3. ASHLEIGH EDWARDS FIND ME AT
BRAND STRATEGIST // PROBLEM SOLVER AshleighEE@gmail.com
AshleighEdwards.com
VOLUNTEER 434.466.3239
WORK
Development Assistant Crew Captain, Paramedic
VCU Brandcenter - Richmond, VA Charlottesville-Albemarle Rescue Squad - Charlottesville, VA
August 2009-current August 2001 - August 2008
Assist Development Director in creating and updating Managed crew of 12+ EMTs plus other resources to respond to 911
development materials and donor response calls providing emergency medical care and special events
communications. coverage to the University of Virginia, City of Charlottesville,
and most of Albemarle County ~13 hours/week.
Program Manager Spent 5,040+ hours over 7 years responding to 911 calls
Univ. of Virginia, Travel & Learn Programs - Charlottesville, VA through nights, weekends, holidays, hurricanes, snowstorms,
February 2006-August 2008 etc.
Managed all customer service, logistics, and on-site Learned how to use the “Jaws of Life” and other cool things
management for adult educational travel programs. you see on tv.
Learned the importance of always carrying a Sharpie. Lived by the motto “Eat, sleep, and pee when you can”
Program Assistant Development Coordinator, Director
Univ. of Virginia, School of Continuing Ed. - Charlottesville, VA Charlottesville-Albemarle Rescue Squad - Charlottesville, VA
August 2003-February 2006 2003 - 2007
Provided support to program and school directors by providing Responsible for annual fundraising and major gift campaigns.
customer service, processing registration materials, Coordinated and helped design of print brochure, newspaper
maintaining databases, and compiling mailings for and radio ads, public relations, and kickoff event.
conference and program participants.
There is power in being a jack of all trades. Director, Secretary - Board of Directors
Charlottesville-Albemarle Rescue Squad - Charlottesville, VA
May 2005-May 2007
EDUCATION
Helped manage long-term as well as day to day business and
VCU Brandcenter - Richmond, VA operation decisions for an all-volunteer 501(c)(3) non-profit
Master’s Candidate - Mass Communications/ corporation with oversight of budget exceeding $1mm
Communications Strategy Lowered the average age of the BOD by at least 10 years.
August 2008 - Present
Recipient of Donna Spurrier Media Scholarship for 2009-2010 TECHNOLOGY:
University of Virginia - Charlottesville, VA Final Cut Pro, iWork, Microsoft Office Suite, Photoshop,
B.A. - English Literature InDesign, and in case of power failure, I know how to
August 2000 - May 2004 use a manual typewriter.
4. Expedia
Product ideation and development + launch
Noxzema
Case study + brand experience plan
Wonka
Product development + integrated campaign
Wheat Thins
Social media platform
5. Ashleigh the _________.
I think that “planner” isn’t a sufficient enough word for what we have been prepared
to do at the Brandcenter. Not by far.
I think that the term strategist has more oomph.
Anyone can plan, but not anyone can strategize.
For that matter, I don’t even feel that strategist adequately
expresses who I am.
I am a problem solver.
As a problem solver, I believe:
In asking even the silliest of questions. You don’t know what you don’t know.
In making lives better and the world a better place to live.
You can both educate and entertain, entertain and educate.
You shouldn’t underestimate the power of your gut instincts.
That the easy way often isn’t the best way.
6. Expedia is the world’s most visited With travel costs on the rise,
online travel agent. What does it who is hurt most by these changes?
need to do in order to maintain that
position? The frequency of young global travelers is on
the rise. High school & college volunteer trips,
gap years, study abroad. Honeymoons.
Currently, the biggest online travel brands are
differentiated not by the services that they offer, Yet these are the travelers most in need of help
but by their tone and brand ambassadors. financing this important step, and often depend
on the financial assistance of family and friends
to get them where they’re going.
