-mintel-com.proxy.mul.missouri.edu/display/1100339
8. Oracle. (2020). How to engage consumers across every generation - oracle.
https://www.oracle.com/a/ocom/docs/dc/how-to-engage-consumers-across-every-generation.pdf
9. Wadarajan, V. (2022). Loyalty Programs: What Works and What Doesn’t. Forbes.
https://www.forbes.com/sites/forbestechcouncil/2022/11/18/loyalty-programs-what-works-and-what-doesnt
10. Wong-Li, C. (2023). Marketing to Gen Z - US - 2023. Mintel.
https://reports-mintel-com.proxy.mul.missouri.edu/display/1155675
This document was produced by Mojo Ad at the Missouri School of Journalism. The contents are the property of Wilson Sporting Goods®. All information is confidential and proprietary. Content should not be modified, reproduced, distributed, or used for any purpose without prior written consent from Wilson Sporting Goods®.
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