Project: Lore & Brand Storytelling

Task: During my internship at BSSP, I was tasked with developing and presenting the October keynote at the all-hands meeting about "Lore: How Gen Z's obsession has translated into Advertising & Media," which was so well-received it was later repurposed as a point-of-view marketing piece for the agency's LinkedIn.

Takeaways:

• Identified how lore has evolved from traditional fantasy universe narratives to Gen Z's interpretation of "elusive or secret information about yourself or any slightly strange experience"

• Demonstrated the massive engagement potential of lore-based content with 8 billion YouTube views and 7.5 billion TikTok views

• Highlighted how Lore can be an effective aspect of brand storytelling, advocating for heavier use of DBA’s/Mascots, and possible risks of not implementing lore

• Provided strategic framework for brands to stay relevant by tapping into Gen Z's ever-evolving online culture and narrative preferences

• Insights were taken into consideration and executed during the Fall 2024 ESPN Fantasy Football Camapign, acheiving a record breaking 13 million signups, which leveraged Lore in its creative execution.

Skills Used: Market research, trend analysis, public speaking, thought leadership, digital culture assessment, strategic marketing insights, generational consumer behavior understanding