Expedia is known
In an increasingly global-minded society,
by the twangy Dot coooooooooom traveling has become a rite of passage, an
ending in each of
almost necessary step towards becoming a
its commercials.
successful global citizen.
How can we help these future
The lack of differentiation between the top sites global citizens overcome these
is being leveraged by other travel aggregator new obstacles to traveling?
sites like Kayak, which are rapidly gaining
Expedia
popularity and loyalty at a faster rate than
traditional travel sites.
Challenge:
The online travel industry is considered mature,
and little profit comes from plane ticket sales
alone. In order to maintain its position as a
leader in the category Expedia must
differentiate itself from other travel sites by the
services that it offers and increase profits by
selling more than just plane tickets.
7. What are travelers looking Opportunity:
for when planning a trip?
Convenience.
The purpose of planning travel ahead of +
time is to make the most of your time.
Make being convenient more
convenient by putting as many resources
as possible in one spot.
Combine the concept of an online gift registry with
the aggregating capacity of Expedia’s existing
Suggestions. resources to create a tool for travelers who need
People trust suggestions from other people help getting to where they want to go.
more than they do companies. Allow
travelers to get suggestions for their trip by
looking at the trips of others and then
leaving feedback, tips, and suggestions on
Solution:
their own trips.
The Expedia Registry
Expedia
Stories.
Half the fun in traveling is telling the story
of your trip.
The Expedia Registry allows travelers to
The internet provides a great storytelling create a detailed itinerary with all the costs
medium. Give the travelers different ways involved broken down - from flight and hotel
to tell their story before, during, and after to activities and souvenirs - and then get
the trip. help from family and friends to help finance
the costs.
8. The Expedia Registry
The traveler creates a detailed trip itinerary, listing all
costs that they want help financing, as well as tell any
story behind the trip.
Through a partnership with Paypal, items that
Expedia doesn’t offer for purchase, such as dinner
at a nice restaurant, can be given.
There, you can see how the trip will unfold. More
expensive items, such as flights, can be divided
Travelers can peruse itineraries that other into multiple, more affordable sections.
travelers have created and reviewed for
suggestions, tips, and tricks.
Once the registry is created,
Expedia
emails are sent to potential gift
givers through Expedia. By clicking
on the links in the email, the gifter is
directed to the traveler’s personal
registry on Expedia.
Facebook and Twitter
plugins allow the traveler
to share their registry as
they go, as well as the gift When an item is purchased, a message can be
giver to share news of the left for the traveler that they will receive when
traveler’s trip. they are notified of the gift.
9. The traveler
keeps track of
Under
everything from
notifications, all
one interface. It
of the
lists the people
contributions are
that the traveler
listed. Thank you
has notified, total
letters can be
gifts given, and
composed from
those who have
this section.
contributed to
the trip.
Once the traveler departs on their journey, the Expedia registry goes mobile.
The postcard app allows the
traveler to stay in touch with
everyone who contributed
to their registry as they travel.
Expedia
They simply take a photo, write a
message, and email it off.
The next time the gifter opens their
email, they’ll receive a postcard from
The Expedia app allows the traveler the traveler.
to view their itinerary and trip
progress, eliminating the need to A connection between the gifter and
carry paper itineraries with directions the traveler throughout the travel
and details. process.
10. Creative Campaign
The concept of a gift registry is to guide the gift giver in purchasing something
that they want or need instead of something that will go unused or
immediately returned to the store.
The Expedia Registry is ideal for the growing number of students, recent
graduates, and newlyweds who have the desire, but not the means, to travel
the world. During these times, young people are often inundated with
“thoughtful” gifts - such as “Class of 2010” picture frames - that ultimately take
up residence on a shelf in the bedroom and then sit, gathering dust.
Strategy
The Expedia Registry provides bad gift insurance.
You Shouldn’t Have!
“You Shouldn’t Have” is a fictional show a la Antiques Roadshow, that
Expedia
follows fictional character, Jeremy Schwartzwalder, around the country
as he appraises bad gifts that people have received.
