GET
tech-savvy gen-zers who DID NOT “kill email”
tech-savvy gen-zers who DID NOT “kill email”
TO
embrace all their gmail accounts
embrace all their gmail accounts
BY
showing all the different pieces of the puzzle they represent
showing all the different pieces of the puzzle they represent
One sunny day I was regretfully pondering my first gmail account: fantabulouscarinne@gmail.com. The more I talked to people, the more I realized how this was a universal experience this was for kids growing up with access to technology. Things like: maggie.hottie@blahblah.com, mrsedsheeran@suchandsuch.com, and hottiewitabodi69@whatever.com.
Crazy enough, more than 50% of adults have 2 or more email addresses, and 28% of adults have more than four email addresses. And based on a survey I wrote and conducted, 85% of people create a new email for a new purpose.
A new purpose such as the new hobby they’re embracing, their passion for accounting, or their email to give gardening advice on their blog.
KEY INSIGHT: Passions and hobbies make up who you are.
Different email addresses are like a different window into a person’s life. Something that should be put on display, not hidden behind a curtain.
Strategy: Carinne Crum
Art: Kate Slobodian
Copy: McKay Fritz