Some technology should stay in the ’90s
Yext set out to challenge keyword search by reframing it as an outdated relic of the past. We launched a global, ’90s-inspired integrated campaign that used humor and nostalgia to position keyword search as the enemy and Yext as the modern alternative. Spanning TV, digital, social, and experiential formats, the campaign was designed to break through, spark recognition, and reintroduce Yext as the solution built for how customers actually move today.
ROLE
Senior Graphic Designer
TEAM
Alexandra Felsenstein
Creative Director
Colleen Kelly
Art Director
Jay Sheets
Associate Video Director
Sawhorse
Video Agency
’90s tech class reunion marketing campaign
Yext launched a global, ’90s-inspired campaign reframing keyword search as a relic of the past and positioning Yext as the modern alternative. As Senior Graphic Designer, I led design for integrated campaign extensions across print, web, and digital, and supported video strategy and execution. The campaign was designed to break through, spark recognition, and reintroduce Yext as the solution built for how customers actually move today.
ROLE
Senior Graphic Designer
TEAM
Josh Grau
Chief Marketing Officer
Alexandra Felsenstein
Creative Director
Colleen Kelly
Art Director
Jay Sheets
Associate Video Director
Sawhorse
Video Agency
At the beginning of the campaign, we began teasing the core characters of Tech Class Reunion—Cellphone, Internet, Storage, and Keyword Search—through Adweek print and digital placements. I came up with the concept of a yearbook superlatives page, designing the layout, 90's styling, and created the character compositions that were brought into the tv spot.
By personifying familiar technologies and contrasting their evolution since 1999, we used humor to make the stagnation of keyword search instantly recognizable. In partnership with Sawhorse Productions, we brought the story to life through casting, direction, and a hero TV spot, supported by scripted behind-the-scenes content that extended the campaign narrative.
Following the TV launch, we extended the campaign across print, display, social, and digital out-of-home, reinforcing the limitations of Keyword Search through ’90s tech references. As a nod to the era, we mailed physical CD-ROMs packaged with an episode of Adweek, straight out of 1999, to bring the idea to life offline. As Senior Designer, I concepted and designed the print and digital activations, developed motion-ready layouts for animation, and captured behind-the-scenes photography and stills on set to support extended campaign touchpoints.
We also launched an interactive web activation inviting users to “Escape the ’90s” through a personality quiz built around iconic tech of the era. I designed the visual system for the quiz and the promotional assets that drove traffic to the experience.
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Impact
The campaign was designed to elevate both category awareness and the Yext brand, driving visibility and engagement across owned and earned channels. Over the first quarter, we saw a 40% increase in direct homepage traffic, a 121% lift in paid traffic, and a 33% rise in new visitors. Social performance also surged, with 90% growth in video views and a 45% increase in followers, driven largely by organic content. The campaign further generated 560K+ in earned media reach, with the commercial becoming Yext’s highest-performing Instagram post to date.
