TIDE
The National Student Advertising Competition is a national event put on by the American Advertising Federation. At my school, I was a part of a team of 30 that created a mock campaign for Tide that was then presented to a panel of judges. Our presentation was supported by a Plansbook that contained outlined each facet of our campaign.
The Problem:
Our team had put in the work on our creative and had the strategy to back it up. That said, an ad is only as successful as it is visible.
The Result:
For this campaign, I was a member of the media team. Here, my efforts could be summed up in one phrase: Find an Insight, Execute a Vision.
The first of these insights came when choosing our media locations. While we did not end up running with my suggestion, I pushed heavily for our campaign to operate out of Raleigh, North Carolina. Why? Did you know that Raleigh has the highest rate of in-home laundry machines per capita? That, coupled with Raleigh serving as a growing hub for my campaign’s target demographic, led me to the conclusion that young millennials and older Gen Z in Raleigh would be particularly interested in what Tide has to say.
Insights like these were riddled throughout the team’s campaign. Effective media placement inherently has to involve high level thinking, lest we throw money at things that are not going to drive conversions.
My team’s work was eventually displayed in three pages of our plansbook. For this, I helped with copywriting for our KPI and strategy slides.
