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Vicks FINAL Presentation
- 1. THE LATE NIGHT, COFFEE CHUGGING, ENDLESSMEETINGS, UBER MILLENNIAL, HAPPY HOUR ANYONE?, NO SICK DAYS INTERN PROJECT The Last Kids At Happy Hour
- 2. THE KIDS KATIE MCELEARNEY ArtDirector KATHLEEN BELL Account MASON DOUGLASS Copywriter MEETBEN STOPS Australian (Strategy) COURTNEY COLE Producer SAM PORTER Account GLORY SETO Developer RAJ NAGARAJAN Analytics
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- 4. CURRENT NO SICK DAYS CAMPAIGN Establishedthat you dont need to take a sick day because of the powerful, fast-acting ingredients of DayQuil and NyQuil. CURRENT NO SICK DAYS CAMPAIGN You are here: NyQuil and DayQuil’s fast acting ingredients mean no sick days. Evolve to: Bring this to millennials.
- 5. What can millennialsdo to share those sick days with those in need?
- 6. 2010 2015 21 million 24k 35k 19.8m Student debt is the #1 reason college enrollment is dropping more and more, leaving millennials no option but to miss out on this life shaping experience.
- 7. Kristen is 24and recently graduated from BU She is currently paying down 34k in student debt Account Exec at Publicis NY Volunteers around her community Frequents her social media accounts multiple times a day and uses these qq apps to connect with her network py y KRISTEN, 24 WHO IS IN THE POSITION TO HELP? Her education afforded her the experience and confidence to be where she is today
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- 10. Devoted to bringing awarenessto the event and the big idea. The event itself. How the campaign lives on beyond the tease and amplify phase for maximum effect. ECHO PHASED APPROACH OF CAMPAIGN TEASE AMPLIFY
- 11. TEASE Devoted to bringingawareness to the event and the big idea. PHASED APPROACH OF CAMPAIGN
- 12. 51% of millennialsthink a sense of humor is important for a brand to possess. Style of PSA is in millennial humor. TEASE PSA FACEBOOK AND YOUTUBE VIDEO LAUREN: Hi I’m Lauren Lapkus Every day a millennial cries into their venti vanilla iced coffee because they are living with not so vanilla student debt. It’s an epidemic more viral than the cat video they’re watching home alone on a Friday night because their average student debt is rising faster that the retweets on a rapper/pop singer twitter feud. Students are dropping college like a mic and missing out on life shaping experiences. So please, say you’ll be the answer for a student in need. Because of its powerful fast acting ingredients, NyQuil and DayQuil has made it possible for young professionals like yourself to take No Sick Days, leaving you with all this paid time off that you just don’t need. So since you would never take those days for personal reasons, why not put them to better use and help change someone’s life. By donating just one of your unneeded sick days on Venmo, NyQuil DayQuil will match those days’ wages to create something greater: a scholarship. A scholarship that will empower a student in need get to where you are now. To find out more about donating, go to the website on your screen now. This is your chance to say I feel you man…or lady…or whoever you say you are these days…and I want to help somebody not feel the suck fest that is student debt. SUPER: Lauren Lapkus Comedian in the age and price range for this PSA to young professionals. CUT TO: Overly dramatic sad 90’s millennials. SUPER: www.donateasickday.com/vicks SUPER: Donate a Sick Day. SUPER: Sponsored by (Vicks logo) No Sick Days DOUBLE MEANS DOUBLE. DONATE A SICK DAY A PSA to Young Proffessionals OPEN ON LAUREN LAPKUS IN A POORLY DECORATED OFFICE SPACE WHILE SAD MUSIC PLAYS NyQuil & DayQuil NO SICK DAYS.
- 13. 73% of monthlyusers are millennials. Memes are a relatable communication method. SNAPCHATTEASE MEME INSPIRED INSTAGRAM POSTS
- 14. Watch a 30second cut of the original video to get 30 minutes of ad free music 72% of weekly streams are millennials 120 min average user time TEASE SPONSORED SPOTIFY SESSION Reinforces the idea that NyQuil Dayquil helps you not miss out.
