This document summarizes a presentation by Sunny Grosso on building a happy and engaged workplace culture. Some key points:
- Happiness has significant business benefits, including higher productivity, retention, and customer loyalty. Yet many companies do not prioritize culture.
- Grosso discusses how Zappos made culture their number one priority, implementing practices like extensive new hire training and measuring adherence to core values. This contributed to Zappos' success and $1.2 billion acquisition by Amazon.
- Grosso went on to found a company called Delivering Happiness to help other organizations implement strategies focused on purpose, relationships and meaningful work to build happier and more engaged work cultures.
The Skin Cancer Foundation is dedicated to educating the public and medical professionals about skin cancer prevention, early detection, and treatment. Through its Go With Your Own Glow campaign, the Foundation aims to change attitudes about tanning and promote natural skin as the new beauty ideal. The campaign features print PSAs in magazines targeting young women. It has generated over $4.1 million in free advertising space, reaching over 328 million people. The Foundation also conducts research, advocacy work, and international outreach in its efforts to reduce skin cancer incidence globally.
1. The document outlines a marketing campaign called "Be Good to Yourself" created by Ocean Spray to target stressed millennials and increase brand relevance among them.
2. The campaign emphasizes the message of self-care and promotes Ocean Spray products as "good" for both taste and health to align with millennial values of wellness.
3. Key elements of the campaign include a temporary label redesign asking consumers "What Do You Need Today?" and creative executions across multiple channels to positively impact millennials' mindsets.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
This presentation highlights what I believe are the top trends to look out for and to apply in your 2015 marketing and advertising strategies. It is compiled after extensive research into almost all of the 2015 Trend reports, and summarizes the overlaps and over arching major themes into one theme: The Brand of Me.The 6 sub trends that form under this are the 6 areas that deserve the most focus this upcoming year.
This document summarizes a presentation by Sunny Grosso on building a happy and engaged workplace culture. Some key points:
- Happiness has significant business benefits, including higher productivity, retention, and customer loyalty. Yet many companies do not prioritize culture.
- Grosso discusses how Zappos made culture their number one priority, implementing practices like extensive new hire training and measuring adherence to core values. This contributed to Zappos' success and $1.2 billion acquisition by Amazon.
- Grosso went on to found a company called Delivering Happiness to help other organizations implement strategies focused on purpose, relationships and meaningful work to build happier and more engaged work cultures.
The Skin Cancer Foundation is dedicated to educating the public and medical professionals about skin cancer prevention, early detection, and treatment. Through its Go With Your Own Glow campaign, the Foundation aims to change attitudes about tanning and promote natural skin as the new beauty ideal. The campaign features print PSAs in magazines targeting young women. It has generated over $4.1 million in free advertising space, reaching over 328 million people. The Foundation also conducts research, advocacy work, and international outreach in its efforts to reduce skin cancer incidence globally.
1. The document outlines a marketing campaign called "Be Good to Yourself" created by Ocean Spray to target stressed millennials and increase brand relevance among them.
2. The campaign emphasizes the message of self-care and promotes Ocean Spray products as "good" for both taste and health to align with millennial values of wellness.
3. Key elements of the campaign include a temporary label redesign asking consumers "What Do You Need Today?" and creative executions across multiple channels to positively impact millennials' mindsets.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
This presentation highlights what I believe are the top trends to look out for and to apply in your 2015 marketing and advertising strategies. It is compiled after extensive research into almost all of the 2015 Trend reports, and summarizes the overlaps and over arching major themes into one theme: The Brand of Me.The 6 sub trends that form under this are the 6 areas that deserve the most focus this upcoming year.
"Grab Life By the Berry" Ocean Spray Advertising CampaignMeredithHardy2
This document provides an executive summary and marketing campaign for Ocean Spray. It identifies that Ocean Spray needs to increase brand recognition and loyalty among millennials. Research found that millennials value health and are unfamiliar with Ocean Spray. The campaign will position Ocean Spray as empowering consumers to own their lives, like Ocean Spray owns the cranberry. The campaign's big idea is for consumers to "Grab Life by the Berry" by making Ocean Spray a lifestyle. Advertising will emphasize the cranberry's health benefits and an active lifestyle to build long-term loyalty.
This document provides an overview of an advertising agency. It discusses that the agency is small in size but has global resources and scale through its multi-agency network. It has over 200 offices in 96 countries serving over 1,300 clients. The agency prides itself on being creative and nimble while also having large structure and production capabilities. The rest of the document discusses insights into millennial consumers, including their core values of being confident, connected, open to change, and redefining what is considered normal. It provides examples of millennial behaviors and preferences that are important for brands to understand when targeting this demographic.
This campaign aims to boost sales of hard candy brands Halls and Xylicrystal in Japan by repositioning them as tools for communication and social connection. The "Hi, Ame" campaign encourages gift-giving small candies to convey feelings of care, appreciation and kindness without words. It draws upon traditional Japanese culture and values friendship, family and bringing people together through simple gestures. The strategy seeks to make hard candy a part of daily life interactions and interpersonal relationships.
The document provides details of a marketing campaign plan for Snapple. It includes sections on key findings from research, the target audience which is primarily millennial women and "Brogramers", the creative strategy of "Shattering the Moment" to provide moments of relief from stress and boredom. Details of the social media, digital, and print executions are provided along with proposed budgets. The goal is to grow brand relevance and purchase frequency among current and new users.
