I am on KU's National Student Advertising Competition. Each September, we are given a client and an objective. For the next eight months, we work to craft a year-long, integrated marketing campaign. Then, we present it to a panel of judges and compete against other universities. For the 2023-2024 season, our client was Tide.
The Ask: Build a multi-touchpoint campaign around increasing the loads of laundry washed in cold to 75% by 2030. Attributable growth of loads to cold (75% of loads on cold by 2030).
The Objective: Build brand love by supporting Tide’s overarching brand objective through driving increased brand consideration, preference & sentiment.​ Create a campaign that helps Tide support the younger generations.
My Role: This was my first year on KU's NSAC team. I was part of our Research and Media team, where I taught myself how to use MRI Simmons to extract data points for our campaign. During the spring semester of our campaign, I assisted our Media Team Lead with calculating impressions and campaign KPIs, including growth of loads to cold.
Campaign Insight
Through our research, we found that our target audience considered laundry to be a mindless habit that they didn't care to talk about or change.
Strategy
Spark curiosity for washing on cold with Tide through the Trojan horse of confidence. Based on our understanding of the two insights above, we knew we could not deliver advice in a traditional way because our audience is overstimulated by direct and indirect advice from social media. We also knew personal benefit was going to be a major selling point for proposing a habit change. Letting these two insights work together gave us our delivery method for getting cold washing information to our audience: The Trojan Horse. Our platform gives our audience a personal benefit, which hides the task of turning to cold, because it is solution-based rather than task-oriented.
Plansbook
Our plansbook lays out our campaign's research journey, insight, strategy, platform, creative deliverables, and media strategy.
Media Strategy
Guided by our budget of $75 million, I used MRI Simmons, AdMall, and Nielsen to help determine campaign activations, their duration, and spend. Some of these included digital ad buys, influencer partnerships, a Sims 4 in-game partnership, linear buys, and CTV buys.