It will be hosted on the youshouldnthave.com microsite, which will allow
users to upload pictures and descriptions of bad gifts that they have
received to be rated as well as to rate other people’s bad gifts.
Those with the worst gifts can win gift certificates that can be used
towards their travel registry.
Banner ads featuring Jeremy will be placed on the Expedia
website as well as on Flickr and other travel appropriate websites.
11. Print ads will be placed in both travel
magazines as well as lifestyle magazines
targeted to this 18-34 year old traveler. (Print ad shown as it would appear to the reader)
Expedia
13. “So....where exactly are you from?”
I get the question frequently. Not in a casual “I’m asking you this question because it’s part of the getting to know
you process” way. No, the question is often asked with a very specific purpose in mind.
To pinpoint my accent.
Most of the time, I’m perceived as being “Southern.” Sometimes “country,” which is somewhat closer to the
truth. My amusement at this line of questioning usually leads me to ask the person where they think I’m from.
“Georgia?” “Alabama?” sometimes, even “Texas?”
None of the above. I was born and raised in Virginia.
*GASP* “Really?” “Yes, really.” “WHERE in Virginia??”
Southwestern Virginia to be exact. Coal country. In the heart of the Appalachian mountains, and surrounded by
language that is uniquely our own and is officially recognized as Appalachian English.
“But isn’t that just a Southern accent?”
“No”
3 hallmarks of the Appalachian English dialect
Vowels are extended for
The hallmark of a Southern longer lengths: “Y’all,” “Ain’t,” “is you,” “I
accent is the dropping of ‘Red’ sounds like ‘rey-uhd’ done” and “you was” are
hard “r.” The Appalachian commonly utilized and
dialect is known for its EXCEPT: The standard two accepted.
intrusive R’s: syllable long I is shortened to
‘Wash’ sounds like ‘Warsh’ a single syllable:
‘Wire’ sounds like ‘war’
14. Alberto Culver acquired the Noxzema brand in
2007. The brand has been in a sales decline with
minimal advertising since then. Alberto Culver
wants to ready the Noxzema brand for re-launch.
Our Challenge:
Make women fall in love with Noxzema again.
Brand equity:
Noxzema has a powerful 89% To get at the root of the
brand awareness problem, in addition to
secondary research, we
Noxzema
It’s distinctive blue color and conducted:
scent - menthol, eucalyptus and
camphor - have become iconic. Ethnographies
Quantitative surveys
Refreshing, tingly and cooling And challenged 6 women at
experience. different stages of life the task
of keeping a face-care journal
Despite moving towards more for a week.
image based advertising
recently, the Noxzema girl
advertising is still strongly
associated with the Noxzema
brand.
15. Who is and isn’t using Noxzema?
There are two types of current users: What about non-users?
“Help me with my acne.” “I just like the refreshing tingle” “I don’t need help with acne anymore”
Teens and adults seeking acne Noxzema lovers who crave the Non-users have the perception that
prevention and treatment. cooling, tingling sensorial Noxzema’s promise is acne control -
Teens are often introduced to experience that Noxzema which often loses relevance. Many
the brand by someone who provides. The smell and tingle previous users feel that they have
used it in their youth who sees it creates a perception of an outgrown Noxzema because of this,
as an entry into the facewash associated functional benefit. and that Noxzema is specifically for
category because of its acne a young, highly acne-prone
clearing association. demographic.
Noxzema
A huge divide exists between consumers’ perceptions of
Noxzema. Loyalists see Noxzema as a brand that stands
for CLEAN. Non-Noxzema users perceive Noxzema as
standing for CLEAR, which some consumers may feel isn’t Noxzema needs to re-position
relevant to them. itself in consumers’ minds:
Likewise, loyalists perceive the Noxzema scent
as natural and refreshing. Non-users perceive CLEAR CLEAN
the scent as being associated with clearing
products and deem it being chemical-like.