Recipe for food & beverage brand communicationRohit Arora
Let’s admit it; we are all in small little ways ‘a foodie mindset’. It’s in human nature to be experimental with food and give in to indulgence sometimes and for few most-times. People tend to form a subliminal relationship with what they eat and drink, that form in to our eating-habits. Food and beverages have varied meaning to our lives which may differ from product-to-product, brand-to-brand and person-to-person.
Just as the preparation of a sumptuous meal requires a recipe, marketing food and beverages brands have their own recipe.
Sprite is studying consumer behavior to determine how to appeal to customers and increase sales. There are three main forces that influence consumer behavior: individual characteristics, social factors, and marketing strategies. Sprite will use segmentation, identity appeals, and strategies to address consumer irrationality and social influences to keep Sprite the top choice. Physical product design must also be considered to attract consumer attention.
The document discusses how the global population is aging rapidly and older consumers represent a significant portion of consumer spending. However, most brands ignore or patronize older consumers in their marketing. The document advocates for brands to treat older consumers as individuals and appeal to their aspirations rather than just their needs in order to be more successful. It provides several examples of brands that are successfully marketing attractive, desirable products to older audiences.
This document summarizes the process of developing and selling an idea for a "Spot Saver" app. The idea was inspired by an experience selling spots in a long line where the creators waited 2 hours. They conducted research finding most people would pay $5-20 to skip a long line. The proposed app would allow users to reserve and pay for a spot being held by a "spot saver" who waits in line to earn money. Users could then take over the spot from the front of the line. The creators believe the app meets the dual needs of line skipping and easy money earning through a peer-to-peer model.
The document discusses strategies for Tai Pei, a frozen Asian food brand, to appeal to Millennial consumers ages 18-25. It outlines research conducted including social media listening, focus groups, surveys, and interviews. Key findings show Millennials want variety, value, and convenience. The document proposes a brand platform that Tai Pei understands the complicated lives of Millennials and offers solutions to make life more flavorful and manageable. Three creative concepts are presented: "Almost Completely Prepared", "Meal Time on the Line", and "Shortcuts". A variety of tactics are suggested including outdoor, in-store, online video, and television.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
The document summarizes a workshop hosted by Rainforest Alliance to brainstorm a new global narrative around sustainability that appeals to consumers' shifting values around mindful living. Experts from various organizations presented on consumer trends showing people want brands with purpose that empower meaningful lives. Participants then engaged in creative ideation, developing concepts like "Radius" focusing on local communities and "The Good Collective" rewarding positive actions. The workshop aimed to inspire brands to communicate sustainability through everyday experiences that connect to happiness and continual improvement.
This document discusses how storytelling can be an effective strategy for direct sales companies to strengthen relationships and engage stakeholders. It provides examples of how stories that personalize products or share experiences can be more memorable and persuasive than simply listing features or giving instructions. Stories help convey a company's values in an entertaining way that draws people in rather than sounding bossy. Telling stories about representatives' experiences and successes can encourage others in the network more successfully than just stating goals or facts. Overall, the document advocates that stories are powerful tools for deepening connections within a direct sales network and carrying a company's messages in a engaging manner.
The document outlines a marketing campaign created by students for Snapple beverage brand. It includes research findings that Snapple's brand perception needs improvement, especially among millennials, and that social media strategy and messaging could be enhanced. The campaign's goal is to help Snapple remain relevant by addressing these issues. It proposes positioning Snapple as a way to "shatter moments of micro-boredom" through an integrated campaign across social media, creative executions, and branding. The campaign was developed through extensive primary research and strategy discussions among student teams.
Lessons from one of the most successful Facebook campaignstitofavino
The Oreo Daily Twist to date is one of the most successful and award winning examples of how a social campaign can change and improve brand perception whilst positively impacting its business and profits.
The document outlines research conducted for developing a marketing campaign to increase sales of Snapple tea drinks. It summarizes secondary research on the tea industry and Snapple's competitors. Primary research in the form of surveys and interviews found that Snapple has strong brand awareness but people don't consider it on shelves, and that consumers want a refreshing drink to help break up dull afternoons at work.
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."
FINAL HOOOVER & SHAKER NSAC 2016 PLANS BOOK CMYKAlex Friedl
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on their mindsets, lifestyles, and behaviors.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences on social media.
The campaign goals
Highlights from the Cannes Lions Health creative shortlist and conference talks. Best case studies, stories and examples from pharmaceutical and healthcare marketing in 2016.
This document outlines branding and marketing strategies for Canna Energy, an energy drink brand. The primary target market is 18-35 year olds who are individualistic and skeptical of institutions. Opportunities include creating online content that encourages sharing and reaching customers where they spend time online and in public spaces. A secondary target is 35-50 year olds who respond well to discounts and offers shared on social media. Young mothers are also a target as many drink energy drinks discreetly. The brand aims to set a new standard for energy drinks by being transparent, questioning the status quo, and empowering customers. Content marketing should educate customers about hemp products without sounding preachy and get customers involved in the brand story.
