For my Integrated Brand Marketing course, I chose to make a marketing campaign for Ivory Soap targeted towards a younger audience. This project was very exciting to work on because I was able to draft creative techniques including the themes, stories, and a retail experience that could be implemented by Ivory Soap. (Spring 2019)

1. Final Creative Strategies
for Ivory Soap
Designed By
Klara Castillo

2. Creative Concept
“IvoryThroughThe Ages”

3. Story & Goals
Story:
• Ivory’s History as a Brand
• Signature Floating Soap Bar
• Was sold in General Stores in the late 1800s and early 1900s
• Bring Ivory’s History to the Forefront
Goals:
• Bond a vintage 1800s theme with modern day designs
• Host a creative marketing campaign that delivers an immersive experience for consumers through
different mediums.

4. Message Strategies
• PR Event –ApothecaryWagon
• Retail – Pop-Up Store
• TVC – “Timeless Purity”
• Social MediaVideo Ads – “AnyTime.Any Place.Any Generation.”

5. Phase one
PR Event & Pop-Up Store

6. PR Event: Apothecary Wagon
Wagons will be sent to famous US
city parks.
Each wagon will be accompanied by
an actor dressed as an 1800s
apothecary and perform a “miracle
soap” pitch to his audience.
The apothecary wagon event(s) will
act as a teaser to the pop-up store and
the remainder of the campaign.

7. Pop-Up Store: Blueprint
The Ivory Pop-Up Store is meant to give visitors an
immersive experience of an 1800s era general store,
while simultaneously having them visit a modern,
upscale store.The purpose of the store is to show
consumers that Ivory Soap has stood the test of time
by letting them experience the 1800s setting that
Ivory was first sold in and an update designer store.
1800s-Era Features:
• LED screens showing wooden walls
• Appropriate time period props (wooden and
glass cases, barrels, shelving, a wagon, etc.)
Every 15-30 minutes, the LED screens will
transition to a modern design that conveys the
present day.
The 1800s-era props will still fit the design and give
the store a vintage-chic tone.

8. Pop-Up Store: Ivory Logo LED (Part 1)
*LED Logo sign will be displayed on the store front and behind the registers. The logo will transition every 15-30 minutes so that each
customer will experience the change in scenery.

9. Pop-Up Store: Ivory Logo LED (Part 2)
*LED Logo sign will be displayed on the store front and behind the registers. The logo will transition every 15-30 minutes so that each
customer will experience the change in scenery.

10. Pop-Up Store: Ivory Logo LED (Part 3)
*LED Logo sign will be displayed on the store front and behind the registers. The logo will transition every 15-30 minutes so that each
customer will experience the change in scenery.

11. Pop-Up Store: LED Wall Mock Up (Part 1)
*LED walls will be displayed in the store along the entire left and right walls. The settings will transition every 15-30 minutes along with
the previous logo LED sign so that each customer will experience the change in scenery.

12. Pop-Up Store: LED Wall Mock Up (Part 2)
*LED walls will be displayed in the store along the entire left and right walls. The settings will transition every 15-30 minutes along with
the previous logo LED sign so that each customer will experience the change in scenery.

13. Pop-Up Store: LED Wall Mock Up (Part 3)
*LED walls will be displayed in the store along the entire left and right walls. The settings will transition every 15-30 minutes along with
the previous logo LED sign so that each customer will experience the change in scenery.

14. Phase Two
TV Commercial & Social Media Ads

15. TVC Summary
The “Timeless Purity”TVC showcases the greatest features of Ivory Soap – it is
trusted by generations, it is pure, and it is for all skin types.
The main purpose of this commercial is to show that Ivory has offered purity
through its products for generations and it will continue to be included in
modern day self-care routines.

16. Scene1Scene2
1. Montage of old Ivory print ads during “Since 1879, Ivory has provided…” 2. Black & white clips of mom
bathing her baby from different
decades during “generations with
the purest soap…”
3. People of different skin types
(ages, races, etc.) using bar soap
during “for all skin types…”
Voiceover: “Since 1879, Ivory has provided generations with the purest soap for all skin types.”
Voiceover: “We use the most natural ingredients to make our soap, ensuring no dyes or parabens are added.”
TVC Storyboard: (30 sec montage)
1. Clips of nature and the natural ingredients that go into Ivory bar soap.
NO DYES NO PARABENS

17. Scene3
Voiceover: “We have made it our mission to add Ivory
self-care to your daily rituals.”
1. Black & white clip of woman in a bathtub from the 50s VS. a
modern woman in bathtub depicting self-care.
Scene4
Timeless purity.
Voiceover: “IVORY. Timeless purity.”
1. Fast frames of Ivory bar soap on the rocks by a river, on the side of an old washtub, on the side of a
bathtub, and on the side of a sink during “IVORY.”
2. Frame of modern Ivory bar
soap with the slogan
“Timeless purity.”
TVC Storyboard: (30 sec montage)

18. Social Media Ads Summary
The “AnyTime.Any Place.Any Generation.” social media ads are designed to be time
capsules for Ivory Soap.
The strategy that is used by these ads is to showcase modern women and women from
different decades performing similar activities.The modern activities are meant to
represent a busy day that can be ended with a relaxing bath or shower with Ivory Soap
(i.e., a relaxing bath with Ivory after a great workout, a busy workday, or a fun day at a
music festival).
The vintage equivalents are supposed to be authentic activities that may have been vital
for life in older decades, but are now shown to be simplified with the help of
technology in the modern day. However, all days, whether they be new or old, can end
with a relaxing bath paired with Ivory Soap.

19. Social Media: (5-10 sec video ads) Scene 1
*all still images shown represent short clips that would be included in the video ads, hence they will span 5-10 seconds each.
Video 1: Shows a modern woman using a
rowing machine in the gym.
Video 2: Shows a modern woman writing notes
in an office.
Video 3: Shows a modern woman enjoying her
time at a music festival.

20. Social Media: (5-10 sec video ads) Scene 2
Video 1: Shows vintage black & white clip of
women rowing in a boat. (A vintage equivalent
of the first scene.)
Video 2: Shows a vintage black & white clip of a
woman writing a letter. (A vintage equivalent of
the first scene.)
Video 3: Shows a vintage black & white clip of
women and their dates dancing in a club. (A
vintage equivalent of the first scene.)
*all still images shown represent short clips that would be included in the video ads, hence they will span 5-10 seconds each.

21. Any time.
Any place.
Any generation.
Any time.
Any place.
Any generation.
Any time.
Any place.
Any generation.
Social Media: (5-10 sec video ads) Scene 3
Video 1: Shows a blue filter with headline over
vintage clips and a clip of the modern woman
using Ivory after her busy day.
Video 2: Shows a blue filter with headline over
vintage clips and a clip of the modern woman
using Ivory after her busy day.
Video 3: Shows a blue filter with headline over
vintage clips and a clip of the modern woman
using Ivory after her busy day.
*all still images shown represent short clips that would be included in the video ads, hence they will span 5-10 seconds each.

22. Timeless purity. Timeless purity.Timeless purity.
Social Media: (5-10 sec video ads) Scene 4
*all still images shown represent short clips that would be included in the video ads, hence they will span 5-10 seconds each.
Video 1: Shows Ivory soap with the slogan
“Timeless Purity.”
Video 2: Shows Ivory soap with the slogan
“Timeless Purity.”
Video 3: Shows Ivory soap with the slogan
“Timeless Purity.”

23. Thank You!