16. Who can Noxzema talk to about Clean?
The Practical Princess is in a constant experiment in the quest for balance.
Her practical side tells her that the “holy grail” claims are bogus, but her princess side enjoys the
experimentation of trying new things - just in case the holy grail promise holds true this time.
Throughout that quest, products are determined to become a part
of her beauty arsenal or go into her beauty graveyard under the sink.
Even though she has a few brands to fall back on if she has a particularly bad
experience with a product, she’s adventurous and tries new things in her ongoing quest.
How are other brands talking?
“takes
Products make “holy grail” Having clear skin is more than something you can
off my
claims in the face care “right find in a bottle. It’s getting enough sleep, not
makeup”
intensity for smoking, eating right, amongst a myriad of other
category in attempts to
morning” things.
stand out from the clutter.
Solution: Noxzema is part of a
Noxzema
Some of the “holy grail” holistic approach to skincare.
claims might catch her
eye at the shelf and sway Positioning:
her, but when she runs out Consumer: From Clear to Clean .
of a product, she’s just as Category level: There is no holy grail, at least not in
the face wash category.
“gets rid of likely to put “facewash” on “doesn’t make
blackheads” her shopping list as she is a me break out” Strategy:
specific product. Noxzema is just one part of a well-balanced
face care diet.
Opportunity: “I’m not sure if it’s making a
positive difference but at least it’s not
making it worse.”
17. Re-engage Consideration Purchase Use Trust & Prefer Evangelize
CONSUMER NEEDS
“I don’t need an “I need face wash. “Noxzema can
acne cream, I’ve “I’m looking for “Does it stay in my “This is a vital part
I didn’t write a arsenal or head to play a role in
grown out of the perfect thing of my face-care
brand name on the graveyard?” almost anyone’s
that” for my skin” routine”
my shopping list” face care routine”
CONTENT IMPLICATIONS
Seed idea of holistic Help them
Reposition Buy into holistic Help them talk
determine what Understand holistic
Noxzema as clean approach to put approach instead of about holistic
role it should play in approach
skin (vs. clear) Noxzema back on the gimmicks approach
the radar their routine
COMMUNICATIONS CONTEXT STRATEGY & BRAND BEHAVIOR
Connect in environments when women focus on bettering themselves by being honest and humbly realistic.
CONTENT CHOICE
In Store Advertising Noxzema Site
Noxzema branded items
Packaging (ex. water bottles)
Noxzema branded items Partnerships (like-minded brands/specialty stores
Traditional (Print, TV, PR) (ex. water bottles) that embrace the holistic ethos)
Online (Blogs, Radio, Search) Online (Blogs, Radio, Search)
In-store: Packaging: Partnerships/Distribution: Women’s magazines run on a continuum
Ads such as floor clings as well as Package Noxzema with Partnerships with brands or from Beautify self to Better self.
shelf space in areas of the store a water bottle and a distribution through specialty Concentration of the ad placement on the
related to holistic facecare such jumprope or other parts stores such as athletic stores better self end of the magazine spectrum.
as bottled water and workout of a holistic routine. who contribute to the holistic Self and Shape v Cosmo and Vogue
gear. approach.
19. Things I live by.
Being nice will get you far in life.
“Please” and “Thank you” can go a long way. Manners aren’t dead.
Don’t forget to stop and smell the flowers.
Simplicity and subtlety are powerful methods of seduction.
Be generous. It will come back around.
Never forget that there’s always someone who has it worse off than you do.
Sometimes you have to turn off the screen.
The path less travelled is often much more interesting.
Whatever you do, don’t forget to have fun!
Gardening
Traveling to places on my bucket list
DVD commentaries
Volleyball & Tennis
Medical shows: Bones, CSI, House, Grey’s Anatomy
My cats Smokey and Bandit
Home cooking
Good bourbon
Netflix
20. Most Americans know the Willy Wonka character. The
1971 Willy Wonka and the Chocolate Factory movie has
an almost cult-like following with its vivid, fantastical
images that transport you back to being a kid when your
imagination could take you almost anywhere.