This document outlines a marketing campaign plan for Snapple beverages. The goals are to increase purchases in Snapple's core "Heartland" region, drive purchases nationwide, build brand awareness, and engage consumers through shareable experiences. Research found consumers see Snapple as a sugary treat rather than healthy option. The campaign's big idea is to position Snapple as embracing quirks and not taking oneself too seriously by encouraging consumers to "Live a Little." Elements include print and video ads showing fun moments, in-store promotions, social media campaigns, product placements, and experiential out-of-home promotions. The media plan aims to create interactions and build the Snapple brand across digital, social, television, and
"Grab Life By the Berry" Ocean Spray Advertising CampaignMeredithHardy2
This document provides an executive summary and marketing campaign for Ocean Spray. It identifies that Ocean Spray needs to increase brand recognition and loyalty among millennials. Research found that millennials value health and are unfamiliar with Ocean Spray. The campaign will position Ocean Spray as empowering consumers to own their lives, like Ocean Spray owns the cranberry. The campaign's big idea is for consumers to "Grab Life by the Berry" by making Ocean Spray a lifestyle. Advertising will emphasize the cranberry's health benefits and an active lifestyle to build long-term loyalty.
This document provides an overview of an advertising agency. It discusses that the agency is small in size but has global resources and scale through its multi-agency network. It has over 200 offices in 96 countries serving over 1,300 clients. The agency prides itself on being creative and nimble while also having large structure and production capabilities. The rest of the document discusses insights into millennial consumers, including their core values of being confident, connected, open to change, and redefining what is considered normal. It provides examples of millennial behaviors and preferences that are important for brands to understand when targeting this demographic.
This campaign aims to boost sales of hard candy brands Halls and Xylicrystal in Japan by repositioning them as tools for communication and social connection. The "Hi, Ame" campaign encourages gift-giving small candies to convey feelings of care, appreciation and kindness without words. It draws upon traditional Japanese culture and values friendship, family and bringing people together through simple gestures. The strategy seeks to make hard candy a part of daily life interactions and interpersonal relationships.
The document provides details of a marketing campaign plan for Snapple. It includes sections on key findings from research, the target audience which is primarily millennial women and "Brogramers", the creative strategy of "Shattering the Moment" to provide moments of relief from stress and boredom. Details of the social media, digital, and print executions are provided along with proposed budgets. The goal is to grow brand relevance and purchase frequency among current and new users.
Recipe for food & beverage brand communicationRohit Arora
Let’s admit it; we are all in small little ways ‘a foodie mindset’. It’s in human nature to be experimental with food and give in to indulgence sometimes and for few most-times. People tend to form a subliminal relationship with what they eat and drink, that form in to our eating-habits. Food and beverages have varied meaning to our lives which may differ from product-to-product, brand-to-brand and person-to-person.
Just as the preparation of a sumptuous meal requires a recipe, marketing food and beverages brands have their own recipe.
Sprite is studying consumer behavior to determine how to appeal to customers and increase sales. There are three main forces that influence consumer behavior: individual characteristics, social factors, and marketing strategies. Sprite will use segmentation, identity appeals, and strategies to address consumer irrationality and social influences to keep Sprite the top choice. Physical product design must also be considered to attract consumer attention.
The document discusses how the global population is aging rapidly and older consumers represent a significant portion of consumer spending. However, most brands ignore or patronize older consumers in their marketing. The document advocates for brands to treat older consumers as individuals and appeal to their aspirations rather than just their needs in order to be more successful. It provides several examples of brands that are successfully marketing attractive, desirable products to older audiences.
This document summarizes the process of developing and selling an idea for a "Spot Saver" app. The idea was inspired by an experience selling spots in a long line where the creators waited 2 hours. They conducted research finding most people would pay $5-20 to skip a long line. The proposed app would allow users to reserve and pay for a spot being held by a "spot saver" who waits in line to earn money. Users could then take over the spot from the front of the line. The creators believe the app meets the dual needs of line skipping and easy money earning through a peer-to-peer model.
The document discusses strategies for Tai Pei, a frozen Asian food brand, to appeal to Millennial consumers ages 18-25. It outlines research conducted including social media listening, focus groups, surveys, and interviews. Key findings show Millennials want variety, value, and convenience. The document proposes a brand platform that Tai Pei understands the complicated lives of Millennials and offers solutions to make life more flavorful and manageable. Three creative concepts are presented: "Almost Completely Prepared", "Meal Time on the Line", and "Shortcuts". A variety of tactics are suggested including outdoor, in-store, online video, and television.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
The document summarizes a workshop hosted by Rainforest Alliance to brainstorm a new global narrative around sustainability that appeals to consumers' shifting values around mindful living. Experts from various organizations presented on consumer trends showing people want brands with purpose that empower meaningful lives. Participants then engaged in creative ideation, developing concepts like "Radius" focusing on local communities and "The Good Collective" rewarding positive actions. The workshop aimed to inspire brands to communicate sustainability through everyday experiences that connect to happiness and continual improvement.
This document discusses how storytelling can be an effective strategy for direct sales companies to strengthen relationships and engage stakeholders. It provides examples of how stories that personalize products or share experiences can be more memorable and persuasive than simply listing features or giving instructions. Stories help convey a company's values in an entertaining way that draws people in rather than sounding bossy. Telling stories about representatives' experiences and successes can encourage others in the network more successfully than just stating goals or facts. Overall, the document advocates that stories are powerful tools for deepening connections within a direct sales network and carrying a company's messages in a engaging manner.
The document outlines a marketing campaign created by students for Snapple beverage brand. It includes research findings that Snapple's brand perception needs improvement, especially among millennials, and that social media strategy and messaging could be enhanced. The campaign's goal is to help Snapple remain relevant by addressing these issues. It proposes positioning Snapple as a way to "shatter moments of micro-boredom" through an integrated campaign across social media, creative executions, and branding. The campaign was developed through extensive primary research and strategy discussions among student teams.
