"Savor Your 6 Minutes" Key Insights

The objective for this project was to create a full ad campaign that would increase  market share by 7% and increase brand awareness by 80% within the target market, ages 18-25. My role in this project was conducting research then translating my findings so my team could create an effective creative concept. I focused on researching primary and secondary competition - what they were doing, what worked, what didn’t work, and why.

 

I helped my team pinpoint demographics and psychographics in order to create a target profile for ages 18-25. In research, we looked at critical factors such as economic trends, industry trends, and health trends to learn how to make Tai Pei more relevant to the intended audience. I helped generate strategies for the social media campaign and promotions. Lastly, I was in charge of creating the strategy (and copy) for campaign evaluations which consisted of three phases: test market, copy testing, and post-testing.