The power of the original Wonka movie and story is so
great that when someone is asked what they think of
when they think of Wonka they’ll tell you “chocolate”
- despite the fact that, other than a limited release
surrounding the more recent Charlie and the
Chocolate Factory movie - the Wonka brand doesn’t
actually produce a chocolate candy.
Chocolate brands talking to adults are
Challenge: positioning themselves as sensuous, sexy,
Wonka
and indulgent. But chocolate is fun, and
The Wonka candy brand has been experiencing a should be an accessible experience every
downturn in sales. With an adult audience that already day, not something that is put on a shelf
sees the Wonka brand as meaning chocolate. and wrapped in a cloak of indulgence.
And unlike other brands, adults already
see Wonka as representing chocolate.
Opportunity: The entire experience should be fun and
imaginative, including the product name
Re-vitalize the brand by re-visiting Wonka’s
and packaging.
core brand equity - chocolate.
21. Wonka introduces: Premium dark chocolate
bars with natural and
Positioning: exotic flavor pairings such
The Wonka [dark] Bars as chili, lavender, and
Adult flavored fun. miracle berry - which turns
the sour and bitter into
sweetness.
Tone:
Whimsical, imaginative, fun. Miraculous
Berraculous
Chocolate
Tongue
Strategy: Twister
Wonka chocolate isn’t for just anyone, (Miracle Berry)
only the Charlies of the world.
Darknificent
Chocolate
Wondrous
Wonka
If this is a normal brain................then this is a brain on Wonka. Delight
(60% Cacao with Chili)
Three
Tease
Choco
Surprisers
(Dark chocolate with
a variety of exotic fillings )
22. As fun and playful as Wonka is, At the end of the original Willy Wonka
there’s a dark side that may not and the Chocolate Factory, it’s not clear
have been readily apparent when what the fates of Willy, Charlie, and the
you saw the movie as a kid. Not all other Golden Ticket winners are.
of the Golden Ticket winners could Which leads one to wonder:
keep up with Wonka, only Charlie.
Whatever happened to the Wonka 5?
Campaign The campaign tells the story of the decline Wonka
objective: 5 after the factory lights went dark.
Utilizing the Wonka Where they are now?
storyline, recapture
the sense of And why are the factory lights back on?
wonder,
imagination and
possibility that Ultimately, none of the Wonka
Wonka
adults once had 5 could handle the power of
as kids. Willy Wonka.
Can you?
New Wonka chocolates logo
23. The Dark Campaign.
When the website is launched, videos will start
appearing one by one, telling the individual stories
of the Wonka 5. Each one building on the other,
starting with Veruca and leading up to Charlie’s
story, asking the viewer to return to see the next
video. The appearance of Charlie’s video which
will co-incide with the announcement of the new
product and coincide with its launch.
The videos will be interview-style, interspersed with
the interviewer telling more details of the story.
Shorter versions of the videos that tell the
stories of the Wonka 5 will also be used as
“For the past few decades she's been living ads on Hulu and YouTube.
alone in a mansion filled up with expensive junk.
She's a recluse, spending her days thinking of
what other things she'd like to own...
Veruca is now capitalizing on the fame she
garnered from both her Golden Ticket win and
globally recognized scandal. She's licensed her
name out to a rock band, cosmetics line, lawn
Wonka
ornament company, and chain of low-quality
American diners, among other things...
She's come to speak only in the third person...
When Charlie stopped making Wonka Bars, she
bought and hoarded every last one she could
find...her once large stash has dwindled down to
a single rotting bar. She's held onto it because it's
the one thing in the world she can't buy or
replace. Even though rumors have started to The stories of each Wonka Dark bar will
circulate that Wonka's back, Veruca doesn't appear on the website when the products
believe them.” are launched.
