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How do you get a younger demographic to connect with an "older" brand and find value in the weather?
Role
I was a manager for my Effie's team for the IBM and Weather Channel 2020 project. I was in charge of making sure that my group was completing tasks on time and that we stayed on brief throughout our work. I helped ideate what our campaign would be about, researched the best ways to reach IBM's target market, and even created mock ups of my teams creative executions.
background
IBM acquired The Weather Channel app in 2016 and realized that this was one of their first consumer-facing products that people would recognize. They wanted to accomplish 3 things:
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1. Connect with the younger generations, primarily millennials
2. Promote the IBM brand
3. Gain more recognition with their new target market
The ask
IBM wanted to create an integrated marketing campaign that focused on millennials, using The Weather Channel app.
strategy
We found that one of the most common connecting points between people is the weather. Many people check the weather where their loved ones are, so we wanted to show the emotion behind the weather. Our overall strategy was;
IBM: Weather Together uses data to reveal the connections we feel with those in our homes, community, and world.
deliverables
For this project, we had to use at least three unique channels to advertise on, and create mockups for each. We also had to provide a case study video (can be viewed below) to help explain and bring our idea to life. Through our submission, we also had to include primary and secondary research, the campaign budget and explanation, as well as how we would measure the success of our campaign.
What I learned
1. I learned a lot about not only motivating me, but motivating my teammates as well. My team and I were just getting into the swing of things when everything shut down due to COVID-19. It was a hard transition from ideating in-person to being fully remote, and not being able to have that human interaction. However, we were able to transition fairly quickly and we made the best of it.
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2. Encouraging your teammates is another helpful way to help the team become motivated. We went through many, many rough drafts of this campaign, which can be disheartening. By encouraging my team, we were able to push through and keep working.