1. © Jaitto Emmanuel, 2011
A study base on the MTV Network Youth Engagement Discuss

2. Entrepreneur ship, Independent Thinking, a Do It Yourself approach to
projects
 Brands & Brand Manager can engage
the youth on platforms that enables them
to take action independently
 Brands can create a project that
allows the youths to come up with their
own adverts, brand song, art creative
and style that align with brand

3. Though not about adults. Youth will try new things, and believe they will
make lots of money in life though often lacking a concrete plan for doing so.
 Projects that encourages youth to
try new adventure that will fetch them a monetary
reward should be used to bring them together,
never engage them without rewarding them.

4. Youth speak out, though they are usually not group
oriented.
They will often volunteer.
 Engage them in meaningful discussions
(topic that catches their interest most)
 When connecting on social network, keep
the three youth priority acts in mind:
 Fun
 Learn
 Socialized
 Use Multi-channels mix to reach them

5. Most youth have faith though not in formal groups. They are ethical.

6. Authenticity — Youth want truth without distortion. They will question everyone.
 Brands message should be direct and simple as possible to avoid distortion
 Creative, projects, activations that want to engage the youth need to be realistic as
possible.
 They are more expose, so brand project must meet their thinking and believability is
important in reaching them.

7. Identity — Willing to try on new identities. May make radical shifts if shown
how and why.
 Brand can make this group
of individuals create a new style
especially the style that suite the
time.
 They create the style and name
it after your brand once it is
adopted. Imagine naming the
dreadlock – ―Nike Dread‖,
―Levi’s Sagging‖

8. Youth priority - Fun. Learn. Socialized.
Youths are multi-channel in nature, very impatient with medium that does not bring
self-satisfaction to them.
Major youth influencers:
Religion (Spiritualism), entertainment, business, arts, government, media and family
Quest for knowledge influences most of their decisions
In creating content that sticks:
 Excite
 Engage
 Endear

9. © Jaitto Emmanuel, 2011