24. Before the product
launches, a pre-
campaign will occur,
including billboards
and wild postings, plus
a takeover of the
national enquirer
homepage along with
the launch of the
Wonka Goes Dark
website.
Billboards that use solar panels to charge during the day will be Wonka purple during
the day but at night will glow with the new Wonka logo and the tagline at night.
MIKE TEAVEE
CHECKS INTO
REHAB (AGAIN!)
WORLD
Will he ever
EXCLUSIVE learn?
VIOLET & AUGUSTUS
SITTING IN A TREE! VERUCA SALT
LEAVES HOUSE
WONKA WINNERS MORE THAN PALS!
- Cellulite Alert!
Wonka
The front
page of the
Wild postings
National
Enquirer will
be bought
WONKA’S out to report
The juicy MAN SEES WONKA IN
DUI details!
TORTILLA! IS HE BACK?
the stories of
the Wonka 5.
25. In major At the product
metropolitan launch, Wonka
areas, pop-up trucks will
stores will appear at night
appear in major
following the metropolitan
launch of the areas to give
Wonka Dark out free
Bars. samples.
Candy is mostly an
impulse purchase so
we created
reminders for people
Wonka
at point of purchase.
Check-out line
separators that look
like large Wonka
Dark bars will be
used at point of
purchase. Wonka Dark Bars candy machines will
be placed in malls and movie theaters.
26. You may be eligible to receive
free candy for a lifetime!
Just fill out this form and mail it to
9601 Canoga Avenue, Chatsworth, CA 91311
Name First Name Middle Initial Last Name Patient Name
Birthday MM / DD / YYYY Case No.
Today’s Date MM / DD / YYYY Admittance
To the Superintendent / Physician in Charge of the esteemed
My grocery store of choice is Name of grocery store Located in City and State Psychiatric Hospital of Name of grocery store located in City and State
I am currenty a resident of City and State In the county of County I am currenty a resident of City and State in the county of County
My occupation currently is Occupation My occupation currently is Occupation .
I deserve free Wonka chocolate because I’m a Adjective person. I am a Age year-old Gender . Statement of Admission: I am su ering from Disorder & have distinct identities.
What kinds of chocolate would you like to receive? { Choose as many as you would like! }
Milk Chocolate Dark Chocolate & Dragon Fruit Paranoid Delusions Lucid Dreams
Belief That Others Are Conspiring
Dark Chocolate Dark Chocolate & Butterscotch Against Me Manic Episodes
Dark Chocolate & Chili Flakes Dark Chocolate & Potato Chips Anxiety Anti-social Behavior
Dark Chocolate & Pear Dark Chocolate & Irish Cream Depression Impulsive Behaviors
Dark Chocolate & Violet Dark Chocolate & Bacon Sleep Disorders Delusions of Grandeur
Dark Chocolate & Miracle Berry Dark Chocolate & Ginger Substance Abuse Masochistic Tendencies
Dark Chocolate & Cinnamon Mystery Mix Violent Tendencies Hallucinations
I agree to be admitted to this institution on my own volition, and the below signature confirms I will reside
I confirm that all of the above is true and that I have read and understand all contest rules and regulations. there permanently and show no physical or verbal resistance to the matter.
Printed Name
Printed Name
/ /
/ /
Signature Date
Signature Date
Print ads that look like Tearing away or turning the page reveals that it actually filled
submission forms for a free out a form for submission to a mental hospital with symptoms
candy giveaway. listed such as “delusions of grandeur”
Wonka
Subway flipbook: Illuminated
images on the walls of the
subway create a flipbook
effect outside the window
that recreates the tunnel
scene from the original Wonka
movie.
