"Love Your Roots" Key Insights

The task for this project was to create an ad campaign for Barq’s Root Beer that would generate 80% brand awareness and gain 5% market share within the target market, males aged 25-34. The focus of this assignment was to understand and master conducting campaign evaluations. We researched our target audience to understand how to effectively reach them. Then we came up with our tagline, “Love Your Roots”.

 

My role in the project was creating the budget and the media mix. Within the media mix, I came up with different tactics of how to effectively reach the target audience based off research. Then, my team and I focused heavily on the test market, copy testing, and post-testing of the campaign.