National Student Advertising Competition
PROJECT TYPE: CAMPAIGN
THE TASK: For the 2024 National Student Advertising Competition, Tide tasked participating teams with changing consumer behavior to washing their laundry in cold. Tide asked to target Millennials and Gen Z through innovative and out of the box advertising tactics.
SKILLS USED:
Commercial Production
Public Speaking
Pitching Advertising Campaigns
Influencer Relations
Guerilla Advertising
Interactive Advertising
Print Advertising
Social Media Marketing
Public Relations
Photoshop
Illustrator
InDesign
THE APPROACH: As the leader of the creative team, my contributions focused on developing an overall creative strategy that leveraged key research insights to appeal to Gen Z and Millennials. To create a cohesive campaign, much of my time was spent developing graphic standards and guidelines, creating the overarching concept for the campaign, and art directing for a team of four. In addition, I produced commercials and social media reels, created influencer relations strategies, developed PR packages, designed digital and print ads, and in collaboration with copywriter Christine Cozzo, I developed and designed the campaign plan book. Elected from among our team, I then presented our campaign pitch with three other team members to a panel of judges in New York City.
In collaboration with:
Creative & Production: Brendan Donachie, Nancy Nguyen, Chrisitne Cozzo, Isis Kirkland
Brand Research & Strategy: Fotima Akramkhodjaeva, Masina Garonzik
Account Management: Riley Flanagan, Flavia Astete Garcia
Media Planning: Lia Barteet, Jamil Bakri
PR Package & Influencer Relations
To further connect with Gen Z and Millennials we pitched that our campaign incorporates a PR package and influencer relations strategy to leverage the power of social media among the target audience. This PR Package would be sent to influencers asking them to create content around the included challenge, with example content included for some inspiration! Suggested influencers included laundry guru’s, athletes, and just straight up messy people to share the power of washing cold.