27. Bringing Wonka to life.
To embrace the spirit of the project, The Wonka
Team created a special experience for the
presentation. In February 2010, Brandweek interviewed
Wonka’s brand manager and innovation
Presenting at the beginning of the class period, manager about their new high end
the students entered into the lecture hall with the chocolate line.
lights dimmed and low music playing (“I Cut Like a
Buffalo” by The Dead Weather”). Nestle Hopes to Spread Wonka Magic to
High End.
The large, purple “Yahoo! Big Ideas Chair” which “Playing on the movie’s magical/fantastical
resides in the student lounge was utilized as the element, the candy maker this month launches
“psychologist chair.” Wonka Exceptionals..We realized this is a story
that people experience in life and that stays with
Each team member presented “in character” in them for their entire life...”
voice, manners, and dress:
Jarrod Higgins, CT as Mr. Alton Higgins – It’s thrilling when you complete a project
technological whiz kid that you not only have a tremendous
Grace Harris, CW as Ms. Gracie Harris – word-smith amount of fun creating as well as
& beat poet presenting presenting, but then discover
months later that the brand independently
Lauren Perlow, AD as Ms. Perlow Lawrence – thought it was a great idea too.
international type designer & lover of chocolate
Ashleigh Edwards, CS as Dr. Edwards – uncertified
psychologist
Lauren Kostesko, CBM as Ms. Heidi Heidelberg -
chocolate expert
29. I’m a take no prisoners nurturer.
I never set out to be the nurturer. If someone had told me growing up that I was going to be the one who
often turned into the “Mom” then I wouldn’t have believed them. I’m not the Suzie sunshine warm and fuzzy
24/7 type. I’m not even sure how it happened. I simply find that I am the one to make sure that everyone’s
general well-being is taken care of in the midst of chaos. I’m the one with all the basics covered.
Perhaps this all comes from genetics. My Mom is a classic nurturer, overzealously wanting to make sure that
everyone is happy and comfortable. And it drives me bonkers. Which is probably why I wear this mantle
somewhat reluctantly at times. Or maybe it comes from the time that I spent on the rescue squad managing
12+ people to respond to 911 calls that never stop while making sure that we’re all safe, too. It’s kind of like
herding cats.
Don’t get me wrong. I have little sympathy for martyrs or whining and complaining. I actually have little
tolerance for such behaviors .
But don’t mess with anybody I take under my wing. It won’t be pretty.
30. Wheat Thins wants to increase the instances that
How is Wheat Thins different from the
the consumer might want to reach for the Wheat
rest of the cracker category?
Thins box. At the same time, Wheat Thins wants to
keep up with the times and is exploring what
social media can do to bring Wheat Thins closer
to its fans.
Assignment:
Create a social media platform for the
Wheat Thins brand - in a way that doesn’t
revolve around recipes - driving top of
mind awareness and increasing purchase
Wheat Thins
frequency.
Assigned Obective:
Increase snackable occasions through Stands alone vs. needs a companion
use of social media.
Cracker for adults vs. cracker for kids
But if we want to increase snackable
occasions, we can’t just look at crackers.
What other foods are competing for the
consumer’s mind when they’re thinking about
a quick snack?
Sandy Duncan -- Rachel Ray -- 90’s Jazzercise
Wheat Thins brand story = Whatever or whoever is on the box.
31. Snacker Segments
Healthy: In-Between: Unhealthy:
“I made a good decision “I didn’t make a bad “I think of a snack break as
and I can feel good about decision. Not necesssarily a time to indulge. It’s a
myself” a good one either. My lie break, after all.”
is relatively unchaneged.
Positive, inspiring. Honest, candid, straight-forward. Bold, tempting
Wheat Thins
Assigned Target:
The primary grocery shopper and So...are these women social media junkies?
current buyer.
Yes. But....how can Wheat Thins live in this arena?
70% are women.
Most have children.
They are seeking simplicity in the
midst of chaos.
