m-school final - sweetarts
DESCRIPTION
This was a semester long project with a real world example that is repositioning SweeTARTS so they can introduce their new product family. The project required us to conduct research, create a consumer portrait, find the key insight, create a creative brief around that key insight, state the big idea of the campaign based on the creative brief, and finally two activations for the campaign.TRANSCRIPT
by alisa, mica, nathalie, olivia
RESEARCH 3 focus groups | 7 individual interviews childhood | holidays shareable don’t seek out candy everyday indulgence
confidence is cool KEY INSIGHT
POSITIONING
For millennials ages 16-24 who are trendsetters fueled by their confidence, SweeTARTS gives you that energy boost to get through the day. Unlike the competition, SweeTARTS sets you apart from the crowd, recharging you and showing that confidence is cool.
STATEMENT
THE BRIEF OBJECTIVE introduce the new SweeTARTS product family TARGET 16-24 year old urban millennials INSIGHT confidence is cool PRODUCT BENEFITS!
functional – energy emotional – confidence
TAKEAWAY !
SweeTARTS will recharge your cool, transforming you into the most confident trendsetter on the block.
recharge your cool
oddvertising
ODDVERTISING EXAMPLES
denny’s trolli
ACTIVATIONS
pop-up experience social media campaign
online (viral) video
ACTIVATION 1
pop-up experience
#RECHARGEYOURCOOL
WHERE! santa monica, venice, fairfax, nokia center
WHAT! art show – each room dedicated to one SweeTARTS product music – by riff raff & the neon trees photobooth – shares to social media with the hashtag
ACTIVATION 2
social media campaign
#sweetART
ACTIVATION 3
online (viral) video
KEY PERFORMANCE return on investment
social interactions
goal completion rate
incremental sales
INDICATORS
ANALYTICS!
GOOGLE! analytics insights trends ad planner
QUANTCAST!
CRAZYEGG!
TWITALYZER!