Lessons from one of the most successful Facebook campaignstitofavino
The Oreo Daily Twist to date is one of the most successful and award winning examples of how a social campaign can change and improve brand perception whilst positively impacting its business and profits.
The document outlines research conducted for developing a marketing campaign to increase sales of Snapple tea drinks. It summarizes secondary research on the tea industry and Snapple's competitors. Primary research in the form of surveys and interviews found that Snapple has strong brand awareness but people don't consider it on shelves, and that consumers want a refreshing drink to help break up dull afternoons at work.
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."
FINAL HOOOVER & SHAKER NSAC 2016 PLANS BOOK CMYKAlex Friedl
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on their mindsets, lifestyles, and behaviors.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences on social media.
The campaign goals
Highlights from the Cannes Lions Health creative shortlist and conference talks. Best case studies, stories and examples from pharmaceutical and healthcare marketing in 2016.
This document outlines branding and marketing strategies for Canna Energy, an energy drink brand. The primary target market is 18-35 year olds who are individualistic and skeptical of institutions. Opportunities include creating online content that encourages sharing and reaching customers where they spend time online and in public spaces. A secondary target is 35-50 year olds who respond well to discounts and offers shared on social media. Young mothers are also a target as many drink energy drinks discreetly. The brand aims to set a new standard for energy drinks by being transparent, questioning the status quo, and empowering customers. Content marketing should educate customers about hemp products without sounding preachy and get customers involved in the brand story.
This document outlines a marketing campaign plan for Snapple beverages. The goals are to increase purchases in Snapple's core "Heartland" region, drive purchases nationwide, build brand awareness, and engage consumers through shareable experiences. Research found consumers see Snapple as a sugary treat rather than healthy option. The campaign's big idea is to position Snapple as embracing quirks and not taking oneself too seriously by encouraging consumers to "Live a Little." Elements include print and video ads showing fun moments, in-store promotions, social media campaigns, product placements, and experiential out-of-home promotions. The media plan aims to create interactions and build the Snapple brand across digital, social, television, and
Job Finding Apps Everything You Need to Know in 2024SnapJob
SnapJob is revolutionizing the way people connect with work opportunities and find talented professionals for their projects. Find your dream job with ease using the best job finding apps. Discover top-rated apps that connect you with employers, provide personalized job recommendations, and streamline the application process. Explore features, ratings, and reviews to find the app that suits your needs and helps you land your next opportunity.
5 Common Mistakes to Avoid During the Job Application Process.pdfAlliance Jobs
The journey toward landing your dream job can be both exhilarating and nerve-wracking. As you navigate through the intricate web of job applications, interviews, and follow-ups, it’s crucial to steer clear of common pitfalls that could hinder your chances. Let’s delve into some of the most frequent mistakes applicants make during the job application process and explore how you can sidestep them. Plus, we’ll highlight how Alliance Job Search can enhance your local job hunt.
Resumes, Cover Letters, and Applying OnlineBruce Bennett
This webinar showcases resume styles and the elements that go into building your resume. Every job application requires unique skills, and this session will show you how to improve your resume to match the jobs to which you are applying. Additionally, we will discuss cover letters and learn about ideas to include. Every job application requires unique skills so learn ways to give you the best chance of success when applying for a new position. Learn how to take advantage of all the features when uploading a job application to a company’s applicant tracking system.
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Jill Pizzola's tenure as Senior Talent Acquisition Partner at THOMSON REUTERS in Marlton, New Jersey, from 2018 to 2023, was marked by innovation and excellence.
2. page 1
LET’S DIVE IN.
What’s the situation?
Ocean Spray has been around a long time. You’ve picked up a boat
load of consumers making Ocean Spray one of the most iconic and
most recognizable brands. You have over 700 family farms, 2000+
employees and over 90 years of experience. You’ve earned the title of
authentic, distinct, ownable and loved. You’re the go-to brand in all
things cranberry. You are innovative, progressive and always looking
for new ways to grow.
So, what’s the problem?
Millennials, who make up one of the largest markets, think you’re for
their parents. Spanning from age 24-34, they aren’t aware of all the
great things Ocean Spray has to offer. While Millennials recognize the
brand, they don’t see how Ocean Spray fits their current lifestyle. Sales
are down, and you haven’t found a way to connect with them— that’s
where we come in.
Here’s our solution.
Reposition Ocean Spray as a brand that represents the values and
lifestyles of Millennials. Find a conversation starter that bridges the
gap between Millennials and Ocean Spray, while bringing relevance
and awareness to the brand.
Campaign Promise
Increase relevance of Ocean Spray amongst Millennials in order to
deliver:
29% HH
penetration2.
8.8+ brand
equity score1.
$22M+
in sales
1.57
ROI3. 4.
Research MethodologyTABLE OF CONTENTS
Executive Summary
Consumer Analytics
Sentiment Analysis
Competitive Landscape
Market Positioning
Strategic Positioning
Creative Strategy
Media Strategy
Awareness
Wavemakers
Partnership
Holiday
Media Flowchart
Metrics
Campaign Evaluation
CAMPAIGN
OBJECTIVE
Position Ocean Spray as the
catalyst for bold moments.
Help Millennials understand
that Ocean Spray reinforces
their life journey by speaking
to them in a way that captures
their attention.
1
2
3
4
5
6
7
8
9-11
12-14
15
16-17
18
19
20
646 survey
respondents
50 focus group
participants
Noldus
Research
120 ad concept
tests
45 intercepts1680 hours
of food diaries
130
one-on-ones
80 taste tests
Link password:
NSAC18Team996
3. page 2
TOO DIVERSE TO BE DEFINED.
