"Find What You've Been Missing" Key Insights

There were three objectives of this campaign. First, make the brand’s food and beverage products relevant to millennials aged 24-34. Second, grow household penetration by 0.5% over the next two years. Lastly, generate a +7% increase in brand equity. In order to accomplish these goals, thorough research was required. I was on the account planning/research team which conducted all primary and secondary research. We spent 6 weeks performing focus groups, interviews, interactive boards, surveys, and in-store intercepts. I naturally took on a leadership role in the group to help the team stay on track and meet research deadlines.

 

I played a large part in helping to conduct the focus groups, interactive boards, and reaching our survey goal. I also helped present our research findings as well as draw conclusions to key oversights that we found between the brand and our target market. I was heavily involved in deciding our five concepts that we later used for concept testing. After the research was mostly completed, I joined the Social Media/IMC team to make sure their ideas aligned with our primary and secondary research. Working on this campaign helped me realize how important communication skills are and how excellent communication can easily prevent several problems. I also learned how vital research is in advertising. If the research is no good, then it’s practically impossible to create a successful campaign.