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How does a brand geared towards older generations connect with a younger audience?
Role
I was a manager for my Effie's team for the Bose 2020 Brand Challenge. 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. I was also in charge of a creative team and made sure that they knew the details of the campaign and the timelines for our executions.
Background
Bose is one of the largest headphone competitors, along with Apple and Beats, within the headphone market. They wanted some ideas of how to better connect and gain sales from a different target audience to broaden their customer base.
The ask
Bose wanted a campaign that used multiple channels to reach their new target market.
strategy
I am unable to go into our strategy specifics at this time, but I can say that there was a lot of primary research and secondary research that went into our campaign. We wanted to understand this target market well so that we could make a campaign that would best connect to them. We also conducted research as to what the best channels should be used based on this target market.
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 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.
1. Even if you set deadlines, it's not always enough! There will always be something that comes up and makes it difficult to make the deadline. In the end, this most likely means you're going to lose some sleep (say goodbye to a 9:30 bedtime).
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2. Whether it's art directors, copy writers, or content creators, creatives are RESILIENT individuals and they have my respect always.