Although Millennials fit in a nice box of 24-34, they are different kinds of people reaching various milestones in life. As parents, college
graduates, new home buyers and travelers, Millennials are making decisions at a time in their life where every choice seems like a big one.
KEY TAKEAWAY:
Millennials vary and so do their needs, but what makes them similar
is their desire to experience more than what they do now.
Millennials are living in their own quarter-life crisis.
Eighty-six percent of Millennials feel a pressure to succeed in their
relationships, finances and jobs before hitting 30 (The Guardian).
With such high expectations, they’re constantly looking for what’s
next or their big break. In many ways, they’re never really satisfied
with the status quo.
Millennials see brands as mirrors, not badges.
Millennials use brands to help elevate their lifestyle and
circumstances. They consciously choose products that reflect their
personality and reinforce their values. Ocean Spray needs to show
Millennials that they’re a brand worth supporting.
Millennials by the Numbers.
(Society for Human Resource Management)
(Primary Research)
(Simmons Research)
(The Independent)
(Porter Novelli)
(Market Wired)
(Statista)
(Statista)
4. page 3
In our research, we found that Millennials know the Ocean Spray brand. They see it as traditional and
family-oriented, but that doesn’t resonate with Millennials.
Ocean Spray is more than just a late-night mixer or your grandma’s favorite drink.
Since 1930, Ocean Spray has grown into a company that values and celebrates
diversity and encourages sustainability and corporate social responsibility. That’s
something to be proud of. Millennials value brand authenticity, so it’s time for
Ocean Spray to show its true colors.
You just need to find a conversation starter.
OCEAN SPRAY ISN’T RELEVANT TO MILLENNIALS, YET.
KEY TAKEAWAY:
What Millennials know about Ocean Spray
is only a fraction of the truth.
Most common words
associated with cranberry:
We surveyed over 150
Millennials and asked them,
“What first comes to mind
when you hear cranberry?”
(Primary Research)
Most common traits
associated with Ocean Spray:
We gave Millennials 26 options
on what words they find most
related to the brand (Primary
Research).
From a marketing
perspective, the brand
is very outdated.
I think that Ocean Spray
has been around forever,
it isn’t a new, trendy thing.
It’s always been there.
Big brands are telling
stories to capture people…
and I don’t think Ocean
Spray even tries to do that.
I always associate
cranberries with old
ladies and UTI’s.
“
“
(Primary Research)
5. page 4
ON A SHELF OF ITS OWN.
The fruit juice category is an interesting one. Millennials confidently identify brands
with a particular fruit. The high brand association to a distinct fruit makes each
flavor unique and ownable.
Ocean Spray is cranberry.
The brand is known for what it’s best at—the red berry that packs a punch. Other
fruit brands have direct competitors, but Ocean Spray has none.
Competitive Landscape
KEY TAKEAWAY:
Ocean Spray owns cranberry,
cranberry owns tart.
Cranberry is perfect for those long meetings
and keeps me out of the 3pm doldrums.
Cranberry [products] are the perfect pick-
me-up to get me to my next adventure.
If it’s the morning and I’m trying to wake up
and get ready, I would want some cranberry
juice. The tartness. It’s a zip. It hits you.
We asked Millennials how proud they are to be seen with a
brand to determine relevance, and we also asked them to rank
brands based on where they land on their preference scale
(Primary Research).
Mott’s
Apple and Eve
GoGo Squeez
Welch’s
Sun Maid
Smucker’s
Tropicana
Simply
Florida’s Natural
Ocean Spray
“
“
Cranberry is tart.
This is something other fruits can’t say. Tart isn’t sweet. Tart makes your eyes open
wider and gives you a tasty sensation no other fruit can.
Millennials can benefit by incorporating the tart flavor into their life. Because
they’re living in their own quarter life crisis, they need something to shake up their
routine. The tart flavor of cranberries will do just that. But, if Ocean Spray doesn’t
answer to Millennials’ behavioral needs, it will be known only as traditional, UTI’s
and Thanksgiving.
72% of Millennials
say tart is the best
way to describe the
taste of cranberries
Over 2/3 of
Millennials enjoy a
tart product
(Primary Research)
(Primary Research)
(Primary Research)
6. page 5
The unique, tart flavor of Ocean Spray products cannot be ignored. The tartness of
Ocean Spray cranberries is a flavor that has yet to be incorporated in the lives of
Millennials. Ocean Spray can use the tart flavor of cranberries to help Millennials break
out from bland and make bolder choices. Ocean Spray products help fuel the desire all
Millennials share, regardless of where they are in their quarter-life crisis.
TART IS MORE THAN A TASTE.
KEY TAKEAWAY:
Tart empowers Millennials
to make bold decisions.
7. page 6
It’s no ordinary flavor and you’re no ordinary person.
There are moments in life where you can choose to do what’s expected,
normal or routine. However, at Ocean Spray, we encouraged you to step in
a different direction.
Take the stairs instead of the elevator.
Stick your neck out instead of sticking to the script.
Join the action, instead of watching from the sidelines.
It’s easy to get lost in the familiar. But, Ocean Spray knows that there’s
much more to you than what you’re doing now. Each day you have the
choice between a routine decision or a bold one. Whether it’s as small as
going to yoga or as big as starting your own company, Ocean Spray is a
catalyst for positive change.
Ocean Spray is the bold decision you need to make.
TART IS THE BOLD FLAVOR
YOU’VE BEEN MISSING.
