Added-Value driven print campaign: •  Looked to highlight Organic and Fair Trade story in unique media opportunities •  Led negotiations with print team and vendors to develop programs Organized sampling/tasting opportunities at farmers' markets in priority market •  Worked with print partners to develop larger media packages including National TV integration, online exposure, major event sponsorships etc. •  Successful efforts helped lead to G&B becoming certified as 100% Fair Trade
       
     
Efficiency, Mass-Impressions focused planning: •  TV main driver of store traffic •  Heavy weight surrounding sale periods •  Balanced efficiency, programming relevance, and integration opportunities to choose networks •  Tasked with elevating brand image      •  Utilized media to align with bridal programming and showcase their full range of offerings                                                                      • Introduced new (non-sale focused) creative in conjunction with sale creative to avoid drop in sales while shifting brand message  
       
     
Young target: Cable TV and Digital driven: •  Little brand loyalty in young consumers, so have to connect with youth beyond the product itself •  Built on “Ridiculously Long-lasting” and “Spit it Out” to encourage brand participation through contests online • Unique brand placement in Tony Hawk skating video game •  Sponsored Maxim Mardi Gras Mansion party •  Sponsored “Save the Arcade” CollegeHumor project •  Demanded extensive market research:     •  Constant new innovations from other brands     •  Tracking sales in relation to live creative
       
     
Traditionally seasonal, mainly TV and Retail: •  Looking to expand beyond cold season to more casual, everyday use with new product launch     •  Used TV to drive mass awareness and Retail to encourage distribution and increase sales     •  Added select digital properties to boost awareness and educate about the product •  Worked daily with TV, OOH and Digital groups to monitor delivery of media and budgets     •  Communicated with client and creative team to optimize creative rotation and develop new strategies, (ie. cold-focused creative in morning and evening dayparts, casual lozenge focused in others)
       
     
Added-Value driven print campaign: •  Looked to highlight Organic and Fair Trade story in unique media opportunities •  Led negotiations with print team and vendors to develop programs Organized sampling/tasting opportunities at farmers' markets in priority market •  Worked with print partners to develop larger media packages including National TV integration, online exposure, major event sponsorships etc. •  Successful efforts helped lead to G&B becoming certified as 100% Fair Trade
       
     
+

Added-Value driven print campaign:
• Looked to highlight Organic and Fair Trade story in unique media opportunities
• Led negotiations with print team and vendors to develop programs
Organized sampling/tasting opportunities at farmers' markets in priority market
• Worked with print partners to develop larger media packages including National TV integration, online exposure, major event sponsorships etc.
• Successful efforts helped lead to G&B becoming certified as 100% Fair Trade

Efficiency, Mass-Impressions focused planning: •  TV main driver of store traffic •  Heavy weight surrounding sale periods •  Balanced efficiency, programming relevance, and integration opportunities to choose networks •  Tasked with elevating brand image      •  Utilized media to align with bridal programming and showcase their full range of offerings                                                                      • Introduced new (non-sale focused) creative in conjunction with sale creative to avoid drop in sales while shifting brand message  
       
     
+

Efficiency, Mass-Impressions focused planning:
• TV main driver of store traffic
• Heavy weight surrounding sale periods
• Balanced efficiency, programming relevance, and integration opportunities to choose networks
• Tasked with elevating brand image 
    • Utilized media to align with bridal programming and showcase their full range of offerings                                                                     • Introduced new (non-sale focused) creative in conjunction with sale creative to avoid drop in sales while shifting brand message

 

Young target: Cable TV and Digital driven: •  Little brand loyalty in young consumers, so have to connect with youth beyond the product itself •  Built on “Ridiculously Long-lasting” and “Spit it Out” to encourage brand participation through contests online • Unique brand placement in Tony Hawk skating video game •  Sponsored Maxim Mardi Gras Mansion party •  Sponsored “Save the Arcade” CollegeHumor project •  Demanded extensive market research:     •  Constant new innovations from other brands     •  Tracking sales in relation to live creative
       
     
+

Young target: Cable TV and Digital driven:
• Little brand loyalty in young consumers, so have to connect with youth beyond the product itself
• Built on “Ridiculously Long-lasting” and “Spit it Out” to encourage brand participation through contests online
• Unique brand placement in Tony Hawk skating video game • Sponsored Maxim Mardi Gras Mansion party
• Sponsored “Save the Arcade” CollegeHumor project
• Demanded extensive market research:
    • Constant new innovations from other brands
    • Tracking sales in relation to live creative

Traditionally seasonal, mainly TV and Retail: •  Looking to expand beyond cold season to more casual, everyday use with new product launch     •  Used TV to drive mass awareness and Retail to encourage distribution and increase sales     •  Added select digital properties to boost awareness and educate about the product •  Worked daily with TV, OOH and Digital groups to monitor delivery of media and budgets     •  Communicated with client and creative team to optimize creative rotation and develop new strategies, (ie. cold-focused creative in morning and evening dayparts, casual lozenge focused in others)
       
     
+

Traditionally seasonal, mainly TV and Retail:
• Looking to expand beyond cold season to more casual, everyday use with new product launch
    • Used TV to drive mass awareness and Retail to encourage distribution and increase sales
    • Added select digital properties to boost awareness and educate about the product
• Worked daily with TV, OOH and Digital groups to monitor delivery of media and budgets
    • Communicated with client and creative team to optimize creative rotation and develop new strategies, (ie. cold-focused creative in morning and evening dayparts, casual lozenge focused in others)