New Media Research: User generated social media

This paper explains how research was influential at each stage of a successful case study on how to engage with youth using social networking culture.

New Media Research: User generated social media

Douglas DunnTuned In Research

Debi BesterProximity London

INTRODUCTION

Welcome to our paper, which will explain how research was influential at each stage of one of the most successful case studies in recent times on how to engage with youth using social networking culture.

'Mystery packages', as the campaign came to be known by its online audience, overcame a seemingly insurmountable challenge by using social marketing to reach a staggering 11% of 15 to 20 year olds in the UK – all for the media spend of 12 handmade, subversive mail packs....

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