8. ART.
Our visual identity reinvigorates the
brand’s traditional look. Color-blocking
makes our ads simple, yet eye-catching.
Our illustrative style features relevant
imagery that brings a modern and
refreshing twist to the brand.
It’s traditional to accept the absolutes: black and
white, salty and sweet. But we believe there’s more
than that, in fact, we grow it.
Whether it’s a ripple, a splash, or a riptide, the slightest dare to reach
beyond the obvious can revive your routine. This new platform for Ocean
Spray is the evolution needed to start the conversation with Millennials.
Our creative strategy showcases definitive moments where Ocean Spray
and Millennials connect—to take life beyond the mundane.
Let other brands make noise about health benefits, calories and
antioxidants. We’ll be stepping in a new direction.
Ocean Spray is the bold taste that helps you make waves.
SORRY, GUYS.
“When I think of Ocean Spray, I think
of the commercial where the two
guys are standing
in the cranberries...
those commercials
don’t do anything
for me at all.”.
COPY.
The tagline “Make Waves” gets
direct influence from the brand’s
previous “Crave the Wave” tagline.
We’re taking the familiar and giving
it a new, consumer focus.
The brand shifts from traditional to
vibrant, energetic, imaginative and
positive, aligning more closely with
Millennial attitudes and behaviors.
ONE CHOICE, ONE TASTE, CAN MAKE WAVES.
page 7
(Primary Research)
Link: Brand Manifesto Video
9. page 8
MAKE WAY FOR MAKE WAVES.
Our campaign will run from June 2018 through May 2019 with a
budget of $5 million and the potential of expanding to $10 million.
We’ll be implementing a three-pronged approach:
Make Waves.
Make Waves embraces Ocean Spray’s past while encouraging
Millennials to take charge of their lives. It inspires Millennials to grab
the bold flavor of tart and continue to make more fearless choices.
Wavemakers.
Our Wavemakers component takes “Make Waves” and turns it into
something real. We celebrate people around the country doing bold
things that make waves in their community. These inspiring stories
encourage consumers to submit their own bold moves and earn the
title of “Wavemaker.”
Cransform the Holidays.
Rather than hide during the holidays, we leverage the one time of year
Millennials think of Ocean Spray—but we’ll talk to them in a new way
to maximize the top of mind awareness the holidays already provide.
KEY TAKEAWAY:
Big and bold ads, coupled with strategic
media placements, increase top of mind
awareness and relevance while driving sales
and increasing brand equity.
Ads you can’t ignore.
Through in-store, out-of-home, paid search, streaming radio, social
media and online video, our campaign will increase awareness by
driving impressions. Implementing both traditional and digital media
opportunities gives our campaign the greatest possible reach and
allows us to achieve our overall goal, increased brand equity and greater
household penetration.
This general awareness campaign creates an interest in Ocean Spray
products through social media platforms and digital presence. Millennials
are tech savvy and seek convince; we must connect with them through
these platforms.
10. page 9
AN INSTANT CONNECTION.
Programmatic.
The cost efficiency and effectiveness of programmatic advertising
will drive impressions from individual consumers and drive them to
the Ocean Spray website.
Social Media.
We’ll utilize paid Facebook and
Instagram, because the majority
of our target audience is on these
platforms. Facebook has the largest
user base in our age demographic
while Instagram has the highest
everyday interaction (Statista).
We’ll increase engagement and
brand equity through close
interaction with the consumer.
Twitter also allows us to reach
and interact with our consumers.
Forty-two percent of all Twitter
users are active on the platform
daily, which allows us to be
more personable with our target
audience (Statista). This opens up
opportunity for brand recognition
and brand awareness.
Paid Search.
Ocean Spray leads the conversation at a key touchpoint in the user journey.
Digital Video.
Video spots will appear as digital pre-roll for :15 and :06 second spots on YouTube, as well
as programmatic channels. YouTube’s largest viewership is 25-34 year olds, and the most
preferred form of video content by Millennials (ComScore). Through these media channels
we will appear alongside content that is in line with the interests of our audience.
Seventy percent of Millennials prefer to use search engines to research products
(Mind Stream Media). A strong call to action will drive leads to our website.
As the mobile shopping market grows, we can leverage paid search on Amazon
to boost exposure when the consumer is closest to conversion. Eighteen to
thirty-four year olds make up 30% of the US consumer base and 39% of Amazon’s
Prime members (Statista). With numbers like these, we can increase impressions
and have direct correlation between purchase and paid media.
Make Waves |
Link: Digital Video
11. page 10
OUT OF THE BOG.
Over 2/3 of people say they make shopping decisions in their car
(BVK), that’s why we’re purchasing billboards near grocery stores
to capitalize on top of mind awareness. We will purchase digital
billboards in San Diego, Austin and Salt Lake City, the three
largest Millennial markets (Nielsen).
Ocean Spray encourages Millennials to replace coffee with cranberry juice to
start their day with a bold, new wave.
Seventy-one percent of people indicate they look at billboards (Arbitron).
This ad highlights the simple ways to make waves and live a more exciting life.
We remind consumers to weave around the norm with Ocean Spray.
Billboards.
Make Waves |
12. page 11
SHOP BEYOND SALTY AND SWEET.
We’ll place campaign specific advertisements throughout various grocery stores nationwide. Our campaign will first live in Kroger. Kroger has
stores in 35 states and is the second largest national retailer (National Retailer Federation). Our campaign will exist in multiple stores in every
state possible. With a budget increase, we can extend our lifestyle placements to Target, which is the most popular retailer amongst Millennials
(Business Insider). With stores in every state, our visibility will grow among the target audience.
