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Andrew Yang: A New Way Marketing Campaign
Kim, Tami; Yemen, Gerry Case M-1018 / Published October 19, 2021 / 25 pages.
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Product Overview

This field-based case uses the political campaign of Andrew Yang, who was a candidate for the 2020 Democratic Party presidential nomination, to explore building brand awareness using digital channels and the application of marketing tools and strategies in a nonbusiness context. The case follows Yang's initial launch as an unknown into the political arena and how that status changed after Yang got noticed online, and a large group of young people became supporters. This superfan base—the Yang Gang—helped catapult Yang's name recognition and campaign donations into the big leagues. The Yang Gang made memes and video games, championed Yang on social media, showed up at rallies, and provided an endless supply of money $20 at a time. Yang appreciated them—he connected with his superfan base. Many fans seemed to think of Yang as being one of them. How would the campaign ensure that Yang appealed to the broader, more reliable, traditional voter base? The case closes just before the Iowa caucuses. Had the campaign spent money in the right place? Was their approach to the Iowa caucuses on target? Did Yang’s campaign get his branding right? Should the campaign continue to buy TV ads or focus on digital going forward?


Learning Objectives

- Learn to develop a marketing strategy compatible with the needs of multiples consumer segments - Understand the role of online advertising (versus conventional media) - Examine the pros and cons of different advertising mediums and explore how to integrate them in a complementary way - Learn how to define "success" for each marketing effort and prioritize multiple, oftentimes competing goals - Understand the challenges of formulating an effective integrated communication strategy in a fast-changing market

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  • Overview

    This field-based case uses the political campaign of Andrew Yang, who was a candidate for the 2020 Democratic Party presidential nomination, to explore building brand awareness using digital channels and the application of marketing tools and strategies in a nonbusiness context. The case follows Yang's initial launch as an unknown into the political arena and how that status changed after Yang got noticed online, and a large group of young people became supporters. This superfan base—the Yang Gang—helped catapult Yang's name recognition and campaign donations into the big leagues. The Yang Gang made memes and video games, championed Yang on social media, showed up at rallies, and provided an endless supply of money $20 at a time. Yang appreciated them—he connected with his superfan base. Many fans seemed to think of Yang as being one of them. How would the campaign ensure that Yang appealed to the broader, more reliable, traditional voter base? The case closes just before the Iowa caucuses. Had the campaign spent money in the right place? Was their approach to the Iowa caucuses on target? Did Yang’s campaign get his branding right? Should the campaign continue to buy TV ads or focus on digital going forward?

  • Learning Objectives

    Learning Objectives

    - Learn to develop a marketing strategy compatible with the needs of multiples consumer segments - Understand the role of online advertising (versus conventional media) - Examine the pros and cons of different advertising mediums and explore how to integrate them in a complementary way - Learn how to define "success" for each marketing effort and prioritize multiple, oftentimes competing goals - Understand the challenges of formulating an effective integrated communication strategy in a fast-changing market