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AAF Tide Campaign
For internship credit, I had the privilege of working with an incredible team on a multi-touch advertising campaign for Procter & Gamble's Tide. We began with thorough research, gathering data from various databases, and designing targeted surveys. From there, we meticulously planned our media strategy, timeline, and budget, calculated impressions, and successfully executed the campaign.
01
Channel Strategy
A significant part of my role involved analyzing the media habits of our target audience to optimize our advertising strategy. Utilizing MRI Simmons data, I pinpointed where Tide Regular Brand Consumers aged 18-34 spend their media time, identifying key television channels , networks and social media platforms they frequented over the past 30 days, including those with high engagement of 21+ and 16-20 hours in the last week. This analysis allowed us to strategically place advertisements on the specific channels and streaming services shown in the plans book. Further research using MRI Simmons and Statista provided insights into the streaming and social media habits of Gen Z and millennials, highlighting the most popular video services and active social platforms. This guided our strategic choices for social media advertisements, focusing on platforms with the highest user engagement.
02
Regional Strategy Research
I utilized SRDS to access detailed DMA profiles and maps, enabling me to analyze demographic data effectively. I specifically helped develop the selection of 13 DMAs for our campaign. This selection was based on my research into finding the top 12 States with the highest populations of Gen Z and millennials and identifying the top 10 cold states that also have significant populations of our target demographic.
I developed the "cool aisles" nudge strategy, which I designed as an effective call-to-action to encourage the shift towards cold water usage.
03
Concept Testing - Qualtrics
I collaborated with my professor to develop a concept testing survey on Qualtrics, which aimed to evaluate our four concepts. I organized the survey to ensure it was formatted in a clear and effective manner and contributed to the development of the questions. Additionally, I worked alongside a fellow classmate to extract and curate the results from the Qualtrics data, ensuring a thorough analysis of the feedback.
04
Budget & KPIs
I conducted extensive research to collect key data on CRM and impressions for high-visibility events like marathons and college football games across the 13 targeted DMAs. This included determining seating capacities and using SRDS to gather detailed reach information for various advertising channels, including billboards and digital out-of-home. I calculated the reach, cost, and impressions for these channels, ensuring our campaign was data-driven and tailored for effective engagement. These efforts were crucial in optimizing our out-of-home advertising budget, allowing us to make informed decisions on ad placements to maximize visibility and impact, ensuring our campaign effectively resonated with our target audience. I also managed the social media budget, allocating $10 million strategically across platforms to optimize our reach and impact, while calculating the length, cost per thousand impressions (CPM), and overall cost for each advertisement across streaming, traditional media, and social media channels.