Shelf-talkers.
Seeing Ocean Spray in the produce
aisle is unexpected, but that’s exactly
what we want. By placing Ocean
Spray’s fruit fusion juices next to the
real thing, we give the consumer the
bold option they didn’t know they
needed. This encourages top of mind
awareness and conversion.
Sixty-three percent of shoppers
indicate that they make impulse
purchases in-store, making this a
valuable opportunity for Ocean Spray
to increase sales (UPenn).
Shopping cart ads.
Point-of-purchase advertising shows a large return on
investment, because it speaks to consumers in the moment
of a purchasing decision.
Floor stickers.
Eye-tracking research shows
customers spend half of
their time looking at the
floor (The New York Times).
Make Waves |
13. page 12
INTRODUCING WAVEMAKERS.
Once a wave starts, it can’t be stopped.
Ocean Spray wants Millennials to voice their stories to keep the waves
rolling. Wavemakers is a year long campaign introducing Ocean Spray as
the catalyst for bold. This digital campaign engages our target audience in
showing how they, too, are making waves.
From volunteers to small business leaders to dream chasers, we honor every
wave—no matter how big or small. The Wavemakers campaign features real
people who are making bold choices. This digitally driven component will
initiate conversation and positive social sentiment. Digital video, radio,
social and user-generated content will power this branch of the campaign. Ocean Spray is the original Wavemaker for your co-op model that
supports local growers. This gives Wavemakers the authenticity that
Millennials demand.
Wavemakers |
14. page 13
THE IMPACT BEHIND EACH WAVE.
Radio.
From June-August, we’ll leverage Spotify to encourage Wavemaker submissions. 0:15
second radio spots will run prompting users to visit the microsite.
Microsite.
Exclusive to the Wavemakers campaign, Wavemakers.com houses stories of good-will
and triumph. Visitors vote for finalists and become inspired to make waves of their own.
This will drive brand awareness and strengthen overall brand promise. The microsite will
track engagements and acquisitions across the entire campaign.
Digital Video.
During the months of October 2018 - January
2019, we’ll repurpose user-generated content
into 0:06s and 0:15s pre-roll advertisements on
YouTube and Google Display Network.
YouTube’s largest viewership is 25-34 year
olds, and it’s also the most preferred form of
video content by Millennials (ComScore).
Through digital video we have the
opportunity to appear alongside content that
is in line with the interests of our audience.
:15s Pre-roll.
This video will spotlight one of our Wavemakers,
Elizabeth. Elizabeth started a community garden
in an impoverished section of her city, and we
chose to highlight her story.
Wavemakers |
Link: Microsite
Link: Radio Spot
15. page 14
SPREADING THE WORD ABOUT SPREADING GOOD.
Paid Search.
Using paid search, we can reach Wavemakers when they search keywords such
as “non-profit” and “start ups.” This also captures users who otherwise wouldn’t
have interacted with the brand.
Programmatic.
We will use Smart Display to target Wavemakers. This allows Ocean Spray to
reach specific audiences with strategic placements that will drive users to our
microsite. Programmatic ads will reach over 3 million apps and websites on the
Google Display Network (Google).
Social.
Using the hashtag #osmakewaves, we can track user-generated
content and engagement with the brand. With each post, consumers
generate buzz for the brand.
Wavemakers |
16. page 15
A PARTNERSHIP WITH PURPOSE.
The Wavemakers movement and Millennials’ desire
to seek unique travel experiences comes together in
our promotional partnership with Airbnb.
Why Airbnb?
Airbnb is a Wavemaker—they entered the travel and
hospitality industry and took it somewhere new.
They transformed the mundane part of traveling, the
room in which you stay, and made it an experience.
Because of this, they are the ideal partner.
In cities across America, Airbnb customers can
select Ocean Spray sponsored experiences. From
local food tours, to nightlife activities, to local
causes and nonprofits, the Ocean Spray Airbnb
partnership will help further transform ordinary
tourists into Wavemakers by giving them the tools
to live like a local.
Depending on the package, these experiences can
be free add-ons to an Airbnb stay or purchased at
a discounted cost. Ocean Spray will work with the
local hosts of the experience and provide additional
product and promotional support.
This is Ocean Spray’s opportunity to
bring a bold choice to Millennials.
Fifty-five percent of
Millennials prefer to stay in
accommodations that are in
cool, local neighborhoods rather
than wanting to stay close to top
tourist attractions.
Over 80% of Millennials
seek unique travel
experiences and say that
the best way to learn
about a place is to live like
the locals do.
Fifty-one percent of
Millennials prefer an
active vacation, full of
exploration.
Partnership |
(Airbnb Millennial Travel Report)
(Airbnb Millennial Travel Report) (Airbnb Millennial Travel Report)
17. page 16
FORGET THE OLD FASHIONED WAY.
Ocean Spray owns the holidays—and we want our audience to own the
holidays, too. Twenty percent of cranberry consumption happens during
the week of Thanksgiving and Christmas, which is why we’ll be placing
holiday themed ads across out-of-home and Spotify (Quartz).
Spotify Playlist.
A holiday playlist with modern artists singing the classics remixes tradition.
Billboards.
Our billboards are a twist on tradition with a playful tone that matches the
holiday spirit.
Radio.