- 15. TEASE LANDING PAGE Givesdonors the opportunity to learn exactly how to donate. Can be directed straight to Venmo to do so. DONATE What do you do with all the unused sick days that DayQuil and NyQuil helps you power through? DONATE THEM TOWARDS A SCHOLARSHIP. NyQuil & DayQuil DONATE 1 2 3 Send one cent to NyQuil Dayquil on venmo with DONATE A SICK DAY in the notes. NyQuil Dayquil will venmo your cent back to you with a code for any NyQuil DayQuil product to POWER THROUGH the sick day you donated. NyQuil Dayquil will match an average days wage towards a SCHOLARSHIP for a STUDENT IN NEED
- 16. MY FACE WHEN ITHINK ABOUT MY STUDENT LOANS MY FACE WHEN I THINK ABOUT MY STUDENT LOANS NyQuil & DayQuil MY FACE WHEN I THINK ABOUT MY STUDENT LOANS NyQuil & DayQuil SNAPCHAT The Geofilter would allow users to turn themselves into a meme for their stories or directly to friends. 61% users are millennials 20-30 visits a day 41% of millennial audience TEASE MEME INSPIRED SNAPCHAT GEOFILTER
- 17. AMPLIFY The event itself. ACTIVATIONFLOW OF CAMPAIGN
- 18. AMPLIFY VENMO DONATIONEVENT 73% of users are millennials Social stream connects you globally and to your friends 1 2 3 Send one cent to NyQuil Dayquil on venmo with DONATE A SICK DAY in the notes. NyQuil Dayquil will venmo your cent back to you with a code for any NyQuil DayQuil product to POWER THROUGH the sick day that you donated. NyQuil Dayquil will give an average days wage towards a SCHOLARSHIP for a STUDENT IN NEED
- 19. ECHO How the campaignlives on beyond the tease and amplify phase for maximum effect ACTIVATION FLOW OF CAMPAIGN
- 20. An attached linkin the Venmo message from NyQuil DayQuil will bring up a scannable code to purchase any NyQuil DayQuil product at participating locations. Promotes trial among millennials. ECHO REDEMPTION CODE
- 21. NyQuil & DayQuil Tweetsfrom the donors to the scholarship recipient adds a human connection between the donor and the student they are helping. It also gets the campaign trending on twitter. ECHO TWITTER Emotional Touchpoint of the campaign Opportunity for 1:1 and 1:Many engagement
- 22. ECHO EARNED MEDIAAND SHARABLE CONTENT MY FACE WHEN I THINK ABOUT MY STUDENT LOANS NyQuil & DayQuil Social currency is the main driving force for millennial engagement and sharability of the big idea. Earned media expands reach outside of the millennial network. Adds Accountability
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- 24. Why does thiswork?
- 25. 1 2 3 DayQuil NyQuil’s brandpurpose is engrained within the idea. First in market to utilize Venmo. Idea is engineered to be sharable and spread through word of mouth which is the best way to reach millennials. 4 Boost brand equity by serving a higher cause.
- 26. Campaign Goals • Drive top of mind awareness and reach among Millennials Business Objec=ves • Increase in market share • Increase in sales Campaign Objec=ves • Surround target audience through contextual and behaviorally relevant campaign messaging and communica=on vehicles to drive awareness of branded campaign messages • Engage target audiences with key campaign message of “Donate a sick day” • Drive trials through redemp=on code OVERVIEW AND OBJECTIVES
- 27. Campaign Tac+cs Online Video Spo+fy ads Influencer Outreach (Instagram) Snapchat (Sponsored Filter and Ads) Microsite eCRM Social (All PlaCorms) • Drive awareness/recall of campaign message of ‘Donate a sick day’ Tease Objec+ve(s) • Engage the target about the event and Vicks brand • Increase intent to purchase • Drive trials Amplify/Engage/Convert Objec+ve(s) • Create engagement and conversa+on around the event and the Vicks brand via owned social channels Echo Objec+ve(s) TACTICS AND OBJECTIVES
- 28. ECHO AMPLIFY/ENGAGE/CONVERT TEASE A"tudina l KPIs Journey • Campaign/Brand Awareness • Ad/Message Recall • PercepBon • Intent to Purchase • NPS • PercepBon Behavior KPIs • MenBons/Impressions • Targeted Reach/Frequency by PlaJorm • VisitaBon & Engagement by PlaJorm • Trials • Inbound traffic • Share of conversaBon Sources • Nielsen Brand Effects • Hearts&Science/Hawkeye/Catalyst/Social PlaJorms • Nielsen Brand Effects • Google AnalyBcs • Social PlaJorms/ Social Listening (Netbase) • Nielsen Brand Effects • Social plaJorms/ Social Listening (Netbase) Tac:cs Influencer Outreach Online Video and Spo:fy Ads Social Channels (Facebook/TwiGer/Snapchat/Instagram) eCRM -‐ Trial through redemp:on code Snapchat (Filter and Ads that run between stories) MEASURING SUCCESS ACROSS THE PATH TO PURCHASE
- 29. DONATE A SICKDAY COST BREAKDOWN EXPENSE AMOUNT "Donate a Sick Day" Scholarship $50,000 Comedian/Celebrity $27,500 Additional Actors (SAG Rates) $28,000 Casting $6,500 1 Shoot Day $50,000 Edit (In-House) $30,000 Stock Photography (5 Photos) $3,000 Stock Music $5,000 Total $200,000 COST BREAKDOWN "Donate a Sick Day" Scholarship 25% Influencer 14% Additional Actors (SAG Rates) 14% Casting 3% 1 Shoot Day 25% Edit (In-House) 15% 5 Stock Photographs 1% Stock Music 3%
- 30. NyQuil DayQuil shapesa better world.