32. We know that social media platforms are not suited for Interacting, let alone having a
each brand. Consumers have certain ways that they are conversation with Wheat Thins,
willing to engage with brands online. And they are more was a concept that was confusing
than willing to badmouth or ignore failed attempts. to these women. While they might
become a fan of Wheat Thins on
Facebook, interacting with a
brand that’s all about CRACKERS
isn’t something they’re open to.
“Possibly for snacking recipes, but
These women have two primary
who looks up recipes for snacks?”
online activities:
Addressing the issue
head on, we talked to Entertainment and fun.
Wheat Thins
some women within our
target about Wheat Searching for advice/tips/tricks
Thins and possible and reviews on issues and
interactions in the social products that have to do with her
media space. This is family. Direct interaction with
what we heard. CPGs is minimal.
“You mean for the CRACKERS?”
Assignment Realignment:
“I love them, but they’re just Utilizing digital media, drive top of
crackers. Unless they were offering mind awareness and increase
free crackers, I would never...” snackable occasions for Wheat
Thins.
33. Strategy: Aware: Consider: Purchase: Use: Love:
“When I take “I need “I need
Wheat Thins “I need an “I need a
something
Consumer
a break and something
provides just excuse or “go-to”
Need
grab a snack satisfying, yummy and
permission snack”
enough of a to take a I need but not simple”
break that you something TOO (simplicity) (versatility)
break”
easy” unhealthy”
don’t feel guilty.
Tone: Straddle
Implication
Give them Wheat Thins As simple of There’s a
Content
is the easy health-
Complementary, the break aware and a delicious Wheat Thin
they desire snack of treat as one for every
simple, and guilty-
breaks will find possibility
versatile, just like pleasure
Wheat Thins.
Opportunities
Digital Media
Wheat Thins
Digital Digital
Recommendations and tactics:
Revamp YouTube page to Remove the Wheat Website takeover and
become the ultimate break site Thins Facebook and video ads on sites such
that aggregates the most popular MySpace pages or as Hulu - “It’s break time”
viral videos. The same kind of discontinue - ads designed to give
videos that we like to watch on attempts to engage people permission to get
YouTube when we have 10 in conversation in up and go grab a snack.
minutes to kill - babies doing these mediums,
funny things, flash mobs, horrible because currently, Website takeover -
karaoke - all in one YouTube these attempts are “It’s break time” -
page. being ignored. take a break from all
ads.
34. It’s always a challenge to do research on no budget and few existing resources.
Often, existing research requires expensive, inaccessible subscriptions.
I have a “go-to” list of friends, family, and former classmates and colleagues compiled from Facebook and my
email address book who were willing to be resources to take surveys, have video chats, connect me with
people who knew what I needed to know, and disperse surveys as appropriate to their friends (Moms, sports
fanatics, thrift store shoppers, etc).
Here are my 10 go-to websites And some other online resources that have
(other than the brand’s and its proven to be helpful in various ways:
competitors’ websites) to do quick
BBC
and dirty <free!> research for a
Center for Disease Control
project: Whitehouse.gov
Facebook - fan pages and groups PSFK
YouTube eBay
Twitter Craigslist
Tumblr University research papers
Wikipedia Chatroulette
New York Times Vimeo
Wall Street Journal Blogs // personal and corporate
BrandTags Topical forums
Flickr NotCot
NPR FFFFound
The Cool Hunter
Gizmodo
C/Net reviews
Product reviews on Amazon (or other retail sites)
Wired, Good magazine, Fast Company blogs
35. Credits
Expedia Noxzema
CBM: Jennie Anderson CS: Ryan Gallagher
CW: Chris Trumbull CS: Pankaj Rawat
AD: Maggie McClurken CS: Rachel Stallworth
AD: Lauren Perlow
CT: Colin Eagan
Wonka Wheat Thins
CBM: Lauren Kosteski CS: Kelly Foss
CW: Grace Harris CS: Christina Herrmann
AD: Lauren Perlow CS: Michael Whitten
CT: Jarrod Higgins CS: Layne Wilson