Planning Book [Beta]

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Planning Book [Beta]

  1. 1. PLANNING BOOK CAMILA GADELHA www.camilagss.net
  2. 2. this is my story
  3. 3. this is my story communications+poetry engineering+science
  4. 4. music
  5. 5. roller derby
  6. 6. the universe
  7. 7. this is my work
  8. 8. challenge
  9. 9. one of takeda’s best selling OTC products had to go through some changes. one of takeda’s best selling otc products had to go through some changes.
  10. 10. research said the “new” product was awesome. but sales were dropping.
  11. 11. what we did
  12. 12. = we knew too much >>soweknewnothing.
  13. 13. i decided to see it for myself
  14. 14. what we thought was a “little” change >> was actually a huge one.
  15. 15. and the real problem was here: commodity x brand
  16. 16. finding the issue helped us solve it.
  17. 17. and a conversation between barbie and a pharmacist, helped the creative team to fully understand what was going on.
  18. 18. they went to town and developed new kv for the pops and interactive signage for SELECTED DRUGSTORES always showing the old eparema and the new one.
  19. 19. what happened?
  20. 20. sales stopped dropping
  21. 21. the team built confidence
  22. 22. THE AGENCY GOT CLOSER TO THE CLIENT
  23. 23. challenge
  24. 24. one of takeda’s best selling OTC products had to go through some changes. this guy was an *institution* in maranhao, but teens weren’t lovin’ it anymore.
  25. 25. that’s not good for a love brand. that’s not good for coke! we had awareness. but no connection.
  26. 26. what we did
  27. 27. we had to find those kids and talk to them. one on one.
  28. 28. i got A BIT creepy.
  29. 29. i got A BIT creepy >> BUT IT WAS WORTH IT.
  30. 30. A LIL’ NETNOGRAPHY HELPED ME FIND AN AWESOME COMMUNITY OF MARANHAO TEENS HANGING OUT AT TWITTER LIKE IT WAS A BIG CHAT ROOM. THEY WERE ALPHAS IN THEIR SCHOOLS. THEY WERE INFLUENCERS. THEY LOVED TECHNOLOGY AND THEY LOVED BRANDS THAT WANTED TO TALK TO THEM.
  31. 31. we created a story that started on tv, developed on twitter and youtube, and ended back on tv with a little help from our new friends. FOUR CHARACTERS TWO 30’ TV ADS TWO TWITTER FEEDS TWO YOUTUBE CHANNELS ONE WEBSERIES ONE CROWDSOURCED PLAYLIST HOURS AND HOURS OF INTERACTION.
  32. 32. what happened?
  33. 33. kids spent hours talking to us.
  34. 34. the people @from coke were really happy
  35. 35. we even won some awards.
  36. 36. challenge
  37. 37. one of takeda’s best selling OTC products had to go through some changes. batavo was launching its new greek yogurt *kinda late*.
  38. 38. we really had to stand out. even though the product itself didn’t)
  39. 39. what we did
  40. 40. I FOUND OUT, USING TGI AND PANELS, THAT MEN EAT AND BUY A LOT OF YOGURT. URBAN SINGLES // GOOD CHOICES // INDEPENDENT MEN
  41. 41. BUT NO ONE IN THE INDUSTRY WAS TALKING TO THEM! BUT NO ONE IN THE INDUSTRY WAS TALKING TO THEM!
  42. 42. lucky for us, ALL Estabilished brands had the exact same speech. we were a challenger, so we could break apart from everything they had been doing.
  43. 43. AND so we did
  44. 44. what happened?
  45. 45. what happened?
  46. 46. we made a huge impact
  47. 47. we got more budget! =d
  48. 48. we sold yogurt!
  49. 49. thank you www.camilagss.net

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