Our holiday radio spots offer listeners a simple how-to on making waves this
holiday season. Radio spots offer a call to action to our Spotify playlist and
holiday recipe site.
Cransform the Holidays |
Link: Radio Spot
18. page 17
SERVING HOLIDAY SPIRIT.
Since 34% of people admit the internet influences their holiday
purchases, we want to make sure Ocean Spray continues to be a part of
these traditions through our digital presence (Champ Internet Solutions).
Paid Search.
Through paid search, we’ll drive people to our recipes page for new ways to
use cranberries during the holidays.
Social Media.
During the holidays, we’ll remind
people how Ocean Spray products
reinvent common holiday staples.
We’re giving ordinary holiday
meals a bold update.
Programmatic.
On websites commonly used by Millennials, we’ll use programmatic to reinforce
our holiday campaign.
Recipe Page.
We’ve created a holiday recipes page to show that there’s more ways to use
cranberries during the holidays than even Grandma knows.
Cransform the Holidays |
19. page 18
WHERE YOU’LL FIND US.
Using the $5M budget, we sought to present the brand
message in the most compelling way. After weighing
our options, we put together the most effective use of
media, with the most efficient use of money.
Our campaign reserved 20% of the overall budget
for production costs, including the microsite and
Wavemaker prizes.
Incremental Budget Grant.
Increasing the budget adds a high impact, expanded experiential
campaign in partnership with Airbnb supported by increases in
all other medias, including the addition of in-store ads in Target
stores nationwide.
$10 Million Campaign Impressions: 1.2-1.4 Billion.
20. page 19
LET’S TALK NUMBERS.
Brand Equity
Key campaign metrics boost Brand Equity
by at least 7% according to the three pillars
of the Millward Brown methodology.
=
24.2M
Households
918,248
Households
+
23.3 M
Households
Household Penetration
We increase household penetration by 0.5% in just one year, achieving the goal in half the time.
Household Rationale
Using industry benchmarks, we
calculated every step along the
conversion funnel, from first
impression to conversion. We
divided our media spend across three
phases: awareness, engagement and
conversion. We cast a wide net at
the top of the funnel, followed by
rich and targeted digital media at the
engagement phase, and push in-store
placements at the final touchpoints to
increase conversions.
24.2M Households
83.2M Millennials
x 100 =
29% Household
Penetration
Awareness
794,548,283 Impressions
14 Mediums
Meaningfulness
22,284,742 Clicks
1,722,000 Social Media Engagements
Salience
$22,497,076 in Sales
+
+
=
7%+
Increase in Brand Equity
=
918,248 Households
$5,000,000 Budget $5.45
Cost Per
Acquisition
=
$7,873,977 Profit
$5,000,000 Budget
1.57 ROI
918,248
Households x
7
Annual
Purchase Rate
6,427,736
Products
Sold
= x
$3.50
Average Cost
per Unit
= x
35%
Profit
Margin
=
$7,873,977
Profit -
$5,000,000
Budget =
$2,873,977
Net Profit
$22,497,076
Revenue
918,248 Households
OOH + Spotify + Social Media
$2.5M in Media
SEM + Programmatic
$500,000 in Media
In-store
$1M in Media
800M Impressions & 5M Budget
ENGAGEMENT
CONVERSION
AWARENESS
KPIs
CPM
CTR
CPC
Clicks
Lead Rate
CPL
Conversion Rate
Conversions
page 19(Benchmarks compiled from the following sources: BPS Outdoor, BVK, Ed Soehnel, Hubspot, Info Scout, MailChimp, Marketing Land, Nielsen, Statista)
21. page 20
CAMPAIGN EVALUATION.
Recipe Page
Goal Completions
Time on Site
Shares
Pages per Session
Out of Home
Sales by geography
In-Store
Sales
Microsite
Traffic Sources
Submissions
Pages per Session
Time on Site
Video Programmatic
CTR
Watch Time
Social
CTR
Shares
Profile Filter Use
Engagement
Hashtag Use
Watch Time
Search
CTR
Goal
Completions
Keyword
Performance
Radio
CTR
Playlist
Performance
Here’s how we’ll track it.
We will monitor the following KPIs from
test period to campaign completion. We
will optimize and set new goals by KPI and
medium over the course of the campaign.
Measurement Tools:
Here’s what you get.
Brand Equity
For the first time, Ocean Spray is making waves with Millennials. We drive a 7% increase in
Brand Equity, but what does that really mean?
Salience: Create lifelong fans
Millennials are choosy, but when a brand makes the cut, it sticks with them for a
lifetime. This campaign spans one year, but the financial benefits linger for many
years to come.
Meaningfulness: Build a relationship
Just like friends, Millennials surround themselves with brands that reflect who
they are and help them soar to the next stage in their lives. By speaking to
Millennials in a way that resonates with them, we make the Ocean Spray brand
meaningful to our demographic.
Awareness: Make an impression
Here’s our mission: Tell your story and change perceptions. With tactical media
and eye-catching creative executions, Ocean Spray speaks to Millennials with
purpose. With 800M impressions, Ocean Spray joins Millennials at different
points in the day to build the relationship at every interaction.
Dollar for dollar (and then some)
With this campaign, Ocean Spray is ready to make waves, but it’s about what’s under the
hood, too. We drive $22M in sales and generate an ROI of 1.57. With a $5M investment and
just one year’s time, we add value to the brand like never before.
KPIs:
Your cransformation begins here.
Ocean Spray has everything it needs to connect with Millennials.
It’s time to start the conversation. It’s time to Make Waves.
Link: References