This is a presentation I gave for a PR campaign to Wrigley Gum

1. GUM

2. SITUATION
ANALYSIS
Makegum"cool,"relevantto
consumers'lives,andincrease
purchases
Giveconsumersareasontotalk
aboutgum

3. STRENGTHSWEAKNESSES
VARIETYOFMENTALAND
PHYSICALHEALTH
BENEFITS
POSITIVEBRAND
RECOGNITION
STRONGPRODUCT
AWARENESS
CONSISTENT MESSAGING
DECLINEINUSAGE
LOWFREQUENCYINTHE
MEDIA
PRESENCEISPURPOSEFULLY
NEGATIVEIN
ENTERTAINMENT
LACKOFSOCIALMEDIA

4. OPPORTUNITIES
HIGHLIGHTKEYBENEFITS
INCREASEGUMPRESENCE
INCREASECONSUMPTION
MAKEGUM RELEVANT
OTHERIMPULSE
DECISIONS
IN-HOUSEGUMBRANDS
HEALTHIEROPTIONS
AVAILABLE
THREATS

5. CURRENT
POSITIONINGTypically,
chewed for
freshbreath

6. DESIRED
POSITIONING
Valued
Functional
Anecessity

7. TRADITIONALAND
SOCIALMEDIAINSIGHTS

8. 5GUM

9. EXTRAGUM

10. COMPETITORS(GUM)
DENTYNE

11. COMPETITORS(GUM)
TRIDENT

12. COMPETITORS(MINTS)

13. TARGET AUDIENCE
AGES16-25
MALE&
FEMALE
BUSY,HARD-
WORKING
PEOPLE
MALE&
FEMALE

14. MEET
SAMMY21,SENIORINCOLLEGE
INCOLORADOFOR
SCHOOL
FRIENDSWITH
EVERYONE
STRESSEDOUTABOUT
GRADSCHOOL
APPLICATIONS

15. MEET
MICHAEL
25,FINANCIAL
CONSULTANT
POPULARINSCHOOL
MOVEDINWITHHIS
GIRLFRIEND
THINKINGABOUT
PROPOSING
STRESSEDOUTABOUT
WORKANDMONEY

16. MEET
NATHAN18,SENIORINHIGH
SCHOOL
INTERESTEDINMUSIC
NERVOUSABOUT
MAKINGFRIENDSIN
COLLEGE
MOVINGAWAYFROM
HOME

17. PRIMARY
RESEARCH
FINDINGS

18. 86%AGES19-25
Totalnumberofrespondents:207
Female
68%
Male
32%
MILLENNIALSURVEY

19. Female
84%
Male
16%
65%
AGES 46+
Totalnumberofrespondents:257
BABYBOOMERSURVEY

20. IN-PERSON
INTERVIEWS
19-25y/o:6
26-33y/o:9
33-44y/o: 13
45+y/o:22
TotalNumberInterviewed:53
Female
56%
Male
44%

21. MOST USED SOCIALMEDIAPLATFORM
MILLENNIALSURVEY
209totalresponses
10%
20%
30%
SnapC
hat
Facebook
Instagram
Tw
itter
O
ther
40%
50%
0%

22. MOST USED SOCIALMEDIAPLATFORM
BABYBOOMERSURVEY
257totalresponses
30%
60%
90%
Faceook
Instagram
O
ther
Tw
itter
SnapC
hat
0%

23. HOWOFTENDO
YOUBUYGUM
Wheneveryou
runout
Almostnever
Wheneveryou
runout
Almostnever
MILLENNIAL
SURVEY
BABYBOOMER
SURVEY
42%33%
42%38%

24. HOWOFTENDO
YOUCHEWGUM
BABYBOOMER
SURVEY
MILLENNIAL
SURVEY
Rarely
1-2times
perweek
43%
20%
Rarely
1-2times
perweek
50%
18%

25. "Idon'tfeel
Ineedit
asmuchas
Iusedto"
"doesn'tfeel
worth
the
priceanymore"
"for
utilitarian
reasons,
rather
than
pleasure"
DOYOUFINDYOURSELFBUYINGGUM
LESSFREQUENTLYASYOUGET
OLDER?

26. KEYRESEARCH
INSIGHT
Gumwasforthe"cooland
popular"kids
Parentsnolongermake
purchasedecisions

27. WHYDOYOU
CHEWGUM
Freshbreath:83% Freshbreath:71%
MILLENNIAL
SURVEY
BABYBOOMER
SURVEY
DISTRACTIONDISTRACTION
37%15%

28. KEYRESEARCH INSIGHT
Distractionandstress
reliefarethe
subsequentreasonsfor
gumchewing.

29. Increasegum
awareness
by25%
byMarch2018
AWARENESSACCEPTANCE
Encourage
millennialsto
embracegumasan
easywaytounwind
ACTION
Increase
engagementon
socialmedia by
20%byMarch
THE OBJECTIVES

30. THE STRATEGIES
socialmediato
increaseinteraction,
engagement,and
visibility
UTILIZEGENERATE
positivenews
coveragethrough
strategic
partnerships
CONVINCE
consumersthatgum
isanecessityandan
easierwayto
unwind

31. KEY
MESSAGES
Quick
escape
Necessary
product
Define
unwind

32. THERE'SALOT
GOINGON

33. UNWRAP
AND
UNWIND

35. INSTAGRAMACTIVATION
Female,16to25
Philanthropic
awareness
TARGETAUDIENCE
PURPOSE

39. UNWRAPASMILE

40. RAPTOUNWRAPFACEBOOK

41. #UNWRAPASMILE

42. OPERATION
SMILE

43. MEDIA

44. MEDIA
PEYTONMANNING
MINIPRESSTOUR
INTERVIEWS
COUPLEOFSOCIAL
MEDIAPOSTS

45. #UNWRAPASMILE

46. INSTAGRAMLAUNCH

47. UNWRAPASMILE

48. FACEBOOKACTIVATION
Male,16to25
Encourageself
expression
TARGETAUDIENCE
PURPOSE

49. Rap
To
Unwrap

51. travisscott
6.25 +SOCIALMEDIA
FOLLOWERS
m

56. PRIZESfirstplace

57. PRIZESSECONDplace

58. PRIZESthirDplace

59. TRAVISSCOTTCONCERT

60. MEDIA

61. RapToUnwrap

62. TIMELINE
Pitchtomediain
lateJunefor
concert
Submissionsopen
July1st
Submissions close
September1st
Winners are chosen
andannounced
mid-September
Concertison
October15
RapToUnwrap

63. TIMELINE
Changepackage
inOctober
Pitchtomedia
inNovember
Socialmediahints
throughout
December
Revealnew
packagingin
January
Runsocialmedia
campaignfrom
JanuarytoMarch

64. WHYTHISWORKS

65. Tracksocialand
traditionalmedia
impressions
AWARENESSACCEPTANCE
Measurefollowers
gainedonsocial
mediavialikes,
follows,andposts
ACTION
Analyze
engagements
(amountand
content)onsocial
media
EVALUATION

66. THANK
YOU