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- 32. If you’re feelingsick....check your APPENDIX
- 33. RESEARCH SOURCES Huff, S.(2016, June 27). Millennial Marketing | Marketing to Millennials. Retrieved July 01, 2016, from http://www.millennialmarketing.com/ Weinstein, M. (2015, July 23). A Trillion-Dollar Demographic: 10 Brands That Got Millennial Marketing Right. Retrieved July 01, 2016, from https://www. searchenginejournal.com/trillion-dollar-demographic-10-brands-got-millennial-marketing-right/135969/ Spenner, P. (2015, April 14). Retrieved July 01, 2016, from http://www.forbes.com/sites/patrickspenner/2014/04/16/inside-the-millennial-mind-the-dos-donts-of- marketing-to-this-powerful-generation-3/#649c06fe371b McDowell, W. (2015, October 14). 5 Winning Strategies for Millennial Marketing. Retrieved July 01, 2016, from https://www.ducttapemarketing.com/blog/ millennial-marketing/ Levine, S. (2015, April 6). How to Talk to Millennials. Retrieved July 02, 2016, from http://www.bustle.com/articles/74443-how-to-talk-to-millennials-spreadsheet- can-help-you-relate-to-people-of-all-generations U.S. Student Loan Debt Statistics for 2016 | Student Loan Hero. (n.d.). Retrieved July 01, 2016, from https://studentloanhero.com/student-loan-debt-statistics-2016/ Denhart, C. (2014, August 7). How The $1.2 Trillion College Debt Crisis Is Crippling Students, Parents And The Economy. Retrieved July 03, 2016, from http://www. forbes.com/sites/specialfeatures/2013/08/07/how-the-college-debt-is-crippling-students-parents-and-the-economy/#582e61e21a41 College Enrollment Declines for Second Year in a Row. (n.d.). Retrieved July 04, 2016, from http://www.census.gov/newsroom/press-releases/2014/cb14-177.html School Enrollment. (n.d.). Retrieved July 04, 2016, from https://www.census.gov/hhes/school/ Martin, A., & Lehren, A. W. (2012). A Generation Hobbled by the Soaring Cost of College. Retrieved July 01, 2016, from http://www.nytimes.com/2012/05/13/ business/student-loans-weighing-down-a-generation-with-heavy-debt.html?pagewanted=all
- 34. NYQUIL & DAYQULDONATE A SICK DAY Task Duration End date Project Kick-Off (Vicks briefs Publicis) 1d Tue 21/Jun SNAPCHAT DEVELOPMENT 19d Mon 18/Jul Filter Development 11d Thu 07/Jul Final Filter due to Snapchat 1d Fri 08/Jul Release Final Files to Snapchat 1d Mon 18/Jul LANDING PAGE DEVELOPMENT 32d Thu 04 Aug Creative Development 4d Tue 28 Jun Client Review #1 .5d Thu 30 Jun Client Review #2 .5d Tue 05 Jul Legal Review 4d Tue 12 Jul Asset Release 1d Fri 15 Jul HTML Development 15d Fri 05 Aug Launch 1d Thu 04 Aug TEASE VIDEO DEVELOPMENT 29d Mon 01/Aug Storyboard 1d Tue 05/Jul Client Review #1 1d Tue 05/Jul Client Review #2 1d Wed 13/Jul Legal Review 4d Tue 19/Jul Finalize Storyboards 1d Mon 01/Aug SHOT LIST DEVELOPMENT 11d Tue 16/Aug Develop Shot List and Scripts 2d Wed 03/Aug Client Review #1 1d Thu 11/Aug Client Review #2/Approval 1d Tue 16/Aug TEASE VIDEO PRODUCTION 21d Wed 07/Sep Shoot 1d Wed 17/Aug Edits/Rough Cuts 5d Wed 24/Aug Revisions/Final Cuts 5d Wed 31 Aug Output Video 1 Thu 01 Sep Go Live 1d Mon 12 Sep TIMELINE
- 35. 51% of millennialsthink a sense of humor is important for a brand to possess. Style of PSA is in millennial humor. LAUREN: Hi I’m Lauren Lapkus Every day a millennial cries into their venti vanilla iced coffee because they are living with not so vanilla student debt. Students are dropping college like a mic and missing out on life shaping experiences. So please, say you’ll be the answer for a student in need. Because of its powerful fast acting ingredients, NyQuil and DayQuil has made it possible for young professionals like yourself to take No Sick Days, leaving you with all this paid time off that you just don’t need. So since you would never take those days for personal reasons, why not put them to better use and help change someone’s life. By donating just one of your unneeded sick days on Venmo, NyQuil DayQuil will match those days’ wages to create something greater: a scholarship. To find out more about donating, go to the website on your screen now. This is your chance to say I feel you man…or lady…or whoever you say you are these days…and I want to help somebody not feel the suck fest that is student debt. SUPER: Lauren Lapkus Comedian in the age and price range for this PSA to young professionals. CUT TO: Overly dramatic sad 90’s millennials. SUPER: www.donateasickday.com/vicks SUPER: Donate a Sick Day. SUPER: Sponsored by (Vicks logo) No Sick Days DOUBLE MEANS DOUBLE. DONATE A SICK DAY A PSA to Young Proffessionals OPEN ON LAUREN LAPKUS IN A POORLY DECORATED OFFICE SPACE WHILE SAD MUSIC PLAYS NyQuil & DayQuil NO SICK DAYS. TEASE PSA SPOTIFY SHORT :30 SECOND CUT
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